Alexandria Ashok Kumar Market research 4383

MARKET RESEARCH ON MARGARINE

INTRODUCTION:

In recent decade use of oil in cooking has been reduced to such an extent due to health
complication and increasing risk of obesity. Margarine was invented in 1869 at the request of
Napoleon III. However, it was in the 1950's when Dutch medical society, worried by the state
of heart health, asked Unilever to produce a vegetable oil spreads as a healthy alternative to
butter. This is the reason for the discovery of margarine that is the substitute for butter.
Margarine is made from vegetable oil. Margarine birth place is European based to be more
precise frame. Mean time oil consumption is very much necessary from the biological aspect
and so the focus of the people turned towards low cholesterol and products. This is the claim
where margarine foots its step into the industry.

The main objective of the following research is to

know the market value of the particular brand
and the products in it respectively.

PRODUCTS:

 Meadowlea
 Becel
Becel is named as Flora in New Zealand.
 Olivani

MEADOW LEA:

Meadow Lea is in Market from 1939 and it still holds the belief that good, simple food should
come from nature. It is very popular margarine in Australia. It expanded its market to New
Zealand. It is produced from 70000 plant seeds. Mainly they use Canola seed and sunflower
as they are good source of mono and poly unsaturated fats. Unsaturated fats are the
essential fats which have been proved to the necessary fats for healthy life style.

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Alexandria Ashok Kumar Market research 4383

Fig: 1 Meadowlea Margarine

Source: Shop.countdown.co.nz
Their products:

VARIETY KG PRICE ($)

Meadowlea spread logical 500g 5.99
Meadowlea salt reduced 500g 2.75
Meadowlea light 500g 2.75
Meadowlea original 500g 2.75
Meadowlea canola 500g 2.75

BECEL:

In 1950 Becel was first on the market to develop a healthier alternative to existing spreads.
It continued to find ways to keep making margarine even better, expanding the market with
innovative new products based on the science of heart health. In today’s world, Becel is the
leading margarine brand in Canada, with a strong commitment to heart health innovation
and education.

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Fig 2: Becel Margarine

Source: www.becel.ca

Which Becel is right for you?

In Becel margarine there are varieties of flavours for different consumers. Becel Salt free,
Becel omega3 plus, Becel 64%less each has its own features. It is international product but
it is named as flora in New Zealand.

FLORA:

Flora has now been in the market globally for almost 50 years. Flora was launched in New
Zealand in 1999 and was the first plant sterol enriched product on the market. It has been
the number one selling spread in the market for lower cholesterol absorption.

Today, all the varieties of Flora spreads are high in good unsaturated fats (poly and mono),
which help to keep hearts of all ages healthy. They are all reduced in bad saturated fats and
are virtually trans-fat free. There's a Flora spread to suit everyone in the family.

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Alexandria Ashok Kumar Market research 4383

Fig 3: Flora Margrine

Source : floraloveyourheart.co.nz

Varieties of Flora: For the health of consumers, Flora has besen committed to provide a range of
products for almost two decades. The varieties of Flora and their price in the current market are as
follows.

VARIETY KG PRICE ($)

Flora pro active olive oil 500g 8.65
Flora ultra light 500g 3.69
Flora pro active spread 500g 8.65
Flora spread light 500g 3.69
Flora spread 500g 3.69
Flora spread buttery 375g 4.15
Flora reduced salt 500g 3.69

OLIVANI:

Olivani history has its roots back for more than 15 generations. Olivani spreads are an olive
oil based monounsaturated spreads, which are dairy free. Olivani Spreads give you the
choice of Regular, Lite or Extra Virgin, allowing you to enjoy the delicious and healthy taste
of olive oil in your daily diet.

Fig 4: Olivani Margarine

Source :www.olivani.co.nz

VARIETY KG PRICE ($)

Olivani spread 1 kg 8.14
Olivani spread light 1 kg 8.14
Olivani spread extra virgin 375g 3.99

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Alexandria Ashok Kumar Market research 4383

The above details are the basic research of the margarine products and its varieties.