September 6, 2024 – Looking at butter, margarine, and shortening trends includes tracking the number of product launches, calculating and projecting sales value and volume, and looking at package claims trends and flavor trends. The global butter market can be divided into five major regions – North America, Europe, Asia Pacific, Latin America, and Middle East/Africa. Many countries are in the Asia Pacific region, including Bangladesh, China, Hong Kong (China), India, Indonesia, Japan, Malaysia, Myanmar, Nepal, Philippines, Singapore, South Korea, Sri Lanka, Taiwan (China), Thailand, Vietnam, Australia, and New Zealand.
What is the Butter Market?
The butter market includes all forms of butter, such as sticks, soft tubs, premium, flavored, salted, unsalted, and light, plus ghee and butter made from yogurt. The term margarine refers to margarine and also spreads made from vegetable oil, soy oil, olive oil, palm oil, rapeseed oil, sunflower oil, canola oil, and other plant oils. The fat content of margarine can range from 20% to 50% to 70%. Coconut butter and cocoa butter are considered types of spreads. Shortening and lard are 100% fat. Sources can include animal fat or vegetable fat.
Europe is the leading region for butter, margarine and shortening during a recent 6-month period. Butter, margarine and shortening markets are growing modestly. Products often are marketed for different cooking methods, like baking, roasting, and toasting, and different types of dishes, including bread and pastries.
Butter Leads Other Subcategories
Butter is the leading subcategory in butter, margarine and shortening launches around the world and especially in Europe and Asia Pacific. Various types of butters have been launched. These include butter from animals such as cow, buffalo, sheep and goat; butter from the milk of grass-fed animals; and butters from different regions like Denmark, Ireland, Australia, Germany, France and the Alps. Butter is being launched with various flavors like sea salt, pink salt, and herb and flavor combinations) and multiple flavor blends (garlic + parsley, basil + tomato), sustain the innovation, globally.
Margarine Industry is Growing
Margarine spreads and margarine blends are growing. Margarines made from various plant-based oils are growing and so are pasteurized margarines, margarines with different fat contents, and low-calorie margarines. Shortening and lard are growing the fastest of all butter, margarine, and shortening. Lard can come from pork, beef, duck, or chicken, and shortening can be made from sunflower oil, soybean oil, or palm oil, to name a few. Some margarines and spreads feature added spices and herbs.
Vegetarian is the Top Claim
Butter trend research shows that vegetarian is the top claim in butter, margarine, and shortening over a recent 18-month period. The largest number of vegetarian claims are in Asia Pacific. Claims that are growing globally within butter trends include indulgent and premium, lactose free, heart healthy, low/no/reduced fat, and energy and alertness and are growing in popularity. Several claims related to clean labels are growing in butter, margarine, and shortening. These include no additives or preservatives, natural, and organic. Some top claims relate to allergies, such as lactose-free and gluten-free. Claims pertaining to reducing negative components low fat, no fat, reduced fat; low sodium, no sodium, reduced sodium; and low cholesterol, no cholesterol, reduced cholesterol.
Indulgent and premium butter, margarine, and shortening feature exciting characteristics for culinary needs. Some of these are butters specifically for glazing, clarified butter, whipped butter, and cultured butter. Indulgent ingredient offerings include truffle mushrooms, French cream butter, semi-salted butter, butter with Indian spices, butter with Mediterranean herbs, Japanese miso butter, French Bourguignon butter, and butter with Latin American chimichurri.
Butter Market Trends: Different Claims in Different Regions
In global butter market trends, different claims are popular depending on the country. Growing claims in Europe include lactose free, indulgent and premium, and organic. Butter market claims with growth in Asia Pacific are energy and alertness, skin health, and immune health. Some products feature botanical ingredients such as garlic/black garlic, cinnamon, arjuna tree bark, bacopa, and ashwagandha. Low/no/reduced fat, indulgent and premium, and traditional are growing in Middle East/African butter market trends. In the Middle East/Africa, halal is also an important claim. Featured claims with the strongest growth in North American butter market trends include GMO free, no trans fats, and gluten free. Gluten free and no trans fats, plus low/no/reduced fat, also are highlighted in Latin America. Many of these claims are in the top five globally, including no additives/preservatives, plant-based, and natural.
Salt is the Main Flavor
Salt is the main flavor for butter, margarine, and shortening in all global regions. Other flavors, including indulgent flavors, have a small presence within butter trends.
This article is based on our report, “Butter, Margarine & Shortening – Global.” If you are interested in reading this report, feel free to request a demo.
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