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Strategy Briefing

Cheese: Opportunities and Threats in the Mature Markets

31 pages, Jun 2016

US$1,325

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About This Report

New Report Guarantee

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

Despite slowing cheese sales across developed markets, plenty of opportunity still exists for innovative and well-positioned (premium) products. Innovation in the food industry has led to a great number of successful new products, yet cheese has historically been more conservative. This briefing looks at consumer trends across the wider fmcg industry in order to identify growth drivers for cheese and turn around this growth trajectory.

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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.

Cheese sales are slowing down in mature markets, far below global average

The maturity of the market is putting pressure for brands to add value to their cheese offerings in order to keep share of the market where little new sales are generated. Especially health-orientated dairy products such as Greek yoghurt and other non-dairy products have outperformed dairy foods. Cheese falls behind these innovations as it has not jumped on the health bandwagon fast enough.

Private label as high as 33% in North America and 24% in Western Europe poses a strong threat

Low brand recognition for cheese makes it easier for retailers to give greater shelf space to private label. The rise of private label and its continuing evolution up and down the price spectrum has led to a more price-competitive environment. The low brand recall for cheese increases this threat as consumers are very willing to switch brands.

Packaging plays an important role to add value to cheese

Due to the lengthy process involved in producing cheese, the industry is less robust to respond to consumer trends quickly and benefit from first-mover advantage. Packaging offers considerable added-value benefits that have not yet been explored by the cheese industry such as convenience, “snackification”, indulgence, etc. and is much faster to adopt.

Developments in the alcoholic drinks market to offer an additional pocket of growth for cheese

Easing legislation around wine being sold through supermarkets in Canada and the US could be beneficial to pairing cheese with wine as an additional pocket of growth. If cheese can be purchased in the same store as wine, consumers are more likely to consider pairing one with the other as manufacturers can adjust their POS materials accordingly to tempt consumers.

Cheese’s health credentials to improve over time

Over recent years, scientific research has yielded new insights, and it seems that not all saturated fats are created equal, and that saturated dairy fat, for one, is not as detrimental to health as once thought. The accumulation of such findings is going to have an impact on public health policy in the foreseeable future and cheese should benefit.

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Introduction

Scope

Key findings

Overview of the Cheese Market

Growth falls behind in largest cheese regions…

…while Latin America closes gap to North America with strong sales

Western Europe and North America remain largest regions

Health positioning influences dairy ranking in North America

Dairy ranking shake-up the result of protein boom in Western Europe

Threats Impacting Cheese Sales

What influences are impacting cheese sales in mature markets?

Cheddar or Gouda? That’s the real question

Supermarkets slash SKUs to compete against discounters

Fewer retailers gaining more power a struggle for cheese

Mature, diverse markets attract migrants, jobs and ethnic food

Adoption of global cuisines could influence cheese demand

Opportunities in Cheese

Thinking outside the box: Using packaging to stimulate purchase

Munch on cheese instead of chocolate

Could a Cheddar bar be as successful as a premium chocolate bar?

Cross-branding cheese with wine in educational/playful format

More expensive wine at home an opportunity for cheese...

…as the gap between on- and off-trade wine prices widens

Cheese to benefit from Alcoholic drinks expansion to grocery stores

Tapping into booming cider sales with Stilton cheese?

Blurred lines: “Big Food” pumps up the protein content…

…yet cheese manufacturers are slow to react

Image transformation required to help sell natural source of protein

Recommendations

Cheese: Food for thought

Why buy this report?

Want to find out more about this report?

Request more information

Megatrends

Strategy Briefing

Cheese: Opportunities and Threats in the Mature Markets

New Report Guarantee

About This Report

New Report Guarantee

Overview

Why buy this report?

Cheese sales are slowing down in mature markets, far below global average

Private label as high as 33% in North America and 24% in Western Europe poses a strong threat

Packaging plays an important role to add value to cheese

Developments in the alcoholic drinks market to offer an additional pocket of growth for cheese

Cheese’s health credentials to improve over time

Want to find out more about this report?

Table of Contents

Introduction

Scope

Key findings

Overview of the Cheese Market

Growth falls behind in largest cheese regions…

…while Latin America closes gap to North America with strong sales

Western Europe and North America remain largest regions

Health positioning influences dairy ranking in North America

Dairy ranking shake-up the result of protein boom in Western Europe

Threats Impacting Cheese Sales

What influences are impacting cheese sales in mature markets?

Cheddar or Gouda? That’s the real question

Supermarkets slash SKUs to compete against discounters

Fewer retailers gaining more power a struggle for cheese

Mature, diverse markets attract migrants, jobs and ethnic food

Adoption of global cuisines could influence cheese demand

Opportunities in Cheese

Thinking outside the box: Using packaging to stimulate purchase

Munch on cheese instead of chocolate

Could a Cheddar bar be as successful as a premium chocolate bar?

Cross-branding cheese with wine in educational/playful format

More expensive wine at home an opportunity for cheese...

…as the gap between on- and off-trade wine prices widens

Cheese to benefit from Alcoholic drinks expansion to grocery stores

Tapping into booming cider sales with Stilton cheese?

Blurred lines: “Big Food” pumps up the protein content…

…yet cheese manufacturers are slow to react

Image transformation required to help sell natural source of protein

Recommendations

Cheese: Food for thought

Why buy this report?

Want to find out more about this report?

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