Fats and Salad/Cooking Oils in the U.S.: Butter, Margarine, Olive Oil, and Beyond

Date: October 22, 2011
Pages: 175
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Publisher: Packaged Facts
Report type: Strategic Report
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Fats and Salad/Cooking Oils in the U.S.: Butter, Margarine, Olive Oil, and Beyond
Fats and oils products are a huge and growing market, with 2011 sales of $9.2 billion projected to near $10.6 billion by 2016. Research supporting the important role of specific types of fat in maintaining health has caused many consumers to rethink the role that fats and oils play in their diets, and marketers have responded by offering an increasing number of products squarely targeting those seeking healthy options. While value is still one of the primary drivers of fats and oils purchases, with private-label products dominating in a few key categories, the economy has recovered to the extent that consumers are once again making health and convenience budgetary priorities.

This completely new Packaged Facts report examines the U.S. market for fats and oils within the context of broader food industry trends in new product development and marketing. Major categories covered include butter, margarine, mayonnaise, cooking/salad oil, olive oil, cooking sprays, shortening, and popcorn oil. To accommodate the complexities of the U.S. market within shifting socioeconomic contexts, the report investigates not only the sales data, new product introductions, and marketing strategies, but also the lifestyle patterns determining trends in fats and oils.
CHAPTER 1: EXECUTIVE SUMMARY

Introduction
  Market Definition: Fats and Oils
  Report Methodology
Market Trends
  U.S. Fats and Oils Market Approaches $9.2 Billion
  Market Shares Remain Stable Among Categories
  Figure 1-1: Share of SymphonyIRI-Tracked Sales of Fats & Oils: By Category, 2007 vs. 2011 (percent)
  Supermarkets Account for 59% of the Market
  Figure 1-2: Share of U.S. Fats & Oils Market Sales by Retail Channel, 2011 (percent)
Competitive Trends
  Farmer Coops, Multinationals Share the Spotlight
  Acquisitions and Mergers
  Private-Label Sales Outpace Overall Market Sales
  Fats and Oils Sales Grow in Natural/Gourmet Outlets
Marketing and New Product Trends
  Fats & Oils Product Introductions Climb Despite Recession
  Olive Oil Leads in New Product Intros
  “Private Label” Tag Tops Claims List
  Table 1-1: Top Product Claims/Tags for U.S. Fats & Oils Product Introductions, 2007-2011 (number)
  The “Good” Fats
Consumer Trends
  Majority of Americans Seek Healthy Lifestyles
  Figure 1-3: Consumer Psychographics: Physical Health and Fitness, March 2011 (percent of U.S. grocery shoppers)
  Salad/Cooking Oil Most Frequently Used Fats & Oils Product
  Packaged Facts Survey Reveals More Shoppers Choosing Margarine
  Personal/Family Favorites Dictate Product Choice
  Olive Oil Most Frequently Used Fats and Oils Product
  Fats and Oils Purchase Patterns at Retail
  Organic Butter Purchasers Prefer Organic Foods and Beverages
  Organic Butter Purchasers Favor Gourmet, Artisanal Products
  Salted Butter Purchasers Less Likely to Focus on Health Goals

