Butter consumption has become a privilege of the wealthy

According to GfK Hungária’s Household Panel survey, the butter, butter cream, cheese cream and plastic-cup margarine category is going through a restructuring process. In January-May 2012 volume sales of these spreadable products kept shrinking. It is interesting that plastic-cup margarine – the cheapest segment – sales suffered the most, while butter – the most expensive from these products – sales improved. As a result, butter’s volume share augmented 2 percentage points and plastic-cup margarine’s share fell 1.6 percentage points. Another important factor is that typically margarine’s penetration is even across households with different income levels, while butters sales are concentrated to more well-off households.