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 in the German hard and semi-hard cheese sector. Mintel research indicates this trend is set to continue, with nearly one in five (17%) hard and semi-hard cheeses launched in Germany during the first six months of 2015 featuring one or more of these claims. Germans’ love of hearty cheese is particularly strong.
“Hearty flavours are on the rise with a move towards stronger cheese and brands promoting the inherent, pronounced flavour profiles of longer matured products – said Julia Buech, food and drink analyst at Mintel –. 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 chili and other spices and herbs aimed in particular at attracting younger consumers. Beyond that, brands are now increasingly seen to cater to 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 of 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.
Today, hard/extra hard types are the most popular cheese products in Germany, commanding a 42% value share, ahead of soft (33%), semi hard (13%) and spreadable/processed varieties (12%). Semi hard cheese was the top growing segment in 2014 in both value (+9%) and volume (+3%).
Alcohol-flavoured cheese on the rise
As part of the general trend towards stronger flavours, so called “wine cheese” has been receiving renewed attention in Europe. Overall, Austria dominates launch activity in Europe, accounting for over one third (35%) of “wine cheese” introductions between 2014 and October 2015, followed by Germany (29%) and France (17%).
“Many ‘wine cheeses’ are washed-rind types which are periodically cured in white or red wine to develop pungent, distinctive flavours. The combination of cheese with wine is widely considered a natural, classic culinary match. Translating that ‘perfect match’ into product innovation, the market has seen a growing focus on wine-infused varieties, targeting adventurous, yet grown-up palates with their overtly adult positioning.” Julia says.
While wine-infused cheese is a classic, brands are also increasingly moving beyond the grape and towards other alcoholic flavours. Apart from wine, according to Mintel GNPD, the top used alcohol flavours in new cheese launches in Europe between 2014 and October 2015 were beer (32%), calvados (11%), cider (8%), brandy/Armagnac (6%) and whiskey (6%).
The most notable upswing has come from beer, with a share in alcohol-flavoured cheese launches that has jumped to 40% between January and October 2015, up from 22% over the same period in 2012, bringing beer on par with wine in launch activity.
“The increased launch activity in the beer-flavoured cheese sector reflects a wider, growing acceptance of beer’s capacity to pair with all kinds of foods, which is expressed, for example, by the emergence of beer sommeliers in recent years.” concludes Julia.