?"Spreadables continue to drive category growth with over 20% year-on-year value gain, and now account for 26% of the market by value. I see this growth continuing, mainly at the expense of low-fat and dairy spreads. Functional spreads have had a very poor year, but I do expect increased activity to try and reclaim lost share. I also expect the cooking and baking sector to continue to underperform."

Nick Slater business manager, chilled foods, Nisa-Today's



?"The main challenge this year will be to build on the success of 2007 in light of cost-price increases and deep-cut promotional activity. The campaigns have helped attract new consumers, particularly to spreadables, but that engagement will need to be enhanced."

Arla spokeswoman



?"The decline of cholesterol-lowering butter and spreads is not just down to consumer confusion, but is also price-related. Unlike some other parts of the category, cholesterol-lowering spreads have seen some price deflation over the last year, which have driven a disproportionate decline in value sales versus volume."

Esther Van Onselen marketing manager for Benecol, Europe



?"People are after products that have some of the health elements but don't compromise on taste. That's why in the past seven or eight months we've seen the dairy spreads category performing particularly well. Rising price is an issue. But while no category is elastic we're pretty confident that butter and spreads is well-placed."

Paul Fraser marketing director, Dairy Crest


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