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Cheese is one of Estonians’ most beloved foods

Prisma continues the implementation of its Everyday Low Price (EDLP) strategy by lowering the prices of 120 cheese products and hummus varieties. The decision is based on a consumer behaviour survey, which found that cheese is one of the most popular items on Estonians’ tables – in the past month, 92% of respondents had consumed it.

“Cheese is as much an everyday staple for Estonian families as bread. Since 89% of consumers consider the price important when buying cheese, it’s clear that permanently lower prices help support people’s daily meals,” says Prisma Estonia Country Director Teemu Kilpiä. “Our pricing strategy aims to offer consistently low prices so that customers do not have to rely on campaigns when buying their favourite products.”

Taste is the most important factor when choosing cheese

A survey conducted by Socio Research Centre in early July revealed that sliced cheese is the most preferred type, purchased by 60% of respondents. Processed cheese ranks second in popularity (46%), followed by hard cheese (37%) and blue or white mould cheese (33%). When choosing cheese, 96% of respondents consider taste the most important factor, but 89% also value the price and the availability of discounts. In addition, 66% of the target group prefer products with as natural a composition as possible, and 46% appreciate healthier options (less salt/fat). Cheese is most often eaten on bread (89%), but is also widely used in cooking – for example, in omelettes, pasta, wraps, or pizzas (74%) – and as a snack on the party table (66%).

Price reductions for cheese products and hummus

“If cheese is such a daily and valued food for Estonians, then hummus has in recent years made a rapid rise among those looking for a plant-based, protein-rich, and flavourful alternative,” adds Kilpiä. “Both product categories deserve to be accessible to people even in economically challenging times.”

The price reduction means that popular sliced cheeses, cream and processed cheeses, cheeses for cooking, affordable cheese blocks, as well as various gourmet cheeses and hummus products now have permanently lower prices in all Prisma stores across Estonia. This continues the series of price reductions launched in early April, aimed at keeping Estonian families’ shopping baskets affordable even after the VAT increase.

The survey conducted by Socio Research Centre took place from 3–14 July 2025, with a sample of 513 people. The target group consisted of residents aged 18–64 from Harju, Tartu, Rapla, and Ida-Viru counties (sample representative by gender, age, nationality, and place of residence).