1. Fats and Salad/Cooking Oils in the U.S.: Butter, Margarine, Olive Oil, and Beyond
Published: October 2011
Price: $ 3500
Fats and oils products are a huge and growing market, with 2011 sales of $9.2 billion
projected to near $10.6 billion by 2016. Research supporting the important role of specific
types of fat in maintaining health has caused many consumers to rethink the role that fats
and oils play in their diets, and marketers have responded by offering an increasing number
of products squarely targeting those seeking healthy options. While value is still one of the
primary drivers of fats and oils purchases, with private-label products dominating in a few
key categories, the economy has recovered to the extent that consumers are once again
making health and convenience budgetary priorities.
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This completely new Packaged Facts report examines the U.S. Fats and Oils Market within
the context of broader food industry trends in new product development and marketing.
Major categories covered include butter, margarine, mayonnaise, cooking/salad oil, olive oil,
cooking sprays, shortening, and popcorn oil. To accommodate the complexities of the U.S.
market within shifting socioeconomic contexts, the report investigates not only the sales
data, new product introductions, and marketing strategies, but also the lifestyle patterns
determining trends in fats and oils.
Custom Packaged Facts consumer survey data provide insight into fats and oils usage,
purchasing patterns, and health and wellness trends across consumer demographics, and
Experian Simmons Market Research Bureau data provide a detailed look at category-level
and brand penetration levels. The report Fats and Salad/Cooking Oils in the U.S.: Butter,
Margarine, Olive Oil, and Beyond uses Information Resources, Inc. InfoScan Review data to
quantify mass-market marketer and brand shares across seven product categories, and
SPINSscan data to present category sales breakdowns in the natural and gourmet/specialty
channels. Marketer and brand profiles in major categories further define the relationship
between consumer attitudes and the market exigencies of product development.
Table Of Contents
Chapter 1: Executive Summary
Introduction
Market Definition: Fats and Oils
Report Methodology
Market Trends
U.S. Fats and Oils Market Approaches $9.2 Billion
Market Shares Remain Stable Among Categories
Figure 1-1: Share of SymphonyIRI-Tracked Sales of Fats & Oils: By Category, 2007 vs.

2. 2011 (percent)
Supermarkets Account for 59% of the Market
Figure 1-2: Share of U.S. Fats & Oils Market Sales by Retail Channel, 2011 (percent)
Competitive Trends
Farmer Coops, Multinationals Share the Spotlight
Acquisitions and Mergers
Private-Label Sales Outpace Overall Market Sales
Fats and Oils Sales Grow in Natural/Gourmet Outlets
Marketing and New Product Trends
Fats & Oils Product Introductions Climb Despite Recession
Olive Oil Leads in New Product Intros
“Private Label” Tag Tops Claims List
Table 1-1: Top Product Claims/Tags for U.S. Fats & Oils Product Introductions, 2007-2011
(number)
The “Good” Fats
Consumer Trends
Majority of Americans Seek Healthy Lifestyles
Figure 1-3: Consumer Psychographics: Physical Health and Fitness, March 2011 (percent
of U.S. grocery shoppers)
Salad/Cooking Oil Most Frequently Used Fats & Oils Product
Packaged Facts Survey Reveals More Shoppers Choosing Margarine
Personal/Family Favorites Dictate Product Choice
Olive Oil Most Frequently Used Fats and Oils Product
Fats and Oils Purchase Patterns at Retail
Organic Butter Purchasers Prefer Organic Foods and Beverages
Organic Butter Purchasers Favor Gourmet, Artisanal Products
Salted Butter Purchasers Less Likely to Focus on Health Goals
Chapter 2: Market Trends
Introduction
Market Definition: Fats and Oils
Report Methodology
Market Size & Composition
U.S. Fats and Oils Market Approaches $9.2 Billion
Table 2-1: U.S. Retail Sales of Fats & Oils, 2007-2011 (in billions of dollars)
Market Shares Remain Stable Among Categories
Figure 2-1: Share of SymphonyIRI-Tracked Sales of Fats & Oils: By Category, 2007 vs.
