In a very competitive and quickly scaling industry like the cheese market, brands need to figure out ways to differentiate themselves from the rest of the pack. In this article, you will learn about some of the creative strategies brands can effectively use to get their products to stand out from the crowd.
The entire industry is expected to grow by as much as $33.67 billion starting in 2021 to 2026. Therefore, it shouldn’t have to be explained how much potential there is in the industry. There is a major opportunity for brands to capture a lot of new market share.
However, doing so is easier said than done. For cheese brands to capture some of this growth themselves, they need to figure out ways to get their product noticed on store shelves and online. This isn’t as easy as it sounds. Here are some of the best ways cheese brands can effectively use creative cheese packaging to get their product to stand out.
1. Highlight The Provenance
There was a new rule passed in the European Union in 2020 that required brands to label the foods with their country of origin or the place of provenance for the primary ingredients. This is one of the more important things to consider as a cheese brand and manufacturer because it’s a good way to connect with customers and generate interest in it. Cheese is a food product that people grow attached to based on where it comes from.
More and more people are becoming interested in knowing where the foods they eat originate. There was a newer study conducted that showed European consumers found that packaging claims about provenance and nutrition ended up getting a lot more attention than any sensory-based claims such as including “great taste” on the flexible food packaging.
For example, you will find that soft cheese is a primary staple in Europe. You’ll find that both Gorgonzola and Camembert are perceived as a few icons of this type of cheese. They are made using complex manufacturing along with ancestral strategies to develop cheese that features such a unique and desirable taste.
To continue to generate more interest with these consumers who are putting more of an emphasis on finding aesthetically pleasing cheese, having natural-looking packaging and highlighting where the cheese is from can do wonders. For instance, Amcor’s Matrix leverages recyclable paper packaging that can be effortlessly customised to look authentic and create a sense of local tradition with its branding.
2. More Sustainability
More and more consumers are becoming aware of their carbon footprint and how it affects the globe. There was a recent survey by Amcor that showed consumers are becoming increasingly aware of the total impact of their choices and as many as 84% of 4,000 surveyed shoppers said they looked at the back of the product’s branding to see how it can be disposed of.
An increasing number of consumers are making purchasing decisions based on the sustainability of the packaging. They want to support brands making an effort to produce and use more sustainable packaging materials. Thus, by highlighting your brand’s sustainability efforts, you can help your cheese stand out from the rest of the pack. Best of all, it can drive more of a unique value proposition to your brand beyond offering incredible tasting cheese.
Paper can be a great material to use when you are using it the right way. This is why they went ahead and created Packpyrus for any brands selling sliced cheeses. It’s paper-based packaging that’s completely derived from renewable sources. It appeals to those who have become more environmentally conscious and those who are making a purchasing decision based on a brand’s sustainability efforts.
You always want to try to deliver well for your customers who value having choices. A lot of customers want to try new flavours and experience new products. They want products that are different. One of the best ways to do this is by delivering different tasting products. Create more adventurous flavours and try to add more descriptive elements to your branding. Cheese that combines popular flavours like truffle, dill and garlic, and garlic and herb tends to do a lot better than plain and boring flavours. There has been a big increase in the number of consumers looking to spend their money on more diverse and creative flavours.
A brand Boursin released a new jalapeno flavoured spread with curry in 2020 and it did very well.
There are around 1 in 5 customers in the UK that are eating more spicy foods than they did 5 years ago. They saw this as a major opportunity to tap into this new demand for spicier cheeses.
Another brand that has looked to leverage it’s packaging to show off some of its unique and creative flavours is Norseland with its vegan cheese they call “Mexicana.” They use the packaging to show off the creative cheese and it better reflects their target market’s zest for life and brand new experiences.