Cheese bloc: How consumer preferences influence packaging

Consumers are becoming increasingly interested in the provenance of their cheese, seeking “artisanal values” as well as information about the dairy herds and processes involved in making the product.

Evidence:

• 83% of Italian consumers say that cheese packaging should contain more information about the source of the milk.

• 63% of French consumers would be interested to know more about how cheese is made.

Solution:

Amcor’s MaXQ digital packaging system enables brands to give shoppers detailed information on provenance and artisanal values, regardless of the physical space available on the product. A single code scan with a smartphone gives the consumer full information – or more, as in Amcor’s Valentine’s Day campaign with Cadbury. If you bought a special-edition box of Milk Tray for a loved one, it had a unique code on the box that you could scan, allowing you to record your own video message for the recipient, who could simply rescan the code to watch it.

Consumers are seeking lighter bites between meals, both for themselves and for their children. This presents a big marketing opportunity for packaging cheese as a grab-and-go snack. While most types of cheese are high in saturated fat, they do contain a number of important nutrients, including calcium, zinc and protein.

Evidence:

• 55% of Spanish consumers eat cheese as an alternative to snacks such as chocolate and crisps.

• 56% of Italian consumers would like a wider range of cheeses to be available in smaller packs.

Solution:

A number of resealable packaging features cater to this growing preference for more healthy snacks.

Growing numbers of consumers are seeking alternatives to meat.

Evidence:

Increasing interest in vegetarian and flexitarian diets in France, Germany, Italy, Spain and Poland.

A year-on-year growth in the number of consumers in these countries agreeing with the following statement: “I am incorporating more vegetarian foods into my diet compared with a year ago.”

__Solution: __

For many consumers of this type, cheese represents an ideal meat substitute, given its high protein content. The pairing of cheese with trendy foods can also increase its usage as a culinary ingredient. Therefore, dairy packaging plays an important role in convenience, product storage and reliability for fresh cooking experience.

Shoppers are becoming increasingly interested in ecological sustainability. This is a particular concern for cheese brands, because proponents of veganism have raised significant questions about dairies’ ethical credentials. A substantial proportion of consumers also feel that cheese goes off too quickly – a big disadvantage as reducing waste becomes a pressing concern. It’s clear that producers need to start addressing these issues.

__Evidence: __

37% of consumers in Spain and 36% of those in Italy agreed with the following statement: “Cheese goes off too quickly.”

Solution:

A full life-cycle assessment of packaging can help you to understand how to design it for the maximum benefit over its lifetime.

To find out more about these trends, how packaging solutions can serve consumers’ needs – and how brands can take a lead on design innovation, watch the full webinar.

Visit Amcor's dairy packaging page to find out more about our solutions.