Table of Contents
Introduction and Abbreviations
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- Definitions
- Consumer research
- ACORN
- Abbreviations
Premier Insight
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- Confusion over authentic origins
- Beyond bread and crackers
- Nutrition versus Fat
- Party snacks anyone?
- Organic cheese for babies
Executive Summary
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- The global picture
- The UK perspective
- Repertoires develop beyond cheddar
- Sources of growth
- The role of brands
- Targeting children through snacks
- A surge of advertising support
- A different approach
- Multibuy overload
- Stemming the decline: a trend towards lighter consumption patterns
- Moving ahead
Market Drivers
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- Time spent in the kitchen – food preparation
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- Figure 1: Time spent cooking weekday evening meal, February 2004
- The influence of TV and celebrity chefs
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- Figure 2: Influence of chefs and TV programmes, 2003
- The rise of ready meals
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- Figure 3: Cheese as a primary flavour in meal centres, side dishes and snacks, Jan-June 2005
- Figure 4: types of cheese as a primary flavour in meal centres, Jan-June 2005
- The calcium effect
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- Figure 5: Items packed by mothers in children’s packed lunches, September 2004
- Figure 6: Items eaten between meals, 2004
- Production restrictions and imports
- Rises in raw material costs cause concern
- Trading up opportunities
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- Figure 7: PDI and consumer expenditures at current and constant prices, 2000-09
- Category management in multiple grocers
Market Size and Trends
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- A solid performance
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- Figure 8: UK retail sales of cheese, by volume and value, 2000-05
- Average prices increase
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- Figure 9: Average price per kilo of cheese, 2000-05
- Cheddar plus one
- The end of pick ‘n’ mix
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- Figure 10: UK retail sales of cheese, by volume and value, 2000-04
- Specialist cheese blossoms
- Processed snacks on the increase
- Soft finds favour
- A new segmentation emerges
Market Segmentation
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- Figure 11: UK retail value sales of cheese, by sub-category, 2004
- Cheddar matures but maintains its momentum
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- Figure 12: UK retail sales of cheddar, by value, 2000-05
- Cheddar matures
- Mild for families
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- Figure 13: UK retail sales of cheddar, by value and type, 2002-04
- Medium squeezed
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- Figure 14: UK retail sales of cheddar, by type, 2002-04
- Repertoires expand with territorial cheese
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- Figure 15: UK retail sales of territorial cheeses, by value, 2000-05
- Continental focus on variety rather than authenticity
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- Figure 16: UK retail sales of Continental cheeses*, by value, 2000-05
- Irish cheeses have adapted to meet UK tastes
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- Figure 17: UK retail sales of Continental cheeses, by top 4 countries, 2002-04
- French cheese
- Italian benefits from greater exposure
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- Figure 18: Examples of parmesan retail prices, price per kilo, June 2005
- Goats cheese in the spotlight
- Philadelphia leads the cream cheese sector
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- Figure 19: UK retail sales of natural soft cheese, by value, 2000-05
- Processed cheese snacks benefit from Dairylea
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- Figure 20: UK retail sales of processed cheese, by value, 2000-05
- Pick ‘n’ mix versus the supermarket deli
- A closer look at snacks
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- Figure 21: UK estimated retail sales of cheese snacks, by value, 2002-04
- Children’s products close to reaching saturation point?
