Millennials are big on bolder cheeses
Move over mozzarella and make way for manchego.
At Toronto gourmet grocer McEwan, this sheep’s milk cheese from Spain, with its piquant, nutty taste, is a hot item.
Along with Manchego, straight from Don Quixote’s backyard, top sellers at McEwan include bold domestic favourites such as aged stilton and both Blackburn and Bleu D’Auvergne from Quebec, says George Bachoumis, the grocery store’s general manager.
What’s driving this penchant for bold?
Consumers are looking for “traditional favourites with a kick,” according to Afrim Pristine from the Cheese Boutique in Toronto, a favourite among cheese lovers for its large array of cheeses. He points to growth in buffalo ricotta and simple bold cheddars, such as Balderson Royal Canadian.
READ: Cheese please! Natural and bold cheese flavours are in
“While you either love or hate it, we’re seeing more people try blue cheese out of curiosity, and this shows the level of interest there is now in cheese,” says Pristine.
Adding to this, many retailers say the infusion of different spices in cheese, such as cayenne, paprika and jalapeno, are drawing consumer attention, resulting in higher sales of havarti on the back of this flavoured inclination.
Blame the trend on the millennials, who experts say gravitate toward bold, adventurous flavours in food.
“The millennials are spearheading the growth of different flavours,” remarks Ken Seiter from the Specialty Food Association in New York. “As the palate of the consumer gets stronger, they demand bolder varieties.”
Education at point-of-sale, is key to fulfilling consumer interest in bold cheeses. At the Sobeys Extra store in Burlington, Ont., for instance, cheese is rated on a flavour scale of one to three.
The store’s lead cheese ambassador (or expert), Michael Reitmeier, says he’s definitely seeing consumers pick up cheeses rated two to three, such as Parmigiano Reggiano, goat cheeses and aged cheddars.
So, what’s the best way to encourage shoppers to try something new or different than their regular go-to cheese choice?
Sampling is key, of course, but stores could also place small, informative cards at the counter that explain the flavour profile of the cheese selected along with where it’s made and the type of milk used to make it. Likewise, suggest how to cook with it or how to serve it, or even which wine to pair with it.
Aged varieties are gaining traction at cheese counters such as Loblaw’s Maple Leaf Gardens store, in Toronto, where aged cheddar and aged gouda are popular, says Kayla Ellis, the store’s cheese and deli specialist.
Aged cheese is linked to additional health benefits as it contains a higher concentration of essential nutrients, says Alexei Tsvetkov, CEO of Yummy Markets in Toronto. Goat cheese is also enjoying a spike, thanks to its perception as a healthier variety, which appeals to millennials.
And the interest in local isn’t just relegated to the produce section anymore. “There is constant innovation and a quest for ‘local’ products,” says Geneviève Latour at the Dairy Farmers of Canada. “At many food shows we attend, consumers are eager to discover and experience new Canadian cheeses.”
TOP 3 CHEESE MERCHANDISING TIPS
OUT OF AISLE EXPERIENCE: Stop thinking of cheese as a functional dairy product. Instead, create an in-store cheese experience that will delight shoppers, says Marion Chan, of TrendSpotter Consulting. Place standalone cheese bins away from the dairy section and near complementary natural and fresh food items such as bread, crackers, fruit, meats and olives.
SIMPLE SIGNAGE: Educate, don’t alienate, consumers with cheese offerings, says Alan Hiebert of the International Dairy- Deli Bakery Association. “Signage with detailed taste, texture and recipe ideas tends to work well in specialty cheese departments,” he says. Recipe and food or beverage pairing ideas can also be suggested through cross merchandising.
LOCAL CHAMPIONS: Ontario’s aged Lankaaster variety from Glengarry Cheesemaking scooped top accolades at the Global Cheese Awards last year. It’s a Canadian cheese that retailers need to highlight in-store. “Consumers take confidence in awards and stars,” says Ken Seiter of the Specialty Food Association. He suggests a “cheese of the week” or simple signage. “Retailers who want consumers to pay above their normal price point on cheese need to present it as an affordable luxury.”