2011 (percent)
Dollar Sales Stable While Volume Shrinks
Table 2-2: SymphonyIRI-Tracked Retail Sales of Fats & Oils by Dollar and Volume Growth,
2010-2011 (in millions of dollars and pounds)
Butter Tops List of Dollar Growth
Table 2-3: Fats & Oils by Dollar Growth/Loss in SymphonyIRI-Tracked Dollar Sales, 2010-
2011 (in millions of dollars)
Supermarkets Account for 59% of the Market
Figure 2-2: Share of U.S. Fats & Oils Market Sales by Retail Channel, 2011 (percent)
Market Outlook
Prolonged Economic Concerns Plague Consumers
Consumers Willing to Spend More for Quality Groceries
Table 2-4: Consumer Attitudes: Grocery Spending and Product Quality (percent)

3. Table 2-5: Consumer Attitudes: “Price Not Main Factor in Purchases” and “Spending More
on Consumer Products,” February 2011 (percent)
Food Costs Rise Once More
Table 2-6: Consumer Price Index for Food at Home and Fats & Oils: 2001-2011
Butter Prices at a Premium
Stealth Downsizing
Specialty Fats and Oils Still Affordable
Holistic Approach to Wellness
Table 2-7: Consumer Opinion on Healthy Eating Habits, Winter 2010/11 (percent)
Fortification Important to Health Perception
Fat’s Health Halo
The Fight Against Trans Fats
Omega-3 to the Fore
Consumer Confusion Persists Despite Industry Efforts
Natural and Organic
Table 2-8: Consumer Opinions on Natural and Organic Products, February 2011 (percent)
What Is Natural?
Environmental Concerns
Sustainability Crucial to Consumer Good Will
Girl Scouts Draw Focus on Sustainable Palm Oil
“Green” Packaging
Food Safety
U.S. Fats and Oils Market to Reach $10.6 Billion in 2016
Table 2-9: Projected U.S. Retail Sales of Fats and Oils, 2011-2016 (in billions of dollars)
Chapter 3: Competitive Trends
Farmer Coops, Multinationals Share the Spotlight
Table 3-1: Leading Marketers of Fats & Oils by SymphonyIRI-Tracked Retail Sales, 2010-
2011 (in millions of dollars)
Acquisitions and Mergers
Private-Label Sales Outpace Overall Market Sales
Table 3-2: SymphonyIRI-Tracked Retail Sales of Private-Label Fats & Oils by Category,
2010-2011 (in millions of dollars)
Trends in Butter
Private Label Dominates Butter Category
Table 3-3: Top Marketers and Brands of Butter by SymphonyIRI-Tracked Sales and Market
Share, 2010-2011 (in millions of dollars)
Trends in Margarine/Spreads/Butter Blends
Unilever Leads Faltering Category
Table 3-4: Top Marketers and Brands of Margarine/Spreads/Butter Blends by
SymphonyIRI-Tracked Sales and Market Share, 2010-2011 (in millions of dollars)
Trends in Mayonnaise and Sandwich Spreads
Hellmann’s Is Top Selling Mayonnaise Brand
Table 3-5: Top Marketers and Brands of Mayonnaise and Sandwich Spreads by
SymphonyIRI-Tracked Sales and Market Share, 2010-2011 (in millions of dollars)
Trends in Cooking and Salad Oils
Value/Premium Brand Lines Succeed
Table 3-6: Top Marketers and Brands of Cooking and Salad Oils by SymphonyIRI-Tracked
Sales and Market Share, 2010-2011 (in millions of dollars)
Trends in Olive Oil

4. Pompeian, Private-Label Post Growth
Table 3-7: Top Marketers and Brands of Olive Oil by SymphonyIRI-Tracked Sales and
Market Share, 2010-2011 (in millions of dollars)
Trends in Cooking Sprays
ConAgra’s PAM Leads Category
Table 3-8: Top Marketers and Brands of Microwave Browning/Pan Sprays by
SymphonyIRI-Tracked Sales and Market Share, 2010-2011 (in millions of dollars)
Trends in Shortening
Crisco Dominant Force in Shortening Market
