In line with information from the US Cheese Guild, 2022 retail gross sales of cheese in Singapore for 2022 had been valued at US$ 69.4mn – and extra importantly, a very good portion of this was for premium variants.
“The share of soppy, arduous and spreadable cheese [sales in Singapore] got here in at 39%,” US Cheese Guild spokeswoman, USDEC Regional Director for South East Asia Dalilah Ghazalay, advised FoodNavigator-Asia.
“[This] is significantly larger than different international locations within the area which skew closely to processed cheeses.
“We seen a niche available in the market right here for such high-quality cheeses; [and this] perception strongly influenced our resolution to determine a presence in Singapore and cater to the evolving tastes of shoppers who admire high-quality cheeses.
“Whereas cheeses from the USA might not be as well-known as cheeses from Italy, France or Switzerland, the numerous awards from worldwide judges show that USA cheese can compete on a worldwide stage.”
There have been many award-winning cheeses rising from the USA over the previous few years, such because the Beehive Cheese Firm’s Seahive and Teahive Cheddars and the Sartori Firm’s Espresso BellaVitano and Outdated World Cheddar which had all secured awards on the Worldwide Cheese and Dairy Awards previously three years – however there nonetheless stays a decrease high quality notion of American cheeses within the Asian market, which the guild hopes to appropriate.
“We do acknowledge the prevailing notion of USA cheese and goal to redefine it by showcasing the breadth and depth of our award-winning cheeses [such as] the award-winning BellaVitano ranges by Sartori Cheese Firm which at the moment are extensively accessible in supermarkets throughout Singapore,” she added.
“We’re focusing on discerning shoppers by way of retail channels, leveraging the truth that Singaporeans are famend for being well-travelled and having a complicated palate as a foodie nation.
“Moreover, recognizing that the foodservice trade in Singapore not solely serves locals but additionally a major variety of vacationers, we goal to faucet into an much more various viewers.
“[The aim is] to dispel stereotypes by partaking with shoppers by way of tastings, workshops, and storytelling that emphasise the wealthy historical past and dedication to high quality that outline USA cheese.”
Spoilt for alternative
Shifting away from the stereotype of American cheeses as pre-sliced, inexpensive processed merchandise can even require upgrading shopper understanding concerning the various kinds of premium US cheese accessible available in the market from mozzarella to cheddar and what have been termed ‘quintessential American Originals’ – cream cheese, Monterey jack, pepper jack, and Colby jack cheeses.
“America stands because the world’s largest exporter of cheese, producing a staggering 6.3 million metric tons final 12 months,” Ghazalay added.
“This was 18% greater than the mixed output of the highest three European Union producers (Germany, France, and Italy) – The primary US produced cheese is mozzarella, representing 34% of complete cheese manufacturing, with cheddar a detailed second, representing 29% of complete manufacturing.
“As it’s, the US cheese trade boasts a variety of over 1,000 varieties [and we] recognise the distinct preferences every market has.
“We additionally perceive the significance of aligning with native expectations [and aim] to bridge the hole between the wealthy heritage of USA cheese and the distinctive tastes of Southeast Asia.”
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