Retailers and suppliers are missing out on a £500m opportunity in the UK cheese market because shoppers do not make enough of an “emotional connection” with the category, and key demographics such as teenagers are not adequately catered for.
That is the key message from major consumer research commissioned by Bel UK and launched this week. The company - which supplies The Laughing Cow, Boursin, Leerdammer and Mini Babybel among others - studied shopper behaviour for six months to identify ways to get Brits to eat more cheese.
It now plans to work with retailers on improving the cheese aisle.
Launching its research this week, Bel UK highlighted three key areas: getting shoppers to try a wider range “revitalising” consumers’ emotional connection and developing needs not currently met, such as those of teenagers.
Bel UK said it had some NPD in the pipeline to address these challenges, but declined to reveal more at this stage. l Bel UK this week announced a new on-pack campaign for The Laughing Cow, offering shoppers the chance to win a £10,000 spa break as well as spa vouchers.
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