“Home is where the cheese is”: Consumption, preferences and future perspectives of cheese marketing strategies in Portugal

The cheese industry in Portugal offers diverse traditional products with deep cultural and territorial significance. Despite these traditions, evolving consumer preferences and global sustainability concerns necessitate innovative marketing strategies. Understanding the interplay between consumer profiles and marketing stimuli can enhance cheese visibility and acceptance. This study investigated consumer preferences, clustering Portuguese cheese consumers based on their attitudes toward tradition, sustainability, and marketing strategies. It also explored how sociodemographic factors and neophilia influence purchasing behaviors. An online survey was conducted across nine regions in Portugal. Data from 218 respondents was analyzed using principal component analysis (PCA), K-means clustering, and correspondence analysis (CA) to identify key consumer segments and preferences for marketing stimuli. Three distinct consumer clusters emerged. The "terraphilia" group perceived local dairy supply chains as deeply intertwined with the local area, offering unique emotional and social value as well as superior quality. The "sensitive to local origin" group prioritized attributes associated with regional identity and authenticity, while "undecided consumers" expressed random and undefined preferences, showing less interest in both local origin and sustainability. Marketing stimuli such as eye-catching packaging, price variations, and sustainability claims showed differential impacts across clusters. Effective cheese marketing strategies in a local dairy market, as the Portuguese one, must align with consumer values related to tradition, sustainability, and quality. Tailored approaches can foster greater acceptance of innovative cheese products.