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

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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 …

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.

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  • 1. Fats and Salad/Cooking Oils in the U.S.: Butter, Margarine, Olive Oil, and BeyondReportsnReports.com adds Packaged Facts Market Research Report “Fats and Salad/CookingOils in the U.S.: Butter, Margarine, Olive Oil, and Beyond’’ to its store.Fats and oils products are a huge and growing market, with 2011 sales of $9.2 billionprojected to near $10.6 billion by 2016. Research supporting the important role of specifictypes of fat in maintaining health has caused many consumers to rethink the role that fatsand oils play in their diets, and marketers have responded by offering an increasing numberof products squarely targeting those seeking healthy options. While value is still one of theprimary drivers of fats and oils purchases, with private-label products dominating in a fewkey categories, the economy has recovered to the extent that consumers are once againmaking health and convenience budgetary priorities.This completely new Packaged Facts report examines the U.S. market for fats and oilswithin the context of broader food industry trends in new product development andmarketing. Major categories covered include butter, margarine, mayonnaise, cooking/saladoil, olive oil, cooking sprays, shortening, and popcorn oil. To accommodate the complexitiesof the U.S. market within shifting socioeconomic contexts, the report investigates not onlythe sales data, new product introductions, and marketing strategies, but also the lifestylepatterns determining trends in fats and oils.Custom Packaged Facts consumer survey data provide insight into fats and oils usage,purchasing patterns, and health and wellness trends across consumer demographics, andExperian Simmons Market Research Bureau data provide a detailed look at category-leveland brand penetration levels. The report uses Information Resources, Inc. InfoScan Reviewdata to quantify mass-market marketer and brand shares across seven product categories,and SPINSscan data to present category sales breakdowns in the natural andgourmet/specialty channels. Marketer and brand profiles in major categories further definethe relationship between consumer attitudes and the market exigencies of productdevelopment.Table Of ContentsChapter 1: Executive SummaryIntroductionMarket Definition: Fats and OilsReport MethodologyMarket TrendsU.S. Fats and Oils Market Approaches $9.2 BillionMarket Shares Remain Stable Among CategoriesFigure 1-1: Share of SymphonyIRI-Tracked Sales of Fats & Oils: By Category, 2007 vs.2011 (percent)Supermarkets Account for 59% of the MarketFigure 1-2: Share of U.S. Fats & Oils Market Sales by Retail Channel, 2011 (percent)
  • 2. Competitive TrendsFarmer Coops, Multinationals Share the SpotlightAcquisitions and MergersPrivate-Label Sales Outpace Overall Market SalesFats and Oils Sales Grow in Natural/Gourmet OutletsMarketing and New Product TrendsFats & Oils Product Introductions Climb Despite RecessionOlive Oil Leads in New Product Intros“Private Label” Tag Tops Claims ListTable 1-1: Top Product Claims/Tags for U.S. Fats & Oils Product Introductions, 2007-2011(number)The “Good” FatsConsumer TrendsMajority of Americans Seek Healthy LifestylesFigure 1-3: Consumer Psychographics: Physical Health and Fitness, March 2011 (percent ofU.S. grocery shoppers)Salad/Cooking Oil Most Frequently Used Fats & Oils ProductPackaged Facts Survey Reveals More Shoppers Choosing MargarinePersonal/Family Favorites Dictate Product ChoiceOlive Oil Most Frequently Used Fats and Oils ProductFats and Oils Purchase Patterns at RetailOrganic Butter Purchasers Prefer Organic Foods and BeveragesOrganic Butter Purchasers Favor Gourmet, Artisanal ProductsSalted Butter Purchasers Less Likely to Focus on Health GoalsChapter 2: Market TrendsIntroductionMarket Definition: