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Cheese - Ireland - May 2016

“Cheese remains an Irish household staple with seven in 10 Irish consumers purchasing cheddar in the last three months. Although the Irish cheese market is set for growth in 2016, this market still faces losing health-conscious consumers due to its perceived high levels of fat, calories and salt. However, the craze of high-protein diets offers an opportunity for cheese producers to cash in on this trend.”
– Emma McGeown, Research Analyst

This report discusses the following key topics:

  • How is the cheese market expected to perform in 2016?
  • What challenges face the cheese market in Ireland?
  • What is the most popular bought cheese?
  • In terms of innovation, what are consumers looking for in cheese?

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Table of contents

  1. Overview

    • What you need to know
      • Issues covered in this Report
      • Executive Summary

          • The market
            • Figure 1: Estimated retail sales of cheese, RoI and NI, 2011-21
          • Market factors
            • Cheese prices drop
              • Number of consumers struggling financially decreases slightly
                • Scope in offering branded Irish cheese in discounters
                  • High-protein claims offer scope for cheese market
                    • Companies and innovations
                      • The consumer
                        • Cheddar continues to be the most popular cheese
                          • Figure 2: Types of cheese that consumers have bought for themselves or others in the last three months, NI and RoI, February 2016
                        • In a sandwich is the most popular way to use cheese
                          • Figure 3: Ways that consumers have used/ eaten cheese in the last three months, NI and RoI, February 2016
                        • Origin is important to Irish consumers when buying cheese
                          • Figure 4: Agreement with statements related to cheese, NI and RoI, February 2016
                        • What we think
                        • Issues and Insights

                          • How is the cheese market expected to perform in 2016?
                            • The facts
                              • The implications
                                • What challenges face the cheese market in Ireland?
                                  • The facts
                                    • The implications
                                      • What is the most popular bought cheese?
                                        • The facts
                                          • The implications
                                            • In terms of innovation, what are consumers looking for in cheese?
                                              • The facts
                                                • The implications
                                                • The Market – What You Need to Know

                                                  • Cheese market set for growth in 2016
                                                    • Cheese prices drop
                                                      • Number of consumers struggling financially decreases
                                                        • Scope in offering branded Irish cheese in discounters
                                                          • High-protein claims offer scope for cheese market
                                                          • Market Size and Forecast

                                                              • Cheese market set for growth in 2016
                                                                • Figure 5: Estimated retail sales of cheese, IoI, RoI and NI, 2011-21
                                                              • RoI aids Irish growth
                                                                • Figure 6: Estimated retail sales of cheese, NI and RoI, 2011-21
                                                              • Decrease in the usage of cheddar could see sales drop
                                                                • Figure 7: Consumers who have bought cheddar cheese in the last three months, NI and RoI, March 2015 and February 2016
                                                              • Rise in exports offers scope for cheese producers
                                                              • Market Drivers

                                                                • Cheese prices drop
                                                                  • Figure 8: Consumer price indices of cheese and curd, RoI, March 2014-February 2016
                                                                  • Figure 9: Consumer price indices of milk, cheese and eggs, UK (including NI), March 2014-March 2016
                                                                • How has this impacted imports?
                                                                  • Number of consumers struggling financially decreases
                                                                    • Figure 10: How consumers rate their current financial situation, NI and RoI, February 2014-February 2016
                                                                  • Discounters’ expansion offers opportunities for Irish cheese
                                                                    • Scope in offering branded Irish cheese in discounters
                                                                      • Figure 11: Cheese products that consumers would typically purchase, by branded and own-branded, NI and RoI, November 2015
                                                                    • High-protein diet craze offers scope for cheese market
                                                                      • Figure 12: Agreement with statements relating to protein, NI and RoI, February 2016
                                                                    • Unhealthy claims associated with bread could impact cheese
                                                                      • Figure 13: Agreement with selected statements relating to bread, NI and RoI, February 2016
                                                                  • Key Players and Innovations

                                                                    • Dairygold invests in slicing line
                                                                      • Glanbia expands cheese production
                                                                        • Cashel looks to increase sheep milk cheese range
                                                                          • Cheestrings teams up with Captain America
                                                                            • Mondelēz sells Philadelphia
                                                                              • Sliced cheese opens up new usage occasions
                                                                                • Private label leads cheese market
                                                                                  • Scope for innovations in goat’s cheese
                                                                                  • Who’s Innovating?

