Released in 1969 by The 5th Dimension, the Grammy award-winning “Aquarius/Let the Sun Shine in, popularized in the Broadway musical “Hair,” was based on the astrological belief that the world was entering “the Age of Aquarius,” with love, light, and humanity the guidepost for life. The lyrics proclaimed: “When the moon is in the Seventh House, and Jupiter aligns with Mars, then peace will guide the planets, and love will steer the stars, this is the dawning of the age of Aquarius, age of Aquarius, Aquarius, Aquarius.”
Looking at refrigerated butter, the “Age of Aquarius” has arrived as the subcategory went from losing 8.6% in U.S. multi-outlet dollar sales through Sept. 5, 2021, to “skyrockets in flight,” with a 7.9% increase and dollar sales of $3.34 billion for the 52 weeks ending Sept. 4, according to data from Chicago-based Information Resources Inc. (IRI). Yet, interestingly, even though dollar sales for six top-10 refrigerated (RFG) butter brands plunged last year and the overall subcategory declined percentage-wise, the subcategory claimed larger sales of $3.7 billion last year compared with this year’s sales of $3.34 billion, IRI data reveals.