The market continues to be dominated by brands, with 84% of total value share. 98.7% of all GB households buy butter and spreads, approximately once every two weeks. Adults aged 45+ account for almost half of all occasions.
The amount of branded butters and spreads bought on promotion continues to increase, with promos accounting for 53% of branded volume sales. In both brand and own-label promotions, temporary price cuts are increasingly being replaced with 'x-for-y' deals in an attempt to boost brand loyalty.
All retailers have seen positive value performance, with the big four seeing double-digit growth. Iceland was the only supermarket to drop its prices, which contributed towards 19.8% value sales growth, the highest among the retailers.
Focus On Butters & Spreads