supermarket PERIMETER - May 2021 - 14

Experimenting with flavors
While spending more time than ever before at home,
consumers have been focusing on indulgence and
experimenting with new flavors and cuisine at home.
" Customers are likely going to continue to give
themselves little indulgences, " said Krumholz. " This has
been a stressful time and that premium and indulgence
is part of self-care - I earned it, I deserve it, I need it for
my mental sanity. "
In the 26 weeks leading up to Oct. 4, 2020, premium
and super premium cheese gained 10.7% and 17%,
respectively, in dollar sales.
Michelle Trowbridge, channel marketing manager for
Madison-based Dairy Farmers of Wisconsin, has noticed
that in the absence of being able to try new restaurants
or even travel to try new cuisines, consumers have been
more interested in experimenting with new cheeses in
the last year.
Trowbridge reported that the pandemic has helped
people explore new varieties and flavors of cheese which
14 - MAY 2021

supermarketperimeter.com

has helped specialty cheese become more accessible.
Consumers are also purchasing cheese that they may
have never tried before. Oftentimes they purchase it for
a special recipe they're cooking at home and then they
want to know what else they can do with it, she noted.
" There's no traveling right now, so you're traveling to
Italy through a beautiful Wisconsin Parmesan, you're
traveling down South with a beautiful, spicy, flavorful
cheddar, " Trowbridge said. " So, we're giving them the
experience through food where they would traditionally
fly somewhere to find it. That's where we're seeing a
lot of interest. It's about beauty and what you do with
your food. And you have the time to do it, to make a
restaurant quality cheese board or meal at home. People
long for that. "
Hispanic spices, smoked herbs and fruit flavors
are among the top varieties where Dairy Farmers of
Wisconsin is seeing growth.

Plant-based cheese takes off
While 2020 was a success for the entire cheese category,
plant-based cheese more than doubled the growth of
dairy cheese, expanding by 48.1% in 2020 and adding
33% more buyers than the category had in 2019.
" We are seeing consumers really get into plant-based
cheese and become more interested, " said Krumholz.
" Where this growth is coming from is basically leaning
into adoption areas that are fairly common and popular
and aligned with mainstream dairy consumption.
We're seeing formats like shreds and slices that are very
familiar with consumers used a lot in applications. "
In fact, plant-based cheese shreds make up 45.5% of
plant-based cheese sales, slices make up 42.2%, and
all other forms of plant-based cheese make up 12.4%.
Consumers are most interested in cheddar (32.7%)
plant-based varieties, followed by mozzarella (22.3%) and
American (8%).

SCHUMAN CHEESE, DAIRY FARMERS OF WISCONSIN

packaging sizes due to increased shopping at club
stores, a desire to stock up on cheese, better value, not
having the need to eat on-the-go, and shopping less for
single-serve items.
Cooking- and eating- from-home trends were easily
reflected in IRI's cheese segment data for 2020. Overall,
50.9% of shoppers reported buying more cheese in 2020.
Shredded cheese, which is easy to melt into a dish or
sprinkle on top of a meal, emerged as a top player with
sales that grew by 24.8%.
Sliced cheese, which saw a rise along with at-home
sandwich preparation, also saw notable sales, growing
by 16.4% across the board. Among top sliced cheese
varieties in 2020 were provolone, Colby jack, Monterey
jack, muenster, gouda and American cheeses.
Meanwhile, snacking cheeses only saw slight growth
of 4.7% above 2019 sales in 2020. While snacking
cheeses have seen significant growth over the last few
years, the need for on-the-go and portable snacks has
not been as prevalent during the pandemic.
Between staying at home for work and school, a pattern of buying larger sizes, price increases, reevaluating
spending preferences and out-of-stocks, cheese snacks
had many forces working against the category.
" When all of sudden now everything's at home, you
can make your own snacks at home, and make them
the exact way you want them rather than having to
choose from options that are already prepared by
manufacturers, " noted Costagli. " You can buy a chunk
of cheese, a box of crackers, a cucumber and a bag of
grapes and snack that for a week for yourself and for the
kids and do it at a lower price point than buying premade snacks for the whole household. "


