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Wednesday, 19 November 2008 |
 Bel UK is urging retailers to maximise the sales potential of "speciality" cheese brands at Christmas to cater for the growing number of shoppers wishing to trade up over the festive season so they can provide a treat for family and friends.
The company has two speciality brands: Boursin and Port Salut, and sees Christmas as a major sales opportunity for retailers to exploit by catering for the different consumer needs at Christmas.
During the festive season consumers are looking for something new and exciting in their food repertoires - particularly in the cheese category.
Bel UK are helping retailers seize the opportunity with innovative NPD and brand initiatives including: a Boursin limited-edition Christmas variety, a permanent new addition to the Boursin range as well as new festive packs for Port Salut - all of which cater for the indulgent behaviour of festive shoppers.
The business impact of indulgent festive shoppers is revealed following analysis of the cheese category last Christmas:
- A 15% value growth in cheese sales in the three-month period leading up to Christmas 2007;
- Sales of speciality and indulgence cheese were up a remarkable 32% over the same period;
- Shopper penetration of speciality and indulgence cheese increased to 68% in the four weeks to Christmas 2007.
Last Christmas this resulted in boosted sales of Bel UK's speciality brands. Value sales of Boursin in the four weeks running up to Christmas increased by 51.6% compared with the previous four-week period, while value sales of Port Salut were up 102% over the same period.
Leerdammer is another one of Bel UK's brands which experiences growth over the festive period, with value sales up 14.4% in the four weeks running up to Christmas compared with the previous four-week period.
Jean-Paul Pelaez, Head of Category Management at Bel UK, says: "What this illustrates is that Christmas throws up all sorts of spending opportunities - which is something that retailers can really focus on.
"At this time of year, consumers put on lavish spreads for family and friends with many trading up to more premium brands to impress and treat their guests because they want to offer them brand names they know and trust.
"Consumers will be looking for indulgent cheeses such as Boursin and Port Salut to add to the cheeseboard so they can share the festive fun with family and friends. Leerdammer is also a popular choice for consumers at Christmas and the sweet, nutty flavour is a clear point-of-difference compared with the competition.
"Sales of the Wedges showed a strong seasonality effect last Christmas, demonstrated by an uplift of 90% in comparison to average base sales at the end of 2007."
Bel UK is helping retailers maximise the cheese opportunity this Christmas through support for its speciality brands.
Fig & Nut Boursin, which is targeted at adventurous "foodie" cooks is being launched as a limited-edition SKU and will be available as a seasonal specialty only in the period leading up to Christmas.
Another variety, Shallot & Chive Boursin, is also available from the end of November as a permanent addition to the range.
Bel UK is raising brand awareness of Boursin through sponsorship of ITV3 drama and crime programmes communicating the "Du pain, du vin, du Boursin" message.
Some 17 idents highlight the message during sponsored programmes by showcasing the famous French brand in a typical British setting. The first TV support for the brand in ten years, the sponsorship runs until the end of December.
"Port Salut is the top performing brand for the Christmas purchase because consumers are looking for something special for the cheeseboard. Many consumers enter the category at this time of year and they need guiding with a brand name they know well."
In fact, Christmas is the key purchase period for Port Salut accounting for almost 20% of annual sales.
Port Salut has gained an increase in listings for the 320g pack, and now comes complete with a festive design, featuring classic seasonal imagery to help shoppers navigate the category.
Source: Bel UK
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