Butter reigns as the top choice in the fats and oils category of consumer spending, according to an Advertising Age article.
The main driver behind the trend is consumers seeking "pure, simple, flavor-rich ingredients." Market research firm Euromonitor International is forecasting a 5 percent drop in U.S. retail dollar sales of oils and fats between 2011 and 2016, mainly because people are eating out more and frequently choose oil-free options.
But people who prefer some oil in what they eat turn to butter more often. Butter sales at grocery stores increased 2 percent in the year ending May 13. Sales of margarine products dropped 6 percent during the same time period.