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Cheese - UK - October 2012

“Even though promotions can be an effective means of encouraging trialling, established cheese brands should look to shift towards a model based on justifying their everyday pricing by building engagement with users through focusing on the quality of their products via NPD and communication.”

– Amy Price, Senior Food & Drink Analyst

Some questions answered in this report include:

  • How can the market reduce its dependence on promotions?
  • What steps can the market take to build greater confidence to facilitate experimentation?
  • How can NPD tap into cookery trends?
  • How can the market continue to appeal to the health-conscious consumer?

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: Market size and forecast for UK retail value sales of cheese*, 2007-17
            • The future
              • Market factors
                • Discretionary spending comes under consumer reassessment
                  • A growing need to engage the younger population
                    • Healthier variants would help to engage
                      • Companies, brands and innovation
                        • Own-brand dominates the market
                          • Figure 2: Brand shares in the UK cheese market, by value, 2011/12*
                        • NPD continues to drive the market
                          • Philadelphia and Cathedral City dominate ad investment
                            • The consumer
                              • Penetration at more than nine in ten
                                • Figure 3: Types of cheese bought, July 2012
                              • Strength is the most important factor
                                • Figure 4: Factors influencing choice of cheese, July 2012
                              • Benefits of cheese eg calcium content noticed by the majority
                                • Figure 5: Attitudes towards cheese, July 2012
                              • What we think
                              • Issues in the Market

                                  • How can the market reduce its dependence on promotions?
                                    • What steps can the market take to build greater confidence to facilitate experimentation?
                                      • How can NPD tap into cookery trends?
                                        • How can the market continue to appeal to the health-conscious consumer?
                                        • Trend Application

                                            • Access All Areas
                                              • Sense of the Intense
                                                • 2015 Old Gold
                                                • Market Drivers

                                                  • Key points
                                                    • Average weekly consumption of cheese increases…
                                                      • Figure 6: Percentage change in average consumption per person per week of dairy products, 2000-10
                                                    • …while milk prices rise for processors
                                                      • Consumer spending remains under pressure
                                                        • Figure 7: Trends in attitudes towards prices and budgeting, 2008-12
                                                      • Health vs indulgence
                                                        • Provenance remains a selling point for cheese
                                                          • Figure 8: UK-registered products with Protected Designation of Origin or Protected Geographical Indication or Traditional Speciality Guaranteed Status, July 2012
                                                        • Demographic changes
                                                          • Changes to age demographics will impact the market
                                                            • Figure 9: Trends in the age structure of the UK population, 2007-12 and 2012-17
                                                          • Rise in ABs and C2s bodes well for growth
                                                            • Figure 10: Forecast adult population trends, by socio-economic group, 2007-12 and 2012-17
                                                          • One-person households pose a challenge
                                                          • Strengths and Weaknesses

                                                            • Strengths
                                                              • Weaknesses
                                                              • Who’s Innovating?

                                                                • Key points
                                                                  • Own-label gains momentum in NPD launches
                                                                    • Figure 11: New product launches in the cheese market, own-label v branded, 2009-12
                                                                  • Seriously Strong’s Cheese Sauce looks to the cooking occasion…
                                                                    • …as do Philadelphia’s lenticular lids
                                                                      • Dairylea goes ‘all natural’ to enhance appeal to parents
                                                                        • Flavour trends remain largely traditional
                                                                          • Figure 12: NPD in cheese, by top five flavour components, 2009-12
                                                                      • Market Size and Forecast

                                                                        • Key points
                                                                          • The market sees continued growth
                                                                              • Figure 13: Market volume and value size and forecast for the UK retail cheese* market, 2007-17
                                                                            • The future
                                                                                • Figure 14: Market size and forecast for UK retail volume sales of cheese*, 2007-17
                                                                                • Figure 15: Market size and forecast for UK retail value sales of cheese*, 2007-17
                                                                              • Forecast methodology
                                                                              • Segment Performance

