Value-Added Cheese: Illustrating the Scale of Opportunity Part II

October 2018

Although cheese shows a positive outlook globally, there is a wide range of opportunities to accelerate the growth of the category over the coming years, particularly in Western Europe. This report delves into ways to create value-added cheese to reach the market potential. It explores opportunities around more targeted cheese products, evolving consumption occasions and innovative formats to increase brand appeal, as well as how to create a connection with the consumer from a personal angle.

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Key Findings

A need to explore new opportunities to strengthen sales of cheese

Although cheese is expected to move in a positive direction over the next five years, its growth is set to be slower than other mature categories, such as yoghurt. Stagnation, particularly in Western Europe, is the main factor responsible, which creates the need to explore innovative ways to speed up the growth of the category.

More targeted cheese is a “must” to increase consumption in the long term

The nutritional profile of cheese makes it relevant for targeting towards children, the older population and health-conscious/fitness-oriented consumers. Indeed, cheese targeted for breakfast/snacks for children has already been explored, as well as high-protein cheese options that have recently hit the shelves in markets such as the UK and the US. Vegan cheese is also an opportunity that a number of manufacturers are currently exploring.

Novel cheese formats are key to broadening consumer appeal and creating new consumption occasions

Innovation in terms of new formats will continue to keep consumers interested in the category, so it can be consumed as snack, breakfast or dessert. Philadelphia cream cheese desserts and Arla’s protein spoonable cottage cheese are two examples. In addition, manufacturers are increasingly targeting consumers, particularly younger generations, with bite-sized cheese, in line with snacking becoming a more prevalent part of consumers’ everyday eating habits. Drinking cheese has also appeared as a niche opportunity in Japan, with potential to be examined elsewhere.

Connecting with the consumer from a personal angle

Creating a connection with consumers is crucial to make them become much more engaged with a brand and therefore increase its appeal and their familiarity with it. Experiential campaigns and partnerships with foodservice help to increase awareness of cheese in countries such as China, where it is not part of the traditional diet.

Introduction

Scope
Key findings

Opportunities in Cheese

Growth in cheese is set to lag behind yoghurt
Identifying opportunities in cheese

Target Consumers

Leveraging the nutrition of cheese for a more targeted offering
Organic and lactose-free to target health-conscious consumers
Cheese contributes the largest protein consumption in the West
Pumping up the protein content of cheese
Targeting children: cheese with a nutritional twist
Redesigning the lunch box
Healthy ageing: slowing the ageing process through foods
Emotionally meaningful positioning to connect with the ageless
Un-brie-lievable cheese to target vegan consumers

Changing Formats to Create New Consumption Occasions

Targeting various consumption occasions to fill the snacking gap
Cheese snacks to cash-in on changing eating habits
Innovative snacks to satisfy “between meal” cravings
Catering to social occasions
Socialising while pairing cheese with alcoholic drinks
Reinventing formats to broaden demand for cheese as a dessert
Fruit and nuts integrated in cheese: a beloved combination
Are sweet tooth cheese bars ready to take off?
Could drinking cheese be the new drinking yoghurt?

Beyond Retail

Experiential campaigns to build brand loyalty
Divine & Cabot: a decadently tasty collaboration in the US
Boosting exposure through foodservice partnerships
Cheese boxes to wedge into delivery services

Food for Thought

Bringing it all together: Mozzarella as an alternative to tortilla wraps
Key recommendations

Appendix: Competitor Analytics

Competitor Analytics tool
Overview
Competitors
Market Overlap
Treemap
Overlap Matrices

Appendix: Industry Forecast Model

About Euromonitor International’s Industry Forecast Model
Soft drivers and the Industry Forecast Model
Growth decomposition explained
Significance and applications for growth decomposition
Key applications for Industry Forecast Models
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