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Cheese - Ireland - May 2015

“With the cost of cheese for NI and RoI consumers continuing to decline in 2015 on the back of the abolition of the EU milk quotas, we will continue to see the value of the cheese sector decline. Moving forward cheese companies will need to look more closely at innovations in packaging, flavours and functional benefits to help boost value sales.”
– Brian O’Connor, Senior Consumer Analyst

This report answers the following key questions:

  • What types of cheese are the most used by Irish consumers? 
  • In what ways are Irish consumers most likely to eat cheese? 
  • What impact has the growing usage of discounters had on the way that consumers buy cheese?
  • What innovations in cheese products would appeal to Irish consumers?

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Table of contents

  1. Introduction

      • Key themes of the report
        • Definitions
          • Consumer research
            • Market size rationale
              • Data sources
                • Abbreviations
                • Executive Summary

                    • The market
                      • Forecast
                        • Figure 1: Indexed estimated retail sales of cheese, RoI and NI, 2010-20
                      • Market factors
                        • Consumer price fall
                          • Six in 10 buy own-brand cheese
                            • Discounters selling more cheese
                              • Innovations
                                • The consumer
                                  • Cheddar the most popular type of cheese
                                    • Figure 2: Types of cheese bought by consumers for themselves or others in the last three months, NI and RoI, March 2015
                                  • Cheese most likely to be used in a sandwich or on toast
                                    • Figure 3: Ways that consumers have eaten cheese in the last three months, NI and RoI, March 2015
                                  • Cheese seen as good protein source
                                    • Figure 4: Agreement with statements relating to cheese, NI and RoI, March 2015
                                  • Consumers would like to see less salt in cheese
                                    • Figure 5: Types of cheese products that consumers would be interested in trying, NI and RoI, March 2015
                                  • What we think
                                  • Insights and Issues

                                    • What types of cheese are the most used by Irish consumers?
                                      • The facts
                                        • The implications
                                          • In what ways are Irish consumers most likely to eat cheese?
                                            • The facts
                                              • The implications
                                                • What impact has the growing usage of discounters had on the way that consumers buy cheese?
                                                  • The facts
                                                    • The implications
                                                      • What innovations in cheese products would appeal to Irish consumers?
                                                        • The facts
                                                          • The implications
                                                          • Market Overview

                                                            • Key points
                                                              • Consumer prices for cheese fall between 2014 and 2015
                                                                • Figure 6: Consumer price indices of cheese and curds, RoI, January 2010-March 2015
                                                                • Figure 7: Consumer price indices of milk, cheese and other dairy products, UK (including NI), 2005-15
                                                              • Disposable income levels still low
                                                                • Figure 8: How consumers rate their current financial situation, NI and RoI, March 2014 and 2015
                                                              • Six in 10 have bought own-brand cheese
                                                                • Figure 9: Top 10 types of own-brand goods that consumers have purchased in the last 12 months, NI and RoI, October 2014
                                                              • Homogenous nature of many cheese products seeing more consumers buy on price
                                                                • Figure 10: Agreement with the statement ‘Branded cheeses are better quality than own-label cheeses’, NI and RoI, March 2015
                                                              • Discounters increasingly important channel to market
                                                                • Figure 11: Estimated total retail sales of discounters, NI and RoI, 2012 and 2014
                                                              • More cheese being sold via discounters in UK; less by traditional supermarkets
                                                              • Market Size and Forecast

                                                                • Key points
                                                                  • Cheese sales value stagnating
                                                                    • Figure 12: Estimated retail sales of cheese, IoI, RoI and NI, 2010-20
                                                                  • NI cheese market value
                                                                    • RoI value set to decline, NI set to grow – backed by inflation
                                                                      • Figure 13: Indexed estimated retail sales of cheese, RoI and NI, 2010-20
                                                                      • Figure 14: Consumer price index forecast, NI and RoI, 2010-20
                                                                    • Specialty cheese increases market share
                                                                      • Figure 15: Estimated value of RoI speciality cheese market, 2012 and 2015
                                                                    • Farmhouse cheese reported to have seen excellent growth
                                                                    • Strengths and Weaknesses

                                                                      • Strengths
                                                                        • Weaknesses
                                                                        • Companies and Innovations

