Growth opportunity for premium meat and cheese

Consumers now expect more than just healthy or natural. Quality, affordability, and a sense of added value play an increasingly important role. According to Innova Market Insights, the definition of 'value' is shifting.

Growth in premium meat

Private label is responding to these changing expectations, especially within the meat category. The range of premium meat products is expanding, including deli items and ready-to-grill options.

One example is K-Classic Gourmet Sliced Smoked Garlic Salami from Kaufland. This deli product scores high on both the Nutri-Score and Germany’s Haltungsform animal welfare scale.

Lidl US recently introduced the Butcher’s Specialty line, a private label brand for meat. The range includes products such as Wagyu ground beef and organic, antibiotic-free ribeye from grass-fed cattle. The line targets younger consumers who seek quality but remain price-conscious.

Focus on premium cheese

The premium segment is also growing within dairy, particularly in semi-hard and hard cheeses. Innova notes a rise in private label products in this category. Aldi Suisse is placing a spotlight on its raclette cheeses.

The report indicates that confidence in the quality of private label is increasing. This shift is also encouraging a move in Europe toward products with a more upscale appearance and improved ingredients.

Quality as a baseline

This trend aligns with what Innova describes as ‘Ingredients and Beyond’: a growing demand for added value, where quality is considered a minimum requirement. Brands and retailers are adapting with products that better reflect these expectations.

The development clearly shows that private label no longer equals basic or low-cost, especially not when it comes to meat and cheese.

Innovamarketinsights.com