Becel baking

This case study explains how the spreads brand Becel was affected by the perception that butter was healthier than margarine; and how new usage occasions for the product rescued declining sales.

Becel baking

Blue Ant MediaUnilever

Situation analysis

Overall assessment

For more than 45 years, Canadians wanting a heart-healthier lifestyle have reached for Becel, making it Canada's favourite spreads brand. However, recent misperception of butter being healthier due to its naturalness has caused consumers to shift from margarine to butter. In 2014, the margarine segment declined -4% in $Vol and lost -240 base points in $ share to butter - a loss of $14 million in a $816 million category. What was once a 50/50 category split between butter and margarine 15 years ago has now become a 60/40 in...

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