Cheese consumption culture in Central Spain (Madrid Region): drivers and consumer profile

Abstract

PurposeThe artisanal cheese industry in the Community of Madrid (CM) in Spain has recently experienced an increased development despite its traditionally limited cheese and milk production. The purpose of this paper is to explain this phenomenon by identifying the determinants of consumer attitudes towards cheese consumption in relation to the offer provided by recent artisan cheese producers.Design/methodology/approachA phone survey (n = 1,111 consumers) consisting of 17 questions was carried out to analyse cheese consumption culture in the CM. Principal component analysis was used to identify the factors that determine cheese-purchasing variance.FindingsThe first component was explained by hedonic (38 per cent of variance), followed by health aspects (24 per cent of variance) and price (15 per cent of variance). Price was identified as the most important criterion when purchasing cheese (67 per cent of consumers), followed by fat (57 per cent) and salt content (56 per cent). Results indicate a low cheese consumption culture in Madrid, as 48 per cent of consumers did not know exactly what kind of cheese they normally consumed. The type of milk used in cheese production was used to identify consumer profiles for market segmentation. Sheep and goat cheese consumers valued local production food quality and may be the driving force behind the expansion of artisanal cheese industry in Madrid.Research limitations/implicationsMadrid Region is one of the most important markets in Spain and Europe; however, local cheeses are not a traditional product in the market.Practical implicationsThis paper offers a very interesting approach about how consumers’ culture can support a new local agricultural industry.Social implicationsRural entrepreneurs can innovate focussing on new consumers demands. Local and handcrafted products are an opportunity in rural and periurban areas.Originality/valueThis paper shows consumer preferences and attitudes towards the novel artisan cheese sector that has expanded in the CM.