Wisconsin cheese is a key player in any retailer’s specialty cheese case. The Proudly Wisconsin Cheese badge continues to attract consumers with its promise of high quality and robust flavor. As Michelle Trowbridge, Dairy Farmers of Wisconsin’s Director of Retail Channel Marketing, recently shared with me, Wisconsin-identified specialty cheese sales grew more than four times faster than the rest of the category last year, with dollar sales up 6 percent. Serving as an already large part of the specialty cheese case, Wisconsin Cheese is presenting opportunities to elevate not only the category but the store as a whole.
“The recognition for Wisconsin cheese is really about the knowledge, inspiration, and storytelling that we provide. We want retailers’ specialty cheese departments to be a successful destination for consumers because we know through shopper research that high-quality specialty cheese sections drive the shoppers’ quality perception of an overall store,” explains Michelle. “We want to make sure we are providing our retailer partners with assets to draw shoppers in and amplify the specialty cheese case.”
The organization is also helping its partners tap into trends that are prominent in the specialty cheese category.
“One of the trends we’re currently seeing is ‘next-level mash-ups,’ meaning consumers are seeking surprising combinations and culinary creations—whether that’s diverse flavors or unusual pairings like using cheese for desserts,” Michelle says. “The second emerging trend focuses on entertaining and social connection. Shoppers want to feel comfort, happiness, and connection. We want to evoke the same feeling with our cheeses while educating consumers about the idea that great cheese makes a better, happier world. It’s important to provide that for today’s shopper, who is seeking connection at all levels.”
Increasing these opportunities for connection with consumers, Michelle explains that one of the best ways to promote Wisconsin cheese is through sampling.
“Cheese is such a sensory food, from taste to smell to texture. Because of this, we aim to get consumers to sample our cheese as frequently as possible. Once they find a new flavor they love, they are more likely to add it to their shopping cart,” she says. “From recent shopper studies, we know that 85 percent of shoppers will try a sample made available to them in stores. Of that 85 percent, another 85 percent will actually end up purchasing the cheese, so encouraging sampling encourages additional impulse purchases. In addition, 74 percent of individuals are more likely to purchase a specialty cheese that has been specially featured or prominently merchandised. We encourage the use of secondary displays and merchandising alongside other products to build baskets.”
Other key insights revealed in DFW’s Specialty Cheese Impact at Retail study include:
To help retailers further bolster their specialty cheese departments, DFW offers a professional cheese education program designed to help retailers retain well-trained, high-performing staff. The Cheese State University program is free and available to anyone working in the specialty cheese category who wants to increase their knowledge.
“Cheese State University is a fantastic resource, with a field guide that covers the history of cheese and how it is made, all the way through to the sale of cheese. It’s a great resource for cheese professionals who want to hone their knowledge about the process of bringing specialty cheese to consumers.”
Keep reading Deli Market News as we continue to report on all things Wisconsin cheese.
