Table of Contents
Introduction and Abbreviations
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- Definitions
- Consumer research
- Abbreviations
Executive Summary
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- Category in growth … but signs of trouble ahead?
- Convenience and versatility
- Brands grow the category
- Targeted promotions
- Changing demographics provide significant opportunities
- It’s time for a rethink
Market Drivers
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- Demographics
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- Trends and projections in UK population, by age group, 1998-2007
- Shrinking children’s market?
- More young adults – demanding snacks and ‘mini meals’
- More than ever over-55s
- AB consumer base
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- Trends and projections in the UK population, by socio-economic group, 1998-2007
- PDI
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- PDI and consumer expenditure, at constant 1998 prices, 1998-2007
- Opportunity for premium and indulgence
Market Size and Trends
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- UK retail sales of cheese, by volume and value, 1998-2003
- UK retail value sales of cheese, by type, 2000 and 2002
- UK retail value sales of cheese, by type, 2002
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Market Segmentation
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- Cheddar: brands come to the rescue
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- UK retail sales of Cheddar, by value, 1998-2003
- Territorials: so much potential…focus on what matters
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- UK retail sales of territorial cheeses, by value, 1998-2003
- Natural soft cheese: a mixed story
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- UK retail sales of natural soft cheese, by value, 1998-2003
- Processed cheese: rising stars
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- UK retail sales of processed cheese, by value, 1998-2003
- Continental cheese: travel and cookery programmes
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- UK retail sales of continental cheeses, by value, 1998-2003
- Pick ‘n’ Mix: virtually disappeared
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- UK retail sales of Pick ‘n’ Mix, by value, 1998-2003
The Supply Structure
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- Manufacturer and brand shares
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- Estimated manufacturers’ brand shares in the UK cheese sector, by value, 2002
- Brand shares in the UK cheese sector, by value, 2002
- Companies and brands
- Arla
- Dairy Crest Group Plc
- Fromageries Bel
- Glanbia Foods
- Golden Vale
- Ilchester Cheese Co Ltd
- Kraft Jacob Suchard
- Kavli
- Kavli Ltd
- Kerrygold
- McLelland Group
- Others
New Product Trends
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- Kraft faces fierce competition in snacking
- More natural cheeses position themselves for snacking
- Cooking made easy…or sophisticated adult snacking?
- More sophisticated tastes
- Functional focuses on fat…but do consumers want it?
- Organic still niche
- New product briefs
- August 2003
- July 2003
- June 2003
- May 2003
- April 2003
- March 2003
- February 2003
- January 2003
Distribution
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- UK retail sales of cheese, by outlet type and value, 2000 and 2002
- Multiple grocers need more rigorous category management
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- UK retail sales of cheese, by outlet type and value, 2002
- Confusing fixtures
- Different purchase behaviour across the category
- Farmers’ markets
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Advertising and Promotion
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- Above the line
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- Main monitored media advertising expenditure on CHEESE, 1997-2002
- Main monitored media advertising expenditure on cheese, by top-selling brands, 1998-2002
- Kraft Jacob Suchard still the biggest advertiser
- Dairylea budget drops
- Snack manufacturers have to keep up
- Cheddar unsupported
- Below the line
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- Below-the-line promotional activity through grocery multiples
- A sound strategy among snack brands
The Consumer
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- Household penetration of cheese in blocks, 2003
- Penetration of cheese in blocks, by demographic sub-group 2003
- Penetration of cheese in blocks, by lifestage, presence of children and Mintel’s Special Groups, 2003
- Penetration of cheese in blocks, by working status, household size and region, 2003
- Household penetration of packet/spread/speciality cheese, 2003
- Penetration of packet/spread/speciality cheese, by demographic sub-group, 2003
- Penetration of packet/spread/speciality cheese, by lifestage, presence of children and Mintel’s Special Groups, 2003
- Penetration of packet/spread/speciality cheese, by working status, household size and region, 2003
- Cheese purchased in the last 12 months, 2001 and 2003
- Purchasers of most popular types of cheese, by demographic sub-group, April 2003
- Purchasers of most popular types of cheese, by lifestage, presence of children and Mintel’s Special Groups, April 2003
- Purchasers of most popular types of cheese, by marital status, working status and household size, April 2003
- Purchasers of most popular types of cheese, by region and ACORN categories, April 2003
- Purchasers of further types of cheese, by demographic sub-group, April 2003
- Purchasers of further types of cheese, by lifestage, presence of children and Mintel’s Special Groups, April 2003
- Purchasers of further types of cheese, by working status, household size, region and ACORN categories, April 2003
- Purchasers of further types of cheese, by demographic sub-group, April 2003
- Purchasers of further types of cheese, by lifestage, presence of children and Mintel’s Special Groups, April 2003
- Purchasers of further types of cheese, by working status, household size, region and ACORN categories, April 2003
- Conclusion
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Consumer Attitudes and Typologies
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- Repertoire purchasing
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- Repertoire purchasing of cheese, April 2003
- Further repertoire purchasing of cheese, April 2003
- Further repertoire purchasing of cheese, April 2003
- Attitudes towards cheese purchasing, 2001 and 2003
- Most popular attitudes towards cheese, by demographic sub-group, April 2003
- Most popular attitudes towards cheese, by lifestage, presence of children and Mintel’s Special Groups, April 2003
- Cross-analysis of attitudes towards cheese and most popular cheeses purchased, April 2003
- Consumer typologies
- Basic snackers (21% of sample)
- Connoisseurs and convenience (17% of sample)
- Cheesy chumps (44% of sample)
- Cheese cookers (18% of sample)
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- Cheese consumer typologies, by demographic sub-group, April 2003
- Cheese consumer typologies, by lifestage, presence of children and Mintel’s Special Groups, April 2003
- Cheese consumer typologies, by working status, household size, region and ACORN categories, April 2003
- Cross-analysis of consumer typologies with type of cheese purchased, April 2003
The Future
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- Supply side must co-operate
- Category management must be ruthless
- Consumer trends are favourable
- Market your product or die
Forecast
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- Forecast of the cheese market, 2003-07
- Cheddar retains its commodity status
- Territorials to grow
- Pick ‘n’ mix to disappear
- Snacking benefits processed cheeses
- Continental to grow the fastest
- Factors used in the forecast
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