The French consumption seen through Angers customers

credit picture Fotosearch

The Angers customers are discovering, since a few days, an American cheese in their local supermarkets. "Philadelphia", the name of that cheese, looks more to a cheese cream than a real cheese French are fond of. Produced by Krafts, an multinational company from US (which owns the French Lu brand), the Philadelphia cheese is on tests in Angers because the city is a pilot market for MarketingScan, another company hired by Krafts to monitor the customers behavior.

Credit picture Krafts

The presence, and even the success of an American product, in the local market hs nothing original. But, Philadelphia looks, after the Californian wines, like an insider in a world-famous country for its cheeses as well as for its wines. If the Angers customers are pleased with Philadelphia, the cheese will be sold all over France. But the marketing studies will last six months...

Picture MarketingScan

Far beyond that specific issue, the Angers consumption habits will so indicate the attraction, or the repulsion (who knows?) of the French people for the most famous cheese of the American market, and, the cultural values that cheese is carrying. In order to get in Angers a faithful picture of the French market, Marketing Scan doesn't have even to say to Angers customers : "Cheese"!