Unlocking the cheese category in New Zealand

Emborg Cheese: Unlocking the cheese category in New Zealand

Uhrenholt is a global food company supplying dairy products and frozen vegetables to a broad range of customers including retail, wholesale, foodservice and industrial. Whilst the head office is in Denmark, there are offices and representatives in more than 20 countries. Their brand Emborg Cheese is currently sold throughout New Zealand grocery retailers and independents and they have performed well in the premium and specialty cheese categories.

What Insights We Delivered

  • Brand exploration including perception of brand, values and potential for growth
  • Key areas of opportunity in the NZ cheese category
  • Identifying target market for key product and opportunities to refine communication strategies 

 

Initiatives implemented after research

  • Emborg created a new Brand Positioning Strategy & Statement based on the research and started executing it a few months later, including Billboards and in-store Comms

 

 

 

 

 

 

 

 

 

 

The Insights Exchange Approach

A 2-stage approach was conducted via:

  • In-person Focus Groups 
  • Online Quantitative survey

The first phase of the research comprised a qualitative approach with two 1.5 hour Focus Groups held in Auckland CBD to explore consumer attitudes and needs including purchase journey, product preferences, positioning and perceptions. The second part of the research consisted of a nationally representative quantitative survey of New Zealand consumers focusing on frequency of purchase – category and sub-category, format, brands, shopper profiles and purchase journeys.

_________________________________________________________________________________

The Business Problem

Emborg wanted to gain a robust understanding of the NZ cheese category including shopper behaviour and brand insights in order to guide the ongoing success of Emborg in the NZ market. To date, they only had limited local market insights (beyond scan data).

They were also keen to identify new opportunities for marketing and product based on market needs and demands. 

 

Research Objectives

Emborg wanted to better understand the NZ cheese market to:

  • Understand  shopping conduct of the cheese category to identify  the dynamics at play
  • Determine product perceptions and preferences identifying potential gaps and unmet needs in the market
  • Understand shopping behaviour within the category identifying differences across sub-categories, brands and stores
  • Explore perceptions of the key brands in market and understand the impact of various elements of the marketing mix on driving brand & product choice
  • Determine response to Emborg in terms of appeal, relevance, key selling points

 

 

“I highly recommend working with Insights Exchange. The team provides flexibility, high-quality work customised to the client, with fast turnaround times. We have had great collaboration with their researchers. It is just a pleasure to work with any team member of Insights Exchange.”

Julia Rybalchenko – Head of Marketing, Asia & Oceania