Table of Contents
Overview
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- What you need to know
- Products covered in this Report
Executive Summary
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- The market
- Deflation holds back 2016 value growth
- Slow growth in cheese sales expected
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- Figure 1: Best- and worst-case forecast of UK retail value sales of cheese, 2012-22
- Cheddar’s share of market declining
- Declining bread sales bad news for cheese
- Cheese has strong association with snacking
- Companies and brands
- Own-label making gains in cheese
- Cathedral City maintains big lead
- Brands in continental cheese growing
- Dairylea and Cheestrings see growth
- Majority of major manufacturers see fall in cheese sales
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- Figure 2: Leading companies in the UK cheese market, % by value of retail sales, 2016/17*
- Number of different key focuses for NPD
- The consumer
- More than nine in 10 people buy cheese
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- Figure 3: Types of cheese bought in the last three months, August 2017
- More convenient formats help cheese sales
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- Figure 4: Formats of cheese bought in the last three months, August 2017
- Cheese is most commonly eaten with bread, but bread sales declining
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- Figure 5: Frequency of eating cheese in different ways, August 2017
- Brands could make more of health associations
- Strong appeal as a snack option but room for more indulgence
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- Figure 6: Associations for cheese, August 2017
- A third would like more re-sealable packaging
- Focus on provenance and flavours important
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- Figure 7: Interest in product features for cheese, August 2017
- Samplings, ideas and advice good ways to encourage buying
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- Figure 8: Attitudes towards buying and eating cheese, August 2017
- What we think
Issues and Insights
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- Mealtimes offer scope for promoting many uses for cheese
- The facts
- The implications
- Focus on indulgence can add value in price-focused market
- The facts
- The implications
- Positives of cheese as a snack important for targeting younger people
- The facts
- The implications
The Market – What You Need to Know
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- Deflation holds back 2016 value growth
- Uncertainty surrounding Brexit outcome
- Slow growth in cheese sales expected
- Cheddar’s share of market declining
- Growing continental cheese sales despite fall in the Pound
- Declining bread sales bad news for cheese
- Consumer snacking important for cheese market
- Cooking at home also important for cheese
- Catering for eating habits of younger people
Market Size and Forecast
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- Deflation holds back value growth of cheese market
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- Figure 9: UK retail value and volume sales of cheese, 2012-22
- Slow growth in cheese sales expected
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- Figure 10: Best- and worst-case forecast of UK retail value sales of cheese, 2012-22
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- Figure 11: Best- and worst-case forecast of UK retail volume sales of cheese, 2012-22
- Forecast methodology
Market Segmentation
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- Cheddar’s share of market declining
- Growing continental cheese sales despite fall in the Pound
- Snack packs help boost other cheese sales
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- Figure 12: UK retail sales of cheese, by type, 2015-17
- Extra mature cheddar becoming more popular
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- Figure 13: UK retail sales of cheddar, by type, 2015-17
Market Drivers
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- Declining bread sales bad news for sales of cheese
- Consumer snacking important for cheese market
- Cooking at home also important for growth of cheese
- Fall in value of Pound means upward piece pressures
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- Figure 14: Average retail price for cheddar cheese, Q1 2016-August 2017
- Brexit uncertainty over future trade tariffs
- Catering for the eating habits of younger people
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- Figure 15: Trends in age structure of the UK population, 2012-22
Companies and Brands – What You Need to Know
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- Own-label share of cheese market growing
- Cathedral City maintains big lead
- Continental brands, Dairylea and Cheestrings see growth
- Own-label also taking bigger share of new launches
- More cooking cheeses for grilling or baking
- More snacking options launched
- Strong focus on provenance in own-label
- Increase in 2016 cheese advertising
- Cathedral City most traditional and delicious brand
- Philadelphia seen as innovative
Market Share
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- Own-label share of cheese market growing
- Cathedral City maintains big lead
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- Figure 16: Leading brands in the UK cheese market, by value and volume, 2015/16 and 2016/17
- Lunchables and Dunkers boost Dairylea
- Cheestrings boosted by NPD
- Cheddar brands suffering…
- …but continental brands increase sales
- Majority of major manufacturers see fall in cheese sales
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- Figure 17: Leading manufacturers in the UK cheese market, by value and volume, 2015/16 and 2016/17
Launch Activity and Innovation
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- Own-label taking bigger share of new launches
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- Figure 18: New product launches in the cheese market, by own-label and brands, 2013-17
- Major supermarkets dominate new launch activity
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- Figure 19: New product launches in the cheese market, by top 10 companies (sorted by 2016), 2013-17
- More cheeses for grilling or baking
- “Posh Cheese on Toast” goes for maximum convenience
- More flavours another focus of NPD
- More snacking options launched
- Snack bars and mini portions
- Combination snack products
- Range development for convenient formats
- Strong focus on provenance in premium own-label
- Regions of different countries
- British regional products
- More free-from products in cheese in 2017
- New launches in goat’s and cow’s cheese
Advertising and Marketing Activity
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- Increase in 2016 cheese advertising
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- Figure 20: Total above-the-line, online display and direct mail advertising expenditure on cheese, 2013-17
- Continental, cheddar and spreadable dominate spending
