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Country Report

Butter and Margarine in

Butter and Spreads in Portugal

25 pages, Aug 2018

US$990

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Executive Summary

New Report Guarantee

If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

PROSPECTS

Butter and spreads affected by health trends

The category presented a negative performance in 2018, with the worst results posted by margarine and spreads and by cooking fats. Sales of butter and spreads were affected by consumers’ concerns with regard to cutting down their fat consumption, switching to healthier non-fat alternatives.

Image of margarine and spreads affects sales

With a less negative performance than cooking fats in 2018, margarine and spreads also registered a sales decline as consumers associated these products with being industrialised and processed. As a result, consumers were switching to other alternatives such as soft cheese and butter, which have a more positive image in terms of their naturalness.

Butter consumers look above all for flavour

After some years of decline due to its negative association with high fat levels, butter posted a less negative performance in 2018 when compared with other categories within butter and spreads. The fact that consumers increasingly perceived butter as more natural and less processed when compared with margarine supported this step towards recovery.

COMPETITIVE LANDSCAPE

Unilever Jerónimo Martins is negatively affected by the decline of margarine and spreads

Despite leading the category of butter and spreads in 2018, the decline in consumption of margarine and spreads negatively affected sales of Unilever Jerónimo Martins, in particular for its brand Vaqueiro, but also for Planta and Becel. Becel pro activ also recorded a decline in sales in 2018, which could be related to the growing health trend, as consumers abandoned poor eating habits and purchased specific food that was claimed to help with cholesterol or blood pressure issues.

Private label reinforces its position in margarine and spreads

One of the most significant developments within margarine and spreads in 2017/2018 was the increase in value share for private label. The entry of Pingo Doce, an exclusive line, contributed to private label’s increased share.

Growth of neighbourhood stores favours leading players and private label

With significant growth of small and medium supermarkets, particularly in city centres, consumers are transferring their bigger hypermarket purchases to smaller and more-convenient-sized retailers. The portfolio of products available to consumers is necessarily different due to space limitations, favouring both private label and leading major brands.

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Overview

Why buy this report?

Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Butter and Margarine industry in Portugal with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Butter and Margarine industry in Portugal, our research will save you time and money while empowering you to make informed, profitable decisions.

The Butter and Margarine in Portugal market research report includes:

Analysis of key supply-side and demand trends
Detailed segmentation of international and local products
Historic volumes and values, company and brand market shares
Five year forecasts of market trends and market growth
Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

What is the market size of Butter and Margarine in Portugal?
What are the major brands in Portugal?
Are consumers in emerging markets moving from unpackaged to packaged oils and fats?
What are the sales prospects for “healthy” cooking oils?
Will retail sales suffer as economic prospects improve and consumers move back to eating out rather than cooking at home?

Why buy this report?

Gain competitive intelligence about market leaders
Track key industry trends, opportunities and threats
Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our:

Packaged Food market research database.

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Butter and Spreads in Portugal - Category analysis

HEADLINES

PROSPECTS

Butter and spreads affected by health trends

Image of margarine and spreads affects sales

Butter consumers look above all for flavour

COMPETITIVE LANDSCAPE

Unilever Jerónimo Martins is negatively affected by the decline of margarine and spreads

Private label reinforces its position in margarine and spreads

Growth of neighbourhood stores favours leading players and private label

CATEGORY DATA

Table 1 Sales of Butter and Spreads by Category: Volume 2013-2018
Table 2 Sales of Butter and Spreads by Category: Value 2013-2018
Table 3 Sales of Butter and Spreads by Category: % Volume Growth 2013-2018
Table 4 Sales of Butter and Spreads by Category: % Value Growth 2013-2018
Table 5 NBO Company Shares of Butter and Spreads: % Value 2014-2018
Table 6 LBN Brand Shares of Butter and Spreads: % Value 2015-2018
Table 7 Distribution of Butter and Spreads by Format: % Value 2013-2018
Table 8 Forecast Sales of Butter and Spreads by Category: Volume 2018-2023
Table 9 Forecast Sales of Butter and Spreads by Category: Value 2018-2023
Table 10 Forecast Sales of Butter and Spreads by Category: % Volume Growth 2018-2023
Table 11 Forecast Sales of Butter and Spreads by Category: % Value Growth 2018-2023

Packaged Food in Portugal - Industry Overview

EXECUTIVE SUMMARY

Upmarket shift in demand

Health and convenience drive growth

Private label remains strong but loses share

Modern grocery retailing sees share eroded

Positive outlook

FOODSERVICE

Sales to Foodservice

Ongoing volume growth expected
Blurring the boundries between retail and foodservice
Health a key influence on sales

Consumer Foodservice

Positive consumer foodservice environment
Health and convenience shaping demand
Diversification and premiumisation

Category Data

Table 12 Foodservice Sales of Packaged Food by Category: Volume 2013-2018
Table 13 Foodservice Sales of Packaged Food by Category: % Volume Growth 2013-2018
Table 14 Forecast Foodservice Sales of Packaged Food by Category: Volume 2018-2023
Table 15 Forecast Foodservice Sales of Packaged Food by Category: % Volume Growth 2018-2023

MARKET DATA

Table 16 Sales of Packaged Food by Category: Volume 2013-2018
Table 17 Sales of Packaged Food by Category: Value 2013-2018
Table 18 Sales of Packaged Food by Category: % Volume Growth 2013-2018
Table 19 Sales of Packaged Food by Category: % Value Growth 2013-2018
Table 20 GBO Company Shares of Packaged Food: % Value 2014-2018
Table 21 NBO Company Shares of Packaged Food: % Value 2014-2018
Table 22 LBN Brand Shares of Packaged Food: % Value 2015-2018
Table 23 Penetration of Private Label by Category: % Value 2013-2018
Table 24 Distribution of Packaged Food by Format: % Value 2013-2018
Table 25 Distribution of Packaged Food by Format and Category: % Value 2018
Table 26 Forecast Sales of Packaged Food by Category: Volume 2018-2023
Table 27 Forecast Sales of Packaged Food by Category: Value 2018-2023
Table 28 Forecast Sales of Packaged Food by Category: % Volume Growth 2018-2023
Table 29 Forecast Sales of Packaged Food by Category: % Value Growth 2018-2023

Megatrends

Country Report

Butter and Spreads in Portugal

New Report Guarantee

Executive Summary

New Report Guarantee

PROSPECTS

Butter and spreads affected by health trends

Image of margarine and spreads affects sales

Butter consumers look above all for flavour

COMPETITIVE LANDSCAPE

Unilever Jerónimo Martins is negatively affected by the decline of margarine and spreads

Private label reinforces its position in margarine and spreads

Growth of neighbourhood stores favours leading players and private label

Overview

Why buy this report?

Samples

Overview

Why buy this report?

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Table of Contents

Butter and Spreads in Portugal - Category analysis

HEADLINES

PROSPECTS

Butter and spreads affected by health trends

Image of margarine and spreads affects sales

Butter consumers look above all for flavour

COMPETITIVE LANDSCAPE

Unilever Jerónimo Martins is negatively affected by the decline of margarine and spreads

Private label reinforces its position in margarine and spreads

Growth of neighbourhood stores favours leading players and private label

CATEGORY DATA

Packaged Food in Portugal - Industry Overview

EXECUTIVE SUMMARY

Upmarket shift in demand

Health and convenience drive growth

Private label remains strong but loses share

Modern grocery retailing sees share eroded

Positive outlook

FOODSERVICE

Sales to Foodservice

Consumer Foodservice

Category Data

MARKET DATA

SOURCES

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