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The five major global brands of cheese share less than 10% of the market

The global cheese market is increasing significantly. This is the subject of a research made by Canadean (a british market research society). The emerging markets are leading the expansion, e.i. Brasil, where the consumption of cheese could be tripled in the next ten years. This would happen in a market which is fragmented and where the first five global brands hold about the 10% of the market.
According to the research, the value of the global production, which was equivalent to 216,3 millions of dollars in 2014, should reach 237,2 in 2019. The five major competitors – Kraft, Philadelphia, President , Sargento e Galbani – holding a quite small portion of the market (10%), want to be ready. “Consequently to the increasing competition, the best palyers are building new strategies and working on products, in order to stand out in the market”, says Dhara Badiani, analyst at Canadean.

The demand of western food is growing in the emerging countries
The population in countries such as Brasil, China and India is willing to spend more money for food, also because of the increasing avarage incomes. “Western food, such as pizza, pasta and sanwiches became more popular in some of the emerging countries”, says Badiani. “Superstores and supermarkets are the main selling channel for cheese in the emerging countries, because they offer an ample choice of products and brands as well as private labels and special products”, explains Badiani.

Brasil leads the growth of cheese consumption
Moreover, the report underlines that the brasilian market is the one where the growth is faster. The average brasilian used to consume only 3,4 kilos of cheese in 2009. The pro-capite consumption reached 5,4 kg in 2014 and would grow to 8,6 in 2019, which means three times more. This also means that in less than five years, figures would be similar to the french ones (about 1,8 billions kg of cheese).