Butter retail market

Published 31 October 18

In the 52 weeks ending 07 October 2018

  • The total volume of block butter sold is down, however spend has increased 20%. The rise in spend is due to the 25% increase in the average price per kilo.  
  • Meanwhile, most other fats have seen a decline in sale volumes, apart from functional products, which have increased by 4.8% on the year.
  • Private label has the majority share in dairy spread, spreadable and functional products. In terms of block butter, branded lines hold the majority of volumes sold, at 62%.
  • Hard discounters have eaten into the top 4 multiples’ share of butter product sales, now accounting for 14% of volumes sold, up from 12% in the 52 weeks ending 08 October 2017

Butter retail performance

GB butter market, year to 07 October 2018

Butter product share & volumes sold

Branded vs own label

3. Retailer Share

Note: Categories are based on Kantar Worldpanel definitions, as followings:

Block butter-Block butter accounts for all butter which is fully based on milk fats

Spreadable- Products that include dairy butter, mixed with some oil to make it more spreadable

Dairy spreads- Products made from processed oil, for example margarine, but not dairy fats 

Cooking + Baking- Products specifically designed for baking and cooking purposes

Functional- Similar to dairy spreads, however have added properties such as cholesterol lowering. This category will also include products that class themselves as dairy-free.