Competing retail channels in the butter market

By: Trademagazin Date: 2022. 09. 07. 10:28

According to the GfK Hungária Household Panel, butter volume sales were 3% lower in 2021 than in 2020, but due to a price increase value sales augmented about this much. It is a big advantage of GfK’s panel that it monitors every purchase of 4,000 households at each retailer, so it can also be noticed if a household takes (part of) its butter consumption to another retailer between two audited periods.

Guest writer:
Máté Komáromi
product specialist
Consumer Panel Services

Probably the biggest recent change has been that hypermarkets, supermarkets and small shops lost a considerable number of butter buyers. Discounts supermarkets have profited from this trend the most. It is noteworthy how many new butter buyers turned up at online “pure players”. In connection with discounters, it must be added that butter sales in this channel grew by less than 4%, in part because buying intensity reduced, and also because a large part of sales was realised in promotion.

Another important trend is a structural transformation: in the examined period the sales share of branded butter increased from 13% to 20% in discount supermarkets. Both the butter brands communicating their Hungarian origin and those emphasising their international quality saw their sales increase. GfK data indicates that butter’s successful strategy also manifests in the private label butter offering of discounters. //

The above article is available for reading on p 157 of Trade magazin 2022.08-09.