                                                                          • Key points
                                                                            • Innovations
                                                                              • Hard cheese launches account for six in 10 product launches
                                                                                • Figure 16: New product launches to cheese sector, by type of cheese, UK and Ireland, 2010-15*
                                                                                • Figure 17: New product launches to cheese sector, by cheese format, UK and Ireland, 2010-15
                                                                              • Extremely strong increase in cheese without additives or preservatives
                                                                                • Figure 18: New product launches to cheese sector, by claim, UK and Ireland, 2010-14
                                                                              • Stronger level of premium launches
                                                                                • Figure 19: Economy cheese product launches vs premium cheese product launches, UK and Ireland, 2010-14
                                                                              • Convenient packaging
                                                                                • Low-fat offerings
                                                                                  • Company profiles
                                                                                    • Arla Foods UK Plc
                                                                                      • Key facts
                                                                                        • Brands and products
                                                                                          • Brand NPD
                                                                                            • Recent developments
                                                                                              • Dale Farm Ltd
                                                                                                • Key facts
                                                                                                  • Brands and products
                                                                                                    • Brand NPD
                                                                                                      • Recent developments
                                                                                                        • The Carbery Group
                                                                                                          • Key facts
                                                                                                            • Brands and products
                                                                                                              • Brand NPD
                                                                                                                • Dairygold Food Ingredients
                                                                                                                  • Key facts
                                                                                                                    • Brands and products
                                                                                                                      • Recent developments
                                                                                                                        • Fivemiletown
                                                                                                                          • Key facts
                                                                                                                            • Brands and products
                                                                                                                              • Brand NPD
                                                                                                                                • Glanbia Plc
                                                                                                                                  • Key facts
                                                                                                                                    • Brands and products
                                                                                                                                      • Brand NPD
                                                                                                                                        • Recent developments
                                                                                                                                          • Cashel Farmhouse Cheesemakers
                                                                                                                                            • Key facts
                                                                                                                                              • Brands and products
                                                                                                                                                • Brand NPD
                                                                                                                                                  • Recent developments
                                                                                                                                                    • Kerry Group Plc
                                                                                                                                                      • Key facts
                                                                                                                                                        • Brands and products
                                                                                                                                                          • Brand NPD
                                                                                                                                                            • Recent developments
                                                                                                                                                              • Mondelēz International
                                                                                                                                                                • Key facts
                                                                                                                                                                  • Brands and products
                                                                                                                                                                    • Brand NPD
                                                                                                                                                                      • Recent developments
                                                                                                                                                                        • Ornua
                                                                                                                                                                          • Key facts
                                                                                                                                                                            • Brands and products
                                                                                                                                                                              • Brand NPD
                                                                                                                                                                                • Recent developments
                                                                                                                                                                                • The Consumer – Types of Cheese Bought

                                                                                                                                                                                  • Key points
                                                                                                                                                                                    • Cheddar bought by four in five consumers
                                                                                                                                                                                      • Figure 20: Types of cheese bought by consumers for themselves or others in the last three months, NI and RoI, March 2015
                                                                                                                                                                                    • Cheddar usage peaks among mature consumers
                                                                                                                                                                                        • Figure 21: Consumers who have bought cheddar cheese in the last three months, by gender and age, NI and RoI, March 2015
                                                                                                                                                                                      • RoI consumers show stronger use of soft and hard continental
                                                                                                                                                                                        • Figure 22: Consumers who have bought hard versus soft continental cheese in the last three months, NI and RoI, March 2015
                                                                                                                                                                                        • Figure 23: Consumers who have bought hard versus soft continental cheese in the last three months, by social class, NI and RoI, March 2015
                                                                                                                                                                                      • NI consumers show strong usage of snack packs and spreadable cheese
                                                                                                                                                                                          • Figure 24: Consumers who have bought mini portions/snack packs of cheese and spreadable cheese in the last three months, by age of children in household, NI and RoI, March 2015
                                                                                                                                                                                        • RoI consumers more likely to buy low-fat cheese
                                                                                                                                                                                            • Figure 25: Consumers who have bought low/reduced fat cheese in the last three months, by gender, NI and RoI, March 2015
                                                                                                                                                                                        • The Consumer – How Consumers Use Cheese

                                                                                                                                                                                          • Key points
                                                                                                                                                                                            • Cheese in sandwiches most common method of usage
                                                                                                                                                                                              • Figure 26: Ways that consumers have eaten cheese in the last three months, NI and RoI, March 2015
                                                                                                                                                                                            • Sandwich use drops off amongst over-55s
                                                                                                                                                                                              • Figure 27: Consumers who have eaten cheese in a sandwich in the last three months, by age, NI and RoI, March 2015
                                                                                                                                                                                            • Over a third use for cooking
                                                                                                                                                                                              • Figure 28: Consumers who have used cheese when cooking in the last three months, by gender and social class, NI and RoI, March 2015
                                                                                                                                                                                            • NI consumers show stronger usage of cheese on toast
                                                                                                                                                                                                • Figure 29: Consumers who have eaten cheese on toast in the last three months, by age, NI and RoI, March 2015
                                                                                                                                                                                              • Women more likely to use cheese in packed lunch for themselves, partner or kids
                                                                                                                                                                                                  • Figure 30: Consumers who have eaten cheese as part of a packed lunch for themselves, a partner or for children in the last three months, by gender, NI and RoI, March 2015
                                                                                                                                                                                              • The Consumer – Attitudes towards Cheese

