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Learn moreSep 2018
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2018 saw butter set sales records and the category is set for further positive growth over the forecast period. Growing numbers of studies now promote the value of natural fats as part of a healthy diet.
Demand for organic milk has been growing in recent years, encouraging more farmers to transition to organic production. However, organic certification can be a difficult, time consuming and expensive process for farmers and, as such, organic production of milk remains low and is only now catching up with consumer demand.
As plant-based alternatives gain popularity across all dairy categories, manufacturers are developing new plant-based alternatives to butter. Products that have caught the attention of consumers include unique items such as aquafaba, made from the liquid residue from chickpeas.
Private label players have long capitalised on the opportunity to provide butter and spreads at lower price points than branded manufacturers. As the recent excess milk supply has suppressed dairy prices generally, private label players in butter have compounded this trend by reducing prices further.
Drawing on the convenience and no-mess trends for family eating, Land O’ Lakes is expanding its product portfolio by introducing butter in new pack types. Its new Soft Squeeze brand offers full-fat butter in a tube and is positioned as a product to facilitate healthy eating with quick preparation and clean-up.
2018 saw Anglo-Dutch consumer goods giant Unilever sell its leading margarine brands Country Crock and I Can’t Believe It’s Not Butter! to global investment management company KKR. Americans have long been enthusiastic consumers of margarine.
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Discover the latest market trends and uncover sources of future market growth for the Butter and Margarine industry in USA with research from Euromonitor's team of in-country analysts.
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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.