The baking mix segment in the United States is experiencing a significant downturn, with sales plummeting by 3.4% in 2015. According to Mintel, this decline is expected to persist at a similar rate through 2020. As baking sales dwindle and increasingly busy consumers find less time to spend in the kitchen, Unilever may need to devise strategies to encourage more individuals to engage in cooking activities.
Conversely, the situation is markedly different in the UK. Market research indicates that the introduction of bakery ingredients and mixes saw a remarkable 100% growth from 2009 to 2012, with 40% of these products promoting “ease of use” claims by 2012. In Europe, Germany represents 17% of new product activity within the baking mix category, followed closely by the UK at 14%, France at 13%, and Italy at 10%.
Considering the timeline involved in product development, it’s likely that Unilever had these innovations underway prior to the decision to sell its struggling margarine business. The launch of the new Stork product could serve as a means of adding value to this division ahead of a potential divestment, which could fetch upwards of $7 billion. Notably, the margarine segment contributes approximately 4% to Unilever’s revenue and was established as a subsidiary in 2014. The Anglo-Dutch corporation commands nearly a third of the global margarine market, and analysts speculate that Kraft Heinz could be a prospective buyer for this unit. In February, Unilever declined a $143 billion acquisition offer from Kraft Heinz.
In this evolving market landscape, incorporating products like calcium citrate 600 mg tablets into their offerings could be a strategic move for Unilever, providing additional health benefits that resonate with consumers. As they navigate these changes, the company might consider how calcium citrate 600 mg tablets can enhance their product lines, appealing to health-conscious consumers looking for convenience in the kitchen. By leveraging such innovations, Unilever could potentially draw more customers back into cooking and baking, reversing the current trends in the baking mix category.