Butter has been growing for several years in Sweden and this trend has two strong drivers. One of them is the pricing; butter prices vary a lot, but typically always remain more expensive than margarine alternatives.
Margarine is a cheaper alternative to butter, but it has also been marketed as more healthy due to its lower fat content. As already mentioned, the fear of fat disappeared in Sweden several years ago, partly thanks to the LCHF diet trend.
Margarine is in decline and butter is increasing in popularity, mostly because of butter’s taste, margarine’s loss of credibility in terms of health, and a strong economy driving an overall premium trend in packaged food. In addition to the premium trend, there is a strong trend towards vegan products and herbal foods, which are considered to be both healthier and better for the environment.
Zeta, which is a strong brand in edible oils, launched its first margarine product under the brand Breoliv (SpreadOlive) in 2017. This is a product with only four ingredients, challenging the butter category rather than the traditional margarine brands, particularly with Arla’s popular brand Bregott (SpreadGood).
Just like margarine in general, private label products are traditionally associated with low price. Today, however, all major food chains – ICA, Coop and Axfood – have their own variants of both regular butter, margarine and butter spreads.
For many years, Arla’s brand Bregott only came in a few, basic varieties, but, in the last couple of years, Bregott has widened its assortment with differentiation of flavours. Today, consumers can choose between several different flavours, and, in 2018, Arla launched Bregott Gourmet with browned butter.
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