Value-wise, the butter and spreads market may be performing well on the back of price increases, but given that market volume is up 0.3% in the latest year, the underlying trend is also positive.

Another key factor is the growth of higher-value segments, in particular spreadable butters, which are changing the mix of products and adding value.

Consumers have been moving away from functional health products within the butters and spreads market, with the true winners being those products strong on taste. Shoppers have become confused by the varied messages from specific health products and how they can impact on overall health.

Consumers are moving towards a more balanced approach to managing their health, looking for taste as well as health and favouring natural products rather than those with added benefits.

The category must maintain its relevance to the shopper and continually innovate in order to maintain space in store.

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