Table of Contents
Issues in the Market
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- Key themes
- Definition
Insights and Opportunities
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- Embrace the morning
- A helping hand
- Blokes get buttery
- Growing up strong
- Dual pots
Fast Forward Trends
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- Fast Forward Trends – an explanation
- Trend 1: Short Cuts
- Trend 2: Totophobia
Market in Brief
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- Rise and fall
- Butter lifts the lid
- Shifting health trends
- Changing eating and cooking habits
- Loyal to the brand
- Looking forward
Internal Market Environment
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- Key Points
- You are what you eat
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- Figure 1: Agreement with selected lifestyle statements on diet and health, 2002-06
- Weight watchers
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- Figure 2: Adults who are trying to slim, 2002-06
- Not just any fat
- Less is more when it comes to bread
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- Figure 3: UK retail sales of bread, by value, 2001-07
- Cooking from scratch is back
Broader Market Environment
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- Key Points
- Improving standards
- Potential for premiumisation
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- Figure 4: PDI and consumer expenditure, at constant 2002 prices, 2002-12
- Demographic outlook looks bright
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- Figure 5: Trends and projections in UK population (‘000s), by age group, 2002-12
- Table for one?
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- Figure 6: Changes in UK household sizes, 2003-12
- Breakfast on the go
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- Figure 7: Working population, by gender, 2002-12
Competitive Context
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- Key Points
- Indulgence is sweet
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- Figure 8: Market size of the sweet spreads market, by value, 2002-07
- An eggcellent choice
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- Figure 9: Retail sales of eggs, 2002-07
- Say cheese
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- Figure 10: Retail sales of cheese, by volume and value, 2002-07
- The goodness of olives
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- Figure 11: Retail sales of edible oils by value, 2002-07
- Exploring other uses
Strengths and Weaknesses in the Market
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key Points
- Looking for inspiration?
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- Figure 12: Number of new products in the UK market, January 2003-August 2007
- Buttercups all round
- Cut out the fat
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- Figure 13: Top ten positioning claims in UK NPD of yellow fats, January 2006-August 2007
- Salt – take it or leave it
- Extra functionality
- Made by cows, not chemists
- Best of British
- A little experimentation
- Global trends
- Possible future trends
Market Size and Forecast
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- Key Points
- Paying more for less
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- Figure 14: UK retail sales of yellow fats, by volume and value, 2002-07
- Butter catching up with spreads
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- Figure 15: Breakdown of the total yellow fats market, by value and volume, 2004 and 2006
- The search for all things natural
- Taste over health
- The future of the market
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- Figure 16: Forecast for retail value sales of yellow fats, by type, and sterling value, 2007-12
- Figure 17: Forecast for retail sales of yellow fats, by type, volume, 2007-12
- Spreadable butter steals the market
- Health persists
- Ethical purchasing to grow
- Factors incorporated in the forecast
Segment Performance
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- Key Points
- Health vs taste vs convenience
- Spreads soldier on
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- Figure 18: UK retail sales of spreads and margarine, by volume and value, 2002-07
- Butter and spread replace margarine
- Butter – an everyday luxury
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- Figure 19: UK retail sales of butter, by volume and value, 2002-07
Market Share
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- Key Points
- Unilever spreads its lead
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- Figure 20: Manufacturers' branded shares in margarine and spreads, 2004 and 2006
- Brands dominate
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- Figure 21: Brand shares in the margarines, spreads and butter (including spreadable butter market), 2004 and 2006
- Lurpak challenges Flora’s dominance
Companies and Products
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- Key Points
- Brand positioning
- Arla Foods UK
- Dairy Crest
- Unilever
- Kerrygold
- Other suppliers
Brand Communication and Promotion
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- Key Points
- Use it or lose it
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- Figure 22: Main monitored media spend on yellow fats, 2003-07*
- Splashing out on butter
- TV reigns supreme
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- Figure 23: Main monitored media advertising expenditure on yellow fats by medium, 2003-07*
- Taking it in turns
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- Figure 24: Main monitored media expenditure on yellow fats, by manufacturer, 2003-07*
- Keep your heart healthy
- Treat it with respect
- Below the line activity
Channels to Market
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- Key Points
- Head for the supermarket
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- Figure 25: UK retail sales of yellow fats, by outlet type, 2004 and 2006
- Convenience stores and independents lose out
- Fighting for space
The Consumer – Usage
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- Key Points
- Butter – loved by young and old
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- Figure 26: Consumption of butter in the last 12 months, 2002, 2004 & 2006
- A shift away from margarine
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- Figure 27: Consumption of soft margarine in the last 12 months, 2002, 2004 & 2006
- Spreads slide
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- Figure 28: Consumption of low fat spreads/dairy spreads in the last 12 months, 2002, 2004 & 2006
- Loyal to the brand
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- Figure 29: Consumption of branded and own label butter, soft margarine and low fat spreads/dairy spreads, 2006
- Brown bread on the rise
