Table of Contents
Introduction
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- Definition
- Abbreviations
Executive Summary
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- The market
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- Figure 1: UK retail value sales of cheese, by type, 2011-13
- Forecast
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- Figure 2: Retail value sales of the UK cheese market*, 2008-18
- Market factors
- Cheese benefits from positive health image
- Changing demographics represent both opportunities and threats
- Milk prices are soaring
- Companies, brands and innovation
- Own-label continues to dominate the cheese market
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- Figure 3: Leading manufacturers’ shares in the UK cheese market, by value, 2012/13*
- Own-label stepped up NPD activity
- The consumer
- Cheese enjoys almost universal appeal
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- Figure 4: Frequency of eating cheese in the last three months, by category, August 2013
- Strong/mature flavour is most important to cheese shoppers
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- Figure 5: Factors considered when buying cheese, August 2013
- Cheese users show enthusiasm for variety
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- Figure 6: Users’ attitudes towards cheese, August 2013
- Supporting cheese producers is an important issue to cheese users
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- Figure 7: Users’ attitudes towards cheese, August 2013
- What we think
Issues in the Market
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- How can cheese capitalise on its inherent health benefits?
- How can manufacturers mine variety to maintain users’ engagement with the market?
- What further steps can help to drive usage of cheese as a snack?
- How can brands capitalise on younger consumers’ high usage frequency?
Trend Application
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- Trend: Guiding Choice
- Trend: Transumers
- Mintel Futures: Human
Market Drivers
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- Key points
- Consumer confidence is bouncing back
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- Figure 8: Consumer confidence index, monthly, January 2007-September 2013
- Soaring milk prices put pressure on the market
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- Figure 9: Monthly farmgate prices of milk in the UK, January 2009-June 2013
- Cheese benefits from positive health image
- Demographic changes represent both opportunities and challenges
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- Figure 10: Projected trends in the age structure of the UK population, 2013-18
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- Figure 11: UK households, by size, 2008-18
Strengths and Weaknesses
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- Own-label further steps up its NPD activity in 2012
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- Figure 12: New product development in the UK cheese market, branded vs own-label, 2009-13
- Tesco leads NPD activity focusing on flavour innovation and continental cheeses…
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- Figure 13: New product launches in the UK cheese market, by top 10 companies, 2009-13
- …while Morrisons puts a focus on its British cheese offering
- More cheese brands look to drive usage beyond core occasions
- A growing number of manufacturers position cheese as cooking ingredient…
- …while others look to tap into the snacking occasion
- Cheese flavours are becoming more adventurous
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- Figure 14: New product launches in the UK cheese market, by top 10 flavour components, 2009-13
- Low/no/reduced fat and slimming claims become more common
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- Figure 15: New product launches in the UK cheese market, by top 10 claims, 2009-13
- International NPD can offer inspiration for UK operators
- Both in terms of flavour…
- …and formats
Market Size and Forecast
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- Key points
- 2013 value growth slows down, while volume sales pick up
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- Figure 16: Retail value and volume sales of the UK cheese market*, 2008-18
- Forecast
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- Figure 17: Retail value sales of the UK cheese market*, 2008-18
- Figure 18: Retail volume sales of the UK cheese market*, 2008-18
- Methodology
Segment Performance
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- Key points
- Cheddar maintains its leading position, but loses share in 2013
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- Figure 19: UK retail value and volume sales of cheese, by type, 2011-13
- Brits have developed a taste for stronger cheese
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- Figure 20: UK retail value and volume sales of cheddar, by type, 2011-13
Market Share
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- Key points
- Own-label sales account for over half of sales
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- Figure 21: Leading manufacturers’ shares in the UK cheese market, by value, 2012/13*
- Pilgrims Choice sees sales success…
- …while Philadelphia’s value and volume sales suffer
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- Figure 22: Leading brands in the UK cheese market, by value and volume, 2010/11-2012/13
Companies and Products
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- Bel UK
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- Figure 23: Advertising expenditure by Bel UK group, 2009-13
- Dairy Crest Group
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- Figure 24: Advertising expenditure by Dairy Crest Group, 2009-13
- Mondelēz UK
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- Figure 25: Advertising expenditure by Mondelēz, 2009-13
- Lactalis McLelland
