Halloumi Cheese Market Forecast, Trend Analysis & Competition Tracking - Global Market Insights 2019 to 2029

Halloumi Cheese to Garner High Growth in Non-Traditional Markets

The recent approval for export of dairy and dairy derived products to China from the Cyprus government is likely to exponentially increase the demand for halloumi cheese in the Asian region thus opening newer avenues for key market players. The inception of the halloumi cheese has been observed to be positive. With its growing popularity in the United States the growing adoption of halloumi cheese by multinational food chains like McDonald's and Burger King the halloumi cheese market is showing a positive growth trajectory over the forecast period. The positive growth for the demand for halloumi cheese in these foreign market is likely to open up a plethora of untapped opportunities for the current halloumi cheese manufacturers. The emerging players in the market are likely to benefit from the high existing demand for halloumi cheese in the local and foreign markets.

Green Line Regulations to Delay the PDO Status of Halloumi Cheese

The production of halloumi cheese has been limited to the Cyprus Island. The Cyprus Government has been working towards the Protected Designation of Origin (PDO) registration of halloumi cheese. The demand has already exceeded the supply of halloumi cheese. However, frequent reports about proliferation of ‘counterfeit halloumi cheese’ that uses high amount of cow milk as an ingredient have dented the consumers’ confidence. These have led producers, distributors, and other stakeholders in the supply chain to request for tougher regulations. The demand for granting ‘PDO Status’ to halloumi cheese has reached a crescendo, but the conclusion has been delayed due to the green line regulations in Cyprus. The Green Line Regulations regarding trade have been impeding the progress of the PDO status in European Union. The likelihood of some progress was evident in the recent past till the agreements between the Greek and Turkish Cypriots fell through. Strict regulations will be one of the major factor affecting and impeding the growth of the halloumi cheese market.

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Increased Focus on Production Capacities to Alleviate Supply-Demand Fluctuations

The demand for halloumi cheese is rising and the popularity is not likely to decline in the coming years. Producers in Cyprus are aiming towards increasing the total production, whereas key players are investing in R&D to keep up with this overwhelming demand. Genetic improvement of local goat and sheep breeds has been perceived to be one of the most efficient ways to meet the ever-increasing demand for halloumi cheese. The Edinburgh University scientists are on the forefront of research that aims at increasing the production capacities of milk from goat and sheep. Furthermore, upgrading the quality and production of the animal feed is gaining the attention of producers. Market players are also relying on science to alleviate challenges posed by supply-demand fluctuations. These breeding programs will be solely based on genetic dissimilarities linked to increased milk production and are likely to fuel the growth of the halloumi cheese market.

Organic Halloumi Cheese to Satisfy the Fitness-Oriented Consumer

The demand for varietal cheese has been increasing rapidly as per the FAO March 2019 Dairy Market Review. This popularity of conventional halloumi cheese can be attributed to multiple factors including easy availability and cost convenience. However, the inviting prospects of organic halloumi cheese has been gaining recognition in the European market. The increasing popularity of organic halloumi cheese can be attributed to broader trends pertaining to organic preferences of consumers. Additionally, growing awareness among consumers about the health benefits of organic halloumi, especially the rich concentration of polyunsaturated fatty acids (PUFA), is also believed to boost its widespread adoption. The production of organic halloumi cheese using organic milk complements its nutritional affluence, thereby, elevating its demand among the health-conscious consumers.

Animal Welfare Commitments to Influence Buying Behavior

In addition to ingredient origin, animal-related claims have also evolved as a sought-after premise on the basis of which consumers purchase halloumi cheese. Sensing this trend, key stakeholders of the halloumi cheese market are voluntarily overseeing welfare of livestock involved in the production framework. Prominent stakeholders in the halloumi cheese market have started identifying high standards of animal welfare that are achievable for their supply bases. Moreover, the industry stakeholders are also joining various animal welfare programs such as Red Tractor, Global G.A.P Aquaculture, and the responsible use of medicines in agriculture to positively ensure animal welfare.

Exotic Snacks from Halloumi Cheese is Being Witnessed as a Prime Opportunity for Manufacturers

The higher-than-normal melting point of halloumi cheese makes it a great option for grilling and frying, and it has emerged as one of the favorite cheeses for versatile snacking options. The demand for halloumi cheese is escalating at a rapid pace, by virtue of the fact that it is extremely unique from other types. Food enthusiasts are getting to explore enticing variants like halloumi chips, thereby, boosting the demand for halloumi cheese by a notable margin. This trend is projected to stand out as a prime opportunity for manufacturers of halloumi cheese. The experimental snacking habits of the consumers will augment the prospects of the new and exotic snacks involving halloumi cheese.

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Inadequate Marketing Strategies of Unorganized Traditional Players

A significant percentage of halloumi cheese manufacturers in Europe are family-based businesses who rely on traditional approaches to market their products. Many unorganized players in the market do not have an online presence, and there is a clear lack of effective marketing strategies, especially in the Tier 3 category. Although the increasing popularity of halloumi cheese and its shortage in UK markets brought international media attention to Halloumi, the penetration of online marketing channels is relatively lower in the halloumi cheese market.

CSR, Exhibitions, Organic Halloumi and Fundraising Dictates the Competitive Landscape

The competitive landscape of the halloumi cheese market features some of the key players operating in the industry based on their market shares, key differential moves and strategies, marketing approaches, product portfolios, and many more. Some of the key players featured in the report include Petrou Bros Dairy Products, Zita Dairies Ltd, Hadjipieris Ltd, Galaktokomio A.D.S Dafni Ltd, Nordex Food A/S, Achnagal Dairies Industry, Akgöl Dairy,Food and Packing Industries Ltd, Lefkonitziatis Dairy Products Ltd, Olympus Cheese,  Arla Foods Amba, Almarai, Sussex High Weald Dairy Ltd, Charalambides Christis Ltd, Uhrenholt A/S, Pandelyssi, La Montanara Melkery (Pty) Ltd, Pathos Continental Foods, CowBoy Farm Ltd, and Lemnos Foods.

Petrou Bros Dairy Products, a Cyprus-based cheese manufacturing brand, has been offering different varieties such as organic halloumi cheese, halloumi cheese with chili, halloumi cheese with basil, and many more. The company has organized multiple outreach events to increase the awareness of their brand name products. In October, 2018, the company showcased its product in SIAL exhibition through the brand name ALAMBRA. The company has also launched corporate service responsibility programs for increasing market penetration. In March, 2019 the company launched a fundraiser to support Saint Nektarios Charity Foundation in ALPHAMEGA hypermarkets. The part of sales between March 26 to April 11 went through to the charity. Similar outreach programs were carried out by Nordex Food A/S. Nordex Food A/S showcased their products in Gulfood 2019 at Dubai. Gulfood 2019 was conducted between 17 - 21 February, 2019. The company also entered the PLMA 2019, a trade fair in Amsterdam between 21 - 22 May, 2019. Olympus Cheese, showcased its products at CheeseFest + Ferment in October, 2018. The company offered the cooked versions of the product offerings.

The key manufacturers of halloumi cheese are eying to adopt effective marketing strategies with attractive pricing discounts. Most of the halloumi cheese manufacturers highly concentrate on exporting their products, which is adversely impacting the prosperity of domestic channels.

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