- Fat-obsessed rather than functional
- Hard low fat cheese takes the lead
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- Figure 22: UK retail sales of healthy cheese, by value, 2002-04
- The need for speed
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- Figure 23: UK retail sales of convenience cheese, by value, 2002-04
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The Supply Structure
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- Figure 24: Brand shares in the UK cheese sector, by value, 2002-04
- Own-label makes its presence felt
- Little change at the top
- Companies and brands
- Arla Foods UK plc
- Avilton Foods (Ltd)
- Bel UK Ltd
- Bongrain ULN
- Castelli UK
- Dairy Crest Group plc
- Dale Farm Limited
- Fayrefield Foods Ltd
- Galbani (UK) Ltd
- Ilchester Cheese Co Ltd
- Kavli Ltd
- The Cheese Company Holdings Ltd
- The Kerrygold Company Ltd
- Kerry Foods Ltd
- Kraft Foods UK Ltd
- Lactalis (UK) Ltd
- North Downs Dairy Company Ltd
- Sopexa UK
- Triballat Rians
- Unilever Bestfoods UK Ltd
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New Product Development
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- Artisan producers break through
- Flavour combinations
- Packaging evolves
- Health – starting slowly
- Convenience starts
- Unpasteurised creeps back in
- New product briefs
- June 2005
- May 2005
- April 2005
- March 2005
- February 2005
- January 2005
- December 2004
Advertising and Promotion
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- Figure 25: Main monitored media advertising expenditure on cheese, 2000-04
- Dominance of own-label inhibits cheddar spend on ATL
- Processed cheese leads
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- Figure 26: Main monitored media advertising expenditure on cheese, by type, 2000-04
- Cathedral City on toast
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- Figure 27: Main monitored media advertising expenditure on the cheddar sector, 2000-04
- Rippingly good fun with Dairylea
- Kerry Foods plays Russian Roulette
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- Figure 28: Main monitored media advertising expenditure on the processed sector, 2000-04
- Angelic theme continues for Kraft
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- Figure 29: Main monitored media advertising expenditure on the soft cheese sector, 2000-04
- Continental considerably outweighs territorial spend
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- Figure 30: Main monitored media advertising expenditure on the Continental sector, 2000-04
- Below-the-line promotions
- Multiple purchase incentives to boost consumption levels
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- Figure 31: Below-the-line promotions in the cheese market, January-May 2005
- Cheddar sector dominated by multibuy promotions
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- Figure 32: Selected below-the-line promotions in cheddar cheese, 2004-05
- A different approach between territorial and Continental sectors
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- Figure 33: Selected below-the-line promotions in territorial and Continental cheese, 2004-05
- Soft cheese reflects a similar story
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- Figure 34: Selected below-the-line promotions in soft cheese, 2004-05
- Pester power for cheese snacks
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- Figure 35: Selected below-the-line promotions in cheese snacks, 2004-05
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Distribution
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- Focus on improved clarity in the fixture
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- Figure 36: UK retail sales of cheese, by outlet type, 2000, 2002 and 2004
- Co-op caters for distress purchases
- Independent grocers
- The impact of category management
The Consumer
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- Figure 37: Usage of block cheese, 2002-04
- The building blocks for repertoire
- Weight of usage falters
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- Figure 38: Usage of packet cheese, cheese spread and speciality cheeses, 2002-04
- Losing out
- Brands make gains over own-label
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- Figure 39: Usage of ‘branded’ and ‘own-label’ block cheese, 2002-04
- Healthy eating related to cheese
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- Figure 40: Health-related consumer typologies, Winter 2004
- Slobs (31.7% of the sample)
- Slobs: an opportunity for snacks
- Dieters (27.8% of the sample)
- Dieters on the look-out for a healthy snack
- Sensible Eaters (20.3% of the sample)
- Eat sensibly but eat more cheese
- Health Freaks (20.1%)
- Functional opportunities for Health Freaks
- Occasions for eating cheese
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- Figure 41: Ways of eating or serving cheese, April 2005
- The importance of bread as an accompaniment
- Main meal usage
- Snacking
- Seasonal splurge
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The Consumer – Detailed Demographics
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- Cheese penetration
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- Figure 42: Usage of block cheese, by gender, age, socio-economic group, presence of children, marital status, working status, household size, region, lifestage and Mintel's Special Groups, 2004
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- Figure 43: Usage of packet cheese, cheese spread and speciality cheeses, by gender, age, socio-economic group, presence of children, marital status, working status, household size, region, lifestage and Mintel's Special Groups, 2004
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- Figure 44: Cluster groups, by gender, age, socio-economic group, presence of children, marital status, working status, region and lifestage, 2004
- Health Cluster Groups
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- Figure 45: Demographic profile of health cluster groups, by gender, age, socio-economic group, presence of children, marital status, working status, region and lifestage, 2004
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- Figure 46: Cluster groups, by agreement with the lifestyle statements, 2004
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- Figure 47: Cluster groups by usage of cheese, 2004
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- Figure 48: Cluster groups by type of cheese eaten, 2004
