Margarine brands getting stronger

Margarine manufacturers are still struggling to change the negative general opinion about the category. Although product ingredients have been modernised in the last few years and many positive characteristics of vegetable oils have come to light, margarine sales still aren’t on a growth path. Zsófia Zsargó, spreads brand manager of market leader company Unilever Magyarország Kft. told our magazine: in addition to changing consumption habits, higher vegetable oil prices in the world market also had a negative influence on sales as product prices increased.

Branded products are popular in the category: sales of private label products have decreased recently. The most important places for buying margarine are the shops of Hungarian-owned retail chains and hypermarkets. Consumers are open to trying new margarines and are searching for tasty products. Unilever tries to satisfy this demand by renewing the Rama tub margarine portfolio in 2017. For instance Rama Classic will be made using a new recipe; the composition of Rama with Butter will also change, in order to offer a more intense taste experience. A 100-percent vegetable based, additive-free Rama product will also be launched for lactose-sensitive and vegan consumers.