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United States oils and fats market led by Unilever with a 12% share in 2013
Oils and Fats in the US - a new market research report on 2014-04-10 16:01:02
Improvements in the US economy aided higher-income consumers in 2013. Many Americans saw the value of their homes increase, and the US stock market enjoyed a good performance. In turn, affluent consumers felt more comfortable dining out, and reduced at-home meal preparation. As a result, retail volume sales of oils and fats are expected to decline by 1% in 2013, whilst foodservice volume sales are expected to remain flat. Current value sales are also projected to decline by 1% in 2013, with unit prices expected to increase only slightly. However, the expected 1% retail volume decline in 2013 is better than the negative CAGR of 2% in the review period.

Unilever United States is expected to be the largest player in oils and fats in 2013, with a 12% value share, down from a 13% value share in 2012. The company has a big presence in margarine and spreadable oils and fats with its Shedd´s Country Crock, I Can´t Believe It´s Not Butter!, Imperial, and Brummel & Brown brands. Unilever promotes its Shedd´s Country Crock brand as a healthy brand for the family. Its Country Crock Calcium Plus Vitamin D variety appeals to parents, because many children do not consume the recommended intake of calcium and vitamin D.

As the US economy continues to recover in the forecast period, higher-income consumers will be the primary beneficiaries. Affluent consumers are expected to eat out more often in restaurants, and do less cooking at home. For lower-income consumers who were disproportionately affected by the recession, it is likely to take a longer period for them to increase their wages and improve their economic confidence. That said, overall consumer demand for oils and fats is expected to continue declining, as Americans resume their restaurant visits. Retail volume sales are expected to decline by 7% between 2013 and 2018. This is similar to the 7% retail volume decline recorded over the review period. Value sales of oils and fats are expected to decline by 2% in constant terms over the forecast period.

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