Cheese - UK - September 2003

INTRODUCTION AND ABBREVIATIONS
Definitions
Consumer research
 ABBREVIATIONS
EXECUTIVE SUMMARY
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
Demographics
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
Trends and projections in the UK population, by socio-economic group, 1998-2007
PDI
PDI and consumer expenditure, at constant 1998 prices, 1998-2007
Opportunity for premium and indulgence
MARKET SIZE AND TRENDS
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
MARKET SEGMENTATION
Cheddar: brands come to the rescue
UK retail sales of Cheddar, by value, 1998-2003
Territorials: so much potential…focus on what matters
UK retail sales of territorial cheeses, by value, 1998-2003
Natural soft cheese: a mixed story
UK retail sales of natural soft cheese, by value, 1998-2003
Processed cheese: rising stars
UK retail sales of processed cheese, by value, 1998-2003
Continental cheese: travel and cookery programmes
UK retail sales of continental cheeses, by value, 1998-2003
Pick ‘n’ Mix: virtually disappeared
UK retail sales of Pick ‘n’ Mix, by value, 1998-2003
THE SUPPLY STRUCTURE
 MANUFACTURER AND BRAND SHARES
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
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
UK retail sales of cheese, by outlet type and value, 2000 and 2002
Multiple grocers need more rigorous category management
UK retail sales of cheese, by outlet type and value, 2002
Confusing fixtures
Different purchase behaviour across the category
Farmers’ markets
ADVERTISING AND PROMOTION
Above the line
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
Below-the-line promotional activity through grocery multiples
A sound strategy among snack brands
THE CONSUMER
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
CONSUMER ATTITUDES AND TYPOLOGIES
Repertoire purchasing
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)
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
Supply side must co-operate
Category management must be ruthless
Consumer trends are favourable
Market your product or die
FORECAST
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