The butters, spreads and margarines category is worth more than £1.3bn in the UK, with the convenience sector accounting for 15% of sales.
The category is a must-stock, as customers consider this an essential dairy product and more than 99% of households buy the category during the year.
There is a revival of baking as well as a resurgence in the desire for true taste as an important factor when buying these products.
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BUTTERS AND SPREADS – CATEGORY OVERVIEW
The butters, spreads and margarines category is worth more than £1.3bn in the UK, with the convenience sector accounting for 15% of sales.
The category is a must-stock, as customers consider this an essential dairy product and more than 99% of households buy the category during the year.
There is a revival of baking as well as a resurgence in the desire for true taste as an important factor when buying these products, but don’t forget that meeting the needs of a variety of shoppers is essential when customers are either looking for a top-up shop or replenishment.
TOP SELLERS BY SECTOR
- Spreadable – Lurpak Slightly Salted 500g, Lurpak Slightly Salted 250g, Lurpak Lighter 500g
- Block – Own-label Block 250g, Anchor Block 250g, Lurpak Slightly Salted Block 250g
- Dairy spreads – Utterly Butterly 500g, Clover 500g, I Can’t Believe It’s Not Butter 500g
- Sunflower & low-fat – Flora Original 500g, Flora Light 500g, Flora Original 250g
- Cooking & baking – Stork Margarine 500g, Stork Margarine 250g, Own-label Lard 250g
- Olive – Bertolli 500g, Bertolli 250g, Own-label/Bertolli Light 500g
- Functional – Flora Pro-Activ 250g, Flora Pro-Activ 500g, Flora Pro-Activ Olive 250g
CONSUMER TRENDS
Consumers are looking for natural products that are versatile and taste great. There has been a resurgence of interest in home baking and the use of butter and pastry products from consumers who are looking to create their own great-tasting dishes.
TOP TIPS
- Ensure you range and merchandise by need states.
- Block brands together to ensure stand-out and create a beacon for the category to ensure easy navigation.
- Provide more space for the best-selling lines to ensure the products customers want most are always available.
RANGE ADVICE
Stock price-marked packs where possible to ensure shopper confidence in price.
Ensure ranging of at least the top seller by each of: spreadable, block butter, dairy spreads, cooking and baking, and sunflower. Where more space is available, range further sectors.
PLANOGRAM
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SPONSOR’S COMMENT
Category management is important to maximise your sales while meeting the needs of customers and responding to market trends. Ensuring the right range and merchandising are in place will mean customers will keep coming back to your store, knowing that you stock what they want and need, as well as them being easily able to find it.
Phil Wigzell,
Senior Category Manager
FURTHER INFORMATION
Call Arla Foods UK on 0845 600 6688
Email [email protected]
Visit www.arlafoods.co.uk