Fats and OilsReport MethodologyMarket Size & CompositionU.S. Fats and Oils Market Approaches $9.2 BillionTable 2-1: U.S. Retail Sales of Fats & Oils, 2007-2011 (in billions of dollars)Market Shares Remain Stable Among CategoriesFigure 2-1: Share of SymphonyIRI-Tracked Sales of Fats & Oils: By Category, 2007 vs.2011 (percent)Dollar Sales Stable While Volume ShrinksTable 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 GrowthTable 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 MarketFigure 2-2: Share of U.S. Fats & Oils Market Sales by Retail Channel, 2011 (percent)Market OutlookProlonged Economic Concerns Plague ConsumersConsumers Willing to Spend More for Quality GroceriesTable 2-4: Consumer Attitudes: Grocery Spending and Product Quality (percent)Table 2-5: Consumer Attitudes: “Price Not Main Factor in Purchases” and “Spending More onConsumer Products,” February 2011 (percent)
  • 3. Food Costs Rise Once MoreTable 2-6: Consumer Price Index for Food at Home and Fats & Oils: 2001-2011Butter Prices at a PremiumStealth DownsizingSpecialty Fats and Oils Still AffordableHolistic Approach to WellnessTable 2-7: Consumer Opinion on Healthy Eating Habits, Winter 2010/11 (percent)Fortification Important to Health PerceptionFat’s Health HaloThe Fight Against Trans FatsOmega-3 to the ForeConsumer Confusion Persists Despite Industry EffortsNatural and OrganicTable 2-8: Consumer Opinions on Natural and Organic Products, February 2011 (percent)What Is Natural?Environmental ConcernsSustainability Crucial to Consumer Good WillGirl Scouts Draw Focus on Sustainable Palm Oil“Green” PackagingFood SafetyU.S. Fats and Oils Market to Reach $10.6 Billion in 2016Table 2-9: Projected U.S. Retail Sales of Fats and Oils, 2011-2016 (in billions of dollars)Chapter 3: Competitive TrendsFarmer Coops, Multinationals Share the SpotlightTable 3-1: Leading Marketers of Fats & Oils by SymphonyIRI-Tracked Retail Sales, 2010-2011 (in millions of dollars)Acquisitions and MergersPrivate-Label Sales Outpace Overall Market SalesTable 3-2: SymphonyIRI-Tracked Retail Sales of Private-Label Fats & Oils by Category,2010-2011 (in millions of dollars)Trends in ButterPrivate Label Dominates Butter CategoryTable 3-3: Top Marketers and Brands of Butter by SymphonyIRI-Tracked Sales and MarketShare, 2010-2011 (in millions of dollars)Trends in Margarine/Spreads/Butter BlendsUnilever Leads Faltering CategoryTable 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 SpreadsHellmann’s Is Top Selling Mayonnaise BrandTable 3-5: Top Marketers and Brands of Mayonnaise and Sandwich Spreads bySymphonyIRI-Tracked Sales and Market Share, 2010-2011 (in millions of dollars)Trends in Cooking and Salad OilsValue/Premium Brand Lines SucceedTable 3-6: Top Marketers and Brands of Cooking and Salad Oils by SymphonyIRI-TrackedSales and Market Share, 2010-2011 (in millions of dollars)Trends in Olive OilPompeian, Private-Label Post Growth
  • 4. Table 3-7: Top Marketers and Brands of Olive Oil by SymphonyIRI-Tracked Sales andMarket Share, 2010-2011 (in millions of dollars)Trends in Cooking SpraysConAgra’s PAM Leads CategoryTable 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 ShorteningCrisco Dominant Force in Shortening MarketTable 3-9: Top Marketers and Brands of Shortening by SymphonyIRI-Tracked Sales andMarket Share, 2010-2011 (in millions of dollars)Trends in Popcorn OilConAgra’s Orville Redenbacher Leads But Loses ShareTable 3-10: Top Marketers and Brands of Popcorn Oil by SymphonyIRI-Tracked Sales andMarket Share, 2010-2011 (in millions of dollars)Trends in the Natural/Specialty ChannelFats and Oils Sales Grow in Natural/Gourmet OutletsOlive Oil Largest Category in Natural ChannelTable 3-11: Fats and Oils Sales by Category: Natural Channel vs. Gourmet/SpecialtyChannel, 2010-2011 (in millions of dollars)Top Brands Vary by ChannelChapter 4: Marketing and New Product TrendsFats & Oils Product Introductions Climb Despite RecessionTable 4-1: Number of U.S. Food Product Introductions: Overall vs. Fats & Oils, 2001-2011Olive Oil Leads in New Product IntrosTable 4-2: Number of U.S. Fats and Oils Introductions by Product Category: Reports andSKUs, 2007-2011“Private Label” Tag Tops Claims ListTable 4-3: Top Product Claims/Tags for U.S. Fats & Oils Product Introductions, 2007-2010(number)Natural-Related Claims Maintain GrowthTable 4-4: Number of New Fats & Oils Product Introductions by Top Natural-RelatedPackage Tags/Claims, 2007-2011Health-Related Claims Reclaiming Lost GroundTable 4-5: Number of New Fats & Oils Product Introductions by Top Health-Related PackageTags/Claims, 2007-2011Top Marketers Change Year to YearTable 4-6: Leading Marketers of Fats & Oils in the U.S. Based on Number of Stock-KeepingUnit (SKU) Introductions, 2010 vs. 2011U.S. Leads Global Fats & Oils IntroductionsTable 4-7: Number of Fats & Oils Introductions by Country, 2007-2011 (number of reports)Trends in Health and WellnessThe “Good” FatsTypes of FatsOlive Oil, Canola Oil Score Health ClaimsFunctional FatsIllustration 4-1: Crisco Puritan Canola Oil with Omega-3Illustration 4-2: Smart Balance Heart Right Light SpreadIllustration 4-3: Smart Balance Omega Plus Mayonnaise
  • 5. Illustration 4-4: Spectrum Organics Omega-3 Olive OilIllustration 4-5: Spectrum Organics Omega-3 Mayonnaise with Flax OilIllustration 4-6: Mazola Corn Oil Plus!Inherently Healthy OilsOlive Oil Goes Mainstream But Keeps Upscale EdgeIllustration 4-7: Crisco Olive OilsIllustration 4-8: Olivari Olive Oil with Pop-Up PourerIllustration 4-9: Peque Oliva Oliver Petite Gourmet Olive OilBrand Profile: Pompeian Olive OilIllustration 4-10: Pompeian OlivExtra PremiumIllustration 4-11: Pompeian Grapeseed OilCanola Oil: The Preferred AdditiveIllustration 4-12: Hellmann’s Canola Cholesterol-Free MayonnaiseLesser-Known Healthy OilsIllustration 4-13: Salute Santé Grapeseed OilIllustration 4-14: Olivado Avocado OilIllustration 4-15: La Tourangelle Walnut OilIllustration 4-16: Earthy Delights Tea Seed OilCoconut Oil CrazeBrand Profile: La Tourangelle Premium OilsIllustration 4-17: La Tourangelle (latourangelle.com)Less Is More: Spray OilsEnhanced and Flavored Spray OilsIllustration 4-18: Mazola Pure Cooking SprayIllustration 4-19: Smart Balance Omega Cooking SprayIllustration 4-20: Spectrum Organics Coconut Spray OilIllustration 4-21: Le Foam Lemon Dijon Spray FoamTrends in Indulgence and Flavor“Flavor Carriers”Specialty Fats Heat UpFlavored Mayonnaise and Gourmet Sandwich SpreadsIllustration 4-22: Kraft Sandwich Shop MayonnaiseIllustration 4-23: Tiger Tiger May-OIllustration 4-24: BaconnaiseBrand Profile: Empire Mayonnaise Co.Illustration 4-25: Empire MayonnaiseFlavored ButtersIllustration 4-26: Land O’ Lakes Cinnamon Sugar Buttery SpreadIllustration 4-27: Transatlantic Foods Flavored ButtersArtisanal/Small-Batch Butters and GheeIllustration 4-28: Plugrá ButtersIllustration 4-29: Purity Farms GheeBrand Profile: Kerrygold ButterIllustration 4-30: Kerry Gold ButtersTrends in the Natural and Organic MarketInterest in Natural and Organic Products Remains StrongIllustration 4-31: PAM Organic Cooking SprayIllustration 4-32: O Olive Oil Clementine
  • 6. Brand Profile: Earth BalanceIllustration 4-33: Earth Balance MindfulMayoChapter 5: Consumer TrendsShopper InsightsMethodologyMajority of Americans Seek Healthy LifestylesFigure 5-1: Consumer Psychographics: Physical Health and Fitness, March 2011 (percent ofU.S. grocery shoppers)Groceries and Consumer Health GoalsFigure 5-2: Consumer Psychographics: Healthy Eating and Dieting, March 2011 (percent ofU.S. grocery shoppers)Low Sugar, High Fiber Are Most Popular Healthy Product PositioningsFigure 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 CouponsFigure 5-4: Types of Coupons Used During Grocery Shopping Trips, March 2011 (percent ofU.S. grocery shoppers who use coupons)Table 5-1: Sources of Coupons Used During Grocery Shopping Trips, March 2011 (percent ofU.S. grocery shoppers who use coupons)Fats and Oils Usage TrendsSalad/Cooking Oil Most Frequently Used Fats & Oils ProductTable 