                                                                                • Key points
                                                                                  • Cheddar maintains hold on the market
                                                                                    • Figure 16: UK retail value and volume sales of cheese*, by type, 2010 and 2011
                                                                                    • Figure 17: UK retail value and volume sales of cheddar, by type, 2010 and 2011
                                                                                  • Recipe and blue cheese see the biggest rise
                                                                                    • Volumes fail to keep pace with value sales
                                                                                    • Market Share

                                                                                      • Key points
                                                                                        • Own-label dominates with more than half of sales
                                                                                          • Figure 18: Leading brands’ retail value and volume shares in cheese, 2010/11 and 2011/12
                                                                                      • Companies and Products

                                                                                        • Adams Foods
                                                                                          • Bel UK
                                                                                            • Dairy Crest Group
                                                                                              • First Milk
                                                                                                • Kraft Food
                                                                                                  • Lactalis McLelland
                                                                                                    • Wyke Farms
                                                                                                    • Brand Research

                                                                                                      • Brand map
                                                                                                          • Figure 19: Attitudes towards and usage of brands in the cheese sector, July 2012
                                                                                                        • Correspondence analysis
                                                                                                          • Brand attitudes
                                                                                                            • Figure 20: Attitudes, by cheese brand, July 2012
                                                                                                          • Brand personality
                                                                                                            • Figure 21: Cheese brand personality – macro image, July 2012
                                                                                                            • Figure 22: Cheese brand personality – micro image, July 2012
                                                                                                          • Brand experience
                                                                                                            • Figure 23: Cheese brand usage, July 2012
                                                                                                            • Figure 24: Satisfaction with various cheese brands, July 2012
                                                                                                            • Figure 25: Consideration of cheese brands, July 2012
                                                                                                            • Figure 26: Consumer perceptions of current cheese brand performance, July 2012
                                                                                                            • Figure 27: Cheese brand recommendation – Net Promoter Score, July 2012
                                                                                                          • Brand index
                                                                                                            • Figure 28: Cheese brand index, July 2012
                                                                                                            • Figure 29: Cheese brand index vs. recommendation, July 2012
                                                                                                          • Target group analysis
                                                                                                            • Figure 30: Target groups, July 2012
                                                                                                            • Figure 31: Cheese brand usage, by target groups, July 2012
                                                                                                          • Group One – Conformists
                                                                                                            • Group Two – Simply the Best
                                                                                                              • Group Three – Shelf Stalkers
                                                                                                                • Group Four – Habitual Shoppers
                                                                                                                  • Group Five – Individualists
                                                                                                                  • Brand Communication and Promotion

                                                                                                                    • Key points
                                                                                                                      • Total adspend continues to rise, but major players cut back
                                                                                                                        • Figure 32: Total advertising expenditure in the cheese market, 2009-12
                                                                                                                        • Figure 33: Total advertising expenditure in the cheese market, by top five advertisers, 2009-12
                                                                                                                      • Philadelphia and Cathedral City Mature Cheddar continue to dominate
                                                                                                                          • Figure 34: Total advertising expenditure in the cheese market, by top five brands, 2009-12
                                                                                                                        • Soft cheese brands receive increased exposure
                                                                                                                          • Figure 35: Share of total advertising expenditure in the cheese market, by product category, 2009-12
                                                                                                                      • Channels to Market

                                                                                                                        • Key points
                                                                                                                          • The grocery chains dominate the market
                                                                                                                            • Figure 36: UK retail sales of cheese, by channel, 2009-11
                                                                                                                        • Consumer – Usage

