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Romanian Cheese Brands Analysis

Awareness & Consumption

Ipsos Reasearch Study

Conclusions

Yellow cheese market is dominated by Raraul brand, followed by


Delaco and Napolact.

Raraul is the main brand leader in yellow cheese market, with a


good awareness 47% first mentioned and 98% ever heard. Even
was first mention mostly by respondents from South-East part of the
country, this brand is most often consumed by the respondents from
South-West part, with highly HH income. Its market share is very
strong and the main competitors are far behind.

Around 1 out of 3 respondents mentioned that saw a Delaco


advertising and was equally mentioned by all age groups,
awareness first mention 16% from the respondents and main
consumed by males, from Center and North-East with low and
middle HH income.

Napolact is a brand appreciated mostly in North-West part of the


country, often consumed by respondents from 45+ age groups.
Good awareness level, advertising gain attention of 55-64 y.o
segment.

Cheese Awareness First Mention

Base: 568
cases

Raraul Is The Main Brand In Customers Mind, Almost Half Of The Respondents
Mention It As Top Of Mind

RARAUL; 47%

DELACO; 16%

Other; 1%
OKE; 1%
Don'tDALIA;
know;3%
1%
RUCAR; 4% HOCHLAND;
ALBALACT;
5% LA DORNA;
1% 6% NAPOLACT; 12%
DEL; 1%
MILLI; 2%

*When thinking of yellow cheese, what is the first brand that comes to your
mind?

Cheese Awareness First Mention

Base: 568
cases

*by region

Napolact Was Hardly First Mention In The North-west Part Of The Country And
The Other Two Competitors Loose Share There, Raraul Was Mention More In
South-east Part And Delaco In Center And West

14%

RARAUL

34%

55%
54%
52%

59%

50%

DELACO
7%

4%
3%
NAPOLACT

11%
13%

8%

6%

22%
18%
23%

17%
17%

54%

9%

5%

*When thinking of yellow cheese, what is the first brand that comes to your
mind?

65%

Centre
North-Est
West
NorthWest
South-East
South
SouthWest
Bucharest
& Ilfov

Cheese Awareness First Mention

Base: 568
cases
*by household income

Raraul Tend To Be In The Top Of Mind Of Respondents With Highly Income;


Delaco Was Mentioned By Customers With Less Or Medium Income; Napolact
Had The Good Spread Among Customers Income
42%
48%

RARAUL

55%
44%

22%
DELACO

14%
8%
18%

<1500
RON
1501-3000
RON
> 3000
RON
REFUSE

9%
NAPOLACT

11%
11%
16%

*When thinking of yellow cheese, what is the first brand that comes to your
mind?

Cheese Awareness Assisted Brands

Base: 568
cases

Raraul , Delaco And Napolact Are The Top 3 Brands Mentioned By Respondents
From The List
*Multiple
answer!

RARAUL;
98% 96%
DELACO;
NAPOLACT; 94%
LA DORNA; 88%

DEL; 51%

LACTO SOLOMONESCU; 28%


FIVE CONTINENTS; 21%
RUCAR; 8%
DALIA; 5%
PREMIO UNICARM;
VIAN; 1%
MILLI;
HOCHLAND;
82% OKE;
80%
ALBALACT;
72%
68%
APETITO; 49%

Other; 1%

*Please tell me which of the brands of yellow cheese from this list you know by name, even if you
have never bought or consumed.

Base: 568
cases

Cheese Awareness Seen Advertise

Raraul Is The Main Brand Recognized By The Most Of The Respondents In


Market Advertising
RARAUL; 57%

*Multiple
answer!

Don't know; 34%


DELACO;
29%
NAPOLACT;
28%
LA DORNA; 21%

APETITO; 2%
MILLI; 13%
HOCHLAND; OKE;
8% 5%
ALBALACT; 3%

RUCAR; 1%

DEL; 1%

*Please tell me for which of the following brands you remember seeing or hearing an advertisement
lately?

Cheese Awareness Seen Advertise

Base: 568
cases
*by age group

Raraul Advertising Was Better Observed By 35-44 Y.O Segment; Napolact


Advertising Gain Attention Of 55-64 Y.O Segment; Delaco Advertising Was
Equally Mentioned By All Age Groups
57%
52%
RARAUL

62%
53%
60%
31%
29%
29%
28%
27%

DELACO

1824
2534
3544

30%
27%
NAPOLACT

22%
27%
39%

* Please tell me for which of the following brands you remember seeing or hearing an advertisement
lately?

Cheese Awareness Most Often Consumed

Base: 568
cases

Almost Half Of The Respondents (44%) Mentioned Raraul As The Most Often
Consumed Brands, Followed By Delaco And Napolact

RARAUL; 44%
DELACO; 16%

PREMIO
UNICARM;
ALBALACT;
1% 1%
Don't know; 3%

NAPOLACT; 11%
DEL; 1%
Other;
2%
6% LA DORNA; 6%
MILLI; 3% HOCHLAND;
RUCAR; 3%
OKE; 1%
DALIA; 3%

*Out of these, which is the one brand of yellow cheese you consume most often?

Cheese Awareness Most Often Consumed

Base: 568
cases
*by splits

Raraul Main Consumed By Young Respondents From South-west With Highly HH Income; Delaco Main Consumed
By Males, From Center And North-east With Low And Middle HH Income; Napolact Main Consumed By Males From
North-west
Part And From 45+ Age Groups
43%
43%
60%

Male

<1500 RON
> 3000 RON

Female
44%
43%

18%
14%

RARAUL

DELACO

32%
13%
10%

28%
15% 14%
14%
11%
8%
6% 8%

NAPOLACT

73%
53%
51%
49%
47%
43%

40%
31%
29%
21%
16%
15%
14%16%
12%
11%
10%
9%
9%
7%
7%
3%5%

Centre
North-West
South-West

North-Est
South-East
Bucharest & Ilfov

West
South

53%
47%
46%
38%
29%
18% 18%
17%
16%
15% 15%
14%
10%
9%
8%

*Out of these, which is the one brand of yellow cheese you consume most often?

1501-3000 RON
REFUSE

Cheese Awareness Intention to buy

Base: 568
cases

In The Next Month, Raraul Is The Main Brand That Can Be Considered To Be
Purchased By 60% Of The Respondents
*Multiple
answer!

RARAUL; 60%

DELACO; 31%
NAPOLACT; 25%

HOCHLAND; 13%
MILLI; 11%
OKE; 5%
LA DORNA; 23%

RUCAR; 4%

DALIA; 3%
DEL; 1%PREMIO UNICARM;
Other;1%
1%

ALBALACT; 4%Don't know; 3%

APETITO; 1%

*Out of these, which brands of yellow cheese do you intend to buy in the next month?

Thank you for


your attention

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