According to data released by Roy Morgan butter has overtaken margarine as the spread of choice among Australian grocery shoppers. The figures revealed that more than half of Grocery Buyers 14+ (51%) bought butter in an average four-week period last year (up 6% points since 2010) while less than half (49%) bought Margarine (down 9% points). Angela Smith, Group Account Director Roy Morgan Research explained that the spreadable edibles are following converse paths in popularity, with butter-buying up and marge down every year since 2010. Holding comparatively steady are the hybrid dairy spreads/butter blends, now bought by 29% of grocery buyers in an average four weeks, just slightly below the five-year average of 30%.

“Broader trends over the last few years may be influencing the changing habits of grocery buyers choosing between butter and margarine. Australians are becoming more health-conscious and aware of fat content, more concerned by additives and genetic modification, and more interested in cooking and entertaining.” Ms Smith commented.
Ms Smith explained that Butter-buyers are more likely than margarine-buyers to enjoy cooking (and to be complimented on it). They are more likely to enjoy entertaining spontaneously and trying new and exotic foods. They are also more likely to try to buy additive-free, organic and non-GM food. Smith went on to add that margarine buyers are more likely to prefer to clean than cook, to buy frozen or chilled ready-made meals, and to be concerned about their cholesterol levels and weight. They are more likely to buy the same food every week and have traditional meals at home.

attitudes more likely to be held by……