All data included in the following category breakdown and subsequent charts were provided by Circana, a Chicago-based market research firm, and cover the previous 52-week period ending July 14, 2024.

Companies are working to keep butter’s position as an affordable luxury during a time when inflationary food prices have consumers shopping sales and cutting back on expensive items. Butter brands are engaging with shoppers by explaining the value butter brings to the table. 

Tastewise, an artificial intelligence-powered platform that helps food brands bring products to market based on consumer data, reported that social media conversations about butter increased more than 23% over the past year. Those conversations are not just about butter being a spread or baked goods ingredient. They are about butter being a canvas for culinary innovation.

Still, consumption has slowed since the pandemic. Per capita consumption in the US peaked at 6.4 lbs in 2021 (breaking the previous year’s record of 6.3 lbs), but the US Department of Agriculture Economic Research Service reported the average American consumed 6 lbs in 2022.

One of the trendiest uses for butter is a concept called fat washing. This technique was pioneered by mixologists and is now being explored for the development of sauces, drizzles and other condiments.

“It’s a technique that infuses layers of complex flavors together and helps create a softer, more supple mouthfeel in otherwise sharp spirits,” said Andrew Hunter, a research and development chef based in Los Angeles. “It is equally valuable in the kitchen to infuse condiments with layers of umami-rich flavors and kokumi ‘mouthful-ness.’”

The process involves cooking a solid fat, such as butter, to the point of browning, with aromatics such as herbs and spices, according to Hunter. The liquid fat gets blended with another liquid, such as soy sauce, fruit juice or watered down vegetable puree. After allowing the two to combine, the mixture gets drained to remove particulates. Then it’s chilled, causing the fat to rise to the top, now infused with flavor, while the liquid sinks to the bottom, also infused with flavor. Both parts may be used for cooking.

As the process is tedious, butter manufacturers are getting creative with compound butters, many of them sold under private label. It’s all about value.

Source: Circana | Image: Sosland Publishing Co.

Walmart introduced Bettergoods butter this year. The 3 oz clear plastic packs of culinary butter come in five varieties, black truffle, hot honey, cinnamon honey, garlic parmesan basil and lemon pepper. The packs retail for $2.56, making them an affordable little luxury.

“Today’s customers expect more from the private brands they purchase. They want affordable, quality products to elevate their overall food experience,” said Scott Morris, Walmart’s senior vice president, private brands, food and consumables. “Bettergoods is more than just a new private brand. It’s a commitment to our customers that they can enjoy unique culinary flavors at the incredible value Walmart delivers.”

Moinear Farmhouse Butter adds value in a different manner. The product is made in California using a traditional Irish recipe based on pure whey cream. The company explains that “during cheesemaking, as the curds and whey are gently separated, the aromatic cheese flavors begin to develop as the cheese cultures ferment. Rarely is the whey cream separated from the whey to begin the skilled small-batch churning process of hand-making world class whey butter, traditionally known as ‘farmhouse butter’ or ‘old fashioned butter.’” It is now “the king of artisanal butters,” with its “mild, nutty, cheesy and richer, fuller flavor” profile. “Cheese-making cultures produce the whey butter flavor secrets... Whey butter is a rare delicacy and our mission is to reintroduce this exciting long-lost art of whey butter making to the world.” The butter comes in 8 oz, foil-wrapped blocks, salted or unsalted.

Danish Creamery, Dublin, Calif., now offers European Style Butter Specialty Salt Sticks in garlic salt, pink Himalayan salt and rosemary salt. The 129-year-old heritage brand is turning to modern internet chefs to showcase how its extra-churned, slow-churned butter can transform any dish. From cinnamon rolls and brown butter pasta to 243-layer butter toast, each piece of cooking content showcases the company’s 85% butterfat butters.

“High-quality butter makes all the difference,” said Kai Stowell, better known as the content creator, Senpai Kai. “A big focus in my content is showing people how to enhance their meals at home, and incorporating a high quality ingredient like Danish Creamery Butter is a super easy way for home cooks to elevate their dishes.”

Category innovations

Monterey Farms launched Chef Butter, a line of compound butters, in six flavors. They are basil garlic, cabernet porcini, French herb, roasted shallot, serrano lime and shitake ginger. The “gift pack” includes 100 grams logs of each variety and sells for about $26.

Challenge Butter, the flagship brand of Challenge Dairy Products, announced national distribution for one of its fastest-growing products: Spreadable Lactose-Free Clarified Butter with Canola Oil.

At the Summer Fancy Food Show, Vermont Creamery’s Sea Salt Butter received the prestigious Gold sofi Award. This honor recognizes a product’s excellence and superior quality. 

M.A.D. Foods introduced European Style Cultured Butter Rolls. The 82% fat butters come in 1 lb rolls for butcher counters and deli departments to slice and add to display cases and packaged ready-to-cook meat, fish and vegetables. Varieties are parmesan herb, red wine shallot, roasted garlic and white truffle.