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- Figure 21: Total above-the-line, online display and direct mail advertising expenditure on cheese, by product type, 2013-17
- Bel UK was the biggest advertiser in 2016
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- Figure 22: Total above-the-line, online display and direct mail advertising expenditure on cheese, by top 10 advertisers (sorted by 2016), 2013-17
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- Figure 23: Total above-the-line, online display and direct mail advertising expenditure on cheese, by top 20 brands (sorted by 2016), 2013-17
- Recent campaign activity
- Large-scale media campaign for Seriously Cheddar
- Boursin announces brand’s sponsorship with 9pm film on Film4
- Philadelphia teams up with the Telegraph and celebrity chef Lorraine Pascale
- Brands focus on snacking occasions
- Galbani unveils Mozzarella Grill to be supported by £2.5 million campaign
- Pilgrims Choice enlists pop icon Sinitta to promote Lighter Mature Cheese range
- Mini Babybel runs ‘Belboard’ giveaway for Comic Relief
- New Castella ‘Sensations’ campaign
- Nielsen Ad Intel coverage
Brand Research
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- Brand map
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- Figure 24: Attitudes towards and usage of selected cheese brands, September 2017
- Key brand metrics
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- Figure 25: Key metrics for selected cheese brands, September 2017
- Brand attitudes: Cathedral City the most trusted brand
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- Figure 26: Attitudes, by brand, September 2017
- Brand personality: Cheestrings and The Laughing Cow seen as fun brands
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- Figure 27: Brand personality – Macro image, September 2017
- Boursin has strong association with being indulgent
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- Figure 28: Brand personality – Micro image, September 2017
- Brand analysis
- Cathedral City most traditional and delicious brand
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- Figure 29: User profile of Cathedral City, September 2017
- Pilgrims Choice has strong association with high quality
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- Figure 30: User profile of Pilgrims Choice, September 2017
- Boursin the most indulgent and special brand
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- Figure 31: User profile of Boursin, September 2017
- Philadelphia seen as most innovative brand
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- Figure 32: User profile of Philadelphia, September 2017
- The Laughing Cow seen as vibrant and family brand
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- Figure 33: User profile of The Laughing Cow, September 2017
- Cheestrings has strong association with being fun
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- Figure 34: User profile of Cheestrings, September 2017
The Consumer – What You Need to Know
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- More than nine in 10 people buy cheese
- Even split between branded and own-label purchasing
- More convenient formats help cheese sales
- Cheese most commonly eaten with bread but bread sales declining
- Mealtimes offer many different uses for cheese
- Brands could make more of health associations
- Strong appeal as a snack option but room for more indulgence
- A third would like more re-sealable packaging
- Focus on provenance and flavours important
- Samplings, ideas and advice good ways to encourage buying
Purchasing of Cheese by Type
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- More than nine in 10 people buy cheese
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- Figure 35: Types of cheese bought in the last three months, August 2017
- Cream/soft cheese bought more by women
- Continental cheese lags British cheese
- Even split between branded and own-label in cheddar purchasing
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- Figure 36: Branded and own-label cheddar bought in the last three months, August 2017
Purchasing of Cheese by Format
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- More convenient formats give a boost to cheese sales
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- Figure 37: Formats of cheese bought in the last three months, August 2017
- Cheese also targeting more convenient snacking
Frequency of Eating Cheese in Different Ways
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- Cheese most likely to be eaten with bread but bread declining
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- Figure 38: Frequency of eating cheese in different ways, August 2017
- Scope for encouraging more frequent eating as part of cheeseboard
- Mealtimes offer many different uses for cheese
Associations for Cheese
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- Positive nutritional associations for cheese…
- …but brands could be missing an opportunity to drive home these associations
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- Figure 39: Associations for cheese, August 2017
- Protein content could be the key to attracting younger buyers
- Being high in saturated fat the biggest negative
- Does “indulgent” clash with “healthy”?
- Concerns over cholesterol content among over-45s
- Cheese has strong appeal as a snack option
- Room for making cheese more of an indulgent treat
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- Figure 40: What people would give up if they had to give up chocolate or cheese, August 2017
Interest in Product Features
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- A third would like to see more re-sealable packaging
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- Figure 41: Interest in product features for cheese, August 2017
- Room for retailers to encourage trading up to smaller brands
- Room for more cheese with added flavours or ingredients
Attitudes towards Buying and Eating Cheese
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- Samplings, ideas and advice good ways to encourage buying
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- Figure 42: Attitudes towards buying and eating cheese, August 2017
- Core group of cheese connoisseurs to target
- Convenience and quality issues in sliced/grated cheese
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
Appendix – Market Size and Forecast
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- Forecast methodology
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- Figure 43: Best- and worst-case forecast of total UK retail value sales of cheese, 2017-22
- Figure 44: Best- and worst-case forecast of total UK retail volume sales of cheese, 2017-22
Appendix – Launch Activity and Innovation
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- Figure 45: New product launches in the cheese market, by top 10 claims (sorted by 2016), 2013-17
- Figure 46: New product launches in the cheese market, by format type, 2013-17
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