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Blessed are the cheesemakers

The event welcomed 97 participants from 23 countries all over the world, with extensive representation from Eastern Europe. The programme included a seminar session with a series of presentations from leading industry experts on all aspects of cheese marketing and distribution, roadshows, videos, workshops and an optional tour of a flagship French supermarket store.

The European Cheese Market: Overview and Trends
Cheese production is one of the more difficult milk added value enterprises requiring skill, dedication and innovation. In a world of constant, confounding change, cheesemakers are challenged daily to adapt to their new surroundings. “We witness considerable shifts in consumer demand, with for example convenience becoming critical”, said Gerd Wichmann, Marketing Director EMEA, Cryovac Packaging. Cheese is increasingly used as a food ingredient at home, used by the foodservice sector, more is consumed as slices for sandwiches, small portions for healthy snacking or for appetizers.

Cheese remains a major growth market globally. In the world, cheese production is concentrated in Europe and North America and consumption is also highest in these regions. “The USA and Europe are and will remain the major cheese producers”, said Christophe Lafougère, Director, Gira Consultancy & Research, France. “Exports from European Union countries represent some 40% of world trade”. Cheese prices are generally on the rise. The ingredients market will continue to drive the cheese sector’s growth. In the ingredients category, processed and blue cheese are stagnant, while mozarella is the clear winner, and Germany is the leading country for cheese ingredient annual growth.

European Retail Perspective
European distributors show an increasing variety of cheese products on their retail shelves. “While shoppers seek freshness, healthy and secure products, they act on impulse and are influenced by communication and availability – all issues that can be resolved with appropriate packaging”, explained Christophe Gottar, Retail Director, Cryovac EMEA.

Retailers are looking to deliver consistent quality throughout all their stores, which central packaging can achieve. They want their cabinets to be always full and are introducing cross selling (for example, cheese and wine) to enhance sales opportunities. To increasingly focus on sales, they are introducing shelf-ready packaging, as well as anti-theft devices such as the RFID label on Cryovac® shrink bags. New segments are appearing with sandwich slices, kids’ portions, snacking products, cooking ingredients, cheese plates as well as ready meals – all representing a major drive for continued growth.

Cheese Market Challenges and Opportunities
“Our company promotes high quality products that promote well being”, said Jyrki Heinimo, Vice-President Valio, Finland’s largest food company. “Valio is a leading dairy company in innovations and innovation is a recipe for profitable growth. For example, we have been pioneers in opening lactosefree markets internationally”.

The cheese market is a dynamic one where growth continues. It is an interesting category for all customer segments: retail, foodservice, industry. The dairy market volatility is now also manifest in cheese, along with extreme price variations. Milk processing is directed from cheese to ”higher value added” products – such as SMP (skimmed milk powder) and butter. Challenges include changing milk volumes, varying degrees of cheese availability, managing shortage instead of driving sales, polarisation / diversification of the market, balance in pricing, the increasing complexity of markets, products, packages, the need for flexibility and maintaining consumption growth with increasing prices. A changing market creates lots of challenges, but also a sea of opportunities: new markets, innovative solutions, ecological, environment friendly products, ever growing health concerns, light/ultra-light products, packaging solutions allowing ease of use, re-closeability, eco-friendliness, aw well as customer specific solutions.

Cheese Market Globalisation: The U.S. Perspective
Cheese consumption in the U.S. is growing steadily, as shown by Scott Bossong, Marketing Director Dairy, Cryovac North America. In production, cheddar and mozzarella remain the leading varieties. There is an increasing trend for “natural” cheeses given their claimed health benefits (digestive health, probiotics, etc.). As a result, this type of cheese is growing by 3-4% while processed cheese is down 3%. The convenience factor is also on the rise, with a heavy emphasis on easy open and reclosable features, snack and sandwich kits, string cheese, pre-sliced chunks, individual portions or built-in graters (see photo).

