The evolving landscape of cheese consumption in France reveals a surprising shift among younger generations, particularly noted by cheese retailers outside of France. Reports indicate that young French consumers are increasingly turning away from traditional, pungent cheeses in favour of milder options, a trend that has raised eyebrows among local cheesemakers. At the Chepstow Garden Centre, cheese supervisor James Bailey expressed surprise at this trend but reaffirmed the continued popularity of strong cheeses, such as Stinking Bishop, among local youth. He described the situation as partly influenced by a rising fondness for processed cheese products, which he termed “yukky plastic-style burger cheese.”
This trend among French Generation Z consumers has been substantiated by research from the Académie Phormos, which indicates a declining interest in traditional cheesy varieties among younger adults. In contrast, at Chepstow, Bailey noted that business has not suffered, as "stinky" cheeses remain a staple for his young clientele. The juxtaposition of the two markets starkly highlights cultural differences; while the French are moving toward milder flavours, preferences among British consumers appear to remain more traditional.
Despite these declining sales, the overall cheese market in France is projected to thrive. A Statista report estimates that the French cheese market will generate approximately €10.30 billion by 2024, with an average annual growth rate of 4.54% anticipated from 2024 to 2029. This growth is largely attributed to a rising demand for artisanal and specialty cheeses, alongside the increasing popularity of plant-based cheese alternatives. In fact, a study by Mintel noted that approximately 20% of French consumers now use cheese as a meat alternative, with vegetarians and flexitarians driving demand for innovative cheese products that appeal to younger consumers.
Moreover, changing eating habits among the French population are contributing to the decline in traditional cheese consumption. A NielsenIQ study reveals that only 35% of the French population regularly consumes cheese as a separate course prior to dessert; instead, cheese is increasingly incorporated into meals as an ingredient. This shift underscores a broader trend towards integrating cheese within diverse culinary practices rather than enjoying it in its traditional form.
Interestingly, as this shift unfolds in France, research commissioned by Tate & Lyle highlights that younger generations across Europe are consuming more dairy than they did three years ago. Specifically, 34% of individuals aged 18-35 now report increased dairy consumption, with a significant percentage expressing interest in low-fat and low-sugar alternatives. This seems to indicate a nuanced relationship with dairy products, where young consumers may not be rejecting cheese outright but are instead seeking versions that align with contemporary dietary preferences.
In summary, while traditional French cheese faces challenges from changing tastes among the youth, the market as a whole is exhibiting resilience. The contrasting experiences between French youth and their British counterparts in Chepstow reveal the complexities of evolving food cultures and preferences in Europe today.
Source: Noah Wire Services