The last year or so might have found some players in the retail butter and butter blends category exclaiming, “It’s a jungle out there!” Why? Because certain players in the margarine and spreads subcategory used innovation and questionable marketing (Country Crock “plant butter” — seriously?) to lure consumers and intimidate genuine butter brands.
As a result, the retail margarine and spreads subcategory saw strong growth. Data from Chicago-based market research firm IRI show a 9.6% jump in dollar sales (to $1,396.0 million) and a 7.8% increase in unit sales (to 578.2 million) during the 52 weeks ending Sept. 6, 2020.