Butter has maintained its position as the most popular spread in the UK, new research from YouGov shows.
YouGov's “Dairy 2013” report finds that more than four in ten (42%) consumers have butter in their homes, with 27% having spreadable butter. This compared with 25% who keep low fat spreads and 24% with buttery spreads. The continued popularity of butter comes as people significantly reduce the amount of spreads they consume. The survey finds that when the survey was last conducted in 2010, 17% didn’t eat spreads, a figure that has now increased to three in ten (30%).
The research suggests that the butter and spreadables market is not one with a high degree of customer loyalty towards brands. Only a quarter (25%) always buy the same brand and just 16% prefer brands over own label products. Consumers also show a high degree of flexibility over the product they want to purchase, with just 17% always getting the same type. Furthermore, one in ten (11%) don’t understand the difference between the types of spreads/margarines available and a quarter (25%) make their choice based on whatever is on special offer.
The YouGov Report highlights the different ways people view butters and spreadable alternatives. While over six in ten (63%) think butter is “fattening”, fewer than one in five (18%) think the same of spreads. However, well over half (58%) say that butter is “tasty”, a term just one in seven (14%) associate with spreadables.
James McCoy, YouGov SixthSense Research Director, says: “Over the past few years, butter has held its own against developments in the spreads market, which can be attributed to a couple of things. The first is a renewed interest in home baking, spurred by programmes such as The Great British Bake Off, which has led to more people having butter in the house. The second is that butter is a distinct product pitted against an often confusing range of spreads that many consumers struggle to differentiate. Given this, it seems unlikely that butter will give up its top position any time soon.”