                                                                                                                                                                                                • Key points
                                                                                                                                                                                                  • Cheese seen as good source of protein
                                                                                                                                                                                                    • Figure 31: Agreement with statements relating to cheese, NI and RoI, March 2015
                                                                                                                                                                                                  • NI consumers more likely to have no preference for UK or Irish cheese
                                                                                                                                                                                                    • Consumers still like to know where cheese comes from
                                                                                                                                                                                                      • Figure 32: Agreement with the statement ‘I like to know the country of origin of the cheese I buy’, by age, NI and RoI, March 2015
                                                                                                                                                                                                    • Irish consumers prefer full-fat cheese
                                                                                                                                                                                                        • Figure 33: Agreement with the statement ‘I think full-fat cheese tastes better than low-fat cheese’, by gender, NI and RoI, March 2015
                                                                                                                                                                                                      • Half of consumers would pay more for the benefit of farmers
                                                                                                                                                                                                      • The Consumer – Interest in Innovations for Cheese

                                                                                                                                                                                                        • Key points
                                                                                                                                                                                                          • Strong desire for reduced salt cheese
                                                                                                                                                                                                            • Figure 34: Types of cheese products that consumers would be interested in trying, NI and RoI, March 2015
                                                                                                                                                                                                          • Reduced salt cheeses appeal more to older consumers
                                                                                                                                                                                                            • Figure 35: Consumers who would be interested in trying reduced salt cheese, by age, NI and RoI, March 2015
                                                                                                                                                                                                            • Figure 36: Salt content in cheese products, November 2012
                                                                                                                                                                                                          • NI consumers show stronger willingness to try branded cheese-bread products
                                                                                                                                                                                                            • Figure 37: Consumers who would be interested in trying bread products made with their favourite brand of cheese (eg Cathedral City dough balls), by gender and age, NI and RoI, March 2015
                                                                                                                                                                                                          • Coated cheeses appeal more to affluent consumers
                                                                                                                                                                                                            • Figure 38: Types of coated/and marinated cheese products that consumers would be interested in trying, by social class, NI and RoI, March 2015
                                                                                                                                                                                                          • RoI consumers more likely to be interested in lacto-free cheese products
                                                                                                                                                                                                          • Appendix

