Last month we wrote about how the viral Dubai Chocolate and its effect on the ice cream industry. So, this month we are back with another viral trend but this time one that affects the dairy industry. Who remembers the viral TikTok about butter boards?? Move over, charcuterie. Well, it hasn’t slowed down and it’s not just a fad. It all started in late 2022 and has continued to influence menus and home kitchens ever since. At its peak, butter board content brought in over 950 million views on Instagram alone, according to the 2024 Instagram Trends Report. This social media sensation transformed butter from a simple spread into a canvas for culinary creativity.
Even now in 2025, flavoured butters are dominating plates this summer. And it’s no surprise when outdoor dining, barbecue season, and premium picnic culture combine, butter becomes more than just a condiment and a friend to bread. But here’s what’s more exciting: for dairy producers and small-batch innovators, this isn’t just a trend. It’s an opportunity…
A $2.5 Billion Opportunity…
The flavoured butter market is experiencing significant growth ever since the viral trend. Projections indicate that the global market will reach $2.5 billion by 2025, growing at a rate of 4.9%. What’s driving its continuous growth? Well, the interest in premium ingredients, grazing culture, growth of small-batch, local dairy brands and the rise of creators like Thomas Straker who has shown how butter has gone from social media trend to supermarket staple.
Chicken Skin Butter??….
Thomas Straker rose to mainstream attention in 2022–2023 thanks to his Instagram and TikTok series titled “All Things Butter.” In the series, he created a variety of flavoured butters – from chicken skin butter (we haven’t tried it- would you?) to miso butter, nduja butter, and truffle parmesan turning butter into a mainstream ingredient rather than a background player.
These videos got millions of views and triggered a wave of interest in small-batch, flavoured, gourmet butters, particularly among home cooks, foodies, and artisan food producers.
Marks & Spencer, Trader Joe’s, and artisanal delis across Europe have rolled out garlic confit, parmesan-truffle, honey-chilli and even mushroom butters in the past few years. We expect peak gourmet dairy sales from May to September, driven by summer get-togethers, cookouts, and general good times.
For all you dairy processors and food manufacturers, the flavoured butter trend opens new avenues for product innovation and potential market expansion. Investing in equipment like butter churns and flavour blending systems can enable the production of a diverse range of flavoured butters to meet consumer demand. So, are you getting involved?
From Separation to Spreadable: We’ve Got You Churned and Ready (lol)…
Butter that spreads like a dream starts with smart separation and we can supply the machines that make it happen from fat-rich cream to flavour-packed spreads. Whether its centrifugal separators to butter churns and pasteurisers we can help.
Check out our brand new butter processing equipment available from MW: https://www.machineryworld.com/product-category/latest-machines/product-tag/simon-freres/
References:
- https://tastewise.io/foodtrends/butter
- https://www.euronews.com/culture/2024/12/27/butter-candy-and-pasta-chips-2024s-top-food-trends-that-changed-the-way-we-eat-and-cook
- https://www.marketresearchfuture.com/reports/flavoured-butter-market-14015
- https://www.linkedin.com/pulse/flavoured-butter-market-future-trends-challenges-key-6eyef/
- https://www.wiseguyreports.com/reports/flavoured-butter-market
- https://www.thetimes.com/life-style/food-drink/article/eat-trends-viral-social-media-xd9jr2zg9
- https://www.linkedin.com/pulse/textured-butter-market-trends-you-cant-ignore-2025-tr6uc/
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