Table of Contents
Executive Summary
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- The market
- Falling prices see volume sales return to growth
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- Figure 1: Forecast of UK retail value sales of cheese, 2014-24
- Cheddar retains lead, despite sluggish sales; continental sees growth
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- Figure 2: Share of UK retail value sales of cheese, by type, 2019
- Improved household incomes create a boost
- Companies and brands
- Own-label growth outpaces the market; Saputo’s Cathedral City leads brand sales
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- Figure 3: Leading brands’ shares in the UK cheese market, by value, 2018/19*
- Brands look to health and snacking in NPD
- Vegan trend continues to gather pace
- Decline in adspend stabilises
- Cathedral City leads on trust; Cheestrings on fun
- The consumer
- 91% of UK adults eat cheese
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- Figure 4: Frequency of eating/using cheese, July 2019
- Hard cheese is by far the most popular purchase, at 73%
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- Figure 5: Types of cheese bought, July 2019
- With bread is the most popular way to eat cheese; a third snack on it
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- Figure 6: Occasions when cheese is used/eaten, July 2019
- Cheese type is the top purchasing factor
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- Figure 7: Factors influencing purchasing of cheese, July 2019
- Meat replacement trend poses an opportunity; promotions still popular
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- Figure 8: Behaviours related to cheese, July 2019
- Health benefits such as protein content resonate widely
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- Figure 9: Attitudes towards cheese, July 2019
- What we think
Issues and Insights
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- Meat replacement trend poses an opportunity for cheese
- The facts
- The implications
- Highlight health benefits to prevent switching away from cheese
- The facts
- The implications
- Freshness resonates more than environmentally friendly packaging in cheese
- The facts
- The implications
- In-store guidance would help shoppers to navigate the cheese fixture
- The facts
- The implications
The Market – What You Need to Know
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- Falling prices see volume sales return to growth
- Cheddar retains lead, despite sluggish sales
- Continental sees strongest growth
- Health remains a concern for consumers
- Out-of-home lunch market remains a threat
- Improved household incomes create a boost
Market Size and Forecast
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- Falling prices see volume sales return to growth in 2019
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- Figure 10: UK retail value and volume sales of cheese, 2014-24
- The future
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- Figure 11: Forecast of UK retail value sales of cheese, 2014-24
- Figure 12: Forecast of UK retail volume sales of cheese, 2014-24
- Forecast methodology
Market Segmentation
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- Cheddar retains lead, despite sluggish sales
- Continental sees strongest growth
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- Figure 13: UK retail value and volume sales of cheese, by type, 2017-19
Market Drivers
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- Health remains a concern for consumers
- Meat-free trend provides an opportunity for cheese
- The vegan movement is a threat
- Out-of-home lunch market remains a threat
- Improved household incomes create opportunities for premium products
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- Figure 14: CPI vs average weekly earnings, January 2013-April 2019
- Brexit uncertainty lingers, potentially denting volumes as consumers cut back
- Pressure grows on the food industry to reduce packaging waste
- Rise in children and over-55s should support sales
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- Figure 15: Change in age structure of the UK population, 2014-19 and 2019-24
Companies and Brands – What You Need to Know
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- Own-label growth outpaces the market; Saputo’s Cathedral City leads brand sales
- Saputo’s Cathedral City focuses on health and snacking
- Children’s brands look to snacking opportunities
- Vegan trend continues to gather pace
- Decline in adspend stabilises
- Cathedral City leads on trust; Cheestrings on fun
Market Share
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- Own-label growth outpaces the market
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- Figure 16: Leading brands in the UK cheese market, by value and volume, 2017/18 and 2018/19
- Saputo’s Cathedral City leads brand sales
- Other cheddar brands see mixed fortunes
- Mondelēz brands perform well
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- Figure 17: Leading manufacturers in the UK cheese market, by value and volume, 2017/18 and 2018/19
Launch Activity and Innovation
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- Own-label steps up innovation in 2019
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- Figure 18: Share of new product launches in the cheese market, by own-label vs branded, 2015-19
- Tesco leads NPD
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- Figure 19: Tesco expands Creamfields tertiary line, 2019
- Figure 20: Share of new product launches in the cheese market, by top 10 companies (sorted by 2018), 2015-19
- Sainsbury’s steps up NPD
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- Figure 21: Retailers look to flavour innovation, 2019
- Saputo’s Cathedral City focuses on health and snacking
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- Figure 22: Cathedral City NPD looks to snacking and health, 2019
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- Figure 23: Cathedral City extends further into biscuits, 2019
- Other cheese makers look to health and snack trends too
- Reducing fat content
- Referencing digestion
- Brands look to snacking opportunities, adding more fun through NPD
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- Figure 24: Brands target the snacking occasion in cheese, 2019
- Vegan trend continues to gather pace
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- Figure 25: Share of new product launches in the cheese market carrying the vegan/no animal ingredients claim, 2015-19
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- Figure 26: Cheese makers look to vegan products, 2019
- NPD positioning cheese as a core meal component taps into the meat reduction trend
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- Figure 27: Retailers market cheese as a meat/fish alternative, 2019
- Premium claims bounce back in 2019
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- Figure 28: Share of new product launches in the cheese market carrying the premium claim, 2015-19
- Lidl launches limited edition cheeses
- Provenance offers standout
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- Figure 29: Emphasising country of origin, 2019
- Referencing production methods can denote quality
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- Figure 30: Cheese makers reference production methods, 2019
- Cheese makers look to cater to environmental/ethical concerns
- Leerdammer launches Free Grazing Promise
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- Figure 31: Leerdammer highlights free grazing promise, 2018
- Wensleydale Creamery converts food waste into electricity
- Aldi’s cheese slices support sustainable palm oil
