Consumers'attitude seems positive towards PDO cheeses. The observation of the market's shares however lets appear a less favourable reality. Based on a scanned data consumers'panel, the paper is focusing on purchases of PDO camembert from Normandy in order to study the gap between attitude and behaviour. PDO camemberts are really appreciated or rejected but do not leave consumers indifferent. The number of consumers mainly buying them remains small. Despite its complexity the scanned data panel seems a convenient tool to study consumers'behaviour towards typical foods in mass marketing.