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- Figure 30: Consumption of bread in the last 12 months, 2002, 2004 & 2006
The Consumer – Consumption Habits and Attitudes
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- Key Points
- The young embrace spreadable butters
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- Figure 31: Type of butter, margarine or low fat spread eaten, 2003-07
- Men choose buttery spreads
- Lowering cholesterol
- Only butter will do
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- Figure 32: Nets of butter, margarine or spreads consumption, May 2007
- Taste and spreadability are crucial
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- Figure 33: Attitudes to butter, margarine or spreads, May 2007
- Locking in consumers
- Cutting the fat
- The taste you love
- Cooking offers potential
Further Analysis – Repertoire Analysis and Consumer Typologies
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- Key Points
- Yellow fats choices
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- Figure 34: Number of different types of butter, margarine and low fat spreads bought nowadays, May 2007
- One or two types
- Three or more types
- Targeting consumers
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- Figure 35: Consumer typologies for yellow fats, May 2007
- Health Motivated (13% of respondents)
- Taste Motivated (25% of respondents)
- Habitual Buyers (35% of respondents)
- Switchers (26% of respondents)
Appendix
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- Advertising data
- Abbreviations
- Internal market environment
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- Figure 36: Adults who are trying to slim, by gender, age, socio-economic groups, marital status, lifestage ,age of own children, mintel special groups, working status, tenure, itv region, acorn group, household size, car ownership, 2006
- The consumer – Usage: Detailed demographics
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- Figure 37: Consumption of butter in the last 12 months, by gender, age, socio-economic groups, marital status, lifestage ,age of own children, mintel special groups, working status, tenure, itv region, acorn group, household size, car ownership, 2006
- Figure 38: Consumption of soft margarine in the last 12 months, by gender, age, socio-economic groups, marital status, lifestage ,age of own children, mintel special groups, working status, tenure, itv region, acorn group, household size, car ownership, 2006
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- Figure 39: Consumption of low fat spreads/dairy spreads in the last 12 months, by gender, age, socio-economic groups, marital status, lifestage ,age of own children, mintel special groups, working status, tenure, itv region, acorn group, household size, car ownership, 2006
- Figure 40: Consumption of bread in the last 12 months, 2002-06
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- Figure 41: Consumption of bread in the last 12 months, by gender, age, socio-economic group, presence of children, marital status, working status, household size, region, lifestage and Mintel’s Special Groups, 2006
- The consumer – Consumption habits and attitudes: Detailed demographics
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- Figure 42: Type of butter, margarine or low fat spread eaten, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel’s Special Groups, working status, tenure, region, ACORN category, media usage, supermarket usage, household size, car usage, detailed lifestage groups and terminal education age, May 2007
- Figure 43: Type of butter, margarine or low fat spread eaten, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel’s Special Groups, working status, tenure, region, ACORN category, media usage, supermarket usage, household size, car usage, detailed lifestage groups and terminal education age, May 2007
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- Figure 44: Type of butter, margarine or low fat spread eaten, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel’s Special Groups, working status, tenure, region, ACORN category, media usage, supermarket usage, household size, car usage, detailed lifestage groups and terminal education age, May 2007
- Figure 45: Nets of butter, margarine or spreads consumption, by gender, age, socio-economic group, marital status, Mintel special groups, age of own children, lifestage, working status, tenure, itv region, Acorn group, technology usage, daily newspapers, tv viewing, supermarket used, household size, car usage, detailed lifestage, May 2007
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- Figure 46: Attitudes to butter, margarine or spreads, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel’s Special Groups, working status, tenure, region, ACORN category, media usage, supermarket usage, household size, car usage, detailed lifestage groups and terminal education age, May 2007
- Figure 47: Attitudes to butter, margarine or spreads, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel’s Special Groups, working status, tenure, region, ACORN category, media usage, supermarket usage, household size, car usage, detailed lifestage groups and terminal education age, May 2007
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- Figure 48: Attitudes to butter, margarine or spreads, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel’s Special Groups, working status, tenure, region, ACORN category, media usage, supermarket usage, household size, car usage, detailed lifestage groups and terminal education age, May 2007
- Figure 49: Cross analyisis of type of butter, margarine or low fat spread eaten and attitudes to butter, margarine or spreads, May 2007
- Further Analysis – Repertoire analysis and consumer typologies: Detailed demographics
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- Figure 50: Number of different types of butter, margarine and low fat spreads bought nowadays, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel’s Special Groups, working status, tenure, region, ACORN category, media usage, supermarket usage, household size, car usage and detailed lifestage groups, May 2007
- Figure 51: Repertoire of type of butter, margarine and low fat spreads bought nowadays, May 2007
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- Figure 52: Cluster groups for yellow fats, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel’s Special Groups, working status, tenure, region, ACORN category, media usage, supermarket usage, household size, car usage and detailed lifestage groups, May 2007
- Figure 53: Cluster groups by type of butter, margarine or low fat spread eaten, May 2007
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- Figure 54: Cluster groups by attitudes to butter, margarine or spreads, May 2007
- Figure 55: Cluster groups by repertoire of butter, spreads or margarine eaten, May 2007
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