Table of Contents
Issues in the Market
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- Key themes within the report
- Definition
- Abbreviations
Executive Summary
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- The market
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- Figure 1: Segmentation of the cheese market, NI and RoI, 2012
- Forecast
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- Figure 2: Estimated retail sales of cheese, IoI, RoI, NI, 2008-18
- Figure 3: Indexed growth in grocery retailing vs cheese, all-Ireland, 2008-18
- Market factors
- Rising food prices drive discounting and promotions within the cheese category
- Branded cheese facing tough competition from own-label
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- Figure 4: Top ten types of own-label products bought in the last 12 months, NI and RoI, February 2012
- Cheese lacks healthy image
- Companies, brands and innovations
- The consumer
- Cheese remains a staple food item within the Irish diet
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- Figure 5: Usage of cheese in blocks vs packet cheese/cheese spread, NI and RoI, 2010-12
- Cheese typically consumed two or three times a week
- Block cheese dominates the family household
- Irish cheddar tops the cheeseboard
- What we think
Trend Applications
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- Premiumization and Indulgence
- Men Shopping Badly
- Mintel Futures: Old Gold
Market Overview
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- Key points
- Cheese promotions unsustainable
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- Figure 6: Processor/wholesale prices for cheddar, UK, 2008-13
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- Figure 7: Agreement with the lifestyle statement ‘I enjoy eating foreign food’, by gender, NI and RoI, 2012
- Own-label cheese taking a large bite of branded sales
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- Figure 8: Top ten types of own-label products bought in the last 12 months, NI and RoI, February 2012
- Concerns over salt levels in cheese
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- Figure 9: Salt content in cheese products, November 2012
- Positive news for advertising of cheese in RoI
- Increased milk prices in 2013 will put increased pressure on cheese category
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- Figure 10: Farmgate milk prices, UK (including NI) and RoI, January 2008-October 2012
- RoI government U-turn on raw milk could see the emergence of raw milk artisan cheeses
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- Figure 11: Agreement with the statement ‘I feel fresh/natural produce is important when shopping for groceries’, NI and RoI, 2008-12
- Consumer budgets remain squeezed
- Discounters benefiting from consumers’ stretched finances
- Opportunities for cheese as a ‘snack’ product
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- Figure 12: Frequency of snacking in the home, NI and RoI, 2010-12
Competitive Context
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- Key points
- Irish consumers view lactose-free as a ‘healthy’ choice
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- Figure 13: Consumers who have purchased free-from products, by gender, age, Socio-economic group and area, RoI, November 2010
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- Figure 14: Consumers who have bought free-from foods, by category, RoI, November 2010
- Figure 15: Agreement with the statement ‘I really look after my health’, by gender, NI and RoI, 2012
- Dairy-free market nears £160 million mark in the UK in 2012
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- Figure 16: Estimated UK retail sales of free-from dairy products including soya*, by value, 2010-12
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- Figure 17: Lactose-free-cheese launched, by year and sub-category, Europe, January 2010-January 2013
- Dairy can capitalise on consumers’ lack of education on lactose-free products
Strengths and Weaknesses
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- Strengths
- Weaknesses
Market Size and Forecast
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- Key points
- RoI market dominates the Irish cheese market
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- Figure 18: Estimated retail sales of cheese, IoI, RoI, NI, 2008-18
- Cheese market shows stronger growth than that of grocery retailing sector
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- Figure 19: Index growth in grocery retailing vs cheese, all-Ireland, 2008-18
Market Segmentation
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- Key points
- Block cheese accounts for over a third of the IoI cheese market
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- Figure 20: Segmentation of the cheese market, NI and RoI, 2012
- Speciality cheese more popular with RoI consumers
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- Figure 21: Speciality food sales, by value, IoI, NI and RoI, 2007-16*
Companies and Innovations
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- Hard cheese and semi-hard cheese lead NPD
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- Figure 22: Cheese NPD, by sub-categories, UK and Ireland, 2007-12
- Increase in cheeses suitable for vegetarians
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- Figure 23: NPD in the cheese sub-category, by top ten claims, UK and Ireland, 2007-12
- Company profiles
- Arla Foods UK plc (Arla)
- Dale Farm Ltd
- The Carbery Group
- Dairygold Food Ingredients (DFI)
- Fivemiletown Creamery
- Glanbia plc
- Kerry Group plc
- Kraft Foods
- Gubbeen
- Cashel Blue
- Irish Dairy Board (IDB)
The Consumer – Frequency and Users of Cheese
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- Key points
- Cheese consumption stronger in RoI
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- Figure 24: Usage of cheese in blocks in the last 12 months, NI and RoI, 2007-12
- Drive to be healthy lowers consumption
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- Figure 25: Agreement with the lifestyle statement ‘I am eating more healthy food than I have in the past’, by gender, NI and RoI, 2012
- Eight out of ten Irish consumers use block cheese
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- Figure 26: Usage of cheese in blocks, by gender and socio-economic group, NI and RoI, 2012
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- Figure 27: Usage of cheese in blocks, by size of household, NI and RoI, 2012
