Thriftiness fuelling activities

Cheese is one of the categories where thriftiness has driven consumers to turn to cheaper products and distribution channels, resulting in growth for discounts and private labels. Average prices were down to the level of 2006 and even lower last year. – Customers of premium cheese products have not been hit very hard by the crisis which means demand for these is not expected to drop – says Emese Paragi, brand manager from SOLE-MIZO Zrt. Innovations still have a place in the market in spite of consumers becoming thriftier than before. Manufacturers have begun to focus on smaller unit sizes and more economic recipes. The cheese products of SOLE-MIZO Zrt. are marketed under the SOLE brand and its sub-brands (Classico, Gustoso, Oázis and Zorba). SOLE Classcio is the sub-brand for basic products, Gustoso is intended for more fastidious consumers, smoked cheeses come under the Oázis name, while Zorba covers only creamy white cheeses. The product range of the Mizo brand has been positioned to meet the needs of children and families. SOLE Gustoso Blue Cheese was launched in May at a more favourable price than competitors. – In our marketing activities, we are trying to link different cheese categories and sometimes even cheese with other dairy categories, like in the case of the TV campaign of SOLE Probalance yoghurts and SOLE Update milks where different cheeses also appeared – explains Emese Paragi.