CHAPTER 2: MARKET TRENDS

Introduction
  Market Definition: Fats and Oils
  Report Methodology
Market Size & Composition
  U.S. Fats and Oils Market Approaches $9.2 Billion
  Table 2-1: U.S. Retail Sales of Fats & Oils, 2007-2011 (in billions of dollars)
  Market Shares Remain Stable Among Categories
  Figure 2-1: Share of SymphonyIRI-Tracked Sales of Fats & Oils: By Category, 2007 vs. 2011 (percent)
  Dollar Sales Stable While Volume Shrinks
  Table 2-2: SymphonyIRI-Tracked Retail Sales of Fats & Oils by Dollar and Volume Growth, 2010-2011 (in millions of dollars and pounds)
  Butter Tops List of Dollar Growth
  Table 2-3: Fats & Oils by Dollar Growth/Loss in SymphonyIRI-Tracked Dollar Sales, 2010-2011 (in millions of dollars)
  Supermarkets Account for 59% of the Market
  Figure 2-2: Share of U.S. Fats & Oils Market Sales by Retail Channel, 2011 (percent)
Market Outlook
  Prolonged Economic Concerns Plague Consumers
    Consumers Willing to Spend More for Quality Groceries
  Table 2-4: Consumer Attitudes: Grocery Spending and Product Quality (percent)
  Table 2-5: Consumer Attitudes: “Price Not Main Factor in Purchases” and “Spending More on Consumer Products,” February 2011 (percent)
    Food Costs Rise Once More
  Table 2-6: Consumer Price Index for Food at Home and Fats & Oils: 2001-2011
    Butter Prices at a Premium
    Stealth Downsizing
    Specialty Fats and Oils Still Affordable
  Holistic Approach to Wellness
  Table 2-7: Consumer Opinion on Healthy Eating Habits, Winter 2010/11 (percent)
  Fortification Important to Health Perception
  Fat’s Health Halo
    The Fight Against Trans Fats
    Omega-3 to the Fore
    Consumer Confusion Persists Despite Industry Efforts
  Natural and Organic
  Table 2-8: Consumer Opinions on Natural and Organic Products, February 2011 (percent)
    What Is Natural?
  Environmental Concerns
    Sustainability Crucial to Consumer Good Will
    Girl Scouts Draw Focus on Sustainable Palm Oil
    “Green” Packaging
  Food Safety
  U.S. Fats and Oils Market to Reach $10.6 Billion in 2016
  Table 2-9: Projected U.S. Retail Sales of Fats and Oils, 2011-2016 (in billions of dollars)

CHAPTER 3: COMPETITIVE TRENDS

Farmer Coops, Multinationals Share the Spotlight
Table 3-1: Leading Marketers of Fats & Oils by SymphonyIRI-Tracked Retail Sales, 2010-2011 (in millions of dollars)
Acquisitions and Mergers
Private-Label Sales Outpace Overall Market Sales
Table 3-2: SymphonyIRI-Tracked Retail Sales of Private-Label Fats & Oils by Category, 2010-2011 (in millions of dollars)
Trends in Butter
  Private Label Dominates Butter Category
  Table 3-3: Top Marketers and Brands of Butter by SymphonyIRI-Tracked Sales and Market Share, 2010-2011 (in millions of dollars)
Trends in Margarine/Spreads/Butter Blends
  Unilever Leads Faltering Category
  Table 3-4: Top Marketers and Brands of Margarine/Spreads/Butter Blends by SymphonyIRI-Tracked Sales and Market Share, 2010-2011 (in millions of dollars)
Trends in Mayonnaise and Sandwich Spreads
  Hellmann’s Is Top Selling Mayonnaise Brand
  Table 3-5: Top Marketers and Brands of Mayonnaise and Sandwich Spreads by SymphonyIRI-Tracked Sales and Market Share, 2010-2011 (in millions of dollars)
Trends in Cooking and Salad Oils
  Value/Premium Brand Lines Succeed
  Table 3-6: Top Marketers and Brands of Cooking and Salad Oils by SymphonyIRI-Tracked Sales and Market Share, 2010-2011 (in millions of dollars)
Trends in Olive Oil
  Pompeian, Private-Label Post Growth
  Table 3-7: Top Marketers and Brands of Olive Oil by SymphonyIRI-Tracked Sales and Market Share, 2010-2011 (in millions of dollars)
Trends in Cooking Sprays
  ConAgra’s PAM Leads Category
  Table 3-8: Top Marketers and Brands of Microwave Browning/Pan Sprays by SymphonyIRI-Tracked Sales and Market Share, 2010-2011 (in millions of dollars)
Trends in Shortening
  Crisco Dominant Force in Shortening Market
  Table 3-9: Top Marketers and Brands of Shortening by SymphonyIRI-Tracked Sales and Market Share, 2010-2011 (in millions of dollars)
Trends in Popcorn Oil
  ConAgra’s Orville Redenbacher Leads But Loses Share
  Table 3-10: Top Marketers and Brands of Popcorn Oil by SymphonyIRI-Tracked Sales and Market Share, 2010-2011 (in millions of dollars)
Trends in the Natural/Specialty Channel
  Fats and Oils Sales Grow in Natural/Gourmet Outlets
  Olive Oil Largest Category in Natural Channel
  Table 3-11: Fats and Oils Sales by Category: Natural Channel vs. Gourmet/Specialty Channel, 2010-2011 (in millions of dollars)
  Top Brands Vary by Channel