                                                                                                                          • Key points
                                                                                                                            • Cheese enjoys penetration at more than nine in ten adults
                                                                                                                                • Figure 37: Types of cheese bought, July 2012
                                                                                                                              • Continental cheeses are popular with the most affluent
                                                                                                                                • Figure 38: Types of continental cheese bought, by gender, age, socio-economic status and annual household income, July 2012
                                                                                                                              • Local provenance offers an opportunity to regional cheese
                                                                                                                                • Mini-portions/snack packs and processed cheese appeal to families
                                                                                                                                  • Figure 39: Purchase of mini-portions/snack packs and processed cheese, by presence of children, July 2012
                                                                                                                                • Blocks remain the favoured format
                                                                                                                                  • Figure 40: Trends in frequency of using cheese in blocks, 2010-12
                                                                                                                                • Packeted cheese offers convenience
                                                                                                                                  • Figure 41: Trends in frequency of using packeted cheese, cheese spread and speciality cheese, 2010-12
                                                                                                                                • A fifth use just one type of cheese
                                                                                                                                  • Figure 42: Repertoire of types of cheese bought, July 2012
                                                                                                                              • Consumer – Occasions

                                                                                                                                • Key points
                                                                                                                                  • In a sandwich is the preferred way to eat cheese
                                                                                                                                      • Figure 43: Usage of cheese, by occasion, July 2012
                                                                                                                                    • Cookery trends fuel interest
                                                                                                                                      • Pizza/pasta occasions are popular among under-35s
                                                                                                                                        • Figure 44: Usage of cheese ‘on pizza’ and ‘with pasta’, by age, July 2012
                                                                                                                                      • Women use cheese in more varied ways
                                                                                                                                        • Figure 45: Net difference* between occasions when cheese has been eaten/used, by gender, July 2012
                                                                                                                                      • Majority use cheese in more than five ways
                                                                                                                                        • Figure 46: Repertoire of occasions when cheese has been eaten/used, July 2012
                                                                                                                                    • Consumer – Factors Influencing Choice

                                                                                                                                      • Key points
                                                                                                                                        • Strength is the most important factor
                                                                                                                                            • Figure 47: Factors influencing choice of cheese, July 2012
                                                                                                                                          • Health of importance to around a quarter
                                                                                                                                              • Figure 48: Index of consumers who choose ‘low fat’ as a factor influencing their choice of one cheese over another, by gender, age and region (average = 100), July 2012
                                                                                                                                          • Consumer – Behaviour

                                                                                                                                            • Key points
                                                                                                                                              • Two in five buy cheese for the whole family
                                                                                                                                                  • Figure 49: Purchasing habits of cheese, July 2012
                                                                                                                                                  • Figure 50: Agreement with the statements ‘I buy cheese the whole family can enjoy’ and ‘I like to try new flavours’, by age and presence of children, July 2012
                                                                                                                                                • A sizeable minority remain price-sensitive
                                                                                                                                                    • Figure 51: Purchasing habits of cheese related to price, July 2012
                                                                                                                                                  • Concerns over health affect a fifth
                                                                                                                                                    • Around a third would buy more locally made cheese
                                                                                                                                                      • Choice does not appear to be an issue
                                                                                                                                                      • Consumer – Attitudes Towards Cheese

                                                                                                                                                        • Key points
                                                                                                                                                          • Benefits of cheese eg calcium content noticed by the majority
                                                                                                                                                              • Figure 52: Attitudes towards cheese, July 2012
                                                                                                                                                            • The young are less confident at experimenting
                                                                                                                                                                • Figure 53: Agreement with the statement ‘I would like to be more confident in trying different types of cheeses’, by age, July 2012
                                                                                                                                                              • Women focus on health and indulgence, while men focus on strength
                                                                                                                                                                  • Figure 54: Net difference* between agreement on statements on cheese, by gender, July 2012
                                                                                                                                                              • Consumer – Target Groups

                                                                                                                                                                • Key points
                                                                                                                                                                  • Four target groups
                                                                                                                                                                    • Figure 55: Target groups based on attitudes towards cheese, July 2012
                                                                                                                                                                  • On A Budget (26%)
                                                                                                                                                                    • Discerning (25%)
                                                                                                                                                                      • Students (22%)
                                                                                                                                                                        • Uninterested (27%)
                                                                                                                                                                        • Appendix – Market Drivers

                                                                                                                                                                            • Figure 56: GDP, PDI, consumer expenditure and savings, at constant 2012 prices, 2007-17
                                                                                                                                                                            • Figure 57: Lifestyle statements, by detailed demographics, 2012
                                                                                                                                                                            • Figure 58: Trends in the age structure of the UK population, 2007-17
                                                                                                                                                                            • Figure 59: Forecast adult population trends, by socio-economic group, 2007-17
                                                                                                                                                                            • Figure 60: UK households, by size, 2007-17
                                                                                                                                                                        • Appendix – Who’s Innovating?

