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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.
This completely new Packaged Facts report examines the U.S. market for fats and oils 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.
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