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According to commissioned research by Kantar Worldpanel, the Dragon brand has outperformed all other leading brands available for purchase in Wales in the last year; and, compared to those brands which trade on a 'Welsh image', Dragon is the only one showing growth.
"We have worked extremely hard over the past year to develop the Dragon brand in Wales. Compared to other brands trading on a Welsh image, Dragon is the only one that
has seen any sales growth. This could be related to the fact that Dragon is completely authentic, it is produced in Wales, packed in Wales and made using Welsh milk" explains Lynne King, Commercial Director at South Caernarfon Creameries. "This provides us with a clear indication that Welsh shoppers seem to prefer 'home produced' cheese."
"We are obviously mindful that the growth rate exceeding 400% in the year is extremely impressive. The percentage terms are large as we have come from a relatively small base, however more than 40% of Dragon's growth is incremental to the cheddar category, which means more people are buying cheese rather than simply switching their purchase from other brands or
supermarket own label options" adds Lynne. "Research such as this is invaluable as it provides us with a benchmark of performance and an indication for future development."
Cheddar is more important to the cheese fixture for shops in Wales/West as it accounts for 60% of spend as opposed to the national average of 55%. The value of the Cheddar market is £1.4bn, with £136m of this coming from the Wales/West region (13.6%).
For further information, please contact:
South Caernarfon Creameries Ltd.
T: 01766 810251