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- Figure 32: Aldi references use of sustainable palm oil on front of pack, 2019
Advertising and Marketing Activity
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- Decline in adspend stabilises
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- Figure 33: Total above-the-line, online display and direct mail advertising expenditure on cheese, 2015-19
- Bel overtakes Mondelēz as the leading advertiser
- Babybel and The Laughing Cow focus on snack time
- Leerdammer champions its free-grazing cows in ad
- Mondelēz’ Philadelphia ad banned; Dairylea focuses on fun
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- Figure 34: Total above-the-line, online display and direct mail advertising expenditure on cheese, by top 10 advertisers (sorted by 2018), 2015-19
- Figure 35: Share of total above-the-line, online display and direct mail advertising expenditure on cheese, by top brands, 2018
- Seriously Spreadable returns to TV screens
- Kerry supports Cheeshapes product under Strings & Things masterbrand
- Pilgrims Choice continues dream campaign
- Le Rustique pushes authenticity in TV advert
- Wensleydale Creamery’s Crumble It campaign seeks to drive usage
- Violife airs first vegan cheese ad on TV
- Nielsen Ad Intel coverage
Brand Research
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- Brand map
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- Figure 36: Attitudes towards and usage of selected brands, September 2019
- Key brand metrics
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- Figure 37: Key metrics for selected brands, September 2019
- Brand attitudes: Philadelphia is most innovative
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- Figure 38: Attitudes, by brand, September 2019
- Brand personality: Kids’ brands Dairylea and Cheestrings stand out on fun
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- Figure 39: Brand personality – Macro image, September 2019
- Cathedral City seen to be the most delicious
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- Figure 40: Brand personality – Micro image, September 2019
- Brand analysis
- Cathedral City leads on trust, quality and authenticity
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- Figure 41: User profile of Cathedral City, September 2019
- Seriously seen to be accessible by over half
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- Figure 42: User profile of Seriously, September 2019
- Pilgrims Choice is seen to offer high quality by almost half
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- Figure 43: User profile of Pilgrims Choice, September 2019
- Philadelphia delivers on health and for being unique
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- Figure 44: User profile of Philadelphia, September 2019
- Cheestrings seen to be the most fun
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- Figure 45: User profile of Cheestrings, September 2019
- Dairylea stands out as a family brand
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- Figure 46: User profile of Dairylea, September 2019
The Consumer – What You Need to Know
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- 91% of UK adults eat cheese
- Hard cheese is by far the most popular purchase, at 73%
- With bread is the most popular way to eat cheese; a third snack on it
- Cheese type is the top purchasing factor
- Meat replacement trend poses an opportunity; promotions still popular
- Health benefits such as protein content resonate widely
Frequency of Eating Cheese
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- 91% of UK adults eat cheese
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- Figure 47: Frequency of eating/using cheese, July 2019
Types of Cheese Bought
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- Hard cheese is by far the most popular purchase, at 73%
- Families opt for cream cheese and processed cheese
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- Figure 48: Types of cheese bought, July 2019
- Affluent buyers are more adventurous
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- Figure 49: Types of cheese bought, by annual household income, July 2019
- Buyers have a narrow repertoire; 35% buy just one type
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- Figure 50: Repertoire of types of cheese bought in the last three months, July 2019
Cheese Occasions
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- With bread is the most popular way to eat cheese
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- Figure 51: Occasions when cheese is used/eaten, July 2019
- A third eat cheese as a snack
- Women and older consumers have a wider repertoire by occasion
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- Figure 52: Repertoire of occasions when cheese is used/eaten, July 2019
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- Figure 53: Boursin emphasises variety of uses on-pack, 2019
Factors Influencing Purchasing of Cheese
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- Cheese type is the top purchasing factor
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- Figure 54: Factors influencing purchasing of cheese, July 2019
- Low price appeals to 42%
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- Figure 55: Those citing low price as a factor influencing purchasing of cheese, by annual household income, July 2019
Cheese Behaviours
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- Meat replacement trend poses an opportunity for cheese
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- Figure 56: Behaviours related to cheese, July 2019
- Promotions remain a driver to switching among 52%
- Brand extensions could offer additional revenue
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- Figure 57: Cheese – CHAID – Tree output, July 2019
- Health influences cheese choices
- Minority interest in subscriptions
Attitudes towards Cheese
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- Health benefits such as protein content resonate widely
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- Figure 58: Attitudes towards cheese, July 2019
- 48% prioritise freshness over environmentally friendly packaging
- In-store guidance would help 25%
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
- CHAID Methodology
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- Figure 59: Cheese – CHAID – Table output, July 2019
Appendix – Market Size and Forecast
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- Forecast methodology
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- Figure 60: UK value sales of cheese, best- and worst-case forecast, 2019-24
- Figure 61: UK volume sales of cheese, best- and worst-case forecast, 2019-24
Appendix – Launch Activity and Innovation
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- Figure 62: Share of new product launches in the cheese market, by launch type, 2015-19
- Figure 63: Share of new product launches in the cheese market, by the top 20 claims, 2015-19
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- Figure 64: Share of new product launches in the cheese market, by claim category, 2015-19
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Appendix – Advertising and Marketing Activity
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- Figure 65: Total above-the-line, online display and direct mail advertising expenditure on cheese, by category (sorted by 2018), 2015-19
- Figure 66: Total above-the-line, online display and direct mail advertising expenditure on cheese, by media type (sorted by 2018), 2015-19
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- Figure 67: Total above-the-line, online display and direct mail advertising expenditure on cheese, by top 10 brands (sorted by 2018), 2015-19
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