CHAPTER 4: MARKETING AND NEW PRODUCT TRENDS

Fats & Oils Product Introductions Climb Despite Recession
Table 4-1: Number of U.S. Food Product Introductions: Overall vs. Fats & Oils, 2001-2011
Olive Oil Leads in New Product Intros
Table 4-2: Number of U.S. Fats and Oils Introductions by Product Category: Reports and SKUs, 2007-2011
“Private Label” Tag Tops Claims List
Table 4-3: Top Product Claims/Tags for U.S. Fats & Oils Product Introductions, 2007-2010 (number)
Natural-Related Claims Maintain Growth
Table 4-4: Number of New Fats & Oils Product Introductions by Top Natural-Related Package Tags/Claims, 2007-2011
Health-Related Claims Reclaiming Lost Ground
Table 4-5: Number of New Fats & Oils Product Introductions by Top Health-Related Package Tags/Claims, 2007-2011
Top Marketers Change Year to Year
Table 4-6: Leading Marketers of Fats & Oils in the U.S. Based on Number of Stock-Keeping Unit (SKU) Introductions, 2010 vs. 2011
U.S. Leads Global Fats & Oils Introductions
Table 4-7: Number of Fats & Oils Introductions by Country, 2007-2011 (number of reports)
Trends in Health and Wellness
  The “Good” Fats
    Types of Fats
    Olive Oil, Canola Oil Score Health Claims
  Functional Fats
  Illustration 4-1: Crisco Puritan Canola Oil with Omega-3
  Illustration 4-2: Smart Balance Heart Right Light Spread
  Illustration 4-3: Smart Balance Omega Plus Mayonnaise
  Illustration 4-4: Spectrum Organics Omega-3 Olive Oil
  Illustration 4-5: Spectrum Organics Omega-3 Mayonnaise with Flax Oil
  Illustration 4-6: Mazola Corn Oil Plus!
  Inherently Healthy Oils
    Olive Oil Goes Mainstream But Keeps Upscale Edge
  Illustration 4-7: Crisco Olive Oils
  Illustration 4-8: Olivari Olive Oil with Pop-Up Pourer
  Illustration 4-9: Peque Oliva Oliver Petite Gourmet Olive Oil
    Brand Profile: Pompeian Olive Oil
  Illustration 4-10: Pompeian OlivExtra Premium
  Illustration 4-11: Pompeian Grapeseed Oil
    Canola Oil: The Preferred Additive
  Illustration 4-12: Hellmann's Canola Cholesterol-Free Mayonnaise
  Lesser-Known Healthy Oils
  Illustration 4-13: Salute Santé Grapeseed Oil
  Illustration 4-14: Olivado Avocado Oil
  Illustration 4-15: La Tourangelle Walnut Oil
  Illustration 4-16: Earthy Delights Tea Seed Oil
    Coconut Oil Craze
    Brand Profile: La Tourangelle Premium Oils
  Illustration 4-17: La Tourangelle (latourangelle.com)
  Less Is More: Spray Oils
    Enhanced and Flavored Spray Oils
  Illustration 4-18: Mazola Pure Cooking Spray
  Illustration 4-19: Smart Balance Omega Cooking Spray
  Illustration 4-20: Spectrum Organics Coconut Spray Oil
  Illustration 4-21: Le Foam Lemon Dijon Spray Foam
  Trends in Indulgence and Flavor
    “Flavor Carriers”
    Specialty Fats Heat Up
    Flavored Mayonnaise and Gourmet Sandwich Spreads
    Illustration 4-22: Kraft Sandwich Shop Mayonnaise
    Illustration 4-23: Tiger Tiger May-O
    Illustration 4-24: Baconnaise
    Brand Profile: Empire Mayonnaise Co.
    Illustration 4-25: Empire Mayonnaise
    Flavored Butters
    Illustration 4-26: Land O' Lakes Cinnamon Sugar Buttery Spread
    Illustration 4-27: Transatlantic Foods Flavored Butters
    Artisanal/Small-Batch Butters and Ghee
    Illustration 4-28: Plugrá Butters
    Illustration 4-29: Purity Farms Ghee
    Brand Profile: Kerrygold Butter
    Illustration 4-30: Kerry Gold Butters
  Trends in the Natural and Organic Market
    Interest in Natural and Organic Products Remains Strong
    Illustration 4-31: PAM Organic Cooking Spray
    Illustration 4-32: O Olive Oil Clementine
      Brand Profile: Earth Balance
  Illustration 4-33: Earth Balance MindfulMayo

