New DBIA Report Reveals Key Insights Into Specialty Cheese
Specialty cheesemakers can grow their market share through consumer education, sampling and trial-size products, and creative promotional campaigns, according to a new report released this week by the Dairy Business Innovation Alliance (DBIA).
Turning Consumer Curiosity Into Sales
“This report gives specialty cheesemakers a clear, actionable roadmap to better connect with curious consumers and turn interest into sales,” says Rebekah Sweeney, senior director of programs and policy for the Wisconsin Cheese Makers Association (WCMA), which administers the DBIA in partnership with the Center for Dairy Research (CDR). “By embracing strategies like sampling, smart promotions and storytelling, cheesemakers can grow their market share and strengthen their brands.”
Data-Driven Insights From Industry Research
WCMA and CDR partnered with market intelligence firm Ipsos to conduct a survey in fall 2024 and produce the report. The final document reveals a wealth of valuable insights, including:
• Sampling opportunities and trial sizes are key to encouraging consumer exploration within the specialty cheese category.
• One-third of Americans say sales and promotions are the top avenue of increasing their specialty cheese consumption, making discounts and promotions especially important.
• Over 40% of specialty cheese consumers indicated that education displayed on packaging, social media and other online avenues would encourage them to consume specialty cheese more often and branch out beyond familiar varieties.
The Power Of Occasion-Based Marketing
The report also found that specialty cheese is a versatile food item enjoyed across various occasions. While at dinner is the most common, occasions revolving around entertaining and social connection are popular (casual get-togethers, holidays at home and game/family nights). Consumers look toward specialty cheese for these events to evoke feelings of comfort, happiness and connection — suggesting that specialty cheese in these moments is not just about the taste, but also the experiences and feelings it can evoke.
Unlocking New Consumption Moments
Outside of dinner, everyday occasions such as snacking and lunch are currently underdeveloped, indicating potential for growth through targeted innovations and communications that highlight why specialty cheese is the ideal choice for snacking and lunch moments.
Dessert As The Next Frontier
Specialty cheese also presents a significant white space opportunity to expand into the dessert moment, as the occasion shares several common needs with what specialty cheese can offer the consumer: an indulgent treat that provides comfort and joy, and satisfies cravings.
Equipping Cheesemakers With Strategic Insight
“This report offers artisanal cheesemakers invaluable insights into key factors that fuel the purchasing decisions made by consumers of specialty cheeses. We believe these insights will empower them to refine their product development and marketing strategies for even greater success,” says Tom Guerin, assistant director for CDR.
The new report advances DBIA’s mission to support small and mid-size dairy processors across its 11-state service area of Illinois, Indiana, Iowa, Kansas, Michigan, Minnesota, Missouri, Nebraska, Ohio, South Dakota and Wisconsin.
To view the analysis, click here.
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Source: Cheese Market News
