Cheese consumption has risen by 5.7% in 10 years* and household purchases of cheese have been on an upward trend since 2008**. Growth in this category shows no sign of slowing in 2014.
The increase in popularity has so far been driven by consumer demand for new and diverse styles and rising interest in continental cheeses, sales of which grew by 8% in 2013***. This will increase in the year to come and shoppers will become even more adventurous.
As well as varieties now commonly stocked in supermarkets, such as Chaource and Brillat-Savarin, shelves and shopping baskets will also be filled with lesser-known varieties of cheese such as Époisses, Soumaintrain and Rond des Vignes.
We will also see more new product development in 2014, as the growth in consumer demand boosts producer confidence. At Lincet, we launched three new varieties of our signature ‘Tutti From’ triple-creme varieties coated in pineapple, figs and cranberry this September and I believe we will see many more adventurous combinations, such as this, released in the new year.
As well as product diversity, consumers will also place greater emphasis on provenance in 2014 and brands will need to demonstrate this to be successful. Shoppers’ recent concerns about product origin will not diminish and those able to demonstrate this will see it become one of their most important weapons. Époisses and Chaource AOP, for example, will do well to emphasise their PDO (Protected Designation of Origin) status.
The importance of natural ingredients and green credentials, which have been at the forefront of the industry for some time now, will also increase in importance in 2014. Indeed, an invested interest in the environment and sustainability will almost be taken as a given for brands in 2014, and the introduction of an environmental focus is unlikely to be applauded, merely expected.
To make the most of all of these trends, brands will need to remember to communicate their values and personality in an engaging and honest way. Customers will be demanding transparency and personality in 2014. Illustrate this and you will be rewarded with loyalty.
Sources:
** Family Food 2011 – Household purchases of cheese are on an upward trend since 2008.
*** Kantar data, July 2013 – Sales of Continental cheese such as Manchego from Spain, Comté from France and Taleggio from Italy, grew 8% in the past year, according to Kantar data for July 2013.
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