http://www.supermarketperimeter.com

supermarket PERIMETER - May 2021

Table of Contents for the Digital Edition of supermarket PERIMETER - May 2021

supermarket PERIMETER - May 2021 - 1
supermarket PERIMETER - May 2021 - 1
supermarket PERIMETER - May 2021 - 2
supermarket PERIMETER - May 2021 - 3
supermarket PERIMETER - May 2021 - 4
supermarket PERIMETER - May 2021 - 5
supermarket PERIMETER - May 2021 - 6
supermarket PERIMETER - May 2021 - 7
supermarket PERIMETER - May 2021 - 8
supermarket PERIMETER - May 2021 - 9
supermarket PERIMETER - May 2021 - 10
supermarket PERIMETER - May 2021 - 11
supermarket PERIMETER - May 2021 - 12
supermarket PERIMETER - May 2021 - 13
supermarket PERIMETER - May 2021 - 14
supermarket PERIMETER - May 2021 - 15
supermarket PERIMETER - May 2021 - 16
supermarket PERIMETER - May 2021 - 17
supermarket PERIMETER - May 2021 - 18
supermarket PERIMETER - May 2021 - 19
supermarket PERIMETER - May 2021 - 20
supermarket PERIMETER - May 2021 - 21
supermarket PERIMETER - May 2021 - 22
supermarket PERIMETER - May 2021 - 23
supermarket PERIMETER - May 2021 - 24
supermarket PERIMETER - May 2021 - 25
supermarket PERIMETER - May 2021 - 26
supermarket PERIMETER - May 2021 - 27
supermarket PERIMETER - May 2021 - 28
supermarket PERIMETER - May 2021 - 29
supermarket PERIMETER - May 2021 - 30
supermarket PERIMETER - May 2021 - 31
supermarket PERIMETER - May 2021 - 32
supermarket PERIMETER - May 2021 - 33
supermarket PERIMETER - May 2021 - 34
supermarket PERIMETER - May 2021 - 35
supermarket PERIMETER - May 2021 - 36
supermarket PERIMETER - May 2021 - 37
supermarket PERIMETER - May 2021 - 38
supermarket PERIMETER - May 2021 - 39
supermarket PERIMETER - May 2021 - 40
supermarket PERIMETER - May 2021 - 41
supermarket PERIMETER - May 2021 - 42
supermarket PERIMETER - May 2021 - 43
supermarket PERIMETER - May 2021 - 44
supermarket PERIMETER - May 2021 - 45
supermarket PERIMETER - May 2021 - 46
supermarket PERIMETER - May 2021 - 47
supermarket PERIMETER - May 2021 - 48
supermarket PERIMETER - May 2021 - 49
supermarket PERIMETER - May 2021 - 50
supermarket PERIMETER - May 2021 - 51
supermarket PERIMETER - May 2021 - 52
supermarket PERIMETER - May 2021 - 53
supermarket PERIMETER - May 2021 - 54
supermarket PERIMETER - May 2021 - 55
supermarket PERIMETER - May 2021 - 56
supermarket PERIMETER - May 2021 - 57
supermarket PERIMETER - May 2021 - 58
supermarket PERIMETER - May 2021 - 59
supermarket PERIMETER - May 2021 - 60
supermarket PERIMETER - May 2021 - 61
supermarket PERIMETER - May 2021 - 62
supermarket PERIMETER - May 2021 - 63
supermarket PERIMETER - May 2021 - 64
supermarket PERIMETER - May 2021 - 65
supermarket PERIMETER - May 2021 - 66
supermarket PERIMETER - May 2021 - 67
supermarket PERIMETER - May 2021 - 68
supermarket PERIMETER - May 2021 - 69
supermarket PERIMETER - May 2021 - 70
supermarket PERIMETER - May 2021 - 71
supermarket PERIMETER - May 2021 - 72
supermarket PERIMETER - May 2021 - 73
supermarket PERIMETER - May 2021 - 74
supermarket PERIMETER - May 2021 - 75
supermarket PERIMETER - May 2021 - 76
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-march-2024
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-february-2024
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-january-2024
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-december-2023
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-november-2023
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-october-2023
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-september-2023
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-august-2023
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-july-2023
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-june-2023
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-may-2023
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-april-2023
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-march-2023
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-february-2023
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-january-2023
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-december-2022
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-november-2022
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-october-2022
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-september-2022
https://digital.supermarketperimeter.com/sosland/sp/-supermarket-perimeter-august-2022
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-july-2022
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-june-2022
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-may-2022
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-april-2022
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-march-2022
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-february-2022
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-january-2022
https://digital.supermarketperimeter.com/sosland/sp/-supermarket-perimeter-december-2021
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-november-2021
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-october-2021
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-september-2021
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-august-2021
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-july-2021
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-june-2021
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-may-2021
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-april-2021
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-march-2021
https://digital.supermarketperimeter.com/sosland/sp/2021_02_01
https://digital.supermarketperimeter.com/sosland/sp/2021_01_01
https://digital.supermarketperimeter.com/sosland/sp/2020_12_01
https://digital.supermarketperimeter.com/sosland/sp/2020_11_01
https://digital.supermarketperimeter.com/sosland/sp/2020_10_01
https://digital.supermarketperimeter.com/sosland/sp/2020_09_01
https://digital.supermarketperimeter.com/sosland/sp/2020_08_01
https://digital.supermarketperimeter.com/sosland/sp/2020_07_01
https://digital.supermarketperimeter.com/sosland/sp/2020_06_01
https://digital.supermarketperimeter.com/sosland/sp/2020_05_01
https://digital.supermarketperimeter.com/sosland/sp/2020_04_01
https://digital.supermarketperimeter.com/sosland/sp/2020_03_01
https://digital.supermarketperimeter.com/sosland/sp/2020_02_01
https://digital.supermarketperimeter.com/sosland/sp/2020_01_01
https://digital.supermarketperimeter.com/sosland/sp/2019_12_01
https://digital.supermarketperimeter.com/sosland/sp/2019_11_01
https://digital.supermarketperimeter.com/sosland/sp/2019_10_01
https://digital.supermarketperimeter.com/sosland/sp/2019_09_01
https://digital.supermarketperimeter.com/sosland/sp/2019_08_01
https://digital.supermarketperimeter.com/sosland/sp/2019_07_01
https://digital.supermarketperimeter.com/sosland/sp/2019_06_01
https://digital.supermarketperimeter.com/sosland/sp/2019_05_01
https://digital.supermarketperimeter.com/sosland/sp/2019_04_01
https://digital.supermarketperimeter.com/sosland/sp/2019_03_01
https://digital.supermarketperimeter.com/sosland/sp/2019_02_01
https://digital.supermarketperimeter.com/sosland/sp/2019_01_01
https://www.nxtbookmedia.com