Executive Summary

Aug 2019
PROSPECTS
As Magnolia grows so does butter and spreads

The favourable performance of Magnolia Inc, which dominates the category, was the key growth driver in 2019. Magnolia benefited from increasing its distribution reach, especially into the Visayas and Mindanao region, with the company’s prospects expected to remain favourable to the benefit of the whole category.

Margarine and spreads on the rise as price remains key

Margarine and spreads saw significantly stronger growth than butter in 2019 in both current value terms and retail volume terms. This was largely due to the much more affordable prices of margarine and spreads, with butter having an average unit price that is almost four times that of the former.

Lack of innovation and limited usages acts as a barrier to growth

Butter and margarine and spreads are mainly used as a spread and as an ingredient for baking. It is not common, however, for households to use these products as a substitute for edible oils for use in cooking/frying.

COMPETITIVE LANDSCAPE
Magnolia blossoms thanks to popularity of Star and expanding distribution

Magnolia continued to dominate butter and spreads in 2019, with it recording double-digit growth in current value terms. Its success stems partly from its wide brand portfolio of butter and margarine and spreads, which allows it to serve different consumer groups.

Magnolia set to benefit from expansion of production facilities

San Miguel Corp, which is the GBO of Magnolia, started expanding its manufacturing facilities in the Philippines in 2018 as it looks to shift away from toll manufacturers in favour of having its own manufacturing facilities. It plans to increase its manufacturing capacity by 130,000 metric tonnes by 2020, with butter and margarine and spreads among its products that are set to benefit from this added production capacity.

Local players dominate but niche areas offer potential for multinationals

The dominance of Magnolia within butter and spreads gives local companies an edge against their multinational counterparts. In margarine and spreads, all of the major brands are owned by domestic players as a result of competitive pricing, brand awareness via wide product portfolios and shelf space occupancy.

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Butter and Spreads in the Philippines

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Overview

Discover the latest market trends and uncover sources of future market growth for the Butter and Margarine industry in Philippines 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 Philippines, our research will save you time and money while empowering you to make informed, profitable decisions.

The Butter and Margarine in Philippines 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 Philippines?
  • What are the major brands in Philippines?
  • 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.

Butter and Spreads in the Philippines - Category analysis

HEADLINES

PROSPECTS

As Magnolia grows so does butter and spreads
Margarine and spreads on the rise as price remains key
Lack of innovation and limited usages acts as a barrier to growth

COMPETITIVE LANDSCAPE

Magnolia blossoms thanks to popularity of Star and expanding distribution
Magnolia set to benefit from expansion of production facilities
Local players dominate but niche areas offer potential for multinationals

CATEGORY DATA

Table 1 Sales of Butter and Spreads by Category: Volume 2014-2019
Table 2 Sales of Butter and Spreads by Category: Value 2014-2019
Table 3 Sales of Butter and Spreads by Category: % Volume Growth 2014-2019
Table 4 Sales of Butter and Spreads by Category: % Value Growth 2014-2019
Table 5 NBO Company Shares of Butter and Spreads: % Value 2015-2019
Table 6 LBN Brand Shares of Butter and Spreads: % Value 2016-2019
Table 7 Distribution of Butter and Spreads by Format: % Value 2014-2019
Table 8 Forecast Sales of Butter and Spreads by Category: Volume 2019-2024
Table 9 Forecast Sales of Butter and Spreads by Category: Value 2019-2024
Table 10 Forecast Sales of Butter and Spreads by Category: % Volume Growth 2019-2024
Table 11 Forecast Sales of Butter and Spreads by Category: % Value Growth 2019-2024

Packaged Food in the Philippines - Industry Overview

EXECUTIVE SUMMARY

Increased spending power supports faster value growth of packaged food in 2019
Along with other packaged food developments, a plethora of new products are introduced to meet demand for convenient, healthy, interesting and indulgent food
While Universal Robina maintains its overall lead, the competitive landscape sees significant expansion and other new developments in 2018-2019
Distribution developments include new players, acquisitions and some drop-outs, while modern grocery retailers continue to dominate sales
Ongoing demand for healthier, convenient and indulgent food will ensure continued growth for packaged food in the Philippines

FOODSERVICE

Sales to Foodservice
Beyond Meat’s plant-based meat substitutes, currently sold by bulk/wholesale only, are gaining traction in restaurants seeking to capitalise on demand for healthy and environmentally friendly products
Arla Pro, a dairy foodservice concept created for professionals, is launched at a major event featuring renowned chefs from throughout Southeast Asia demonstrating the use and versatility of Arla products
Sysu International hosts Taste Setters workshop to generate interest among foodservice players and food manufacturers in spicy up their menus and products with Tabasco dry mixes
Consumer Foodservice
Despite inflationary environment and related uncertainties, consumers with higher disposable incomes still choose to dine out, as some but not all foodservice operators choose not to raise their prices
Convenience stores limited-services restaurants are performing well, drive by ongoing rollouts of new concept stores, widening selection of ready meals, snacks and other food and increased dining space
Use of food delivery mobile apps continues to drive rapid growth of home delivery
Category Data
Table 12 Foodservice Sales of Packaged Food by Category: Volume 2014-2019
Table 13 Foodservice Sales of Packaged Food by Category: % Volume Growth 2014-2019
Table 14 Forecast Foodservice Sales of Packaged Food by Category: Volume 2019-2024
Table 15 Forecast Foodservice Sales of Packaged Food by Category: % Volume Growth 2019-2024

MARKET DATA

Table 16 Sales of Packaged Food by Category: Volume 2014-2019
Table 17 Sales of Packaged Food by Category: Value 2014-2019
Table 18 Sales of Packaged Food by Category: % Volume Growth 2014-2019
Table 19 Sales of Packaged Food by Category: % Value Growth 2014-2019
Table 20 GBO Company Shares of Packaged Food: % Value 2015-2019
Table 21 NBO Company Shares of Packaged Food: % Value 2015-2019
Table 22 LBN Brand Shares of Packaged Food: % Value 2016-2019
Table 23 Penetration of Private Label by Category: % Value 2014-2019
Table 24 Distribution of Packaged Food by Format: % Value 2014-2019
Table 25 Distribution of Packaged Food by Format and Category: % Value 2019
Table 26 Forecast Sales of Packaged Food by Category: Volume 2019-2024
Table 27 Forecast Sales of Packaged Food by Category: Value 2019-2024
Table 28 Forecast Sales of Packaged Food by Category: % Volume Growth 2019-2024
Table 29 Forecast Sales of Packaged Food by Category: % Value Growth 2019-2024

SOURCES

Summary 1 Research Sources