See the latest trends in natural and processed cheese

1. Consumer and Innovation
Trends in Cheese 2014
The latest trends in natural and processed cheese
Category series. Published June 2014
Consumer Insight

2. Contents
1. Executive Summary
2. The Market: Where the Opportunities Lie
• Market snapshot
• Innovation snapshot
• Consumer snapshot
1. The Trends: Consumer and Innovation Insight
• Adult Snacking
• Got Cheese?
• Repositioning the Cheeseboard
• Ethical Eating
• A Slice of Fun
1. The Future: What's Next in Cheese?
2. Appendix
Click on the title to go directly to the relevant section
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3. Consumer Opportunities
Profiling cheese consumers
Source: Datamonitor Consumer's Consumer Survey 20143
Just as likely
to be male or female
3%
more likely to be
male
14%
more likely to be
female
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4. Introduction
Five of the best innovations in cheese 2013-2014
Source: Datamonitor Consumer's Product Launch Analytics4
What: Agusha Ya
Sam! sliced cheese
Why: This sliced
cheese comes with
one of six shaped
cutters to encourage
children to be more
independent and
active at mealtimes.
What: Philadelphia cream cheese
Why: Following a revamp, the
cheese now contains more fruit and
vegetable in a bid to elevate the
image of the cheese to be more
natural.
What: Koiwai Kirin
Plus-i Cheese Cubes
Why: Flavored to go
well with beer and
containing ornithine,
which is said to help
liver recovery, these
cheese cubes are
both functional and
align with the beer
pairing trend.
What: Old Croc Australian Cheese
Why: Using 100% grass-fed cows
milk, this cheese appeals to
consumers looking for natural
products and limits the industry’s
effect on the environment.
What: P3 Portable
Protein Pack
Why: Aligning with
the growing interest
in protein, Kraft has
combined three of
its brands to target
male consumers
with a functional
snack.
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5. Repositioning the Cheeseboard
Case study: P3 Portable Protein Pack
Source: Datamonitor Consumer’s Product Launch Analytics; [1] Proteinproteinprotein.com, accessed May 2014; [2] Businessweek.com; [3]
Progressivegrocer.com; Additional image from: Proteinproteinprotein.com, accessed May 2014
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6. A Slice of Fun
Examples we like: appealing to male consumers through subtle branding
Source: Datamonitor Consumer's Product Launch Analytics; [1] Sartoricheese.com, accessed May 2014; [2] Datamonitor.com; Additional images: Sartoricheese.com;
Behance.net, both accessed May 2014
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Captain John Cheese concept, Russia
Despite only being a concept by
designers Galya Akhmetzyanova and
Pavla Chuykina, this cheese packaging
shows how novelty and functionality can
meet. Packaged in a “cloche”-style dome,
the cheeseboard base has a knife built
into it, allowing the consumer to turn the
propeller at the top and cut off slices of
cheese easily. The presentation of
cheese in this way is a talking point and
also enhances the consumption
experience; ideal for keen “foodies.”
Sartori BellaVitano Reserve and
Limited Edition cheeses, US
“Enhanced by the magic ingredient
known as imagination,”1
the Reserve and
Limited Edition Sartori ranges come in a
number of unusual flavors. Including
espresso and limited peppermint
variants, these ranges combine the
brand’s quality with flavors that appeal to
mature foodies looking to experiment with
familiar but unexpected “sweet”1
flavors,
challenging the savory cheese concept
and opening up new consumption
occasions.
Agusha Ya Sam! sliced cheese, Russia
This sliced cheese is said to be a source
of calcium and has lowered salt and fat
levels to make it more suitable for children.
In addition, the cheese comes with one of
six collectable “molds” that can be used to
cut shapes out from the slices. Inspiring
interactivity at a young age can
“encourage kids to begin to feed
themselves and be more independent”2
while also persuading them to eat
something that has nutritional benefits.
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