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 MargarineFigure 5-5: Products Usually/Normally Purchased: Margarine vs. Oils, March 2011 (percentof 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 CategoryFigure 5-8: Percent of Products Purchased on Sale: Margarine vs. Oils, March 2011 (percentof 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. groceryshoppers)Personal/Family Favorites Dictate Product ChoiceTable 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 ProductOlive Oil Also Considered Healthiest Fat/OilTable 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 youconsider to be the healthiest choices?”, 2011 (percent of U.S. Consumers)
  • 7. Salted Butter Most Frequently Used Butter VarietyMustard Most Frequently Used Sandwich Spread/FlavoringTable 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 PastThree Months: By Type, 2011 (percent)Light Mayonnaise Considered Healthiest Fats & Oils SpreadTable 5-10: Agreement with the Statement, “Which of the following sandwich spreads orflavorings do you consider to be the healthiest choices?”, 2011 (percent of U.S. households)Fats and Oils Purchase Patterns at RetailTable 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 PsychographicsOrganic Butter Purchasers Prefer Organic Foods and BeveragesOrganic Butter Purchasers Favor Gourmet, Artisanal ProductsSalted Butter Purchasers Less Likely to Focus on Health GoalsTable 5-13: Purchasing Indexes by Natural/Organic-related Psychographics and ButterVarieties, 2011 (U.S. butter purchasers)Table 5-14: Purchasing Indexes by Natural/Organic-related Psychographics and Fats & OilsPurchases, 2011 (U.S. grocer shoppers)Table 5-15: Purchasing Indexes by Gourmet/Upscale-related Psychographics and ButterVarieties, 2011 (U.S. butter purchasers)Table 5-16: Purchasing Indexes by Gourmet/Upscale-related Psychographics and OilVarieties, 2011 (U.S. grocery shoppers)Table 5-17: Purchasing Indexes by Health/Wellness-related Psychographics and ButterVarieties, 2011 (U.S. butter purchasers)Table 5-18: Purchasing Indexes by Health/Wellness-related Psychographics and OilVarieties, 2011 (U.S. grocery shoppers)Fats and Oils Demographic PatternsWho’s Using ButterWho’s Using Cooking/Salad OilWho’s Using MargarineWho’s Using MayonnaiseTable 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 AheadTrends and OpportunitiesFats and Oils Complete Healthy Diets“Good” Fats Gain Wider AcceptanceOmega-3 Trend Maintains MomentumGrowing Number of Products Target Health IssuesPrivate-Label Products Sustain Consumer Interest“Green” Concerns Once More a Priority
  • 8. Natural and Organic Continue Move to MainstreamStricter Guidelines for NaturalFrom Mass Merchandiser to SupercenterE-Marketing Fats and OilsSocial Networking: Facebook, Twitter, Then…Location-Based Social Media: Yelp, Foursquare and ConsmrFocus on Savings: CPG and GrouponWhat’s Next: Social Media Aggregators and Mobile ConnectivityLatest Market Research Reports:  Rheumatoid Arthritis Therapeutics – Pipeline Assessment and Market Forecasts to 2018  Luxembourg Power Market Outlook to 2030 – Business Propensity Indicator ( BPI ) Market Trends Regulation and Competitive Landscape  Atopic Dermatitis Therapeutics – Pipeline Assessment and Market Forecasts to 2018  Cell Culture: The World Market for Media, Sera and Reagents, 3rd. Edition  Cell Culture: The World Market for Media, Sera and Reagents, 3rd. EditionAbout Us:ReportsnReports is an online library of over 75,000 market research reports and in-depthmarket research studies & analysis of over 5000 micro markets. We provide 24/7 online andoffline support to our customers. Get in touch with us for your needs of market researchreports.Follow us on Twitter: http://twitter.com/marketsreportsOur Facebook Page: http://www.facebook.com/pages/ReportsnReports/191441427571689Contact:Mr. Priyank7557 Rambler road,Suite 727, Dallas, TX 75231Tel: + 1 888 391 5441E-mail: sales@reportsandreports.comhttp://www.reportsnreports.comVisit Our Blog : Market Research Reports