US Shortening Market Research Report: By Type (Vegetable Shortening, Animal Shortening, Trans Fat Shortening, Non-Hydrogenated Shortening), By Formulation (Solid Shortening, Liquid Shortening, Whipped Shortening), By Application (Baking, Frying, Confectionery, Snacks) and By End Use (Commercial, Household, Industrial) - Forecast to 2035

US Shortening Market Overview:

US Shortening Market Size was estimated at 863.1 (USD Million) in 2023. The US Shortening Market Industry is expected to grow from 888.3(USD Million) in 2024 to 1,181.13 (USD Million) by 2035. The US Shortening Market CAGR (growth rate) is expected to be around 2.624% during the forecast period (2025 - 2035).

Key US Shortening Market Trends Highlighted

The US Shortening Market is witnessing significant trends shaped by evolving consumer preferences and industry innovations. A notable trend is the increasing demand for healthier alternatives as consumers become more health-conscious. This shift is backed by government dietary guidelines encouraging reduced intake of trans fats, prompting manufacturers to reformulate their products. As a result, the market has seen a rise in the popularity of plant-based and non-hydrogenated shortenings, aligning with the trend toward clean-label and natural ingredients. Additionally, the rise in home baking, amplified by recent events and a growing interest in culinary skills, has created opportunities for brands to cater to a larger demographic looking for quality shortening options.Moreover, sustainability has become a crucial driver, as consumers lean towards products that are environmentally friendly and ethically sourced. Companies in the US are exploring opportunities to innovate with sustainable sourcing practices and packaging solutions that minimize their carbon footprint. This trend also aligns with broader societal movements toward environmental stewardship, prompting a rise in demand for responsibly produced ingredients. The food service sector in the US is also adapting to these trends, with restaurants and cafes seeking to meet customer demands by offering products made with healthier shortenings, enhancing their competitive advantage.Overall, the US Shortening Market shows a clear direction towards more health-conscious, sustainable, and versatile product offerings. Brands that can effectively address these evolving consumer expectations are likely to thrive in this dynamic landscape.

Source: Primary Research, Secondary Research, MRFR Database and Analyst Review

US Shortening Market Drivers

Rising Demand for Processed Foods

The increasing consumption of processed foods in the United States significantly influences the US Shortening Market Industry. According to the United States Department of Agriculture, the percentage of processed food consumption has risen by approximately 15% over the last decade. This trend is attributed to the busy lifestyles of consumers who favor convenience foods, which often utilize shortening as a key ingredient for flavor and texture. With major food manufacturers like Kraft Heinz and General Mills focusing on product innovations and expanding their processed food lines, the demand for shortening is expected to rise over the coming years.The accessibility of these products through various retail platforms, including supermarkets and online marketplaces, further amplifies their consumption. Therefore, the increasing demand for processed foods not only highlights consumer preferences but also directly correlates to the growth of the US Shortening Market, wherein shortening plays a vital role in product formulation.

Health Conscious Consumer Trends

As consumer preferences shift toward healthier options, the US Shortening Market Industry is witnessing a parallel emergence of health-focused shortening products. The American Heart Association has noted an increasing awareness of heart health among consumers, leading to a 20% increase in the demand for non-trans fats and healthier alternatives. Companies like Bunge North America are responding by developing shortening solutions that align with these preferences, emphasizing the absence of trans fats and lower saturated fats.As consumers prioritize healthier eating, the implementation and marketing of health-oriented shortening will play a crucial role in market growth.

Innovation in Product Formulation

Innovation within the food industry is driving significant growth in the US Shortening Market Industry. The Food and Drug Administration has encouraged food manufacturers to explore alternative ingredients that enhance the taste and texture of products while using fewer unhealthy components. Innovations in shortening formulations, such as the introduction of plant-based shortenings, have gained traction. For instance, companies like Cargill and Archer Daniels Midland are investing in Research and Development to create more sustainable and versatile shortening options that appeal to environmentally conscious consumers.Their advancements in product formulations will likely boost demand and expand application across various food sectors.

Increased Baking Activities Post-Pandemic

Following the COVID-19 pandemic, there has been a noticeable uptick in home baking activities within the United States. According to a survey conducted by the American Bakers Association, 57% of respondents reported an increase in baking at home as a result of lockdown measures. This newfound interest in baking has driven the demand for essential ingredients, including shortening, which is frequently used in baked goods. Major grocery chains have also reported a surge in sales of baking supplies, thus enhancing the market potential for shortening products.As consumers continue to embrace baking as both a hobby and a means of comfort, the US Shortening Market is expected to benefit from this lasting trend.

