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Home-brand margarine not popular with high-income grocery buyers

Source: Roy Morgan Single Source (Australia), April 2013 – March 2014, n=13,605
Start spreading the news: supermarket brands have made their mark in the margarine market, where they currently rank third (after traditional favourites Flora and Meadow Lea) among Australia’s grocery buyers. However, grocery buyers from higher-income households are not sold on it, the latest findings from Roy Morgan Research reveal.

In the year to March 2014, 52% of grocery buyers bought margarine in an average four-week period. Grocery buyers in households earning less than $60,000 were more likely to buy margarine (59%) than those in households earning $60,000 to $120,000 (51%) and $120,000 or more (48%).

Global giant Flora and Aussie institution Meadow Lea are the top brands, with 16% and 11% of grocery buyers respectively purchasing them in an average four weeks. Supermarket brands are third most popular, purchased by 9% of grocery shoppers. While Flora and Meadow Lea are popular across income groups, supermarket brands are markedly less popular among the highest household income group.

Twelve percent of grocery buyers in households earning under $60,000 per year bought supermarket brand margarine in an average four-week period, compared to 10% of those in households earning $60,000 to $120,000, and 6% of those in households earning $120,000 or more.

Margarine brands bought by household income groups

margarine-brands-australia

Source: Roy Morgan Single Source (Australia), April 2013 – March 2014, n=13,605

Angela Smith, Group Account Manager - Consumer Products, Roy Morgan Research, says:

“Supermarket brands have earned a place in the Australian shopper’s basket for a large number of food items, and margarine is no exception. Though our data doesn’t tell us the reason for the popularity of supermarket brand margarine, it could very well be due to their lower price — as indicated by their high penetration among low-income groups. Shoppers from higher-income households tend to prefer butter (which tends to be more expensive).”

“However, income groups are broad categories and Roy Morgan’s ground-breaking new profiling tool, Helix Personas, can assist marketers to refine their search for a more targeted market.
"For instance, personas such as Rural Traditionalists, Strugglestreet, Real Working Class and Fringe Dwellers are far more likely than the average Australian grocery-shopper to buy supermarket brand margarine in any given four-week period. Usually retired, unemployed or working in low-paying jobs, these personas live in blue-collar suburbs or regional areas, and do what they can to make their limited budget stretch further.
On the other hand, those in more affluent areas, such as confident Bluechips, Humanitarians and Progressive Thinkers, are less likely to buy supermarket brand margarine. Whether they’re young or mature, these individuals enjoy the finer things in life, dine out often and tend not to deny themselves luxuries.”

Real Working Class: where do they live? (Melbourne)

helix-map-1

NB: shaded areas represent some of the suburbs where Real Working Class live in Melbourne

Progressive Thinkers: where do they live? (Sydney)

helix-map-2

NB: shaded areas represent some of the suburbs where Progressive Thinkers live in Sydney

For comments or more information please contact:

Angela Smith, Group Account Manager - Consumer Products
Telephone: +61 (2) 9021 9101
Angela.Smith@roymorgan.com

Please click on this link to the Helix Personas website

Related research findings

View our extensive range of Margarine Buyer Profile, including the Supermarket Brand Margarine Buyer Profile, Flora Margarine Buyer Profile and more.  These profiles provide a broad understanding of the target audience, in terms of demographics, attitudes, activities and media usage in Australia.

About Roy Morgan Research

Roy Morgan Research is the largest independent Australian research company, with offices in each state of Australia, as well as in New Zealand, the United States and the United Kingdom. A full service research organisation specialising in omnibus and syndicated data, Roy Morgan Research has over 70 years’ experience in collecting objective, independent information on consumers.

In Australia, Roy Morgan Research is considered to be the authoritative source of information on financial behaviour, readership, voting intentions and consumer confidence. Roy Morgan Research is a specialist in recontact customised surveys which provide invaluable and effective qualitative and quantitative information regarding customers and target markets.

Margin of Error

The margin of error to be allowed for in any estimate depends mainly on the number of interviews on which it is based. Margin of error gives indications of the likely range within which estimates would be 95% likely to fall, expressed as the number of percentage points above or below the actual estimate. Allowance for design effects (such as stratification and weighting) should be made as appropriate.

Sample Size

Percentage Estimate

40%-60%

25% or 75%

10% or 90%

5% or 95%

5,000

±1.4

±1.2

±0.8

±0.6

7,500

±1.1

±1.0

±0.7

±0.5

10,000

±1.0

±0.9

±0.6

±0.4

20,000

±0.7

±0.6

±0.4

±0.3

50,000

±0.4

±0.4

±0.3

±0.2