- Cheese consumption increases with age
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- Figure 28: Usage of cheese in blocks, by age group. NI and RoI, 2012
- Positioning block cheese as being indulgent to boost sales
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- Figure 29: Agreement with the lifestyle statement ‘I like to treat myself to foods that are not good for me’, by gender and age, NI and RoI, 2012
- Packet cheese consumption falling but still popular with over 70% of RoI consumers
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- Figure 30: Usage of packet cheese/cheese spread in the last 12 months, NI and RoI, 2010-12
- Cheese a weekly choice for Irish consumers
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- Figure 31: Frequency of consumption of cheese, NI and RoI, 2012
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- Figure 32: Frequency of consumption of packet cheese, cheese spreads and other cheese (excluding cheese in blocks), NI and RoI, 2012
- Households with children opt for block cheese
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- Figure 33: Usage of block cheese and packet cheese, by presence and age of children in the household, NI and RoI, 2012
- Naturalness key to sales focused on children
- Women show higher usage of cheese
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- Figure 34: Usage of cheese within the last 12 months, by gender, NI and RoI, 2012
The Consumer – Type of Cheese Consumed
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- Key points
- Irish cheddar the preferred choice of cheese
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- Figure 35: Varieties of cheese used, NI and RoI, 2012
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- Figure 36: Agreement with the lifestyle statement ‘I always buy local food brands where available’, by gender and age, NI and RoI, 2012
- Mature cheese appeals to over 40% of Irish consumers
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- Figure 37: Agreement with the statement ‘I often eat mature cheese (not including Parmesan)’, by gender, NI and RoI, 2012
- Popularity of Italian cuisine boosts Parmesan cheese usage
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- Figure 38: Consumers’ usage of pasta in their household in the last 12 months, by gender and age, RoI and NI, 2012
- Cheese slices popular with over a third of RoI consumers
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- Figure 39: Varieties of packet cheese, cheese spreads and other cheese (excluding cheese in blocks), NI and RoI, 2012
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- Figure 40: Varieties of packet cheese, cheese spreads and other cheese (excluding cheese in blocks), by presence and age of children in the household, NI and RoI, 2012
- Lower engagement with packet cheese compared to block cheese
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- Figure 41: Usage of cheddar cheese compared to cheese slices, by age group, NI and RoI, 2012
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- Figure 42: Usage of packet cheese, cheese spreads and other cheese (excluding cheese in blocks), by gender, NI and RoI, 2012
Appendix
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- NI TGI usage tables
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- Figure 43: Usage of cheese blocks in the last 12 months, by demographics, NI, 2012
- Figure 44: Frequency of cheese blocks usage, by demographics, NI, 2012
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- Figure 45: Frequency of cheese blocks usage, by demographics, NI, 2012 (continued)
- Figure 46: Varieties of cheese blocks used, by demographics, NI, 2012
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- Figure 47: Varieties of cheese blocks used, by demographics, NI, 2012 (continued)
- Figure 48: Varieties of cheese blocks used, by demographics, NI, 2012 (continued)
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- Figure 49: Usage of packet cheese, cheese spreads and other cheese (excluding cheese in blocks) in the last 12 months, by demographics, NI, 2012
- Figure 50: Frequency of packet cheese, cheese spreads and other cheese (excluding cheese in blocks) usage, by demographics, NI, 2012
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- Figure 51: Frequency of packet cheese, cheese spreads and other cheese (excluding cheese in blocks) usage, by demographics, NI, 2012 (continued)
- Figure 52: Varieties of packet cheese, cheese spreads and other cheese (excluding cheese in blocks) used, by demographics, NI, 2012
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- Figure 53: Varieties of packet cheese, cheese spreads and other cheese (excluding cheese in blocks) used, by demographics, NI, 2012 (continued)
- Figure 54: Agreement with lifestyle statements related to cheese, by demographics, NI, 2012
- RoI TGI usage tables
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- Figure 55: Usage of cheese blocks in the last 12 months, by demographics, RoI, 2012
- Figure 56: Frequency of cheese block usage, by demographics, RoI, 2012
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- Figure 57: Frequency of cheese block usage, by demographics, RoI, 2012 (continued)
- Figure 58: Varieties of cheese blocks used, by demographics, RoI, 2012
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- Figure 59: Varieties of cheese blocks used, by demographics, RoI, 2012 (continued)
- Figure 60: Varieties of cheese blocks used, by demographics, RoI, 2012 (continued)
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- Figure 61: Usage of packet cheese, cheese spreads and other cheese (excluding cheese in blocks), by demographics, RoI, 2012
- Figure 62: Frequency of packet cheese, cheese spreads and other cheese (excluding cheese in blocks) usage, by demographics, RoI, 2012
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- Figure 63: Frequency of packet cheese, cheese spreads and other cheese (excluding cheese in blocks) usage, by demographics, RoI, 2012 (continued)
- Figure 64: Varieties of packet cheese, cheese spreads and other cheese (excluding cheese in blocks) used, by demographics, RoI, 2012
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- Figure 65: Varieties of packet cheese, cheese spreads and other cheese (excluding cheese in blocks) used, by demographics, RoI, 2012 (continued)
- Figure 66: Agreement with lifestyle statements related to cheese, by demographics, RoI, 2012
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