This website uses cookies. By continuing to browse our website, you are agreeing to our use of cookies. You can learn more about cookies by visiting our privacy & cookies policy page.

● BSM remains in decline in both value (–2.4%) and volume (–3.8%), driven primarily by declines in dairy spreads. However, an increase in average price (up 1.6%) has reduced the impact of the decline on the category in value terms.

● Factors contributing to the price rise include the continued shift from dairy spreads into butters and own label block butter’s reversal of the price deflation seen last year.

● An overall decline in promotions is contributing to price inflation. Value sold on promotion is down from 53.5% to 49.6%.

Health benefits as a driver for using BSM products is growing at 3.9% year on year and the desire for more natural/less processed products even faster at 10.3%. Another trend is a drop-off in occasions where a BSM product might be used, including the decline of sandwiches (–2.3%).

● Suppliers and retailers will need to communicate new occasions for BSM to offset the impact of declining host foods and will also need to cater to the shifting perception of what constitutes a healthy BSM product.

Ali Loughlin / Kantar Worldpanel

Butters, Spreads & Margarine Snapshot
TAKE HOME SHARE
Kantar Worldpanel: 52 w/e 26 February 2017
TOTAL         
  £m y-o-y% kgs (m) y-o-y%
Spreadable   434.1 1.9 95.3 1.6
Block   307.1 1.7 73.5 0.7
Dairy Spreads   203.9 -12.0 100.5 -10.2
Specific Health 82.8 5.5 15.3 10.7
Olive Spreads   63.9 -5.6 29.1 -3.1
Margarine 53.0 -12.3 26.4 -10.9
Low Fat   52.6 -9.7 25.0 -5.7
Sunflower   31.8 -10.1 15.0 -8.9
White Fat   28.7 -2.2 9.7 -5.1
Flavoured & Alcoholic   6.7 12.7 0.7 14.9
Total BSM ex Pastry   1264.6 -2.4 390.5 -3.8
     
BRANDS VS OWN LABEL
Kantar Worldpanel: 52 w/e 26 February 2017
  VALUE VOLUME
  £m y-o-y% kgs (m) y-o-y%
Branded   976.4 -3.9 292.1 -4.9
Own label 288.2 3.4 98.4 -0.5
         
     
RETAIL SHARE
Kantar Worldpanel: 52 w/e 26 February 2017
  TRADING VALUE
retailers Grocery Category Index Y-o-Y%
Asda   13.2 15.6 118.2 -7.5
Iceland   2.2 2.6 118.2 4.7
Morrisons   10.0 11.5 115.0 -4.7
The Co-Operative   5.2 5.9 113.5 -4.3
Sainsbury's   14.2 15.8 111.3 -5.5
Tesco   25.1 27.8 110.8 -3.4
Waitrose   5.0 5.5 110.0 4.5
Lidl   4.0 4.1 102.5 10.6
Aldi   5.4 4.7 87.0 11.9
Marks & Spencer   3.5 1.0 28.6 9.2
Spread bestsellers
SPREAD BESTSELLERS
IRI: 52 w/e 22 April 2017
  VALUE VOLUME
  £m y-o-y% kgs (m) y-o-y%
Flora £121.9 -9.7 41.0 -8.7
Clover £67.9 -7.8 27.9 -3.7
Bertolli £39.4 -7.9 13.7 -6.3
I Cant Believe Its £30.1 -32.3 13.7 -30.7
Own Label £29.0 -4.5 15.2 -6.7
Butter Bestsellers
BUTTER BESTSELLERS
IRI: 52 w/e 22 April 2017
  VALUE VOLUME
  £m y-o-y% kgs (m) y-o-y%
Lurpak £300.2 1.8 56.4 -0.6
Own Label £153.6 12.6 37.1 2.4
Anchor £95.8 -1.5 19.0 -2.1
Country Life £55.6 -2.6 12.0 -5.8
Kerrygold £24.9 11.1 4.3 18.4
President £10.0 4.1 1.7 7.4
Yeo Valley £7.2 -2.0 1.1 -2.6
Willow £6.4 7.9 1.9 11.0
Grahams £4.2 19.0 0.8 20.5
Meadow Churn £2.4 5.1 0.6 -2.9
IRI vits
VITAMIN & SUPPLEMENTS BESTSELLERS 
IRI: 52 w/e 15 April 2017    
  VALUE VOLUME
  £m y-o-y% count (m) y-o-y%
Own Label £120.0 -0.7 2,648.2 -0.1
Seven Seas £24.9 -8.4 443.2 -8.4
Well Man/Woman/Teen/Kid/Family £22.5 7.9 236.2 10.6
Berocca £21.1 -3.0 80.1 -5.1
Pregnacare £19.1 -2.2 116.2 -4.4
bestsellers
VITAMIN & SUPPLEMENTS BESTSELLERS 
IRI: 52 w/e 15 April 2017    
  VALUE VOLUME
  £m y-o-y% count (m) y-o-y%
Own Label £120.0 -0.7 2,648.2 -0.1
Seven Seas £24.9 -8.4 443.2 -8.4
Well Man/Woman/Teen/Kid/Family £22.5 7.9 236.2 10.6
Berocca £21.1 -3.0 80.1 -5.1
Pregnacare £19.1 -2.2 116.2 -4.4