US Shortening Market Segment Insights:

Shortening Market Type Insights

The US Shortening Market is demonstrating a diverse landscape characterized by various types, each catering to distinct consumer preferences and industry requirements. Within this market, Vegetable Shortening stands out prominently due to its widespread use in baking and frying applications; it mainly derives from vegetable oils and is favored for its trans fat-free formulation, thus appealing to health-conscious consumers. The continued shift toward plant-based ingredients further enhances the attractiveness of vegetable shortening, aligning with the growing trend of clean label products.In contrast, Animal Shortening, often made from lard or beef tallow, carries a traditional profile within certain culinary segments, particularly in the South where it is entrenched in regional recipes. While representative of a smaller segment of the market, Animal Shortening leverages the appeal of flavor richness, which is appreciated in baked goods, leading to a niche but dedicated consumer base. Trans Fat Shortening has garnered scrutiny due to health regulations and public awareness around trans fat consumption; consequently, its use is declining.However, it remains relevant in specific food production scenarios where stability and high-temperature cooking are required, offering unique attributes that some manufacturers still value. Non-Hydrogenated Shortening gains traction due to its positioning as a healthier alternative, as it provides functionality similar to traditional hydrogenated shortenings while avoiding trans fats altogether. This type is increasingly popular among bakeries and food manufacturers focused on reformulating recipes to meet consumer demand for healthier, more nutritious options.As consumer awareness continues to rise regarding the health risks associated with certain fats, the market is likely to evolve, fostering innovation across all types of shortenings to meet these new expectations. Additionally, regulatory pressures play a role in motivating manufacturers to reformulate their products, ensuring they remain compliant while also appealing to a more health-conscious consumer demographic. Overall, the diversity within the US Shortening Market illustrates a dynamic interplay between traditional culinary practices and modern health trends, creating opportunities for growth and adaptation across all shortening types as they cater to evolving consumer needs and preferences.

Source: Primary Research, Secondary Research, MRFR Database and Analyst Review

Shortening Market Formulation Insights

The US Shortening Market segment focusing on Formulation presents a landscape shaped by diverse needs across the food industry. This segment includes Solid Shortening, Liquid Shortening, and Whipped Shortening, each contributing uniquely to consumer preferences and market dynamics. Solid Shortening is frequently favored for its high stability and ability to create flaky textures in baked goods, making it a staple in the pastry and pie-making sectors. Liquid Shortening, on the other hand, is notable for its versatility, often utilized in frying applications and as an ingredient in various dressings and sauces, thus catering to the growing demand for convenience foods.Whipped Shortening offers consumers an appealing alternative for frostings and fillings, providing lightness and enhanced mouthfeel, which has gained traction with ongoing trends toward indulgent baking. As the market continues to evolve, drivers such as increasing health awareness and the demand for plant-based alternatives present opportunities and challenges, pushing manufacturers to innovate and adapt formulations, thereby continuously shaping the US Shortening Market landscape. This sector not only reflects changing consumer preferences but also addresses the broader trends of convenience, health, and culinary creativity within the industry.

Shortening Market Application Insights

The Application segment of the US Shortening Market encompasses critical categories such as Baking, Frying, Confectionery, and Snacks, reflecting the diverse uses of shortening in food production. The baking industry notably requires shortening for its ability to enhance flavor, texture, and overall product quality, making it a core component in many baked goods like cakes and pastries. Frying applications also hold significant importance, as shortening contributes to achieving desired crispiness and extends the shelf-life of fried items, catering to the burgeoning fast-food and quick-service restaurant sectors across the US.Confectionery uses of shortening offer improved mouthfeel and stability in products like chocolate and cream fillings, aligning with industry trends focusing on premium and artisanal offerings. Additionally, the Snacks segment benefits from shortening due to its role in creating texture and flavor enhancement in a variety of snack foods, which have seen rising demand amid consumer trends favoring convenience and indulgence. Collectively, these applications highlight the significance of shortening in the US food industry, evidencing its role as a crucial ingredient in a wide range of products while driving continuous growth opportunities within the market.

Shortening Market End Use Insights

The US Shortening Market is characterized by its diverse End Use applications, which include Commercial, Household, and Industrial sectors. In the Commercial segment, food service establishments are a significant driver, emphasizing the demand for high-quality shortening to enhance flavor and texture in baked goods and fried foods. The Household sector remains prominent, fueled by a growing trend toward home cooking and baking, which has gained traction over the years. Consumers increasingly seek versatile and convenient cooking solutions, contributing to the household demand for shortening products.The Industrial segment is crucial as it supplies essential ingredients for various food processing applications, such as snacks, baked goods, and confections, highlighting its role in the broader food supply chain. The US Shortening Market segmentation reflects evolving consumer preferences, with health-conscious options and sustainable sourcing practices emerging as key trends. The growth of online grocery shopping also plays a role, expanding accessibility to shortening products. As the market evolves, it presents opportunities for innovation and expansion while addressing challenges related to changing dietary preferences and regulations.Overall, the demand across these segments underscores the importance of shortening in both everyday cooking and large-scale food production.

