‘Affordable luxuries’: British shoppers spread their love for flavoured butter

Experts say rise in consumers buying flavours such as chocolate and truffle driven by social media trends and foodie' culture

Butter is no longer just salted or unsalted: British shoppers are increasingly buying flavours such as chocolate and truffle, driven by social media trends and a growing appetite for convenience in home cooking.

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%.