- Healthy Eating Cluster Analysis – Media Targeting
- Consumer usage data
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- Figure 49: Top four ways of eating or serving cheese, by gender, age, socio-economic group, lifestage, Mintel’s Special Groups, household size, region, marital and working status and presence of children, April 2005
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- Figure 50: Top four ways of eating or serving cheese, by ACORN category, media usage, television viewing habits, Internet usage and supermarket usage, April 2005
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- Figure 51: Ways of eating or serving cheese, by gender, age, socio-economic group, lifestage, Mintel’s Special Groups, region, marital and working status, presence of children and household size, April 2005
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- Figure 52: Ways of eating or serving cheese, by ACORN category, media usage, television viewing habits, Internet usage and supermarket usage, April 2005
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- Figure 53: Ways of eating or serving cheese, by gender, age, socio-economic group, lifestage, Mintel’s Special Groups, region, marital and working status, presence of children and household size, April 2005
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- Figure 54: Ways of eating or serving cheese, by ACORN category, media usage, Internet usage, television viewing habits and supermarket usage, April 2005
The Consumer – Attitudes and Motivations
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- Figure 55: Attitudes towards cheese, April 2005
- A household staple
- Specialists and authenticity
- One-fifth of consumers stick to the usual suspects
- Nutrition versus fat
- Impact of attitudes on usage occasions
- Cooking demands specific variety
- When eating cheese with crackers, authenticity becomes important
- Assessing consumer target groups
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- Figure 56: Consumer typologies relating to cheese, April 2005
- Cheesed-off (37% of sample)
- Can Cheesed-off consumers move beyond the sandwich?
- Staplers (26% of sample)
- Cheese Connoisseurs (22% of sample)
- Connoisseurs recognise the versatility of cheese
- Convenience Seekers (15% of sample)
- Convenience for cooking
- Assessing enthusiasm
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- Figure 57: Number of ways of eating/serving cheese bought in the last three months, April 2005
- Cooking with cheese helps to extend usage
- Novice and unsure
- The ‘norm’
- Beyond bread and crackers
- Connoisseurs know their cheese
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- Figure 58: Cheese typologies, by cheese repertoire, April 2005
- Targeting Connoisseurs
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- Figure 59: Type of media usage, by cheese connoisseurs, April 2005
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The Consumer – Attitudes and Motivations: Detailed Demographics
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- Figure 60: Attitudes to cheese, by gender, age, socio-economic group, lifestage, Mintel’s Special Groups, region, marital and working status and presence of children and household size, April 2005
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- Figure 61: Attitudes to cheese, by ACORN category, media usage, Internet usage, television viewing habits and supermarket usage, April 2005
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- Figure 62: Attitudes to cheese, by gender, age, socio-economic group, lifestage, Mintel’s Special Groups, region, marital and working status, presence of children and household size, April 2005
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- Figure 63: Attitudes to cheese, by ACORN category, media usage, Internet usage, television viewing habits and supermarket usage, April 2005
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- Figure 64: Attitudes to cheese, by gender, age, socio-economic group, lifestage, Mintel’s Special Groups, region, household size, working status and presence of children, April 2005
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- Figure 65: Attitudes to cheese, by ACORN category, media usage, Internet usage, television viewing habits and supermarket usage, April 2005
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- Figure 66: Attitudes to cheese, by usage, April 2005
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- Figure 67: Attitudes to cheese by usage, April 2005
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- Figure 68: Consumer typologies, by gender, age, ACORN category, lifestage, region, presence of children, Mintel's Special Groups, media usage, working status, supermarket usage and TV viewing, April 2005
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- Figure 69: Cheese typologies and usage occasions, April 2005
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- Figure 70: Cluster groups, by usage of cheese, 2004
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- Figure 71: Cluster groups, by type of cheese eaten, 2004
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- Figure 72: Number of types of cheese bought in the last three months, by gender, age, socio-economic group, ACORN category, region, presence of children, Mintel's Special Groups, media usage, working status, supermarket usage and TV viewing, April 2005
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- Figure 73: Number of types of cheese bought in the last three months by usage occasions, April 2005
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The Future
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- Health in all its forms
- Shout about benefits – louder
- Catch up on functional health attributes
- The evening meal market remains relatively untapped
- Pack labels need to be more effective
Forecast
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- Figure 74: Forecast of the cheese market by value and volume, 2005-10
- Continental cheeses easily outperform market average
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- Figure 75: Forecast of the cheese market by sector, 2005-10
- High cheddar penetration means less room for growth
- Consumers encouraged to expand their repertoire
- Low rate of growth expected for processed cheese
- Territorial cheese to show healthy growth
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