2020 Trends and Takeaways in Cheese

15th January 2020

Christina Howlett, Dairy Sector, Bord Bia – The Irish Food Board

2020 has accelerated trends across many categories, with no exception for cheese. The shelf-life, versatility and value proposition of cheese has worked in its favour during Covid-19, as people spend more time at home and are cooking from scratch. (Mintel, 2020b)

This food alert will give and overview of the Irish cheese market as it currently stands, and take a look at innovations from around the world.

Inspiration

Cheese in Ireland

Cheese is one of the most innovative and dynamic categories in the Irish food and drink sector, making it a staple good in most households. In Ireland, 8 in 10 consumers eat cheese in a typical week, with the majority consuming cheese 2-3 times a week. Hard cheese (e.g. cheddar, parmesan) is the most popular type of cheese purchased in Ireland, and it’s is most likely to be paired with bread (Mintel, 2020a).

Market factors

Brexit – 72% of ROI consumers agreed that it is important to support local food and drink producers after the Brexit transition.

Own-label is preferred – 44% of ROI consumers had a preference for own-label, compared to 29% preferring branded products, as the quality has improved in recent years. Brands can leverage their origins with on-pack communication of traceability, as a way to connect with Irish consumers who highly value local produce.

Animal welfare concerns – Bord Bia and Teagasc have developed a new dairy grass fed standard which not only translates to improved levels of nutrition, but higher levels of animal welfare too. The new standard can be applied to dairy products that have been produced using a weighted average of 95% grass fed on a fresh weight basis. This will appeal to Irish consumers, as half of those surveyed would be willing to pay more for cheese sourced from animals with high welfare standards. It also helps Irish dairy products stand out in overseas markets in terms of animal welfare standards.

 

Opportunities for Irish cheese producers:

Irish cheese is seen as high quality, both domestically and internationally. Companies continue to innovate and we are witnessing more investment around snack formats, intriguing new flavours and ingredients that highlight its natural quality and enhanced nutritional value. Premium cheese is trending in Ireland currently, while low-fat launches are slowing (Mintel 2020a). In Europe, consumers are looking for products that are ‘natural’ and ‘better-for-you’, therefore cheese brands are innovating around this, with high protein, digestive health and clean label claims (Kaczorowski, 2020).

Going forward, Irish cheese producers must consider the following consumer trends:

Increase the value of cheese –In unstable economic conditions, consumers are looking for value. Brands should support home-cooks by providing affordable and tasty food experiences with cheese.

Less but better – as consumers are cutting down on animal-derived products, brands must focus on the nutritional benefits of their products and smaller formats. Blending cheese products with popular plant-based ingredients is also a great way to appeal to the flexitarian consumer.

Sustainability – consumers are becoming more concerned with environmental issues and the impact their diet is having on the planet, causing them to limit their cheese consumption. Brands need to communicate with consumers the measures and research-backed initiatives they are taking to offset the environmental impact of their production. (Kaczorowski, 2020).

 

Inspiration from around the world:

UK: Gut-friendly kefir cheese

Biotiful Dairy Red Pepper & Cumin Kefir Cheese is a cultured soft cheese with gut-friendly cultures.

Australia: High/added protein

Bega Country Light Tasty Natural Cheese Slices is a 100% natural product and offers 25% less fat and 25% more protein than the brand's regular Cheddar block, and is also a source of calcium.

 

UK: Innovation with herbs, probiotics and yogurts to elevate the better for you image

Philadelphia Intense Fresh Cheese Speciality with Gourmet Herb Creation is made with 100% natural ingredients and features an intense flavour.

 

Austria: Flavouring with herbs, spices and botanicals to boast natural qualities

Berg Bauer Ayurveda Cheese is made with 100% pure mountain hay milk and includes curcuma and Ayurvedic spices.

 

Australia: Organic

Kehoe's Kitchen Basil Cashew Cheese is said to be Australia's first certified organic cashew cheese. The fermented, cultured, probiotic cheese is ideal as a dip, spread, salad dressing, pizza topping or pasta sauce.

 

Germany: Simple ingredients

Milkana Pure Alpine Cheese with Alpen Herbs is unique in highlighting that it contains no added phosphates, flavouring or preservatives

 

 

References:

• Mintel (2020a) Cheese: Including impact of COVID-19, Ireland, April 2020
• Mintel (2020b) Cheese: Including impact of COVID-19, UK, October 2020
• Mikolaj Kaczorowski (2020) A Year of Innovation in Cheese, 2020. Mintel