The head of the American Butter Institute says U.S. butter consumption is the highest since the mid-60s and competing products are trying to take advantage of consumers.
“We think the clean label movement among consumers has really given butter a boost when compared to competitive products.”
Tom Balmer tells Brownfield, at the same time, demand for margarine and vegetable products have been trending lower. “Salted butter has two ingredients: cream and salt. We think consumers are comparing butter’s ingredients with those of competitive products and butter is just the more natural way to go.”
The Institute is asking FDA to enforce butter’s standard of identity as non-dairy products use the term “butter” as a marketing tactic to recapture lost sales. “In somewhat of an act desperation, the marketers of those products are trying to affiliate with butter’s halo.”
Balmer says there is also a standard of identity for margarine and the FDA needs to do its job in enforcing current regulations.
--Brownfield AgNews