Schedro TM continues to lead butter and spreads in retail value terms in 2021, due to its strong value share within margarine and spreads. However, Terra Food Group is the leading manufacturer in butter but lost marginal retail value share in 2021 as butter becomes more fragmented with the entry of new players.
Margarine and spreads are the largest category in butter and spreads in both retail value and volume terms. Many Ukrainians switched to margarine and spreads from butter in 2020 and 2021 as consumers’ purchasing power has decreased thanks to the economic uncertainty brought on by the pandemic.
Margarine and spreads sees the highest current retail value growth in 2021 with consumers turning to cooking and baking at home during periods of home seclusion. This trend has a lingering effect throughout 2021 as consumers opt for baking bread and pastries at home rather than purchasing or consuming these products outside the home.
With the rising health and wellness trend in Ukraine more consumers are paying attention to health issues such as lactose intolerance, reduced cholesterol and animal fats in nutrition, avoiding palm oil and artificial preservatives. Consequently, manufacturers are reacting to this emerging demand with new launches such as lactose free butter from Globino and Voloshkove Pole (Yuriya); a vegan spread that is “breakfast style” from Olkom Kyivsky (Olkom Kyivsky Margarynovy Zavod ZAT) fortified with vitamin E, omega 6 and 9; and an organic and vegan butter, Naturli which is imported.
With consumers turning to cooking and baking more at home during the pandemic, it is anticipated for this change in lifestyle to have a lingering effect in the forecast period and for consumers to continue cooking and baking more bread and pastries at home rather than out-of-the-home, thus sustaining demand for butter and spreads. Although the Ukrainian economy is expected to recover during the forecast period, margarine and spreads (mostly spreads) will be the leading driver of volume and value sales.
Growth in butter in the forecast period is likely to be stimulated by the premiumisation trend and new launches seen towards the end of the review period, leading to rising shelf space compared with previous years. Furthermore, new launches are driven by health and wellness innovations, imported brands as well as local launches of regular products such as Premialle from Terra Food which is approximately 20% more expensive than regular butter.
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Butter and Spreads
This is the aggregation of butter, cooking fats and margarine and spreads.See All of Our Definitions
This report originates from Passport, our Butter and Spreads research and analysis database.
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