Innovations in margarine dedicated to functionality

Baking margarine is the segment of the rather saturated margarine market where expansion can be expected as many consumers are turning to cooking at home. The number of categories in competition for the “surface of bread” has increased substantially in recent years. This expansion was started by Unilever, the leading manufacturer of margarine when they launched the Rama Créme Bonjour product line in 2000. However, butter is still the number one competitor of margarine.– Dependence on the production of milk and currency exchange rates can make sales of butter unstable in the long run – says Tamás Márton, a Trade Marketing Assistant Manager from Unilever Magyarország Kft. The margarine market continues to be dominated by 250 and 500 gram sizes. Baking margarine has been producing substantial growth (20 percent on average) since the second half of 2008. This is due to baking at home becoming increasingly popular in households as a means of saving money. The market is mature and saturated, where the appearance of private labels was the only development bringing about significant change. Health benefits are an increasingly important factor in the margarine market as well. – Light versions of products no longer represent the kind of added value they used to a few years ago – says Márta Szilágyi, managing director of Royal Brinkers Hungary. Products with added vitamins, probiotics and prebiotics have also appeared. Innovation is focused on functional products. Royal Brinkers Hungary has developed the Holland Prémium product line with Omega3-Omega6 fatty acids, olive oil, fibres and iodised salt. Unilever Customer Marketing is experimenting with POP tools which can maximise efficiency by optimal targeting. They devote exceptional attention to taking advantage of the seasonal nature of baking margarine with in-store surfaces saturated by Rama.