Table of Contents
Introduction and Abbreviations
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- Definitions
- Geographical, national and regional definitions
- Conversion factors
- Exchange rates
- Consumer research
- BMRB Target Group Index sample sizes
- Abbreviations
- User group definitions
Executive Summary
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- All-Ireland cheese market valued at €208.7 million in 2003
- Product innovation boosts growth
- Popularity of cheddar
- Versatility
- Trading up towards premium brands
- Demand for convenience
- Consumers becoming more adventurous
- Health
- Growth driven by families and larger households
- Adult consumers in NI and RoI are more likely to be either heavy or light users
- The future
Market Drivers
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- Northern Ireland economy
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- Figure 1: Economic performance, NI, 2002-04
- Republic of Ireland economy
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- Figure 2: Economic performance, RoI, 2002-04
- Population trends in NI
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- Figure 3: NI demographics, by age group, 1998-2007
- Population trends in RoI
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- Figure 4: RoI demographics, by age group, 1998-2007
- Aggressive advertising strategies
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- Figure 5: Per capita consumption of cheese, by country, 2002
- More young adults demanding snacks and mini-meals
- Increased consumer expenditure
- Opportunity for premium and indulgence
- Travel helps to widen consumer tastes
- Health
- Convenience
- Portion size developments
- Growth driven by increase in number of households
- Cheese benefits from growth of speciality food market
Market Size and Trends
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- Ireland
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- Figure 6: Retail sales of cheese, all-Ireland, 1998-2003
- Republic of Ireland
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- Figure 7: Retail sales of cheese, RoI, 1998-2003
- Northern Ireland
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- Figure 8: Retail sales of cheese, RoI, 1998-2003
Market Segmentation
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- Republic of Ireland
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- Figure 9: Retail sales of cheese, by sector, RoI, 2003
- Northern Ireland
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- Figure 10: Retail sales of cheese, by sector, NI, 2003
- Cheddar
- Processed
- Territorial
- Natural soft cheese
- Continental
- Pick ‘n’ mix
The Supply Structure
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- Companies and brands
- Golden Vale Plc
- Dairygold Co-operative Society
- Glanbia Plc
- Glanbia
- Kerrygold
- The Carbery Group
- Kraft Foods Inc
- Horgans
- SHS Sales & Marketing
- Kavli
- Dale Farm Ltd
- Dunman Factory
- Fivemiletown
- Other players
Distribution
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- Figure 11: Grocery and convenience retailers in NI, 1998-2003
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- Figure 12: Grocery and convenience retailers in RoI, 1998-2003
- Supermarket multiples
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- Figure 13: Grocery supermarket multiples, by number of outlets, RoI and NI, 2002
- Petrol station forecourts
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- Figure 14: Number of forecourts, by main operators, all-Ireland, 2000
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The Consumer
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- Cheese in blocks in RoI
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- Figure 15: Usage of cheese in blocks, by demographic sub-group, RoI, 2002 and 2003
- Cheese in blocks in NI
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- Figure 16: Usage of cheese in blocks, by demographic sub-group, NI, 2002 and 2003
- Usage of cheese in blocks in RoI
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- Figure 17: Weight of usage of cheese in blocks, by demographic sub-group, RoI, 2003
- Usage of cheese in blocks in NI
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- Figure 18: Weight of usage of cheese in blocks, by demographic sub-group, NI, 2003
- Families dominate usage in RoI
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- Figure 19: Weight of usage of cheese in blocks, by lifestage and presence of children , RoI, 2003
- Retired adults dominate usage in NI
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- Figure 20: Penetration of cheese in blocks, by lifestage and presence of children , NI, 2003
- Packet, spread and speciality cheese in RoI
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- Figure 21: Usage of packet, spread and speciality cheese, by demographic sub-group, RoI, 2002 and 2003
- Packet, spread and speciality cheese in NI
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- Figure 22: Usage of packet, spread and speciality cheese, by demographic sub-group, NI, 2003 and 2003
- Weight of usage of packet, spread and speciality cheese in RoI
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- Figure 23: Weight of usage of packet, spread and speciality cheese, by demographic sub-group, RoI, 2003
- Weight of usage of packet, spread and speciality cheese in NI
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- Figure 24: Weight of usage of packet, spread and speciality cheese, by demographic sub-group, NI, 2003
- Families with young children important in RoI
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- Figure 25: Weight of usage of packet, spread and speciality cheese, by lifestage and presence of children, RoI, 2003
- Presence of children aged 5-15 important in NI
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- Figure 26: Weight of usage of packet/spread/speciality cheese, by lifestage and presence of children, NI, 2003
- Greater penetration among larger households in RoI
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- Figure 27: Penetration of packet/spread/speciality cheese, by working status and household size, RoI, 2003
- Greater penetration among larger households in NI
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- Figure 28: Weight of usage of packet, spread and speciality cheese, by working status and household size and region, NI, 2003
- Cheese slices remain main purchases in RoI and NI
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- Figure 29: Packet/spread/speciality cheese purchased, RoI, 2002 and 2003
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- Figure 30: Packet/spread/speciality cheese types, NI, 2002 and 2003
- Irish cheddar dominates uptake in block cheese category
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- Figure 31: Cheese in blocks/types of cheese, ever use, RoI, 2003 and 2003
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- Figure 32: Cheese in blocks/types of cheese, ever use, NI, 2002 and 2003
The Future
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- Innovation
- Population
- Changing lifestyles and taste
- Snacking benefits processed cheese
- Marketing support required
Forecast
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- All Ireland
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- Figure 33: Forecast retail sales of cheese, all-Ireland, 2003-08
- Northern Ireland
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- Figure 34: Forecast retail sales of cheese, NI, 2003-08
- Republic of Ireland
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- Figure 35: Forecast retail sales of cheese, RoI, 2003-08
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