New DBIA Report Offers Valuable Insights for Specialty Cheesemakers

Specialty cheesemakers can grow their market share through consumer education, sampling and trial size products, and creative promotional campaigns, according to a new report released today by the Dairy Business Innovation Alliance (DBIA). A full analysis is available online at bit.ly/dbiaspecialtycheese. 

“This report gives specialty cheesemakers a clear, actionable roadmap to better connect with curious consumers and turn interest into sales,” said Rebekah Sweeney, Senior Director of Programs & Policy for the Wisconsin Cheese Makers Association (WCMA), which administers the DBIA in partnership with the Center for Dairy Research (CDR). “By embracing strategies like sampling, smart promotions, and storytelling, cheesemakers can grow their market share and strengthen their brands.” 

WCMA and CDR partnered with market intelligence firm Ipsos to conduct a survey in fall 2024 and produce the report. The final document reveals a wealth of valuable insights, including: 

• Sampling opportunities and trial sizes are key to encouraging consumer exploration within the specialty cheese category. 

• One-third of Americans say sales and promotions are the top avenue of increasing their specialty cheese consumption, making discounts and promotions especially important. 
• Over 40 percent of specialty cheese consumers indicated that education displayed on packaging, social media, and other online avenues would encourage them to consume specialty cheese more often and branch out beyond familiar varieties. 

“This report offers artisanal cheesemakers invaluable insights into key factors that fuel the purchasing decisions made by consumers of specialty cheeses. We believe these insights will empower them to refine their product development and marketing strategies for even greater success,” said Tom Guerin, Assistant Center Director for CDR. 

The new report advances DBIA’s mission to support small and mid-size dairy processors across its 11-state service area of Illinois, Indiana, Iowa, Kansas, Michigan, Minnesota, Missouri, Nebraska, Ohio, South Dakota, and Wisconsin.  

The DBIA is supported by funding from the U.S. Department of Agriculture and was created in the 2018 federal Farm Bill. Since then, the Alliance has awarded over $20 million in more than 250 grants to small and medium-sized dairy businesses.