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In the past two decades the popularity of artisan cheese emerged. The present study aimed to investigate similarities and differences in beliefs towards artisan cheeses among participants from Serbia, Croatia and Spain and to determine consumer profiles. Better understanding of their behaviours and beliefs could serve as the basis for the development of appropriate production and marketing strategies and for further popularisation of artisan cheeses.

The data on demographic structure, behaviours and beliefs of 947 participants in total were obtained via a questionnaire collected online. In order to identify consumer profiles and to define their specific beliefs, a cross-country cluster analysis has been conducted. Four clusters were identified: “highly educated men”, “highly educated women”, “millennials” and “educated senior women”. Mann–Whitney U test was used to identify statistically significant differences between countries and clusters.

Respondents from different countries had different preferences for cheese types and different ways of consumption. All participants valued artisan cheeses more than industrial cheeses in terms of healthiness and quality, but they believe that there is still much to be done in terms of proper packaging, labelling, branding, widening of assortment and providing better availability. The results of the present study revealed that participants had no clear opinion regarding trust in artisan cheese safety.

Up to date, no study investigated beliefs of consumers from Serbia and Croatia towards artisan cheese. Original consumer pool has unique characteristics: they are far more oriented towards open markets and purchasing cheese directly from producers; they have different preferences towards cheese types and different consuming habits. Unique consumer characteristics provided original findings considering their beliefs.