Germany favours strong cheese
Germany remains a mature and competitive market for cheese, research by Mintel suggests. Mintel Global New Products Database (GNPD) shows that the number of launches carrying claims such as ‘spicy’, ‘hearty’, ‘strong’, ‘intense’, ‘distinct’, ‘rustic’ and ‘piquant’ have grown from just 10% of total introductions in 2012 to 15% in 2014.
Mintel research indicates this trend is set to continue, with nearly one in five hard and semi-hard cheeses launched in Germany during the first six months of 2015 featuring one or more of these claims.
In Europe as a whole, strong/spicy descriptors have featured at a relatively stable rate of around one in 14 non-flavoured hard cheese launches between 2012 and 2014.
Julia Buech, food and drink analyst at Mintel, says, “Hearty flavours are on the rise with a move towards stronger cheese and brands promoting the inherent, pronounced flavour profiles of longer matured products.
“This development is set to gain further steam, as interest in high quality and specialty cheese continues to grow. Whether cheese is positioned as traditional, healthy or exclusive, brands are increasingly looking to trigger consumers’ senses with more intense taste experiences.
“The cheese sector has seen a heat wave, with the addition of chilli and other spices and herbs aimed in particular at attracting younger consumers. Beyond that, brands are now increasingly seen to cater more grown up, discerning palates.”
Whilst strong flavours are proving popular among cheese brands, it seems the German market for cheese is in need of new stimuli. Germany’s retail cheese market has grown by an average 4.1% in value since 2010; yet, volume wise, growth has been comparatively subdued at an average of 1.2% over the same time period.
Hard/extra hard types are the most popular cheese products in Germany, commanding a 42% value share, ahead of soft, semi hard and spreadable/processed varieties. Semi hard cheese was the top growing segment in 2014 in both value and volume.
“Germany’s mature cheese market is enjoying steady development, driven by value growth, but competition is high, with demand driven more by cheese types as opposed to cheese brands. The preference for specific cheeses is inextricably linked with taste aspirations, providing a platform for brands to add value by underlining their products’ aromatic profile,” adds Buech.