                                                                                                                                                                            • Figure 61: New product launches in the cheese market, by top ten claims, 2009-12
                                                                                                                                                                        • Appendix – Market Size and Forecast

                                                                                                                                                                            • Figure 62: Best- and worst-case forecasts for cheese, by value retail sales, 2012-17
                                                                                                                                                                            • Figure 63: Best- and worst-case forecasts for cheese, by volume retail sales, 2012-17
                                                                                                                                                                        • Appendix – Brand Research

                                                                                                                                                                            • Figure 64: Brand usage, July 2012
                                                                                                                                                                            • Figure 65: Brand commitment, July 2012
                                                                                                                                                                            • Figure 66: Brand momentum, July 2012
                                                                                                                                                                            • Figure 67: Brand diversity, July 2012
                                                                                                                                                                            • Figure 68: Brand satisfaction, July 2012
                                                                                                                                                                            • Figure 69: Brand recommendation, July 2012
                                                                                                                                                                            • Figure 70: Brand attitude, July 2012
                                                                                                                                                                            • Figure 71: Brand image – macro Image, July 2012
                                                                                                                                                                            • Figure 72: Brand image – micro Image, July 2012
                                                                                                                                                                            • Figure 73: Profile of target groups, by detailed demographics, July 2012
                                                                                                                                                                            • Figure 74: Psychographic segmentation, by target groups, July 2012
                                                                                                                                                                            • Figure 75: Brand usage, by target groups, July 2012
                                                                                                                                                                          • Brand index
                                                                                                                                                                            • Figure 76: Brand index, July 2012
                                                                                                                                                                        • Appendix – Brand Communication and Promotion

                                                                                                                                                                            • Figure 77: Total advertising expenditure in the cheese market, by top ten advertisers and brands, 2009-11
                                                                                                                                                                            • Figure 78: Total advertising expenditure in the cheese market, by media type, 2009-12
                                                                                                                                                                        • Appendix – Consumer – Usage

                                                                                                                                                                            • Figure 79: Most popular types of cheese bought, by detailed demographics, July 2012
                                                                                                                                                                            • Figure 80: Next most popular types of cheese bought, by detailed demographics, July 2012
                                                                                                                                                                            • Figure 81: Other types of cheese bought, by detailed demographics, July 2012
                                                                                                                                                                            • Figure 82: Frequency of using cheese in blocks, by detailed demographics, 2012
                                                                                                                                                                            • Figure 83: Top five most popular varieties of cheese in blocks used, by detailed demographics, 2012
                                                                                                                                                                            • Figure 84: Frequency of using packeted cheese, cheese spread and speciality cheese, by detailed demographics, 2012
                                                                                                                                                                            • Figure 85: Trends in types of packeted cheese, cheese spread and speciality cheese used, 2010-12
                                                                                                                                                                            • Figure 86: Types of packeted cheese, cheese spread and speciality cheese used, by detailed demographics, 2012
                                                                                                                                                                            • Figure 87: Types of packeted cheese, cheese spread and speciality cheese used, by detailed demographics, 2012
                                                                                                                                                                            • Figure 88: Repertoire for types of cheese bought, by detailed demographics, July 2012
                                                                                                                                                                        • Appendix – Occasions

                                                                                                                                                                            • Figure 89: Most popular occasions for using/eating cheese, by detailed demographics, July 2012
                                                                                                                                                                            • Figure 90: Next most popular occasions for using/eating cheese, July 2012
                                                                                                                                                                            • Figure 91: Next most popular occasions for using/eating cheese, July 2012
                                                                                                                                                                            • Figure 92: Repertoire for popular occasions for using/eating cheese, by detailed demographics, July 2012
                                                                                                                                                                            • Figure 93: Agreement with the statement ‘I enjoy entertaining people at home’, by detailed demographics, 2012
                                                                                                                                                                        • Appendix – Factors Influencing Choice

