Show your wares to spread profit

HEALTHY options are increasingly at the top of the breakfast shopper’s list and Unilever’s Partners for Growth team reckons that’s especially true when consumers are searching for the butters and spreads they’re likely to use as part of the first meal of the day and at other times.


Unilever merchandising and creative controller Nick Widdowson said: “The butters and spreads category is well established, with penetration into 99% of all UK households, making it extremely valuable to retailers.

“Breakfast is the biggest occasion for butters and spreads.

“Customers are willing to pay more for perceived health, taste or convenience,” he said.

“ Sales of spreadable butters in particular are increasing.”

Partners for Growth suggests butters and spreads shoppers are not brand-loyal and most take the first products they see.

But it reckons that positioning butters and spreads close to morning goods, such as croissants, pancakes and hot cross buns is likely to encourage extra sales.

A Partners for Growth spokesperson said: “Product visibility and standout are very important and pack colours are key visual triggers.”