PROSPECTS AND OPPORTUNITIES
Steady growth is expected as inflation eases and spending stabilises
Butter and spreads is expected to achieve low single-digit growth over the next five years, with butter in particular driving much of this performance. Although recent years have been challenging for New Zealand consumers due to the high cost of living, economic pressures are anticipated to ease during the forecast period.
Health concerns will remain a significant challenge for growth across the forecast period
Among all dairy product categories, butter and spreads is expected to face ongoing challenges related to consumer perceptions of health. While dairy products are often valued as important components of a balanced diet, providing significant amounts of calcium and protein, these nutrients are typically more abundant in categories such as drinking milk, yoghurt, and cheese.
The versatility of butter could drive growth as consumers seek cost-effective products
While butter is a versatile product and a staple for some consumers in New Zealand, recent price increases made it difficult for some customers to afford. Despite this, butter has strong potential to maintain its presence due to its wide range of uses beyond being simply a dairy spread.
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Overview:
Understand the latest market trends and future growth opportunities for the Butter and Spreads industry in New Zealand with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to a comprehensive range of core packaged food categories.
If you're in the Butter and Spreads industry in New Zealand, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Butter and Spreads in New Zealand report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Butter and Spreads in New Zealand?
- Which are the leading brands in Butter and Spreads in New Zealand?
- How are products distributed in Butter and Spreads in New Zealand?
- How is the rise of e-commerce and/or the expansion of modern grocery retail impacting traditional retail?
- What are the key health and wellness concerns driving, or challenging, sales in Butter and Spreads?
- How significant are vegan and vegetarian dietary requirements in determining sales growth in New Zealand?
- How has COVID-19 impacted consumer demand? To what extent have lockdown, home seclusion and stockpiling boosted sales? Will the longer term economic repercussions of the pandemic stimulate or suppress future growth?
- Where is future growth expected to be most dynamic?
- How significant will values-based claims, such as sustainability and ethical labelling, be in supporting future growth and brand equity?
Butter and Spreads in New Zealand - Category analysis
KEY DATA FINDINGS
Price continues to drive value growth as consumption of butter and spreads declines
Private labels benefit from lower price points amidst high inflation
Supermarkets remains the leading distribution channel for butter and spreads
Steady growth is expected as inflation eases and spending stabilises
Health concerns will remain a significant challenge for growth across the forecast period
The versatility of butter could drive growth as consumers seek cost-effective products
Dairy Products and Alternatives in New Zealand - Industry Overview
Dairy products and alternatives in 2025: The big picture
Key trends in 2025
Competitive Landscape
Channel developments
What next for dairy products and alternatives?
DISCLAIMER
The following categories and subcategories are included:
Butter and Spreads
- Butter
- Cooking Fats
- Margarine and Spreads
Butter and Spreads
This is the aggregation of butter, cooking fats and margarine and spreads.
See all of our definitionsWhy buy this report?
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- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Butter and Spreads research and analysis database.
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