Table 3-9: Top Marketers and Brands of Shortening by SymphonyIRI-Tracked Sales and
Market Share, 2010-2011 (in millions of dollars)
Trends in Popcorn Oil
ConAgra’s Orville Redenbacher Leads But Loses Share
Table 3-10: Top Marketers and Brands of Popcorn Oil by SymphonyIRI-Tracked Sales and
Market Share, 2010-2011 (in millions of dollars)
Trends in the Natural/Specialty Channel
Fats and Oils Sales Grow in Natural/Gourmet Outlets
Olive Oil Largest Category in Natural Channel
Table 3-11: Fats and Oils Sales by Category: Natural Channel vs. Gourmet/Specialty
Channel, 2010-2011 (in millions of dollars)
Top Brands Vary by Channel
Chapter 4: Marketing and New Product Trends
Fats & Oils Product Introductions Climb Despite Recession
Table 4-1: Number of U.S. Food Product Introductions: Overall vs. Fats & Oils, 2001-2011
Olive Oil Leads in New Product Intros
Table 4-2: Number of U.S. Fats and Oils Introductions by Product Category: Reports and
SKUs, 2007-2011
“Private Label” Tag Tops Claims List
Table 4-3: Top Product Claims/Tags for U.S. Fats & Oils Product Introductions, 2007-2010
(number)
Natural-Related Claims Maintain Growth
Table 4-4: Number of New Fats & Oils Product Introductions by Top Natural-Related
Package Tags/Claims, 2007-2011
Health-Related Claims Reclaiming Lost Ground
Table 4-5: Number of New Fats & Oils Product Introductions by Top Health-Related
Package Tags/Claims, 2007-2011
Top Marketers Change Year to Year
Table 4-6: Leading Marketers of Fats & Oils in the U.S. Based on Number of Stock-Keeping
Unit (SKU) Introductions, 2010 vs. 2011
U.S. Leads Global Fats & Oils Introductions
Table 4-7: Number of Fats & Oils Introductions by Country, 2007-2011 (number of
reports)
Trends in Health and Wellness
The “Good” Fats
Types of Fats
Olive Oil, Canola Oil Score Health Claims
Functional Fats
Illustration 4-1: Crisco Puritan Canola Oil with Omega-3
Illustration 4-2: Smart Balance Heart Right Light Spread

5. Illustration 4-3: Smart Balance Omega Plus Mayonnaise
Illustration 4-4: Spectrum Organics Omega-3 Olive Oil
Illustration 4-5: Spectrum Organics Omega-3 Mayonnaise with Flax Oil
Illustration 4-6: Mazola Corn Oil Plus!
Inherently Healthy Oils
Olive Oil Goes Mainstream But Keeps Upscale Edge
Illustration 4-7: Crisco Olive Oils
Illustration 4-8: Olivari Olive Oil with Pop-Up Pourer
Illustration 4-9: Peque Oliva Oliver Petite Gourmet Olive Oil
Brand Profile: Pompeian Olive Oil
Illustration 4-10: Pompeian OlivExtra Premium
Illustration 4-11: Pompeian Grapeseed Oil
Canola Oil: The Preferred Additive
Illustration 4-12: Hellmann's Canola Cholesterol-Free Mayonnaise
Lesser-Known Healthy Oils
Illustration 4-13: Salute Santé Grapeseed Oil
Illustration 4-14: Olivado Avocado Oil
Illustration 4-15: La Tourangelle Walnut Oil
Illustration 4-16: Earthy Delights Tea Seed Oil
Coconut Oil Craze
Brand Profile: La Tourangelle Premium Oils
Illustration 4-17: La Tourangelle (latourangelle.com)
Less Is More: Spray Oils
Enhanced and Flavored Spray Oils
Illustration 4-18: Mazola Pure Cooking Spray
Illustration 4-19: Smart Balance Omega Cooking Spray
Illustration 4-20: Spectrum Organics Coconut Spray Oil
Illustration 4-21: Le Foam Lemon Dijon Spray Foam
Trends in Indulgence and Flavor
“Flavor Carriers”
Specialty Fats Heat Up
Flavored Mayonnaise and Gourmet Sandwich Spreads
Illustration 4-22: Kraft Sandwich Shop Mayonnaise
Illustration 4-23: Tiger Tiger May-O
Illustration 4-24: Baconnaise
Brand Profile: Empire Mayonnaise Co.
