Margarine and butter alternatives are on a very slippery slope. Over the past year in the butter & spreads category, only butter has achieved value and volume growth. Sales of all other sub-categories have slumped [Kantar Worldpanel 52 w/e 14 April].

Nowhere has the slide been sharper than in ‘healthy’, family-orientated spreads, down 7.4% in value on volumes down 3.3%. The disastrous reformulation of Flora, which sparked a backlash that’s cost the UK’s biggest marge brand £24.2m in lost sales [IRI 52 w/e 30 March], clearly did not help.

Our special report surveys the whole of the butter & spreads sector; canvasses expert opinion and leverages exclusive insight from Kantar Worldpanel, IRI, and Ebiquity; studies the health angle in the battle for consumers’ loyalties; and assesses the fallout from Unilever’s reversal on Flora. It also rounds up the latest product innovations, advertising campaigns and tactics around promotions.

Also in this special report:

clover seedburst with sweetcorn

Low fat on a low

If you thought consumers would stick by ‘healthy’ butter & spread lines, think again. Read more



cow milking

Rainy days?

What’s the outlook for milk suppy and farmer prices in the wake of consistently bad weather? Read more


Dales Butter

Heroic innovation

From helping heroes to celebrating the beauty of Ireland, butter keeps up the pace in NPD. Read more



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