                                                                                      • Hard cheese dominates launch activity
                                                                                        • Figure 14: New product launches in the cheese sector, by type of cheese, UK and Ireland, 2011-16
                                                                                      • Sliced cheese opens up new usage occasions
                                                                                        • Figure 15: New product launches, by cheese format, UK and Ireland, 2011-16
                                                                                      • Vegetarian remains most prevalent claim
                                                                                        • Figure 16: New product launches in cheese, UK and Ireland, 2011-16
                                                                                      • Private label leads cheese market
                                                                                        • Figure 17: New product launches in the cheese market, private label vs branded, UK and Ireland, 2011-16
                                                                                        • Figure 18: Agreement with the statement ‘I am more likely to buy own-label cheese compared to 12 months ago’, NI and RoI, February 2016
                                                                                      • Cheese enters healthy snack category
                                                                                        • Scope for innovation in goat’s cheese
                                                                                          • Scope for more interesting flavours of low-fat cheese
                                                                                          • Companies and Brands

                                                                                              • Arla Foods
                                                                                                • Key facts
                                                                                                  • Product portfolio
                                                                                                    • Brand NPD
                                                                                                      • Recent developments
                                                                                                        • Dale Farm
                                                                                                          • Key facts
                                                                                                            • Product portfolio
                                                                                                              • Recent developments
                                                                                                                • The Carbery Group
                                                                                                                  • Key facts
                                                                                                                    • Product portfolio
                                                                                                                      • Recent development
                                                                                                                        • Dairygold
                                                                                                                          • Key facts
                                                                                                                            • Product portfolio
                                                                                                                              • Recent developments
                                                                                                                                • Fivemiletown
                                                                                                                                  • Key facts
                                                                                                                                    • Product portfolio
                                                                                                                                      • Recent developments
                                                                                                                                        • Glanbia Plc
                                                                                                                                          • Key facts
                                                                                                                                            • Product portfolio
                                                                                                                                              • Recent developments
                                                                                                                                                • Cashel Farmhouse Cheesemakers
                                                                                                                                                  • Key facts
                                                                                                                                                    • Product portfolio
                                                                                                                                                      • Recent developments
                                                                                                                                                        • Kerry Group
                                                                                                                                                          • Key facts
                                                                                                                                                            • Product portfolio
                                                                                                                                                              • Brand NPD
                                                                                                                                                                • Recent developments
                                                                                                                                                                  • Mondelēz International
                                                                                                                                                                    • Key facts
                                                                                                                                                                      • Product portfolio
                                                                                                                                                                        • Brand NPD
                                                                                                                                                                          • Recent developments
                                                                                                                                                                            • Ornua
                                                                                                                                                                              • Key facts
                                                                                                                                                                                • Product portfolio
                                                                                                                                                                                  • Brand NPD
                                                                                                                                                                                    • Recent developments
                                                                                                                                                                                      • Wicklow Farmhouse Cheese
                                                                                                                                                                                        • Key facts
                                                                                                                                                                                          • Product range
                                                                                                                                                                                            • Recent developments
                                                                                                                                                                                            • The Consumer – What You Need to Know

                                                                                                                                                                                              • Cheddar continues to be the most popular cheese
                                                                                                                                                                                                • In a sandwich is the most popular way to use cheese
                                                                                                                                                                                                  • Origin is important to Irish consumers when buying cheese
                                                                                                                                                                                                  • The Consumer – Types of Cheese Purchased

                                                                                                                                                                                                      • Cheddar continues to be a staple in Irish households
                                                                                                                                                                                                        • Figure 19: Types of cheese that consumers have bought for themselves or others in the last three months, NI and RoI, February 2016
                                                                                                                                                                                                      • Strong usage of cheddar
                                                                                                                                                                                                          • Figure 20: Consumers who have bought cheddar cheese in the last three months, by gender and age, NI and RoI, February 2016
                                                                                                                                                                                                        • Low-fat cheese on the rise
                                                                                                                                                                                                            • Figure 21: Consumers who have bought low-fat/reduced fat cheese in the last three months, by gender, NI and RoI, February 2016
                                                                                                                                                                                                          • Soft cheese sees strongest usage among women
                                                                                                                                                                                                            • Figure 22: Consumers who have bought soft cheese/ cream cheese (eg Philadelphia) in the last three months, by gender, NI and RoI, February 2016
                                                                                                                                                                                                          • Snack portions of cheese appeal to parents
                                                                                                                                                                                                            • Figure 23: Consumers who have bought mini portions/snack packs of cheese (eg Dairylea Dunkers) in the last three months, by age of children, NI and RoI, February 2016
                                                                                                                                                                                                          • Millennials offer scope for mini portions of cheese
                                                                                                                                                                                                          • The Consumer – Usage of Cheese

