ONE format doesn’t fit all when it comes to butters and spreads, according to research conducted on behalf of Dairy Crest, which suggests the majority of consumers are inclined to pick up a variety of formats from the category.
Neil Stewart, marketing manager for spreads at Dairy Crest, revealed that 78% of shoppers purchase more than one format, and he reckons that means retailers should ensure they offer a range with breadth over depth, ensuring all customer needs are catered for.
Stewart said the key segments that retailers should look to stock are: pure butter; ‘for spreading’, including spreadable butter, dairy spreads, health and wellbeing spreads; and for cooking.
The Dairy Crest marketing manager also suggested there’s plenty of growth potential in the free-from category, and retailers would be wise to take advantage.
“A key consideration for retailers when it comes to building butters and spreads range should be inclusion of a dairy-free option, to capitalise on current exponential growth within this sector,” he said.
In February of this year, Dairy Crest added a new flavour to its Vitalite dairy-free spread brand. Vitalite Coconut (pictured) is being positioned by the firm to appeal to customers with a dairy intolerance as well as those purchasing free-from products as a lifestyle choice.