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Australia favours Flora

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

Top 5 Margarine Brands bought by Australians in an average 4 week period

Top5-Margarine-brands

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.”

Click here to view our extensive range of Margarine and Butter Profiles, including the Margarine Buyer Profile, Flora Margarine buyer profile , Meadow Lea Margarine buyer profile and more.  These profiles provide a broad understanding of the target audience, in terms of demographics, attitudes and activities in Australia.

For comments or more information please contact:

Norman Morris

Industry Communications Director

Office: +61 (3) 9224 5172

Mobile: +61 402 014 474

Email: Norman.Morris@roymorgan.com


Please click on this link to the Roy Morgan Online Store

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