A13.

Cheese distribution in Japan

Source: The Japanese Cheese Market.Opportunities and Challenges.Edition January 2011
osec.ch

1. Read the following information from the survey “The Japanese Cheese market”
and answer the true or false questions.

Sales by Distribution Channel.

In 2008, 52.4% of natural cheeses went to retail sales, 28.8% went to manufacturing (bakeries,
ready-dish manufacturers, etc.) and 18.8% went to professional users (pizza chain stores,
family restaurants, hotels, etc.).

Purchasing Channels.
Most natural cheeses are sold through supermarkets, department stores, or specialty stores.

Recent years have seen more and more cheese specialty stores open, and more supermarkets
are setting up special cheese sections. Overall, supermarkets have a larger sales volume (as they
have a larger number of stores) but carry a smaller variety of cheeses. Department stores and
specialty stores have an overall lower sales volume (due to a smaller number of stores) but
carry a larger variety of cheeses. It is easier than ever to buy cheese through a wide variety of
sales channels, including the Internet,
and cheese distribution is expected to expand further.

True or false?
Most of natural cheeses are sold to final consumers. T
Departament stores offer a wider range of cheese than supermarkets. T
Supermarkets are not interested in carring a wide variety of cheeses. T
According to the text we should distribute our Manchego cheese to Supermarkets. F

2. Read the following text and fill in the blanks:

range Types Variety

Reasons Purchase Carry

Supermarkets: Regular supermarkets mostly …......carry...... processed cheese, and a few kinds
of natural cheese like Camembert (long life), shredded Mozzarella, Cheddar, etc. Higher-end
supermarkets carry a wider …....range.......... of natural cheese, usually packed into 100g to 200g
packages, from soft cheeses to harder ….......types............. The …......reason..... why Japanese
purchase cheese at regular supermarkets is price (comparatively cheap, processed cheese) and
convenience.
Those who ….....purchase......... cheese at higher-end supermarkets most often do so because of
the wider …........variety..... available.

Wrapped Type Sold Variety

Purchase Offer customers stores

Department stores: At department …....stores........ food is usually …sold....... on the underground

floors. The cheese corner is often a single specialty store, with a very wide …variety...... of
cheeses. 40% to 50% of the cheeses sold in such locations are hard or semi-hard type cheeses.
The cheeses are pre-cut in the store into 100g to 200g pieces …...wrapped....... in transparent
plastic film. At some stores, …......customers............... can ask for special cut sizes. The reason
why Japanese …......offer........... cheese at department stores is that they …..purchase............. a wide
variety of quality cheeses.

Wide largest Knowledgeable

Shops purchase Different

Specialty stores: Specialty stores have a very …...wide..... variety of cheeses, usually cut in the
store at the customers’ request. They have the …..largest..... variety of natural cheeses from
many ….....different...... countries. The staff at these …......shops....... are very knowledgeable, and
are able to give detailed advice to their customers. Similarly to department stores, the reasons
why Japanese …...purchase....... cheese at specialty stores is that they offer a wide variety of
quality cheeses, and have.............knowledeable....... staff.

offering Online

Internet shops: Recently, cheese can also be bought on the web.

Often specialty stores have their own website, and some sell their cheese …..online.... too
(Japan has a very efficient ….. Parcel... delivery system offered by several companies, …
offering.... refrigerated parcel home delivery as well).

3. After reading the previous text regarding cheese distribution channels, fill in the
chart summarizing the information. Write your sentences using specific
vocabulary (e.g.: range, variety, carry, sell, offer, etc.)

Channel Type of product / variety

Supermarkets Is a self-service shop offering a wide variety of food and household products, organized into aisles. It is larger in
size and has a wider selection than a traditional grocery store, but is smaller and more limited in the range of
merchandise than a hypermarket or big-box market.The supermarket typically comprises meat, fresh produce,
dairy, and baked goods aisles, along with shelf space reserved for canned and packaged goods as well as for
various non-food items such as kitchenware, household cleaners, pharmacy products and pet supplies.Regular
supermarkets mostly carry processed cheese, and a few kinds of natural cheese like Camembert

Departament stores
Is a retail establishment with a building open to the public which offers a wide range of consumer goods such as
clothing, house wares, furniture and appliances. It typically offers a choice of multiple merchandise lines, at variable
price points, in different product categories (known as "departments" hence the name). Usually sell products
including clothing, furniture, home appliances, toys, cosmetics, gardening, toiletries, sporting goods, do it yourself,
etc… At department stores food is usually sold on the underground floors

Speciality stores Are small stores which specialize in a specific range of merchandise and related items. Most stores have an
extensive depth of stock in the item that they specialize in and provide high levels of service and expertise.
Specialty stores have a very wide variety of cheeses, usually cut in the store at the customers’ request.

Internet Is a global system of interconnected computer networks that use the standard Internet protocol suite to serve

several billion users worldwide. It is a network of networks that consists of millions of private, public, academic,
business, and government networks, of local to global scope, that are linked by a broad array of electronic, wireless
and optical networking technologies. The cheese can also be bought on the web.
 4. Read the text and draw the process of import cheese distribution in Japan.

Natural cheese for direct consumption is imported by trading companies whole or cut, by air
freight or reefer container. When imported whole, natural cheese is cut into standard sizes and
then distributed to food wholesalers, and sometimes directly to retail stores. Distribution to
retail stores usually goes through dairy product wholesaler routes, since they possess the
necessary refrigerated storage equipment, refrigerators and the like, after which the cheese is
sold to department stores, large mass merchandisers and specialty stores.

5. Read the following advices:

For exporters wishing to export natural cheese for direct consumption to Japan:

Develop products attuned to Japanese tastes.

While it is important to retain the traditional flavor of each nation’s cheeses it is also important
to study the taste preferences of Japanese people and devote resources to developing products
that accord with those tastes. It appears that mild natural cheeses
such as white mold cheeses (Camembert, Brie) and fresh cheeses (Mozzarella, cottage cheese,
cream cheese) are well accepted by consumers. For example, there is a considerable
consumption of Camembert, and domestically produced Camembert has proven more popular
than imported Camembert. One of the reasons for
this is the fact that Japanese Camembert is milder and has less of a strong or distinctive flavor
than imported Camembert, plus the fact that the salt content is lower.

The importance of in store promotions

The most effective promotional activity for expanding the consumption of natural cheese is in-
store promotions. It is important to present the cheese directly to consumers in the store, to
give them an opportunity to actually sample the product and offer specific menu and food
preparation suggestions. To do this, it is essential to provide store employees with information
and training so they can respond directly to the questions of consumers

After reading these advices write down two actions that you would do to facilitate the
introduction of your Manchego cheese in Japan.

First action:

Promote in shops and supermarkets that people taste the cheese, we can do this through trained
hostesses to reply all the questions raised by consumers

Second action:

During this promotion make a survey asking consumers his thinking about our cheese, according
it, we will decide if we should produce an special manchego for Japan.