The butters and spreads market is, despite its maturity, showing a youthful zeal for change.

The pace of functional spreads and spreadable butter is keeping the market in shape and priming it for innovation.

The main drivers - health, taste and convenience - have created a dynamic arena with opportunities for both existing products and market entrants.

A volume decline of 1.3% alongside a value increase of 2.2% [TNS] suggests consumers are willing to trade up if they see a product that satisfies their needs.

Nowhere has this been more evident than in the butter market with the growth of spreadable products.

See this week’s Focus on Butters and Spreads in The Grocer for more information.