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Food Bites Speciality Cheese

Food Bites Speciality Cheese. Annual Market Quantification June 2011. Setting the Scene – Category Definitions. 2. 2010 Category Shares. 3. 2010 Channelling. 4. Annual Growth Rates. 5. Good performance by speciality cheese Category defies lag effect of recession.

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Food Bites Speciality Cheese

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  1. Food Bites Speciality Cheese • Annual Market Quantification • June 2011

  2. Setting the Scene – Category Definitions 2

  3. 2010 Category Shares 3

  4. 2010 Channelling 4

  5. Annual Growth Rates 5

  6. Good performance by speciality cheeseCategory defies lag effect of recession • Speciality cheeses are different from mainstream cheeses in that they have limited availability, are usually more complex to produce, compete on more than price and can be differentiated using many product attributes. They are also characterised by varying textures and flavours. The foodservices industry is the major buyer of speciality cheese with more than half the industry's produce consumed in foodservice establishments. • Speciality cheese is a high-end category given the premium pricing it commands. This niche positioning, however, has not hampered category growth, and due to many players expanding production, range and distribution, this category saw a healthy 8.0% growth during 2010. • Speciality cheese is often not a priority category for producers and raw materials are sacrificed for more mainstream categories if necessary. It is believed that due to many producers shifting focus and raw materials during 2010, the category was prevented from achieving even greater growth. 6

  7. Good performance by speciality cheeseCategory defies lag effect of recession (Cont.) • The good category performance in 2010 was seen in retail, industrial and foodservices direct. However, the same was not true of wholesale and export, and it is hypothesised that these channel volumes were sacrificed to meet the demand in the rest of the market. If there had been sufficient volumes available, it is believed that growth would have been seen in wholesale as well. With foodservices being the dominant consumer of speciality cheese, and with catering outlets sourcing products through wholesale, there may have been a natural transition to direct supply from manufacturers to foodservices, thus cutting out the middle man. • This also had little affect on the regional distribution, where all regions saw distribution growth, whilst export saw a small decline in volume consumption. 7

  8. Food Bites Speciality Cheese For more information, contact: Jan Wegelin Research Manager Tel: (011) 615 7000 Mobile: 082 938 0744 www.bmi.co.za

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