butter spread toast

Like butter off a hot crumpet, BSM sales are sliding. Value sales have fallen 1.5% to just under £1.4bn [Kantar Worldpanel 52 w/e 1 March] on volumes down 2.7%. But not all subsectors are softening. 

Last year, The Grocer reported on spreadable butter’s impressive growth; up 9% in value, it outperformed a market that had declined 1.8% in value and 2.8% in volume. Despite the struggles of the bakery sector, spreadable butter has done it again this year, accelerating growth while dairy spreads lose out, driving the overall category decline. 

In block butter, own label is trouncing brands, contributing to falling prices, while manufacturers continue to add butter to dairy spread propositions. So what has driven these mixed performances, and how can brands fight back to have a year worth toasting?