                                                                                                                                                                                                            • NI Toluna tables
                                                                                                                                                                                                              • Figure 39: Types of cheese that consumers have bought in the last three months, by demographics, NI, March 2015
                                                                                                                                                                                                              • Figure 40: Types of cheese that consumers have bought in the last three months, by demographics, NI, March 2015 (continued)
                                                                                                                                                                                                              • Figure 41: Types of cheese that consumers have bought in the last three months, by demographics, NI, March 2015 (continued)
                                                                                                                                                                                                              • Figure 42: Ways that consumers have eaten cheese in the last three months, by demographics, NI, March 2015
                                                                                                                                                                                                              • Figure 43: Ways that consumers have eaten cheese in the last three months, by demographics, NI, March 2015 (continued)
                                                                                                                                                                                                              • Figure 44: Ways that consumers have eaten cheese in the last three months, by demographics, NI, March 2015 (continued)
                                                                                                                                                                                                              • Figure 45: Agreement with the statement ‘I check the saturated fat content (eg on labels) when buying cheese’, by demographics, NI, March 2015
                                                                                                                                                                                                              • Figure 46: Agreement with the statement ‘I would be interested in trying a low-salt alternative to my favourite cheese’, by demographics, NI, March 2015
                                                                                                                                                                                                              • Figure 47: Agreement with the statement ‘Eating cheese is a good way to get protein in my diet’, by demographics, NI, March 2015
                                                                                                                                                                                                              • Figure 48: Agreement with the statement ‘Harder cheese is less convenient to use in a wrap or bagel than it is in a sandwich’, by demographics, NI, March 2015
                                                                                                                                                                                                              • Figure 49: Agreement with the statement ‘I like to know the country of origin of the cheese I buy’, by demographics, NI, March 2015
                                                                                                                                                                                                              • Figure 50: Agreement with the statement ‘I have no preference between buying British or Irish cheese’, by demographics, NI, March 2015
                                                                                                                                                                                                              • Figure 51: Agreement with the statement ‘I prefer the flavour of milder-tasting cheese to stronger-tasting cheese ’, by demographics, NI, March 2015
                                                                                                                                                                                                              • Figure 52: Agreement with the statement ‘I am willing to pay more for a cheese made with milk from animals that are reared to a high animal welfare standard (ie minimum number of days outside a year)’, by demographics, NI, March 2015
                                                                                                                                                                                                              • Figure 53: Agreement with the statement ‘I would be willing to pay more for a cheese if I knew the farmer was being paid a fair price’, by demographics, NI, March 2015
                                                                                                                                                                                                              • Figure 54: Agreement with the statement ‘Branded cheeses are better quality than own-label cheeses’, by demographics, NI, March 2015
                                                                                                                                                                                                              • Figure 55: Agreement with the statement ‘I would like information about how long cheese is matured for (eg 12 months) to be displayed on-pack as standard’, by demographics, NI, March 2015
                                                                                                                                                                                                              • Figure 56: Agreement with the statement ‘I think full-fat cheese tastes better than low-fat cheese’, by demographics, NI, March 2015
                                                                                                                                                                                                              • Figure 57: Types of cheese products that consumers would be interested in trying, by demographics, NI, March 2015
                                                                                                                                                                                                              • Figure 58: Types of cheese products that consumers would be interested in trying, by demographics, NI, March 2015 (continued)
                                                                                                                                                                                                              • Figure 59: Types of cheese products that consumers would be interested in trying, by demographics, NI, March 2015 (continued)
                                                                                                                                                                                                            • RoI Toluna tables
                                                                                                                                                                                                              • Figure 60: Types of cheese that consumers have bought in the last three months, by demographics, RoI, March 2015
                                                                                                                                                                                                              • Figure 61: Types of cheese that consumers have bought in the last three months, by demographics, RoI, March 2015 (continued)
                                                                                                                                                                                                              • Figure 62: Types of cheese that consumers have bought in the last three months, by demographics, RoI, March 2015 (continued)
                                                                                                                                                                                                              • Figure 63: Ways that consumers have eaten cheese in the last three months, by demographics, RoI, March 2015
                                                                                                                                                                                                              • Figure 64: Ways that consumers have eaten cheese in the last three months, by demographics, RoI, March 2015 (continued)
                                                                                                                                                                                                              • Figure 65: Ways that consumers have eaten cheese in the last three months, by demographics, RoI, March 2015 (continued)
                                                                                                                                                                                                              • Figure 66: Agreement with the statement ‘I check the saturated fat content (eg on labels) when buying cheese’, by demographics, RoI, March 2015
                                                                                                                                                                                                              • Figure 67: Agreement with the statement ‘I would be interested in trying a low-salt alternative to my favourite cheese’, by demographics, RoI, March 2015
                                                                                                                                                                                                              • Figure 68: Agreement with the statement ‘Eating cheese is a good way to get protein in my diet’, by demographics, RoI, March 2015
                                                                                                                                                                                                              • Figure 69: Agreement with the statement ‘Harder cheese is less convenient to use in a wrap or bagel than it is in a sandwich’, by demographics, RoI, March 2015
                                                                                                                                                                                                              • Figure 70: Agreement with the statement ‘I like to know the country of origin of the cheese I buy’, by demographics, RoI, March 2015
                                                                                                                                                                                                              • Figure 71: Agreement with the statement ‘I have no preference between buying British or Irish cheese’, by demographics, RoI, March 2015
                                                                                                                                                                                                              • Figure 72: Agreement with the statement ‘I prefer the flavour of milder-tasting cheese to stronger-tasting cheese ’, by demographics, RoI, March 2015
                                                                                                                                                                                                              • Figure 73: Agreement with the statement ‘I am willing to pay more for a cheese made with milk from animals that are reared to a high animal welfare standard (ie minimum number of days outside a year)’, by demographics, RoI, March 2015
                                                                                                                                                                                                              • Figure 74: Agreement with the statement ‘I would be willing to pay more for a cheese if I knew the farmer was being paid a fair price’, by demographics, RoI, March 2015
                                                                                                                                                                                                              • Figure 75: Agreement with the statement ‘Branded cheeses are better quality than own-label cheeses’, by demographics, RoI, March 2015
                                                                                                                                                                                                              • Figure 76: Agreement with the statement ‘I would like information about how long cheese is matured for (eg 12 months) to be displayed on-pack as standard’, by demographics, RoI, March 2015
                                                                                                                                                                                                              • Figure 77: Agreement with the statement ‘I think full-fat cheese tastes better than low-fat cheese’, by demographics, RoI, March 2015
                                                                                                                                                                                                              • Figure 78: Types of cheese products that consumers would be interested in trying, by demographics, RoI, March 2015
                                                                                                                                                                                                              • Figure 79: Types of cheese products that consumers would be interested in trying, by demographics, RoI, March 2015 (continued)
                                                                                                                                                                                                              • Figure 80: Types of cheese products that consumers would be interested in trying, by demographics, RoI, March 2015 (continued)

                                                                                                                                                                                                          Companies Covered

                                                                                                                                                                                                          To learn more about the companies covered in this report please contact us.

                                                                                                                                                                                                          Cheese - Ireland - May 2015

                                                                                                                                                                                                          US $1,417.92 (Excl.Tax)