                                                                                                                                                                                                              • As part of a sandwich remains top usage of cheese
                                                                                                                                                                                                                • Figure 24: Ways that consumers have used/ eaten cheese in the last three months, NI and RoI, February 2016
                                                                                                                                                                                                              • Usage of cheese on a sandwich in decline
                                                                                                                                                                                                                • Figure 25: Usage of cheese in a sandwich in the last three months, NI and RoI, March 2015 and February 2016
                                                                                                                                                                                                              • Cheese sandwiches convenient for parents
                                                                                                                                                                                                                • Figure 26: Usage of cheese in a sandwich in the last three months, by age of children, NI and RoI, February 2016
                                                                                                                                                                                                              • Cheese in a salad increased in usage
                                                                                                                                                                                                                  • Figure 27: Usage of cheese in a salad in the last three months, by gender, NI and RoI, February 2016
                                                                                                                                                                                                                • Cooking with cheese appeals to women and younger consumers
                                                                                                                                                                                                                  • Figure 28: Usage of cheese when cooking (eg when making cheese sauce) in the last three months, by gender and age, NI and RoI, February 2016
                                                                                                                                                                                                              • The Consumer – Attitudes towards Cheese

                                                                                                                                                                                                                  • Origin is important to Irish consumers
                                                                                                                                                                                                                    • Figure 29: Agreement with statements related to cheese, NI and RoI, February 2016
                                                                                                                                                                                                                  • Knowing the origin of cheese appeals to Irish consumers
                                                                                                                                                                                                                    • Figure 30: Consumer agreement with the statement ‘I like to know the country of origin of the cheese I buy’, by age, NI and RoI, February 2016
                                                                                                                                                                                                                  • Irish cheese perceived as superior
                                                                                                                                                                                                                      • Figure 31: Consumer agreement with the statement ‘I think cheese made in NI/RoI is superior to that made in other countries’, by age, NI and RoI, February 2016
                                                                                                                                                                                                                    • Fat content remains a worry
                                                                                                                                                                                                                      • Figure 32: Consumer agreement with the statement ‘I am more likely to check the fat content (eg on labels) when buying cheese compared to 12 months ago’, by gender, NI and RoI, February 2016
                                                                                                                                                                                                                      • Figure 33: Consumer agreement with the statement ‘I think full-fat cheese tastes better than low-fat cheese’, NI and RoI, February 2016
                                                                                                                                                                                                                  • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                                                                                                                    • Definition
                                                                                                                                                                                                                      • Market size rationale
                                                                                                                                                                                                                        • Data sources
                                                                                                                                                                                                                          • Generational Cohorts
                                                                                                                                                                                                                            • Abbreviations
                                                                                                                                                                                                                            • Appendix – The Consumer

