July 21, 2024
Margarine and Shortening Market

Margarine and Shortening Market: Rising Demand for Plant-Based Products Driving Growth

Market Overview:

The global Margarine and Shortening Market is estimated to be valued at US$15.75 billion in 2023 and is predicted to grow at a CAGR of 1.5% from 2023 to 2030, according to a new report published by Coherent Market Insights. Margarine and shortening are widely used as alternatives to butter in the food industry. Margarine is a plant-based substitute made from vegetable oils, while shortening is a solid fat used in baking to create flaky textures in pastries and baked goods.

Market Dynamics:

The market is driven by two key factors: changing consumer preferences and the rising trend of plant-based diets. Firstly, consumers are increasingly gravitating towards healthier lifestyles, leading to a rise in demand for low-fat and reduced-calorie alternatives to butter. Margarine and shortening provide lower cholesterol levels and fat content compared to butter, making them a preferred choice for health-conscious individuals.

Additionally, the growing popularity of plant-based diets is a major driver for market growth. With an increasing number of people adopting vegetarian and vegan lifestyles, there is a rising demand for dairy-free alternatives. Margarine and shortening offer suitable substitutes in various culinary applications, such as baking, spreading, and cooking.

Market Key Trends:

One key trend observed in the Margarine and Shortening Market is the growing focus on sustainable sourcing. Manufacturers are increasingly prioritizing sustainable production practices and sourcing of raw materials. This includes utilizing sustainable palm oil and other plant-based oils that are responsibly sourced. For instance, Unilever has committed to using 100% sustainably sourced palm oil in their products.

SWOT Analysis:


Margarine and shortening offer a healthier alternative to butter, with lower cholesterol and fat content. They also provide versatility in culinary applications.


Some consumers perceive margarine and shortening as highly processed products, leading to potential concerns about their nutritional value and health effects.


Growing consumer awareness of health and wellness, coupled with the rising popularity of plant-based diets, presents opportunities for market expansion.


The availability of other butter substitutes, such as coconut oil and olive oil, may pose a threat to the market. Additionally, increasing concerns about the environmental impact of palm oil production could affect the market’s growth.

Key Takeaways:

The global Margarine and Shortening Market is poised for significant growth, driven by increasing consumer demand for healthier alternatives to butter. The market is expected to witness a CAGR of 1.5% over the forecast period.

In terms of regional analysis, North America is currently the dominating region, attributed to the region’s high consumption of baked goods and growing preference for plant-based products. However, Asia Pacific is projected to be the fastest-growing region due to changing dietary preferences and the rising popularity of Western-style baking.

Key players operating in the global Margarine and Shortening Market include Unilever, Conagra Brands, Bunge Limited, Wilmar International Ltd., Upfield Holdings BV, Cargill, Incorporated, Archer Daniels Midland Company (ADM), Fuji Oil Co., Ltd., Richardson International Limited, Dairy Farmers of America, AAK AB, NMGK Group, Puratos Group, Kerry Group, and Vandemoortele.

In conclusion, the Margarine and Shortening Market is witnessing steady growth due to increasing consumer demand for healthier alternatives and the rise of plant-based diets. Manufacturers are focusing on sustainable sourcing practices, further driving market expansion. The market’s future looks promising, especially with the growing popularity of plant-based lifestyles and increasing awareness of health and wellness among consumers.