Middle East
Saudi Arabia LURPAK is the most common answer, when you ask the consumers in Saudi Arabia what they know about Denmark. Lurpak’s history reaches as far back as the 1960s, when Lurpak butter started to be exported to the Kingdom via Lebanon. Since the 1970s Lurpak has had a strong market leader position with nearly 50% market share. Distribution is a challenging task in the Saudi market, as the small bagalla shops, which are found in every little town throughout the Kingdom, account for a significant volume of the butter market. Although the big hypermarkets have grown in importance during the last decade, the small shops are still where most butter is sold. Al Munajem Group, located in Riyadh, and Abbar Zainy, located in Jeddah, handle the distribution of Lurpak. To most Saudi people, Lurpak is famous for its very popular 'Spoiled Cow' TV advertising, which has been running since 1987. The “spoiled cow” is also used in-store to help maintain the high awareness levels of Lurpak. The success of Lurpak butter and it’s renown for high quality has also helped other ‘Dan-ish Dairy’ products succeed in Saudi Arabia.
Kuwait Lurpak butter came to Kuwait in the late sixties and it could easily be said that a generation of Kuwaiti`s grew up with the brand. Such is the awareness of the brand n Kuwait that people re-member ‘butter’ by saying ‘Oh you mean Lurpak.’ Since then the brand has consolidated its position and is now undisputed market leader. The as-sortment has been extended to include LURPAK Butter Ghee. Quatar LURPAK has been present in Qatar since since the sixties and has for many years been a very dominant market leader with a share of 80%. This strong position is due to the brands strength and to the efforts which on the sales- and distributionsside has been put into LURPAK. Jordan During the first many years LURPAK has not been very visible in the Jordanian market. In the 80ths this situation changed due to a more professional approach to sales, distribution and marketing and today LURPAK has a share of around 35% of the market.
United Arab Emirates & Oman Today in UAE & Oman, Lurpak is the undisputable leader in the Butter category. In UAE, Lurpak butter has achieved 68% market share & 41% in Oman - the highest ever in the area. Lurpak Spreadable is the fastest growing product in the category, Lurpak Ghee results have been above expectations since its launch and the brand is fairing well. Al-though Butter Ghee is a static category, Lurpak is expected to continue it’s success with further brand growth. The success of Lurpak is partly due to the huge Asian community in the area, who prefer Lurpak over the regular brands from back home. A good sales service and logistic support can also be attributed to Lurpak’s triumph in the area. Lurpak fleet vehicles can be seen every day around the markets ensuring products are delivered on time and fresh.