                                                                                                                                                                                                                              • NI Toluna data
                                                                                                                                                                                                                                • Figure 34: Types of cheese that consumers have bought for themselves or others in the last three months, by demographics, NI, February 2016
                                                                                                                                                                                                                                • Figure 35: Types of cheese that consumers have bought for themselves or others in the last three months, by demographics, NI, February 2016 (continued)
                                                                                                                                                                                                                                • Figure 36: Types of cheese that consumers have bought for themselves or others in the last three months, by demographics, NI, February 2016 (continued)
                                                                                                                                                                                                                                • Figure 37: Ways that consumers have used/ eaten cheese in the last three months, by demographics, NI, February 2016
                                                                                                                                                                                                                                • Figure 38: Ways that consumers have used/ eaten cheese in the last three months, by demographics, NI, February 2016 (continued)
                                                                                                                                                                                                                                • Figure 39: Ways that consumers have used/ eaten cheese in the last three months, by demographics, NI, February 2016 (continued)
                                                                                                                                                                                                                                • Figure 40: Agreement with the statement ‘I am more likely to check the fat content (eg on labels) when buying cheese compared to 12 months ago’, by demographics, NI, February 2016
                                                                                                                                                                                                                                • Figure 41: Agreement with the statement ‘I would be interested in trying a low-salt alternative to my favourite cheese’, by demographics, NI, February 2016
                                                                                                                                                                                                                                • Figure 42: Agreement with the statement ‘Eating cheese is a good way to get protein in my diet’, by demographics, NI, February 2016
                                                                                                                                                                                                                                • Figure 43: Agreement with the statement ‘I would like to know more information on the protein content of the cheeses I buy’, by demographics, NI, February 2016
                                                                                                                                                                                                                                • Figure 44: Agreement with the statement ‘I like to know the country of origin of the cheese I buy’, by demographics, NI, February 2016
                                                                                                                                                                                                                                • Figure 45: Agreement with the statement ‘I think cheese made in NI/RoI is superior to that made in other countries’, by demographics, NI, February 2016
                                                                                                                                                                                                                                • Figure 46: Agreement with the statement ‘I prefer the flavour of milder-tasting cheese to stronger-tasting cheese’, by demographics, NI, February 2016
                                                                                                                                                                                                                                • Figure 47: Agreement with the statement ‘I have switched to lactose-free cheeses in the last 12 months (eg for weight management/ health reasons)’, by demographics, NI, February 2016
                                                                                                                                                                                                                                • Figure 48: 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, February 2016
                                                                                                                                                                                                                                • Figure 49: Agreement with the statement ‘I am more likely to buy own-label cheese compared to 12 months ago’, by demographics, NI, February 2016
                                                                                                                                                                                                                                • Figure 50: Agreement with the statement ‘I think full-fat cheese tastes better than low-fat cheese’, by demographics, NI, February 2016
                                                                                                                                                                                                                                • Figure 51: Agreement with the statement ‘I am willing to pay more for cheese in packets that have high-quality closures to help keep it fresh (eg Zip-lock)’, by demographics, NI, February 2016
                                                                                                                                                                                                                              • RoI Toluna data
                                                                                                                                                                                                                                • Figure 52: Types of cheese that consumers have bought for themselves or others in the last three months, by demographics, RoI, February 2016
                                                                                                                                                                                                                                • Figure 53: Types of cheese that consumers have bought for themselves or others in the last three months, by demographics, RoI, February 2016 (continued)
                                                                                                                                                                                                                                • Figure 54: Types of cheese that consumers have bought for themselves or others in the last three months, by demographics, RoI, February 2016 (continued)
                                                                                                                                                                                                                                • Figure 55: Ways that consumers have used/ eaten cheese in the last three months, by demographics, RoI, February 2016
                                                                                                                                                                                                                                • Figure 56: Ways that consumers have used/ eaten cheese in the last three months, by demographics, RoI, February 2016 (continued)
                                                                                                                                                                                                                                • Figure 57: Ways that consumers have used/ eaten cheese in the last three months, by demographics, RoI, February 2016 (continued)
                                                                                                                                                                                                                                • Figure 58: Agreement with the statement ‘I am more likely to check the fat content (eg on labels) when buying cheese compared to 12 months ago’, by demographics, RoI, February 2016
                                                                                                                                                                                                                                • Figure 59: Agreement with the statement ‘I would be interested in trying a low-salt alternative to my favourite cheese’, by demographics, RoI, February 2016
                                                                                                                                                                                                                                • Figure 60: Agreement with the statement ‘Eating cheese is a good way to get protein in my diet’, by demographics, RoI, February 2016
                                                                                                                                                                                                                                • Figure 61: Agreement with the statement ‘I would like to know more information on the protein content of the cheeses I buy’, by demographics, RoI, February 2016
                                                                                                                                                                                                                                • Figure 62: Agreement with the statement ‘I like to know the country of origin of the cheese I buy’, by demographics, RoI, February 2016
                                                                                                                                                                                                                                • Figure 63: Agreement with the statement ‘I think cheese made in NI/RoI is superior to that made in other countries’, by demographics, RoI, February 2016
                                                                                                                                                                                                                                • Figure 64: Agreement with the statement ‘I prefer the flavour of milder-tasting cheese to stronger-tasting cheese’, by demographics, RoI, February 2016
                                                                                                                                                                                                                                • Figure 65: Agreement with the statement ‘I have switched to lactose-free cheeses in the last 12 months (eg for weight management/ health reasons)’, by demographics, RoI, February 2016
                                                                                                                                                                                                                                • Figure 66: 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, February 2016
                                                                                                                                                                                                                                • Figure 67: Agreement with the statement ‘I am more likely to buy own-label cheese compared to 12 months ago’, by demographics, RoI, February 2016
                                                                                                                                                                                                                                • Figure 68: Agreement with the statement ‘I think full-fat cheese tastes better than low-fat cheese’, by demographics, RoI, February 2016
                                                                                                                                                                                                                                • Figure 69: Agreement with the statement ‘I am willing to pay more for cheese in packets that have high-quality closures to help keep it fresh (eg Zip-lock)’, by demographics, RoI, February 2016

                                                                                                                                                                                                                            Companies Covered

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

                                                                                                                                                                                                                            Cheese - Ireland - May 2016

                                                                                                                                                                                                                            £1,095.00 (Excl.Tax)