How white cheese “steals” turnover and sales of feta cheese

How white cheese “steals” turnover and sales of feta cheese

Recently, the dynamics of feta in terms of share in sales volume has been decreasing and that of white cheeses with cow’s milk as the main raw material is increasing. By 2022, the slice records the lowest share of the last five years, i.e. from 2017 to date.

According to a report, the share of the national cheese in Greek supermarkets, based on market data, moved to 52% last October. Accordingly in 2018 the share in sales volume was 58%, in 2019 also 58%, in 2020 it was 57%, in 2021 it started to show the first signs of fatigue with 54% in the whole year, to reach this year in the 10th month of year to the aforementioned 52%. These figures concern all Greek supermarkets, including Lidl.

Accordingly, based on the same data, white cheese records an inversely similar course in the internal market. More specifically, what is seen is that in the five years it is gaining share, essentially “stealing” points from the slice. In 2018, the share of white cheese, by volume, was 15%, in 2019 it was 13%, in 2020 at 14%, in 2021 at 15% and in October 2021 it had hopefully reached 18%.

The reason for the decrease in the sales share of feta, in terms of volume, which reflects the decrease in demand and the simultaneous increase in demand for white cheese, is attributed to the increase in prices for goat and sheep milk, which also comes from the increase in feed purchased by livestock farmers . The price of feta, according to market sources, reaches 9 to 10 euros without VAT in wholesale and in retail shows tendencies to reach up to 16 euros per kilo in the next period of time.

New placements of dairies in white cheese

As the article points out, there are companies making new product launches to keep up with the momentum of the broader market.

More specifically, Dodoni is preparing the launch of a white cheese that will mainly contain cow’s milk but also a smaller part of sheep. In this way, the milk industry of Epirus and one of the largest feta production companies in Greece is turning a blind eye to those consumers who are looking for an alternative to feta cheese.

It should be noted that, among others, Viotyr, a company that produces products under the Tripoli label and is also active in the production of feta cheese, recently entered the market with a white barrel cheese made from cow’s milk.
Feta sales volume down by -9.5% – White sales volume up by 15.6%

At the level of feta sales, in volume, in October 2022 and at the ten-month level, a decrease of -9.5% is recorded and, on the contrary, an increase of 15.6% for white cheese, as can be seen from the same data in domestic supermarkets. It should be noted that for the whole year, in 2019 compared to 2018, feta sales were up by 2.9%, in 2020 compared to 2019 they continued to rise by 3.3%, while in 2021 a decrease in sales volume was recorded by -8.6%.

In the opposite way to feta, white cheese in terms of sales volume in the ten months to last October 2022, had an increase compared to the corresponding ten months of 2021 by 15.6%. The same product in 2019 compared to 2018 lost sales in volume by -7.9%, in 2020 compared to 2019 sales in volume increased by 7.5% and in 2021 compared to 2020 by 5.3 %.

In terms of value sales, feta and white cheese are moving upwards on the one hand due to price increases – mainly in the case of feta – but also due to the fact in the case of white cheese that it is gaining ground in consumer preferences.

Sales of feta in turnover increased in the ten months of 2022 by 9.9% and of white cheese by 33.7%. In 2019 compared to 2018, feta increased turnover by 1.7% and white cheese lost -5.8%, in 2020 compared to 2019 both types of cheese moved upwards in turnover, feta with 6.4 % and white cheese by 10.6%, and in 2021 compared to 2020 feta lost -3.5% in turnover and white cheese gained 8.6%.