The Know N Cheese cross-border project carries out a diagnosis of cheese consumption habits

Esneki Zentroa-Leartiker is one of the 6 partners of the POCTEFA Know N Cheese project, through which agents on both sides of the Pyrenees seek to increase competitiveness by boosting the sustainability of SMEs and micro-SMEs in the traditional dairy sector in the POCTEFA territory (Spain, France and Andorra) between 2024 and 2026.

As part of the actions planned to achieve this objective, a diagnosis of knowledge, needs and opportunities in terms of food sustainability has been carried out by the project partner Prosumerlab.

During the second half of last year, a study was carried out among consumers and producers in Spain and France, through which it has been possible to extract valuable information on the level of knowledge they have about sustainability in dairy production. This diagnosis has also made it possible to identify the motivations and purchasing behaviour of artisan cheese. As a result of these conclusions, Esneki Zentroa-Leartiker will carry out a technology watch report and will work on the development of new products that respond to market preferences.

The purchase of artisan cheese is associated with specific moments and places

The purchase of artisan cheese is associated with ‘special moments’ associated with pleasure, i.e. celebrations such as birthdays, Christmas, etc. In general, the more information about the product (its artisanal origin, its production method, etc.), the more consumers are willing to pay a higher price for an artisanal cheese. In particular, this was the case for 61% of respondents in Spain and 58% of respondents in France. This willingness to pay more for an artisan cheese decreases considerably in the retail channel (supermarkets and hypermarkets), which can also devalue the product at the point of sale. The more options for comparison between products, the more demanding the consumer public is and, in general, the less willing they are to pay a higher price.

Another of the conclusions drawn with regard to the different purchasing scenarios is that, in a context of greater proximity, such as a fair or specialised shop, aspects such as the economic and social sustainability associated with cheese production are valued, whereas this is not the case in large supermarkets. However, most consumers buy cheese in supermarkets or hypermarkets.

Purchase motivations

Taste and quality. According to the data from this study, the primary motivation for buying artisan cheese is the pleasure variable, both in Spain and in France. In both countries, 79% of those surveyed decide to buy this type of cheese because of its taste and quality.

Sustainability. With regard to sustainability as a value of artisanal cheese production, it is worth noting that the consumer public does not seem to consider the environmental sustainability of this type of production as a purchase motivation. In Spain, only 25% value it as a purchase driver, compared to 20% in France.

However, economic and social sustainability are values that are valued when buying artisan cheese. Supporting the local economy and small business producers are indeed a motivation for buying artisan cheese. In Spain, 54% choose this type of cheese to support local producers and 49% because it is a local product. In France, the figures follow the same trend, being slightly higher in both cases.

Price. However, despite the positive assessment of food sustainability linked to artisan cheeses, price appears as a factor with a greater impact on the final purchase decision.

 

Low level of knowledge of local products

As a final significant conclusion of this diagnosis, it is worth highlighting the low level of knowledge that consumers show they have of local products. In Spain, only 17% of those surveyed said they knew of any artisan cheese produced in their area of population. In France, this percentage is considerably higher, reaching 31%.

The data extracted in this study will serve to focus a large part of the actions to be developed within the Know N Cheese project during 2025 and 2026, seeking the incorporation of innovations that help to boost the sustainable growth of the traditional dairy-cheese sector, responding to market preferences.

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The Know N Cheese project is funded by the INTERREG POCTEFA programme through the ERDF grant (EFA072/01). You can find out more about the Know N Cheese project on its official website or through social media.