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Strategy Briefing

Cheese: Key Markets, Categories and Value Adding Trends

37 pages, Aug 2014

US$1,325

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About This Report

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If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

With per capita consumption of cheese varying significantly across regions, this briefing examines the largest and fastest growing countries and product categories and identifies key future growth markets for brands. This report also looks at some of the most intriguing new product launches in cheese as part of the industry’s drive to add value to products that are at risk of becoming commoditised.

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Overview

Why buy this report?

Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.

Soft cheese drives growth in 2014

Accounting for 50% of absolute value growth over 2013-2014, soft cheese is the fastest growing category in cheese. Product innovation and increased penetration in rapidly growing regions such as Latin America and the Middle East and Africa are the main drivers of growth.

A quarter of global total volume growth in cheese came from just two markets: Brazil and the USA

As the largest global market for cheese, American consumers eat an average 11kg of cheese per year. While volume growth may be low (just 1%), it still contributed to 10% of additional volume sales in 2014. The biggest contribution however, came from Brazil with per capita consumption of just 6kg, making it a very interesting market as a further penetration can generate substantial new sales as cheese becomes a more important food item in the Brazilian diet.

Low volume growth in mature markets balanced by value growth.

Provenance, snacking and indulgence drive value growth are increasingly used to increase the appeal of product offerings.

“Matured in French Region” sells better than simply “cheese”.

Cheese has already been promoted as a healthy snack for children but increasingly it is being promoted for adult consumption as a high protein snack.

New eating occasions for cheese have evolved in recent years through indulgent variants, such as the Philadelphia cinnamon spread which is consumed as a sweet snack and a variety of new cheese brands are being turned into cooking ingredients which further augment the number of occasions during which cheese can be consumed.

Three pillars to future growth markets

When looking at key growth markets, priority should be given to low per capita cheese markets combined with a fast-developing modern retail environment and a population with growing awareness of Western cuisine.

What this report includes

Top-level strategic analysis of how major consumer trends will influence global markets
Consumer insight
Impact across all relevant consumer markets
Unique graphics and case studies
Key market snapshots
Accompanying presentation to synthesise main findings

Why buy this report

Identify factors driving change now and in the future
Understand motivation
Forward-looking outlook
Briefings and presentation should provoke lively discussion at senior level
Take a step back from micro trends
Get up to date estimates and comment

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Introduction

Scope

Objectives of global briefing

Key findings

The Key Cheese Markets of Today

M ajority of cheese sales coming from Europe and North America

Russia and Brazil, interesting new growth markets for cheese

BRIC countries eat the least cheese per capita of top 10 markets

Brazil to overtake Italy and Germany by 2018

Russia: G rowth spurred by renewed interest in European cuisine

Where cheese fails to sell and why

Challenge: Getting the Chinese to eat cheese

Chinese consumers eat Western food through foodservice

China - could cross-selling wine and cheese work?

Summary

Which Cheeses are Selling

Cheese preferences vary dramatically across the world

Consumers in Asia Pacific more likely to eat processed varieties

Potential in Middle East and Africa held back by lack of refrigeration

Foodservice sales highest in North America and Asia Pacific

Booming foodservice channel to benefit Asian cheese markets

Driving growth by creating cheese-eating occasions

2014 a good year for most cheese categories

Soft cheese sales spurred by five key markets

Some of the key trends in soft cheese

Adding Value to Cheese in Mature Markets

Key factors in adding value to cheese in mature markets

Provenance in cheese: ‘Matured in French region’ sells better

Provenance in cheese: A case study from Arla

New cheese formulations: FrieslandCampina mix goat with cow

Cheese snacking: Berglandmilch prove snacking isn't just for kids

New cheese eating occasions: Philadelphia pushes the boundaries

Mature markets for cheese predominantly lie in Europe

Recommendations

Looking ahead: Brazil to generate most growth

Where next ? Identifying high g rowth m arkets

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Megatrends

Strategy Briefing

Cheese: Key Markets, Categories and Value Adding Trends

New Report Guarantee

About This Report

New Report Guarantee

Overview

Why buy this report?

Soft cheese drives growth in 2014

A quarter of global total volume growth in cheese came from just two markets: Brazil and the USA

Low volume growth in mature markets balanced by value growth.

Three pillars to future growth markets

What this report includes

Why buy this report

Want to find out more about this report?

Table of Contents

Introduction

Scope

Objectives of global briefing

Key findings

The Key Cheese Markets of Today

M ajority of cheese sales coming from Europe and North America

Russia and Brazil, interesting new growth markets for cheese

BRIC countries eat the least cheese per capita of top 10 markets

Brazil to overtake Italy and Germany by 2018

Russia: G rowth spurred by renewed interest in European cuisine

Where cheese fails to sell and why

Challenge: Getting the Chinese to eat cheese

Chinese consumers eat Western food through foodservice

China - could cross-selling wine and cheese work?

Summary

Which Cheeses are Selling

Cheese preferences vary dramatically across the world

Consumers in Asia Pacific more likely to eat processed varieties

Potential in Middle East and Africa held back by lack of refrigeration

Foodservice sales highest in North America and Asia Pacific

Booming foodservice channel to benefit Asian cheese markets

Driving growth by creating cheese-eating occasions

2014 a good year for most cheese categories

Soft cheese sales spurred by five key markets

Some of the key trends in soft cheese

Adding Value to Cheese in Mature Markets

Key factors in adding value to cheese in mature markets

Provenance in cheese: ‘Matured in French region’ sells better

Provenance in cheese: A case study from Arla

New cheese formulations: FrieslandCampina mix goat with cow

Cheese snacking: Berglandmilch prove snacking isn't just for kids

New cheese eating occasions: Philadelphia pushes the boundaries

Mature markets for cheese predominantly lie in Europe

Recommendations

Looking ahead: Brazil to generate most growth

Where next ? Identifying high g rowth m arkets

Why buy this report?

Want to find out more about this report?

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