Friday, May 24th, 2013 - Roy Morgan Research

Last year, 39% of Australians aged 14+ bought margarine in an average four-week period, down slightly from 42% in 2008. Flora remained the nation’s favourite margarine brand, followed by long-standing rival Meadow Lea in second place. 

Last year, 39% of Australians aged 14+ bought margarine in an average four-week period, down slightly from 42% in 2008. Flora remained the nation’s favourite margarine brand, followed by long-standing rival Meadow Lea in second place.

A recent study by Roy Morgan Research shows that both brands maintained their popularity in 2012, despite the fact that fewer Australians are buying margarine than they were five years ago. Flora margarines were bought by 12% of Australians aged 14+ in an average four-week period, the same as in 2008; while 8% of Aussies opted for Meadow Lea (also unchanged from 2008).

Supermarket brands were the third most popular margarine, having grown in popularity from 5% in 2008 to 7% in 2012. Interestingly, Queenslanders have a particular penchant for supermarket branded margarine, with 9% buying supermarket brands in an average four-week period (as compared to 7% of the total population).

Vegan-friendly Nuttelex ranked fifth across the country, up from sixth position in 2008.

Source:Roy Morgan Single Source (Australia), January - December 2012, n = 21,539.

Norman Morris, Industry Communications Director, Roy Morgan Research, says:

“Over the last five years there has been a small decline in the proportion of Australians purchasing margarine in an average four-week period. It is still the top category of table spread (ahead of butter, bought by 33% of Australians in an average four-week period in the year to 2012, up from 32% in 2008), and most of the popular brands have maintained their market share. Supermarket-branded margarine has even seen an increase.

“It’s interesting to note the differences in brand preference between the states, with a higher percentage of Queenslanders buying supermarket brands than other states, and Darwin/Alice Springs residents slightly more likely to purchase Nuttelex.

“Manufacturers need to understand not just the state differences but also the detailed profiles of their customers and competitors if they are to maintain their market share in the future.”

Contact Profile

Roy Morgan Research


Roy Morgan Research is Australia’s best known and longest established market research and public opinion survey company. Roy Morgan Single Source is thorough, accurate, and provides comprehensive, directly applicable information about current and future customers. It is unique in that it directs all the questions to each individual from a base survey sample of around 55,000 interviews in Australia and 15,000 interviews in New Zealand annually - the largest Single Source databases in the world. The questions asked relate to lifestyle and attitudes, media consumption habits (including TV, radio, newspapers, magazines, cinema, catalogues, pay TV and the Internet), brand and product usage, purchase intentions, retail visitations, service provider preferences, financial information and recreation and leisure activities. This lead product is supported by a nationally networked, consultancy-orientated market research capability.
Shaun Ellis
P: 03 9224 5332
W: www.roymorgan.com

Keywords

Flora, Australia

Categories

Sharing

More Formats