Illustration 4-25: Empire Mayonnaise
Flavored Butters
Illustration 4-26: Land O' Lakes Cinnamon Sugar Buttery Spread
Illustration 4-27: Transatlantic Foods Flavored Butters
Artisanal/Small-Batch Butters and Ghee
Illustration 4-28: Plugrá Butters
Illustration 4-29: Purity Farms Ghee
Brand Profile: Kerrygold Butter
Illustration 4-30: Kerry Gold Butters
Trends in the Natural and Organic Market
Interest in Natural and Organic Products Remains Strong
Illustration 4-31: PAM Organic Cooking Spray
Illustration 4-32: O Olive Oil Clementine
Brand Profile: Earth Balance

6. Illustration 4-33: Earth Balance MindfulMayo
Chapter 5: Consumer Trends
Shopper Insights
Methodology
Majority of Americans Seek Healthy Lifestyles
Figure 5-1: Consumer Psychographics: Physical Health and Fitness, March 2011 (percent
of U.S. grocery shoppers)
Groceries and Consumer Health Goals
Figure 5-2: Consumer Psychographics: Healthy Eating and Dieting, March 2011 (percent of
U.S. grocery shoppers)
Low Sugar, High Fiber Are Most Popular Healthy Product Positionings
Figure 5-3: Purchasing of Food and Beverage Products by Selected Package Labels/Claims,
March 2011 (percent of U.S. grocery shoppers)
Shopper Use of Grocery Coupons
Figure 5-4: Types of Coupons Used During Grocery Shopping Trips, March 2011 (percent
of U.S. grocery shoppers who use coupons)
Table 5-1: Sources of Coupons Used During Grocery Shopping Trips, March 2011 (percent
of U.S. grocery shoppers who use coupons)
Fats and Oils Usage Trends
Salad/Cooking Oil Most Frequently Used Fats & Oils Product
Table 5-2: Percentage of U.S. Households Using Fats and Oils Products by Type, Brand,
Amount: 2008-2011 (percent)
Packaged Facts Survey Reveals More Shoppers Choosing Margarine
Figure 5-5: Products Usually/Normally Purchased: Margarine vs. Oils, March 2011 (percent
of U.S. grocery shoppers)
Figure 5-6: Planned vs. Impulse Purchases: Margarine vs. Oils, March 2011 (percent of
U.S. grocery shoppers)
Figure 5-7: Response to Question “Did you choose a product that you usually buy?”:
Margarine vs. Oils, March 2011 (percent of U.S. grocery shoppers)
Table 5-3: Type of Brand Purchased During Grocery Shopping Trips: Margarine vs. Oils,
March 2011 (percent of U.S. grocery shoppers)
Sale Products Popular in Margarine Category
Figure 5-8: Percent of Products Purchased on Sale: Margarine vs. Oils, March 2011
(percent of U.S. grocery shoppers)
Figure 5-9: Price Comparison of Products Purchased, Compared to Similar Products:
Margarine vs. Oils, March 2011 (percent of U.S. grocery shoppers)
Table 5-4: Type of Sale or Promotion: Margarine vs. Oils, 2011 (percent of U.S. grocery
shoppers)
Personal/Family Favorites Dictate Product Choice
Table 5-5: Motivations (Other Than Price/Promotion) for Selection of Products Purchased:
Margarine vs. Oils, March 2011 (percent of U.S. grocery shoppers)
Olive Oil Most Frequently Used Fats and Oils Product
Olive Oil Also Considered Healthiest Fat/Oil
Table 5-6: Percent of U.S. Consumers Using Fats & Oils During Past Three Months: By
Type, 2011 (percent)
Table 5-7: Agreement with the Statement, “Which of the following fats or oils do you
consider to be the healthiest choices?”, 2011 (percent of U.S. Consumers)
Salted Butter Most Frequently Used Butter Variety
Mustard Most Frequently Used Sandwich Spread/Flavoring

7. Table 5-8: Percentage of U.S. Butter Purchasers by Type Used in Past Three Months: 2011
(percent)
Table 5-9: Percent of U.S. Households Using Sandwich Spreads and Flavorings During Past
Three Months: By Type, 2011 (percent)
Light Mayonnaise Considered Healthiest Fats & Oils Spread
Table 5-10: Agreement with the Statement, “Which of the following sandwich spreads or
flavorings do you consider to be the healthiest choices?”, 2011 (percent of U.S.