                                                                                                                                                                            • Figure 94: Most popular factors influencing choice of cheese, by detailed demographics, July 2012
                                                                                                                                                                            • Figure 95: Next most popular factors influencing choice of cheese, by detailed demographics, July 2012
                                                                                                                                                                            • Figure 96: Other factors influencing choice of cheese, by detailed demographics, July 2012
                                                                                                                                                                        • Appendix – Behaviour

                                                                                                                                                                            • Figure 97: Most popular attitudes towards cheese, by detailed demographics, July 2012
                                                                                                                                                                            • Figure 98: Next most popular attitudes towards cheese, by detailed demographics, July 2012
                                                                                                                                                                        • Appendix – Attitudes Towards Cheese

                                                                                                                                                                            • Figure 99: Agreement with the statements ‘Cheese is a good source of calcium’ and ‘I prefer the taste of stronger flavours’, by detailed demographics, July 2012
                                                                                                                                                                            • Figure 100: Agreement with the statements ‘Own-label tastes as good as branded’ and ‘Processed cheese is too artificial’, by detailed demographics, July 2012
                                                                                                                                                                            • Figure 101: Agreement with the statements ‘Cheese is an indulgent treat’ and ‘I would like to see a wider choice of healthier cheeses’, by detailed demographics, July 2012
                                                                                                                                                                            • Figure 102: Agreement with the statements ‘I am willing to pay more for stronger flavours’ and ‘I would like to be more confident in trying different types of cheeses’, by detailed demographics, July 2012
                                                                                                                                                                            • Figure 103: Agreement with the statements ‘It is worth paying more for branded varieties’ and ‘I do not like the taste of low-fat cheese’, by detailed demographics, July 2012
                                                                                                                                                                            • Figure 104: Agreement with the statement ‘The convenience of sliced/grated cheese is worth paying more for’, by detailed demographics, July 2012
                                                                                                                                                                        • Appendix – Target Groups

                                                                                                                                                                            • Figure 105: Target groups, by detailed demographics, July 2012
                                                                                                                                                                            • Figure 106: Agreement with statements on cheese, by target groups, July 2012
                                                                                                                                                                            • Figure 107: Types of cheese bought, by target groups, July 2012
                                                                                                                                                                            • Figure 108: Usage of cheese, by occasion, by target groups, July 2012
                                                                                                                                                                            • Figure 109: Factors influencing choice of cheese, by target groups, July 2012
                                                                                                                                                                            • Figure 110: Attitudes towards cheese, by target groups, July 2012

                                                                                                                                                                        Companies Covered

                                                                                                                                                                        • Adam's Foods
                                                                                                                                                                        • Bel UK
                                                                                                                                                                        • British Sandwich Association
                                                                                                                                                                        • Cadbury Schweppes Plc
                                                                                                                                                                        • Dairy Crest Group plc
                                                                                                                                                                        • Facebook, Inc.
                                                                                                                                                                        • Groupe Lactalis
                                                                                                                                                                        • Irish Dairy Board Co-operative Ltd. [Kerrygold]
                                                                                                                                                                        • Kraft Foods UK
                                                                                                                                                                        • Lactalis McLelland
                                                                                                                                                                        • Marks & Spencer
                                                                                                                                                                        • North Downs Dairy Co Ltd
                                                                                                                                                                        • Tesco Plc
                                                                                                                                                                        • The Cartoon Network
                                                                                                                                                                        • The Kerrygold Company Ltd
                                                                                                                                                                        • Toys R Us UK
                                                                                                                                                                        • Wm Morrison Supermarkets
                                                                                                                                                                        • Wyke Farms Limited

                                                                                                                                                                        Cheese - UK - October 2012

                                                                                                                                                                        £1,995.00 (Excl.Tax)