US Shortening Market Key Players and Competitive Insights:

The US Shortening Market is a diverse sector characterized by a variety of products primarily used in food preparation and manufacturing. With consumers increasingly focusing on health and wellness, there is a growing demand for shortening products that are low in trans fats and derived from more natural ingredients. The competitive landscape is influenced by several key players who strive to innovate and adapt to changing consumer preferences. Market trends indicate a shift towards plant-based and non-hydrogenated shortenings, prompting companies to rethink their product lines. The overall competition is marked by strategic partnerships, mergers, and a consistent effort to expand market outreach through various distribution channels. As players in this space continue to evolve, the US Shortening Market is likely to witness further transformation shaped by both consumer advocacy and regulatory demands.Parks has established a specific foothold in the US Shortening Market through its commitment to quality and consistency. The company boasts a diverse range of shortening types, catering to different consumer needs, from traditional baking to commercial food operations. Parks benefits from strong brand recognition and customer loyalty, attributed to its long-standing presence in this sector. Its strengths lie particularly in its ability to produce high-quality products that meet rigorous safety and quality assurance standards. The company has effectively leveraged its industry knowledge to optimize production processes, ensuring efficiency and sustainability. Additionally, Parks maintains a network of robust distribution channels, enabling them to successfully penetrate various segments of the market, thus securing a competitive edge.Bunge plays a significant role in the US Shortening Market, known for its extensive portfolio of products that includes a variety of shortenings formulated for different culinary applications. The strength of Bunge lies in its ability to innovate, responding swiftly to consumer demand and market trends with healthier alternatives. The company's market presence is bolstered through strategic mergers and acquisitions, allowing it to expand its operational capabilities and enhance its product offerings. Bunge emphasizes sustainability in its operations, demonstrating a commitment to responsible sourcing and environmental stewardship. With its significant investments in research and development, Bunge continues to explore new formulations and practices that align with contemporary consumer preferences. The company's focus on building partnerships with key stakeholders further strengthens its competitive position within the US Shortening Market, ensuring its relevance and leadership in changing times.

Key Companies in the US Shortening Market Include:

• Parks


• Bunge


• Crisco


• Pinnacle Foods


• Duncan Hines


• Kraft Heinz


• Wilmar International


• Land O'Lakes


• Unilever


• Smucker's


• Cargill


• Archer Daniels Midland


• Horizon Organic


• General Mills


• Baker's Joy

US Shortening Market Industry Developments

The US Shortening Market has witnessed various developments recently, particularly with companies like Cargill and Bunge emphasizing sustainability in their product lines. In September 2023, Land O'Lakes launched a new line of plant-based shortenings aimed at health-conscious consumers, tapping into a growing trend towards healthier baking options. Meanwhile, Crisco and Duncan Hines have introduced a series of baking mixes and shortenings fortified with omega-3 fatty acids, reflecting consumer demand for nutritional enhancements. The market valuation for companies like Conagra Brands and General Mills has significantly increased recently, partly due to innovations in product development and strategic marketing campaigns targeting millennials and Gen Z consumers. In terms of mergers and acquisitions, Kraft Heinz announced plans to acquire Pinnacle Foods in August 2023, expanding their portfolio in the shortening category. Furthermore, Unilever's acquisition of Smucker's organic shortening line enhances their presence in the organic market segment, catering to the health-conscious demographic. Over the past two years, the trend towards healthier and sustainable shortening options has intensified, prompting major players to adapt their strategies in response to evolving consumer preferences and regulatory requirements in the US.

US Shortening Market Segmentation Insights

Shortening Market Type Outlook

Vegetable Shortening

Animal Shortening

Trans Fat Shortening

Non-Hydrogenated Shortening

Shortening Market Formulation Outlook

Solid Shortening

Liquid Shortening

Whipped Shortening

Shortening Market Application Outlook

Baking

Frying

Confectionery

Snacks

Shortening Market End Use Outlook

Commercial

Household

Industrial

 

Report Scope:

Report Attribute/Metric Source:	Details
MARKET SIZE 2018	863.1(USD Million)
MARKET SIZE 2024	888.3(USD Million)
MARKET SIZE 2035	1181.13(USD Million)
COMPOUND ANNUAL GROWTH RATE (CAGR)	2.624% (2025 - 2035)
REPORT COVERAGE	Revenue Forecast, Competitive Landscape, Growth Factors, and Trends
BASE YEAR	2024
MARKET FORECAST PERIOD	2025 - 2035
HISTORICAL DATA	2019 - 2024
MARKET FORECAST UNITS	USD Million
KEY COMPANIES PROFILED	Parks, Bunge, Crisco, Pinnacle Foods, Duncan Hines, Kraft Heinz, Wilmar International, Land O'Lakes, Unilever, Smucker's, Cargill, Archer Daniels Midland, Horizon Organic, General Mills, Baker's Joy
SEGMENTS COVERED	Type, Formulation, Application, End Use
KEY MARKET OPPORTUNITIES	Health-focused formulations, Clean label products, Plant-based shortening alternatives, Eco-friendly packaging solutions, Gourmet and artisan shortening options
KEY MARKET DYNAMICS	health-conscious consumer shift, plant-based product demand, fluctuating raw material prices, regulatory changes, increasing use in baking industry
COUNTRIES COVERED	US