households)
Fats and Oils Purchase Patterns at Retail
Table 5-11: Purchasing Indexes by Retail Channel/Chain and Butter Varieties, 2011 (U.S.
butter purchasers)
Table 5-12: Purchasing Indexes by Retail Channel/Chain and Oil Varieties, 2011 (U.S.
grocery shoppers)
Fats and Oils Purchase Patterns and Select Psychographics
Organic Butter Purchasers Prefer Organic Foods and Beverages
Organic Butter Purchasers Favor Gourmet, Artisanal Products
Salted Butter Purchasers Less Likely to Focus on Health Goals
Table 5-13: Purchasing Indexes by Natural/Organic-related Psychographics and Butter
Varieties, 2011 (U.S. butter purchasers)
Table 5-14: Purchasing Indexes by Natural/Organic-related Psychographics and Fats & Oils
Purchases, 2011 (U.S. grocer shoppers)
Table 5-15: Purchasing Indexes by Gourmet/Upscale-related Psychographics and Butter
Varieties, 2011 (U.S. butter purchasers)
Table 5-16: Purchasing Indexes by Gourmet/Upscale-related Psychographics and Oil
Varieties, 2011 (U.S. grocery shoppers)
Table 5-17: Purchasing Indexes by Health/Wellness-related Psychographics and Butter
Varieties, 2011 (U.S. butter purchasers)
Table 5-18: Purchasing Indexes by Health/Wellness-related Psychographics and Oil
Varieties, 2011 (U.S. grocery shoppers)
Fats and Oils Demographic Patterns
Who’s Using Butter
Who’s Using Cooking/Salad Oil
Who’s Using Margarine
Who’s Using Mayonnaise
Table 5-19: Demographic Indexes for Butter Use: By Variety, 2011 (U.S. butter
purchasers)
Table 5-20: Demographic Indexes for Oil Use: By Variety, 2011 (U.S. grocery shoppers)
Table 5-21: Demographic Indexes for Margarine/Margarine Spread Use: By Variety, 2011
(U.S. adults)
Table 5-22: Demographic Indexes for Mayonnaise Use: By Variety, 2011 (U.S.
households)
Chapter 6: Looking Ahead
Trends and Opportunities
Fats and Oils Complete Healthy Diets
“Good” Fats Gain Wider Acceptance
Omega-3 Trend Maintains Momentum
Growing Number of Products Target Health Issues
Private-Label Products Sustain Consumer Interest
“Green” Concerns Once More a Priority

8. Natural and Organic Continue Move to Mainstream
Stricter Guidelines for Natural
From Mass Merchandiser to Supercenter
E-Marketing Fats and Oils
Social Networking: Facebook, Twitter, Then…
Location-Based Social Media: Yelp, Foursquare and Consmr
Focus on Savings: CPG and Groupon
What’s Next: Social Media Aggregators and Mobile Connectivity
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