While much of the SKU growth in butter and spreads in the US in recent years has been through plant-based offerings and premiumisation, emerging technologies in synthetic fat production will change the landscape not just for margarine but also butter moving forward. Savor Foods has made progress in deriving fats from captured carbon dioxide and hydrogen, which it is slowly rolling out to foodservice in the form of a butter analogue.
Butter and plant-based offerings, in their success amongst consumers who can afford premium iterations, will become more diverse in distinct ways during the forecast period. For butter, the brands that have seen the best recent growth are smaller regional US products that evoke locality and a bespoke image.
Even as the larger body of medical literature now affirms trans-fat-free margarine as no more nutritively concerning than butter, margarine is still likely to be maligned by an avid body of mainly online voices. Ultra-processed foods are being met with increasing scrutiny in the US, and the internet-based wellness culture is leading a charge that leaves little room for nuance.
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Butter and Spreads
This is the aggregation of butter, cooking fats and margarine and spreads.
See All of Our DefinitionsThis report originates from Passport, our Butter and Spreads research and analysis database.
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