With simple cheeses such as flamengo-style still representing a significant part of national cheese consumption, manufacturers are strongly investing in differentiation. New packaging, more adaptable and convenient formats, and enlarged portfolios with types such as light, free from lactose or of a particular regional origin are some examples of dynamism within cheese towards the end of the review period.
Despite processed cheese’s positive performance in 2018, driven by its convenience and strong targeting of both children and adults, the rich variety of national cheese from different regions of the country resulted in a better performance by unprocessed cheese. On the other hand, traditional fresh soft cheese is highly popular because it is low in fat when compared to other cheese types, but mainly due to strong investment from manufacturers in enlarging their offers to include lactose-free options and goat-milk options, or by positioning for different consumption occasions by adding herbs and spices.
Purchases of more-sophisticated or more-convenient cheese types had an inflationary effect on the average unit price of cheese in 2018. Despite this, promotional activities continued to be quite intensive, which was in order to attract consumers and increase volume sales.
Fromageries Bel Portugal continued to lead cheese in Portugal in 2018. The player was supported by continuous investment in innovation and communication, with a special focus on points of sale using specific materials that differentiated its brands on the shelves.
Soft cheese posted the best performance in 2018, with fresh cheese performing particularly well. Strongly associated with a high level of protein, low fat and a natural and fresh product, soft cheese continued to record an increase in sales in 2018.
Private label manages to increase its value sales within cheese in 2018 due to its visible investment in the category. New launches of exclusive and limited editions of regional Portuguese cheeses, a wider portfolio in the growing areas of fresh cheese and lactose-free options, and increased availability of foreign cheeses at more-competitive prices supported private label’s positive performance.
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This industry report originates from Passport, our Packaged Food market research database.