Determinants of aged cheese consumer preferences in Morocco—a cross-sectional study of economic, cultural, and social factors influencing purchasing behaviors
The shift in dietary habits, driven by increased exposure to global gastronomy and improved living standards, has led to a rise in the consumption of aged cheese, also known as matured cheese, worldwide. Although considered premium products, these cheeses transcend their culinary status to embody a...
Saved in:
| Main Authors: | , , , , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Frontiers Media S.A.
2025-07-01
|
| Series: | Frontiers in Nutrition |
| Subjects: | |
| Online Access: | https://www.frontiersin.org/articles/10.3389/fnut.2025.1600873/full |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| _version_ | 1839633047595515904 |
|---|---|
| author | Nouhayla Mouatadid Mourad Oukheda Mourad Oukheda Mustapha Khiati Rachid Saile Anass Kettani |
| author_facet | Nouhayla Mouatadid Mourad Oukheda Mourad Oukheda Mustapha Khiati Rachid Saile Anass Kettani |
| author_sort | Nouhayla Mouatadid |
| collection | DOAJ |
| description | The shift in dietary habits, driven by increased exposure to global gastronomy and improved living standards, has led to a rise in the consumption of aged cheese, also known as matured cheese, worldwide. Although considered premium products, these cheeses transcend their culinary status to embody a cultural heritage, even in countries where this culture is not historically rooted, such as Morocco. However, this trend primarily affects consumption, while local production remains limited, reinforcing dependence on imports. In addition to their gastronomic dimension, these products are being increasingly promoted due to a growing awareness of their benefits, which is stimulating greater interest among consumers. This study aims to redefine the status of mature cheeses in Morocco by identifying the factors influencing their acceptability and consumer preferences. An online questionnaire, validated and distributed to a representative sample of the population, was used to statistically analyze these trends. The results reveal a promising market, characterized by strong interest in these products and frequent consumption, influenced by criteria related to the product’s characteristics and economic factors that shape the purchase decision, while the impact of sociodemographic variables remains more moderate. The acceptability of mature cheeses, particularly local products, is accompanied by a willingness on the part of consumers to favor quality over price, as well as a significant attachment to national production, which has been demonstrated. This dynamic opens up favorable prospects for the development of national production, reducing dependence on imports, and offering local producers an opportunity to strengthen their position in a market that remains relatively uncompetitive. A move upmarket, supported by a targeted marketing strategy that takes account of identified consumer disincentives and promotes the “local” character, would be an effective lever for boosting this sector, especially as the results indicate a marked appeal for these products. |
| format | Article |
| id | doaj-art-f367aa3af1b54ccda7ccb1f7e66aae57 |
| institution | Matheson Library |
| issn | 2296-861X |
| language | English |
| publishDate | 2025-07-01 |
| publisher | Frontiers Media S.A. |
| record_format | Article |
| series | Frontiers in Nutrition |
| spelling | doaj-art-f367aa3af1b54ccda7ccb1f7e66aae572025-07-11T05:24:24ZengFrontiers Media S.A.Frontiers in Nutrition2296-861X2025-07-011210.3389/fnut.2025.16008731600873Determinants of aged cheese consumer preferences in Morocco—a cross-sectional study of economic, cultural, and social factors influencing purchasing behaviorsNouhayla Mouatadid0Mourad Oukheda1Mourad Oukheda2Mustapha Khiati3Rachid Saile4Anass Kettani5Laboratory of Biology and Health, URAC 34, Faculty of Sciences Ben M’sik, Health and Biotechnology Research Center, Hassan II University of Casablanca, Casablanca, MoroccoLaboratory of Biology and Health, URAC 34, Faculty of Sciences Ben M’sik, Health and Biotechnology Research Center, Hassan II University of Casablanca, Casablanca, MoroccoRoyal Institute for the Training of Youth and Sports Executives, Rabat, MoroccoDepartment of Communication Sciences and Humanities, Faculty of Sciences Ben M’sik, Hassan II University of Casablanca, Casablanca, MoroccoLaboratory of Biology and Health, URAC 34, Faculty of Sciences Ben M’sik, Health and Biotechnology Research Center, Hassan II University of Casablanca, Casablanca, MoroccoLaboratory of Biology and Health, URAC 34, Faculty of Sciences Ben M’sik, Health and Biotechnology Research Center, Hassan II University of Casablanca, Casablanca, MoroccoThe shift in