Emerging Cheese Demand in Asia/Pacific
Japan will continue to dominate the Asian market for imported cheese products, the major part of which is supplied by Australia and New Zealand, as shown by John Dawson, Marketing Manager Dairy, Cryovac Asia/Pacific. China has considerable growth potential. However, dietary preferences, distribution challenges and rapidly increasing domestic milk supply and cheese production will limit import growth. While dairy products are not part of the traditional diet, affluent consumers perceive their nutritional benefits. Most cheese consumption will continue to be via fast food outlets (pizza, sandwiches, burgers etc.)

Australia/New Zealand will continue to dominate the supply of cheese within the region, although there are likely to be increasing opportunities for specialty cheese products in more developed cheese markets such as Korea and Japan.

User Experience Relative to Packaging
“User-Centered Design (UCD) is a design philosophy that places the individual user at the center, marking a shift from product design to global design”, explained Lina Bonapace, Consultant ErgoSolutions, User-Centered Design and Ergonomics, Italy.

Looking at how people interact with the world of packs, this approach looks at the physical, mental and sensorial aspects, all of which elicit emotions. “An integrated User Experience and UCD approach allows manufacturers to uncover user requirements and find gaps enabling them to identify new areas for pack innovation, move from solving problems to creating positive solutions, add value to products and experiences, increase competitiveness and avoid expensive redesign, enhance corporate credibility and image confirming their organization as one who cares”, said Lina Bonapace.

Colour Perception and Impact on Packaging
“Our future must contain a lot of colour, for colours are frequencies of our voice, our heart, our satisfaction, our performance, so that the future will belong to the most colourful companies, not to the grey-black ones”, stated Erich Chiavi, Colour Physiologist, Raum und Farbphysiologie, Switzerland. In fact, the power of colours and shapes in society as in business is far greater than people would think. As vibration transmitters, colours stimulate and activate. For example, energy can be saved, moods can be changed and creativity can be generated by choosing the appropriate colours in our environment. As colour design can contribute to communication, food retailing and packaging can also benefit from the use of carefully selected colours.

“Success is achieved from the courage to actively use colours”, added Erich Chiavi. In a world that is becoming increasingly global, where food products are increasingly exported, it is important to be aware of the various cultural perceptions of colours. Red or white in Asia, for example, will not convey the same feelings than in Europe or Latin America. The food industry must take this fact into consideration when selecting the right packaging colours.

An Innovative Cheese Snacking Project in Darfresh® LaserCut
Ambrosi is a well established Italian dairy company which manufactures and sells Parmigiano Reggiano and Grana Padano in whole wheels and packed in all different sizes, shapes and weights. “More than 30 years ago, we were one of the first Italian cheese companies to cut and pre-pack cheese products as it increasingly became a problem for supermarkets”, explained Giuseppe Ambrosi, Ambrosi President and Owner. Now the company has adopted a novel and attractive packaging which is ideal for snack sizes. Darfresh® Lasercut guarantees a long shelf life, is easy to carry and open, while preserving all the product’s organoleptic properties. “This is a piece of authentic Italian cheese”, commented Giuseppe Ambrosi.

An Innovative Concept: Darfresh® LaserCut
This new Darfresh® laser technology cutting system by Cryovac brings innovative pack design and higher process flexibility to customers.

Process flexibility: The system allows numerous product positioning alternatives, including the ability to pack products with different shapes and sizes, as well as an easy change of cutting program on a laser touch screen.

Productivity is enhanced because there is no longer any need for using and replacing cutting blades, the distance between the products can be minimised, more products can be positioned in the width and material roll width can be reduced.

Demonstration & Tasting
As is the custom at Packforum, participants were given a hands-on experience with food and packaging. A European Cheese and Wine appetizer was followed by lunch on the first day. A road show across the equipment hall allowed them to see the full Cryovac offer including latest innovations for cheese packaging. On the second and third days, tailored workshops focused on automation and cost optimisation, Vertical Pouch Packaging for dairy, pack design as well as packaging & sustainability.