CHEESE is changing, says Susan Nash, trade communications manager at Mondelez International.
She sees traditional cheddar as in decline while other types of cheese are increasing sales.
“Cheddar cheese is really important to the cheese category, with over 43% share,” she said.
“However, it is in 1% decline and its penetration is saturated at 95%, meaning there is limited room for growth.”
She added that while cheddar should always be part of a store’s range it is important to look at other segments of the category for growth opportunities.
Nash said that making the chilled fixture easy to shop is key to successfully selling cheese and Mondelez has created a list of top tips for cheese success.
As well as stocking the best sellers, the firm says retailers should make best-selling categories such as cheddar, processed cheese and soft white cheese the focal point.
It also advises avoiding duplication while offering choice, saying: “Why stock eight lines of cheddar when you can offer a range of cheese segments, such as continental, grated, sliced and snacking cheese?”
And, pointing out that 59% of c-store shoppers walk to the store, it says small packs should be made available for top-up missions.
The tips also advise that secondary on-the-go chiller space should be easily accessible at the front of the store and contain cheese snacks alongside sandwiches.
And where there is no secondary chiller available, a distinct on-the-go section should be created within the main chiller.
The firm argues that making cheese easily seen is vital, so retailers should front-face products, use manufacturers’ point of sale materials and put formats and brands together to help consumers find their way through the range.
