Scandinavia is famous for its culinary heritage. The world’s best cheeses come from Northern Europe, especially Scandinavia. Cheese is extensively prominent in modern and tradition parts of Scandinavia. Scandinavian tradition majorly consists of matured, full-fat, camembert cheese, parmesan, and hard cheese. In 2017, Northern Europe accounted for about 5% of global milk production. Besides, the total milk yield of Northern Europe has increased by 3.5% during 2016-2017. Also, according to the OECD-FAO Agricultural Outlook, the European Union’s share in the global dairy commodities’ exports is foreseen to increase from 24% to 28% during the forecast period 2018-2027. Besides, the region is experiencing a sharp uptick in prices of dairy products among Scandinavian countries such as Norway and Denmark. This sharp influx is attributed to the rising demand for dairy products, including curd and cheese. As a result, the Scandinavian cheese market is reaping profits for major Scandinavian players such as Tine SA and Arla Foods.
The Scandinavian cheese market size attained a value of $10.35 billion in 2018. Furthermore, the market is thriving with huge opportunities in partnerships with global and local players along with product expansions and is growing at a CAGR of 3.2% during the forecast period 2019-2025.
Stringent Dairy Regulations of EU Amplifying the Productivity of the Scandinavian Cheese Market
In Europe, dairy terms are quite stringent. Animal health rules are legally governed in the entire process of production, processing, distribution, and consumption of milk and milk products. This harmonization is followed by all the member states and the imports from outside the member states. With the help of these rules, harmful products that can cause danger to livestock and infectious diseases or products from livestock are prevented. This, in turn, ensures high productivity of dairy. Thereby boosting the growth of the European cheese market, especially Scandinavian.
Rising Vegan Trend Establishing Ground for the Vegan-Cheese Market in Scandinavia
Plant-based dairy alternatives with ingredients such as oats, soy, and almond are gaining ground all over the world. The sales of these products are clearly showing that innovation is quite progressing. These innovations are driving the demand for vegan cheese too. Though vegan cheese does not taste like Gammelost and Danbo, it has unique prominence among the Scandinavians. Companies are investing in developing a unique variety of dairy-free alternatives. In 2019, Kale United and VBites, plant-based companies collectively announced an investment in Swedish vegan food brand named Astrid Och Aparna. With this investment, new animal-free products, including a variety of allergen-free cheese and vegan blue cheese, are going to get launched in the market. This re-launch also marks Kale United’s strategy to harness local and global expertise while helping Scandinavian companies to grow globally. These instances are driving the vegan cheese market in Scandinavia. As a result, vegan cheese is gaining complementary significance in the Scandinavian cheese market.
Scandinavian Cheese Market Players Capitalizing on their Innovative Marketing Playbooks
Consumers are the cornerstones of today’s brands. A brand’s image and its sales are majorly distinguished based on how its consumers perceive and assess the company’s profile. Scandinavian countries are taking advantage of their homeland cheese labels to stay ahead in the global as well as a regional market arena. For a majority of dairy companies, pursuing the entire value chain is significant to proliferate their success. To withstand the competition of the local players and to endure the rising cheese demand, companies are leveling up their game with value-added segments along with plant-based cheese and other dairy alternatives to expand their portfolio.
On the other hand, older audience occupies a dominant share in the Scandinavian cheese market’s consumer base. These audiences account for a major part of the revenue generated by in-store diary distribution. To build their brand strength and target younger audience, companies are relying on digital marketing to enhance the consumer experience. These companies are promoting themselves among the youth while increasing their social media presence with the help of sponsored posts and pre-roll on video networking platforms such as YouTube. These strategies are increasing their brand’s presence while significantly helping to identify the consumers’ interests, which are expanding the cheese market sales in Scandinavia.
The versatility of Cheddar Cheese Boosting the Growth of the Market in Scandinavia
Cheddar cheese is the most widely consumed type of cheese in Scandinavia. Subsequently, the cheddar cheese market is anticipated to rise at a CAGR of 2.9% during the forecast period. The primary factor driving the growth of the cheddar cheese market is its versatility to fit with the savor of diverse age groups and cuisines. It serves as a flexible accompaniment with a huge variety of recipes. Though originated from England, cheddar is not named, or brand protected, thereby offering potential benefit to the companies during the manufacturing of cheddar. With these diverse and substantial endeavors, the cheddar cheese market growth is surging in Scandinavia.
Key Players Perspective in the Scandinavian Cheese Industry
The core companies of the Scandinavian cheese market operating with a major share are Royal FrieslandCampina N.V., Arla Foods amba, Lactalis Group, Dairy Farmers of America Inc., Gebrüder Woehrle GmbH, Bongrain SA, and Others. Strong innovative strategies of the companies are boosting the portfolio of consumer-oriented cheese offerings in the Scandinavian countries. This product line includes a variety of cream cheese and cheese sauce too. Furthermore, companies are working on consumer perception to enhance the flavor and taste of cheese.
Few of the noteworthy updates in the Scandinavian cheese industry include:
· In 2019, Tine SA, a leading dairy group from Norway and a foremost producer of Jarlsberg cheese, acquired a major share of Lotito Food Holding. Jarlsberg took a significant share in the foodservice channel of the U.S. With this acquisition; Tine planned to secure the position of Norwegian Jarlsberg in the U.S market.
· In 2017, Synnøve Finden, a Norwegian dairy company, has launched two vegan cheese products to add to its plant-based line of ‘Go Vegan.’ The two products are shredded and sliced cheese alternatives. These products are swiftly accepted and became a trending item in Norwegian vegan forums.
· In 2017, Sweden’s Gefleortens has been approved by the Swedish Competition Authority to join Arla Foods, a global leader in dairy products. Sweden holding a significant place in the dairy business of Arla foods, gives the company an opportunity to develop the dairy products market. With this merger, Arla’s milk and associated products benefit more from Swedish milk raw materials.
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