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The Yellow Fat and Edible Oil Market - UK - September 2012

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Description

How can health and wellbeing spreads improve consumer perceptions?
How can brands explore ease of use for standout?
Is there potential for brands to build engagement online?
What attributes can yellow fat brands highlight to target under-25s more effectively?
Estimated to reach £1.79 billion in 2012, the yellow fats and edible oils market has grown by 45% since 2007, driven almost entirely by retail price inflation since volumes have declined by 4% over the 2007-12 period. Usage levels have stalled in butter and fallen in spreads and edible oils, reflecting consumers’ cost and health concerns. Up to 2011, health and wellbeing spreads struggled to win over consumers for whom the number one priority is taste. However, several new ‘lighter’ products launched in 2012 are looking to challenge consumers’ perceptions in this regard and aim to rebuild volume sales with the support of significant above-the-line investment by the leading brands. http://www.bharatbook.com/market-research-reports/food-market-research-report/the-yellow-fat-and-edible-oil-market-uk-september-2012.html

What's included in the Yellow Fat and Edible Oil Market Report?

This report covers the UK retail market for edible oils and yellow fats.

Yellow fats include butter, margarine and spreads.
Health & Wellbeing Spreads refers to spreads described as having a health benefit eg cholesterol reducing, low/reduced fat, low/reduced calorie, light, soya, reduced/low/no salt etc.
Cooking & Baking Spreads refer to margarine or white fat intended for cooking or baking, which is generally wrapped or in packet format, or in a plastic tub. Excludes butter.
For the purposes of this report, spreadable butter (including variants with vegetable oil) and ‘light’ butter are included as butter in the market segmentation
Edible oils include vegetable or rapeseed oil and single-seed oils such as sunflower and corn, plus olive (including extra virgin) along with groundnut, walnut, sesame and other varieties of speciality oil, for use in domestic food preparation. The market for spray oils (including aerosols) is also included.
Companies Mentioned

Adam's Foods
Advertising Standards Authority
Archer Daniels Midland
Arla Foods amba
Bank of England
Clover Farms Dairy
Co-operative Group
Dairy Crest Group plc
Irish Dairy Board Co-operative Ltd. [Kerrygold]
J Sainsbury
MH Foods
Montagu Private Equity Limited
North Downs Dairy Co Ltd
Tesco Plc
The Vegan Society
Unilever Bestfoods UK Ltd
Waitrose Ltd
Westbury Dairies Ltd
Wm Morrison Supermarkets

Introduction
Definition Definitions of yellow fats Abbreviations

Executive Summary
The market
Figure 1: Forecast of UK retail sales of butter, spreads and edible oils, by value, 2007-17
Volume sales far outpaced by value sales
Figure 2: Growth in UK retail value and volume sales of butter, spreads and edible oils, by segment, 2009-11
Butter Spreads Cooking and baking spreads Edible oils Forecast Market factors Lacklustre demand for healthy eating products stimulates innovation Bargain-seeking mentality remains high among frugal shoppers Growth in two key age groups bodes well for yellow fats and oils Companies, brands and innovation Market share
Figure 3: Estimated brand shares in the butter and spreads* market, 2011
Innovation Adspend The consumer Trends in usage Purchase of butter and spreads
Figure 4: Purchase of yellow fats, by type, May 2012
Important factors influencing choice of butter/spreads
Figure 5: Factors affecting choice of yellow fats, May 2012
Figure 6: Factors that would affect choice of yellow fats, May 2012
Attitudes towards butter and spreads
Figure 7: Attitudes towards yellow fats, May 2012
Attitudes towards edible oils
Figure 8: Attitudes towards edible oils, May 2012
What we think

Issues in the Market
How can health and wellbeing spreads improve consumer perceptions? How can brands explore ease of use for standout? Is there potential for brands to build engagement online? What attributes can yellow fat brands highlight to target under-25s more effectively?

Trend Application
Trend: Minimise Me Trend: Sense of the Intense 2015 Trend: Brand Intervention

Market Drivers
Key points Small steps towards healthy eating
Figure 9: Household purchased quantities of yellow fat by type, 2006-10
Figure 10: Household purchased quantities of vegetable oils, 2006-10
Butter and edible oil users tend to be cooking enthusiasts
Figure 11: Agreement with selected lifestyle statements by usage of butter, low fat spreads, dairy spreads and soft margarine, and oils for cooking and salad, 2011
Household incomes remain under pressure
Figure 12: Percentage year-on-year change in average weekly earnings compared to inflation in the UK, January 2006-December 2011
Figure 13: Mintel tracker survey, Agreement with statements on grocery shopping habits, March-June 2012
Figure 14: Retail prices index of butter and oil and fats, January 2007-April 2012
Figure 15: Trends and projections in the UK population (‘000s), by age group, 2007-17
Figure 16: Trends and projections in UK households, by size, 2007-17

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The Yellow Fat and Edible Oil Market - UK - September 2012

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