We analyse how butter and spreads brands are responding to changing perceptions of plant-based products.
There’s always been a fair amount of churn between butters and alternatives. Debates over whether butter or its counterparts are healthier are ongoing, with margarine lower in saturated fat, while butter boasts a clean ingredients list. But when it comes to taste, butter has always held the trump card… until now.
In a shock twist, top chef Gordon Ramsay became a brand ambassador for Flora in January and is actively encouraging consumers to “skip the cow,” raving about Flora’s eco credentials, taste and better-than-butter performance.
“Flora has blown me away,” he says. “It tastes just as good as dairy butter (if not better)! It gives me the creaminess and rich taste I usually get from butter to elevate cooking, but with greater performance, while also being more sustainable. It’s a no-risk switch that leaves home cooks really reaping the rewards!”
Flora claims to deliver 75% less climate impact than traditional butter, while maintaining the rich, creamy results that professional chefs demand.
“This partnership represents a watershed moment for sustainable cooking,” says Jorn Socquet, Chief Marketing Officer, Developed Markets at Flora Food Group. “Chef Ramsay’s endorsement validates what we’ve long known – that sustainable choices need not compromise on taste or performance.”
In another nod to the popularity of plant-based spreads, butter brand Lurpak revealed its own dairy-free variant last year. Peter Giørtz-Carlsen, Executive Vice President and COO of Arla Foods, says: “As a farmer-owned cooperative, dairy is and always will be, at the heart of Arla. But in order to strengthen the position of our brands and attract new consumers, we have to innovate.”
Despite the hype surrounding plant-based spreads, a newly released Agriculture and Horticulture Development Board analysis of January sales figures found that dairy outperformed alternatives this Veganuary.
“A new trend is plant-based spreads declining faster than cow’s butter, spreads and margarines, with fewer buyers compared to a year ago despite price decreases and more promotional [NIQ Panel on Demand Homescan Latest 4 Wks – w/e 25/01/25],” reports Trainee Analyst Hannah McLoughlin.
“Overall, the data shows that cow’s dairy products are performing better than plant-based dairy alternatives [ibid].”
It seems plant-based spreads still have some way to go, but it’s certainly an area to keep an eye on, especially when you consider new research from The Vegan Society shows that consumers aged 16-44 are twice as likely to embrace plant-based diets than others.
Breakfast is already the largest meal occasion for butters and spreads, according to Kerrygold. But in a bid to grow its share of the opportunity, the Irish grass-fed butter brand has expanded with a range of sweet spreadable butters.
The Kerrygold Sweet Spreadable Butter range comprises three flavours: Maple Syrup; Maple Syrup & Cinnamon; and Salted Caramel. The spreads are designed for topping pancakes, croissants, waffles and bagels, while also being suitable for cooking and baking.
Nicola Blackmore-Squires, Marketing Director at Ornua Foods UK, says: “Our mission is to transform the butter category from being functionally driven to one that inspires and elevates simple pleasures. With the arrival of Kerrygold Sweet Spreadables, we are tapping into key trends within the butter category to appeal to the growing number of pleasure-seeking consumers that are looking for new food and taste experiences.”
The new range launched in Tesco stores across the UK last month, ahead of a wider roll-out to other retailers later in the year.