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- Figure 26: Advertising expenditure by Lactalis McLelland, 2009-13
- Adams Foods
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- Figure 27: Advertising expenditure by Adams Foods, 2009-13
- Wyke Farms
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- Figure 28: Advertising expenditure by Wyke Farms, 2009-13
- First Milk
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- Figure 29: Advertising expenditure by First Milk, 2009-13
Brand Communication and Promotion
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- Key points
- Adspend rises by 13% in 2012
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- Figure 30: Total above-the-line advertising expenditure in the UK’s cheese market, 2009-13
- Mondelēz recaptures leading position in terms of adspend in 2012
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- Figure 31: Total above-the-line advertising expenditure in the UK’s cheese market, by top five advertisers, 2009-13
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- Figure 32: Total above-the-line advertising expenditure in the UK’s cheese market, by top five brands, 2009-13
- Cheese brands seek partnerships with wine
- Philadelphia looks to mobile marketing to increase brand engagement
- Spreadable cheese was advertisers’ focus in 2012
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- Figure 33: Total above-the-line advertising expenditure in the UK’s cheese market, by product type, 2009-13
Channels to Market
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- Key points
- Supermarket giants dominate cheese sales
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- Figure 34: Retail distribution of cheese in the UK, by outlet type, 2010-13
- Specialists suffer from multiples’ growing specialist cheese ranges
Consumer – Usage of Cheese
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- Key points
- Two fifths of adults eat cheese at least most days
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- Figure 35: Frequency of eating cheese in the last three months, August 2013
- Cheddar remains the nation’s favourite
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- Figure 36: Frequency of eating cheese in the last three months, by category, August 2013
- Two thirds eat at least five types of cheese
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- Figure 37: Repertoires of types of cheese eaten in the last three months, August 2013
- Better-for-you cheese is still niche
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- Figure 38: Types of cheese eaten in the last three months, August 2013
Consumer – Choice Factors
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- Key points
- Strong flavour is the most important factor for cheese shoppers
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- Figure 39: Factors considered when buying cheese, August 2013
- Texture, natural ingredients and convenient packaging most important to over-55s
- Health is only a concern to a minority of cheese shoppers
Consumer – Attitudes towards Cheese
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- Key points
- The cheese market benefits from users’ enthusiasm for variety
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- Figure 40: Users’ attitudes towards cheese, August 2013
- Trial packs can capitalise on over-55s’ love of variety
- More scope for limited editions to tap into interest in unusual flavours
- Occasion-specific formats should appeal to 44%
- Cooking occasion still offers untapped opportunities
- Health and format innovation are key areas to boost snacking occasion
- Cheese could benefit from a positioning as a nutritious snack
- More snackable formats needed to encourage impulse consumption
Consumer – Further Attitudes towards Cheese
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- Key points
- Supporting farmers is an important issue to majority of cheese users
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- Figure 41: Users’ attitudes towards cheese, August 2013
- Cheese should capitalise on its naturally high protein content
- Cheese benefits from positive health associations
- Younger cheese users need more guidance
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- Figure 42: Agreement on selected statements on cheese, by age, August 2013
Appendix – Market Size
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- Figure 43: Best- and worst-case forecasts for the UK cheese market, by value, 2013-18
- Figure 44: Best- and worst-case forecasts for the UK cheese market, by volume, 2013-18
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Appendix – Market Share
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- Figure 45: Leading manufacturers’ sales in the UK cheese market, by value and volume, 2011/12 and 2012/13
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Appendix – Brand Communication and Promotion
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- Figure 46: Total above-the-line advertising expenditure in the UK cheese market, by media type, 2009-13
- Figure 47: Total above-the-line advertising expenditure in the UK cheese market, by top 10 advertisers, 2009-13
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- Figure 48: Total above-the-line advertising expenditure in the UK cheese market, by type, 2009-13
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Appendix – Consumer – Usage of Cheese
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- Figure 49: Frequency of eating cheese, August 2013
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- Figure 50: Frequency of eating cheese, by demographics, August 2013
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- Figure 51: Types of cheese eaten in the last three months, August 2013
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- Figure 52: Types of cheese eaten in the last three months, August 2013 (continued)
