Butter belongs to the yellow grease and is a product made mainly from cow’s milk and used for cooking sauces or spreads on bread. Due to the content of saturated fats associated with increased cholesterol levels were preferred more and less than American consumers, with the latter to refer to other alternatives such as margarine which was the main competitor. However, this trend has now reversed to the extent that 2013 was the year that saw record consumption in America compared with the last 40 years. Butter comeback in the US market and consumption prospects are greatly increased.
More specifically, during the last decade (particularly since 2002) the butter intake for American consumers increased by about 25%. It should be noted that 2005 was the year in which the butter consumption surpassed that of margarine. Particularly since 2008, the use of this product in the American market took off, to the point that in 2012 the per capita consumption amounts to about 2,540 pounds a year compared to 1,860 kg in 1997. As an indication, in 2012 the consumption butter estimated about 892,000 tonnes, a level that had to be recorded since the second World War, while margarine consumption levels were the lowest to be recorded the last 70 years.
As a result, sales of butter industry in America increased as well. Specifically in 2012, their ascent was greater than 65% compared to 2000. As an indication, in 2013 US consumers spent more than $ 2 million for the purchase of butter compared to $ 1.8 million in 2012 and 2014 sales butter amounted to $ 2.3 billion. That same year, the margarine sales fell to $ 1.5 billion declining by 11% compared with the previous four years.
The reasons why the butter has been increasingly popular with American consumers are explained below:
– Turning to natural, unprocessed foods. Essentially American consumers influenced by the tendency to adopt healthier dietary patterns opting increasingly foods contain no artificial ingredients and substances as well as trans fats. Trans fats are usually produced by partially hydrogenated or hydrogenated vegetable oils and increase the “bad” cholesterol, which can lead to cardiovascular disease and to heart attack or stroke. Notably large amounts of trans fatty acids are found in manufactured foods like margarines, so it also reduced their popularity more and more. In contrast to margarine, butter can be used both for food spread (e.g. bread) and as a natural ingredient for recipes.
In this changing American consumption patterns important role to promote legislative reforms bears the Supervisory Authority Food and Drug Administration aimed at banning trans fats from food throughout the supply chain.
– It is healthy. Butter is rich in vitamins, calcium, antioxidants, saturated fats and good cholesterol that contribute to the development and strengthening of the human body. In particular, it contributes to longevity, hormonal balance, heart health, brain development and the nervous system and better vision, while ensuring energy and a glowing skin.
– A new gastronomic culture based on the use of butter. More and more chefs use butter in their recipes, while the various cooking shows highlight dishes that mention it as an ingredient. It is also included in restaurant menus, to offer a variety of bread and butters as an appetizer to their clients.
It is also worth noting that at least 40% of butter consumption in the US takes place between Thanksgiving and NewYear’s, ie during November-January as a result of the festive climate and the Christmas holiday, American consumers engaged in baking pastries ( eg cookie, pie) and in the preparation of meals rich in butter.
From the above we can easily understand that the demand for butter in the American market recorded an increasing trend over the last 10 years with American consumers indicate a preference against traditional rival margarine. Most American consumers who appear more aware on health and nutrition are more concerned about the wholesomeness and safety of processed foods and therefore turn to natural foods that have more beneficial effects on the human body.
References : Roberto A. Ferdman (2014), Sara malm (2014), Susie Mesure (2014), Brad Tuttle (2014), Mark Bittman (2014), Kelsey Gee (2014), Joe Taschler (2013), www.dfaleader.com, www.diatrofi.medlook.gr, www.dkconsultants.gr