Affordable luxuries': British shoppers spread their love for flavoured butter

"Figures from Worldpanel, an analyst that tracks supermarket sales, show spending on flavoured butters across Britain rose by 24% in the 52 weeks to 7 September 2025, compared with the previous year. In the same period, growth for packs of flavoured butter is also up 16.2%. Ocado, the UK's largest online-only supermarket, reports searches for flavoured butter have risen 184% in the past year, suggesting a threefold increase in shopper interest."

"There are several factors driving the popularity of flavoured butter, including the emergence of a foodie' culture and social media's increasing influence. In the UK, 61% of 16- to 34-year-olds would describe themselves as foodies, compared with 42% of consumers overall. These younger consumers are often discovering new flavours and food trends through social media platforms like TikTok and Instagram. This has led to a strong appetite for culinary exploration and innovative products."

Spending on flavoured butters across Britain rose 24% in the 52 weeks to 7 September 2025, while pack growth increased 16.2%. Searches for flavoured butter on Ocado rose 184% year-on-year, and sales of M&S's smoky cowboy butter infused with chipotle climbed 136% since launch. Young consumers show strong interest in experimenting with flavour, with 61% of 16- to 34-year-olds identifying as foodies compared with 42% overall. TikTok and Instagram have accelerated discovery of flavoured butters and recipe ideas, generating hundreds of thousands of views. Brands position flavoured butter as an ingredient to enhance home cooking, and new brands launched via social media since 2023 have further popularised the category.

Read at www.theguardian.com