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- Figure 53: Most popular types of cheese eaten at least daily in the last three months, by demographics, August 2013
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- Figure 54: Next most popular types of cheese eaten at least daily in the last three months, by demographics, August 2013
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- Figure 55: Cheddar cheese eaten in the last three months, by demographics, August 2013
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- Figure 56: British regional cheese eaten in the last three months, by demographics, August 2013
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- Figure 57: Cream cheese/soft cheese eaten in the last three months, by demographics, August 2013
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- Figure 58: Continental-style hard cheese eaten in the last three months, by demographics, August 2013
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- Figure 59: Continental/continental-style soft cheese eaten in the last three months, by demographics, August 2013
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- Figure 60: Spreadable cheddar/cheese eaten in the last three months, by demographics, August 2013
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- Figure 61: Blue cheese eaten in the last three months, by demographics, August 2013
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- Figure 62: Processed cheese eaten in the last three months, by demographics, August 2013
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- Figure 63: Types of cheese eaten in the last three months (nutritional), August 2013
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- Figure 64: Types of cheese eaten in the last three months (nutritional), by demographics, August 2013
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- Figure 65: Attitude towards health and healthy lifestyles, by demographics, June 2013
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- Figure 66: Types of cheese eaten in the last three months, by attitudes towards cheese, August 2013
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Appendix – Consumer – Choice Factors
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- Figure 67: Purchase of cheese in the last three months, August 2013
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- Figure 68: Purchase of cheese in the last three months, by demographics, August 2013
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- Figure 69: Factors considered when buying cheese, August 2013
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- Figure 70: Most popular factors considered when buying cheese, by demographics, August 2013
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- Figure 71: Next most popular factors considered when buying cheese, by demographics, August 2013
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- Figure 72: Other factors considered when buying cheese, by demographics, August 2013
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Appendix – Consumer – Attitudes towards Cheese
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- Figure 73: Attitudes towards cheese, August 2013
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- Figure 74: Most popular attitudes towards cheese, by demographics, August 2013
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- Figure 75: Next most popular attitudes towards cheese, by demographics, August 2013
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Appendix – Consumer – Further Attitudes towards Cheese
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- Figure 76: Further attitudes towards cheese, August 2013
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- Figure 77: Agreement with the statement ‘More money from cheese sales should go directly to the farmer/producer’, by demographics, August 2013
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- Figure 78: Agreement with the statement ‘Eating cheese is a good way to get protein in my diet’, by demographics, August 2013
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- Figure 79: Agreement with the statement ‘Cheese is part of a healthy diet’, by demographics, August 2013
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- Figure 80: Agreement with the statement ‘Eating lighter varieties of cheese is a good alternative to cutting back on cheese altogether', by demographics, August 2013
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- Figure 81: Agreement with the statement ‘The health benefits of cheese outweigh the disadvantage of high fat content’, by demographics, August 2013
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- Figure 82: Agreement with the statement ‘Supporting smaller cheese producers is important to me’, by demographics, August 2013
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- Figure 83: Agreement with the statement ‘The origin of the cheese is important to me’, by demographics, August 2013
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- Figure 84: Agreement with the statement ‘I would like more advice on which foods complement different types of cheeses’, by demographics, August 2013
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- Figure 85: Agreement with the statement ‘I would like more advice on how to use different types of cheese when cooking’, by demographics, August 2013
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- Figure 86: Agreement with the statement ‘The variety of cheese available in-store is overwhelming’, by demographics, August 2013
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- Figure 87: Agreement with the statement ‘Cheese from the deli counter is better quality than prepacked cheese’, by demographics, August 2013
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- Figure 88: Agreement with the statement ‘On-pack recipe suggestions inspire me to experiment with cheese’, by demographics, August 2013
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