CHAPTER 5: CONSUMER TRENDS

Shopper Insights
  Methodology
  Majority of Americans Seek Healthy Lifestyles
  Figure 5-1: Consumer Psychographics: Physical Health and Fitness, March 2011 (percent of U.S. grocery shoppers)
  Groceries and Consumer Health Goals
  Figure 5-2: Consumer Psychographics: Healthy Eating and Dieting, March 2011 (percent of U.S. grocery shoppers)
  Low Sugar, High Fiber Are Most Popular Healthy Product Positionings
  Figure 5-3: Purchasing of Food and Beverage Products by Selected Package Labels/Claims, March 2011 (percent of U.S. grocery shoppers)
  Shopper Use of Grocery Coupons
  Figure 5-4: Types of Coupons Used During Grocery Shopping Trips, March 2011 (percent of U.S. grocery shoppers who use coupons)
  Table 5-1: Sources of Coupons Used During Grocery Shopping Trips, March 2011 (percent of U.S. grocery shoppers who use coupons)
Fats and Oils Usage Trends
  Salad/Cooking Oil Most Frequently Used Fats & Oils Product
  Table 5-2: Percentage of U.S. Households Using Fats and Oils Products by Type, Brand, Amount: 2008-2011 (percent)
  Packaged Facts Survey Reveals More Shoppers Choosing Margarine
  Figure 5-5: Products Usually/Normally Purchased: Margarine vs. Oils, March 2011 (percent of U.S. grocery shoppers)
  Figure 5-6: Planned vs. Impulse Purchases: Margarine vs. Oils, March 2011 (percent of U.S. grocery shoppers)
  Figure 5-7: Response to Question “Did you choose a product that you usually buy?”: Margarine vs. Oils, March 2011 (percent of U.S. grocery shoppers)
  Table 5-3: Type of Brand Purchased During Grocery Shopping Trips: Margarine vs. Oils, March 2011 (percent of U.S. grocery shoppers)
  Sale Products Popular in Margarine Category
  Figure 5-8: Percent of Products Purchased on Sale: Margarine vs. Oils, March 2011 (percent of U.S. grocery shoppers)
  Figure 5-9: Price Comparison of Products Purchased, Compared to Similar Products: Margarine vs. Oils, March 2011 (percent of U.S. grocery shoppers)
  Table 5-4: Type of Sale or Promotion: Margarine vs. Oils, 2011 (percent of U.S. grocery shoppers)
  Personal/Family Favorites Dictate Product Choice
  Table 5-5: Motivations (Other Than Price/Promotion) for Selection of Products Purchased: Margarine vs. Oils, March 2011 (percent of U.S. grocery shoppers)
  Olive Oil Most Frequently Used Fats and Oils Product
    Olive Oil Also Considered Healthiest Fat/Oil
  Table 5-6: Percent of U.S. Consumers Using Fats & Oils During Past Three Months: By Type, 2011 (percent)
  Table 5-7: Agreement with the Statement, “Which of the following fats or oils do you consider to be the healthiest choices?”, 2011 (percent of U.S. Consumers)
  Salted Butter Most Frequently Used Butter Variety
  Mustard Most Frequently Used Sandwich Spread/Flavoring
  Table 5-8: Percentage of U.S. Butter Purchasers by Type Used in Past Three Months: 2011 (percent)
