A new report from the MDC looking into the market opportunities
for dairy products with ‘provenance’ has pinpointed
a number of key product areas ripe for development across the dairy
Researched by agrifood consultants Bidwells and published today
(20 August), Dairy Products with Provenance particularly identifies
gaps for soft cheeses with provenance, as well as spreadable butters
and even children’s snack cheeses.
MDC marketing manager Amanda Ball explains that while the ‘face
and place’ behind dairy products is an increasingly popular
way of enhancing their appeal to consumers, the report shows that
huge opportunities remain untapped.
“Not only does our research indicate that one in every two
consumers would choose dairy products with provenance over those
without, but also that around 70% would be quite or very likely
to select milk and cheese with provenance over alternatives,” she
“This is great news because provenance is all about the primary
producer’s story – what his or her farm is like and
the special way the product is made. So as well as offering superb
market opportunities, provenance gives individuals or groups of
farmers a great chance to retain a stake in the product – even
if it ends up manufactured by a big processor and sold in a supermarket.”
Mrs Ball explains that provenance appears to have much wider opportunities
than local food alone – the local or regional message is
just one way of demonstrating provenance.
“For producers looking to sell beyond their immediate locality
to generate a more national or even international appeal, the bigger
story behind the product has to be the focus.”
She adds that the research – which used focus groups and
quantitative research backed by data based on 1.2 million shoppers
from Dunnhumby Academy of Consumer Research – also confirmed
that provenance scores highly after other important consumer expectations
such a price, quality and taste. It also highlights the increasing
importance consumers are placing on welfare, low pesticide use
and whether the product supports the local community.
“The next steps are to follow up on specific opportunities
that retailers, food manufacturers and food service operators highlighted
during the research,” she finishes.
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