dietary habits, driven by increased exposure to global gastronomy and improved living standards, has led to a rise in the consumption of aged cheese, also known as matured cheese, worldwide. Although considered premium products, these cheeses transcend their culinary status to embody a cultural heritage, even in countries where this culture is not historically rooted, such as Morocco. However, this trend primarily affects consumption, while local production remains limited, reinforcing dependence on imports. In addition to their gastronomic dimension, these products are being increasingly promoted due to a growing awareness of their benefits, which is stimulating greater interest among consumers. This study aims to redefine the status of mature cheeses in Morocco by identifying the factors influencing their acceptability and consumer preferences. An online questionnaire, validated and distributed to a representative sample of the population, was used to statistically analyze these trends. The results reveal a promising market, characterized by strong interest in these products and frequent consumption, influenced by criteria related to the product’s characteristics and economic factors that shape the purchase decision, while the impact of sociodemographic variables remains more moderate. The acceptability of mature cheeses, particularly local products, is accompanied by a willingness on the part of consumers to favor quality over price, as well as a significant attachment to national production, which has been demonstrated. This dynamic opens up favorable prospects for the development of national production, reducing dependence on imports, and offering local producers an opportunity to strengthen their position in a market that remains relatively uncompetitive. A move upmarket, supported by a targeted marketing strategy that takes account of identified consumer disincentives and promotes the “local” character, would be an effective lever for boosting this sector, especially as the results indicate a marked appeal for these products.https://www.frontiersin.org/articles/10.3389/fnut.2025.1600873/fullaged cheeseauthenticityconsumer preferenceslocal marketconsumption frequencypurchasing power |
| spellingShingle | Nouhayla Mouatadid Mourad Oukheda Mourad Oukheda Mustapha Khiati Rachid Saile Anass Kettani Determinants of aged cheese consumer preferences in Morocco—a cross-sectional study of economic, cultural, and social factors influencing purchasing behaviors Frontiers in Nutrition aged cheese authenticity consumer preferences local market consumption frequency purchasing power |
| title | Determinants of aged cheese consumer preferences in Morocco—a cross-sectional study of economic, cultural, and social factors influencing purchasing behaviors |
| title_full | Determinants of aged cheese consumer preferences in Morocco—a cross-sectional study of economic, cultural, and social factors influencing purchasing behaviors |
| title_fullStr | Determinants of aged cheese consumer preferences in Morocco—a cross-sectional study of economic, cultural, and social factors influencing purchasing behaviors |
| title_full_unstemmed | Determinants of aged cheese consumer preferences in Morocco—a cross-sectional study of economic, cultural, and social factors influencing purchasing behaviors |
| title_short | Determinants of aged cheese consumer preferences in Morocco—a cross-sectional study of economic, cultural, and social factors influencing purchasing behaviors |
| title_sort | determinants of aged cheese consumer preferences in morocco a cross sectional study of economic cultural and social factors influencing purchasing behaviors |
| topic | aged cheese authenticity consumer preferences local market consumption frequency purchasing power |
| url | https://www.frontiersin.org/articles/10.3389/fnut.2025.1600873/full |
| work_keys_str_mv | AT nouhaylamouatadid determinantsofagedcheeseconsumerpreferencesinmoroccoacrosssectionalstudyofeconomicculturalandsocialfactorsinfluencingpurchasingbehaviors AT mouradoukheda determinantsofagedcheeseconsumerpreferencesinmoroccoacrosssectionalstudyofeconomicculturalandsocialfactorsinfluencingpurchasingbehaviors AT mouradoukheda determinantsofagedcheeseconsumerpreferencesinmoroccoacrosssectionalstudyofeconomicculturalandsocialfactorsinfluencingpurchasingbehaviors AT mustaphakhiati determinantsofagedcheeseconsumerpreferencesinmoroccoacrosssectionalstudyofeconomicculturalandsocialfactorsinfluencingpurchasingbehaviors AT rachidsaile determinantsofagedcheeseconsumerpreferencesinmoroccoacrosssectionalstudyofeconomicculturalandsocialfactorsinfluencingpurchasingbehaviors AT anasskettani determinantsofagedcheeseconsumerpreferencesinmoroccoacrosssectionalstudyofeconomicculturalandsocialfactorsinfluencingpurchasingbehaviors |