  Table 5-9: Percent of U.S. Households Using Sandwich Spreads and Flavorings During Past Three Months: By Type, 2011 (percent)
    Light Mayonnaise Considered Healthiest Fats & Oils Spread
  Table 5-10: Agreement with the Statement, “Which of the following sandwich spreads or flavorings do you consider to be the healthiest choices?”, 2011 (percent of U.S. households)
  Fats and Oils Purchase Patterns at Retail
  Table 5-11: Purchasing Indexes by Retail Channel/Chain and Butter Varieties, 2011 (U.S. butter purchasers)
  Table 5-12: Purchasing Indexes by Retail Channel/Chain and Oil Varieties, 2011 (U.S. grocery shoppers)
  Fats and Oils Purchase Patterns and Select Psychographics
    Organic Butter Purchasers Prefer Organic Foods and Beverages
    Organic Butter Purchasers Favor Gourmet, Artisanal Products
    Salted Butter Purchasers Less Likely to Focus on Health Goals
  Table 5-13: Purchasing Indexes by Natural/Organic-related Psychographics and Butter Varieties, 2011 (U.S. butter purchasers)
  Table 5-14: Purchasing Indexes by Natural/Organic-related Psychographics and Fats & Oils Purchases, 2011 (U.S. grocer shoppers)
  Table 5-15: Purchasing Indexes by Gourmet/Upscale-related Psychographics and Butter Varieties, 2011 (U.S. butter purchasers)
  Table 5-16: Purchasing Indexes by Gourmet/Upscale-related Psychographics and Oil Varieties, 2011 (U.S. grocery shoppers)
  Table 5-17: Purchasing Indexes by Health/Wellness-related Psychographics and Butter Varieties, 2011 (U.S. butter purchasers)
  Table 5-18: Purchasing Indexes by Health/Wellness-related Psychographics and Oil Varieties, 2011 (U.S. grocery shoppers)
Fats and Oils Demographic Patterns
  Who’s Using Butter
  Who’s Using Cooking/Salad Oil
  Who’s Using Margarine
  Who’s Using Mayonnaise
  Table 5-19: Demographic Indexes for Butter Use: By Variety, 2011 (U.S. butter purchasers)
  Table 5-20: Demographic Indexes for Oil Use: By Variety, 2011 (U.S. grocery shoppers)
  Table 5-21: Demographic Indexes for Margarine/Margarine Spread Use: By Variety, 2011 (U.S. adults)
  Table 5-22: Demographic Indexes for Mayonnaise Use: By Variety, 2011 (U.S. households)

CHAPTER 6: LOOKING AHEAD

Trends and Opportunities
Fats and Oils Complete Healthy Diets
  “Good” Fats Gain Wider Acceptance
  Omega-3 Trend Maintains Momentum
  Growing Number of Products Target Health Issues
Private-Label Products Sustain Consumer Interest
“Green” Concerns Once More a Priority
Natural and Organic Continue Move to Mainstream
  Stricter Guidelines for Natural
From Mass Merchandiser to Supercenter
E-Marketing Fats and Oils
  Social Networking: Facebook, Twitter, Then…
Location-Based Social Media: Yelp, Foursquare and Consmr
  Focus on Savings: CPG and Groupon
  What’s Next: Social Media Aggregators and Mobile Connectivity
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