Sorry for interrupting, this website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Learn more
Accept & Close

Cheese - UK - October 2013

“Innovation in terms of formats tailored for snacking and convenient packaging will be key to drive cheese’s appeal as a snack and encourage impulse consumption.”

Heidi Lanschützer, Food and Drink Analyst

- Some questions answered in this report include:

  • How can cheese capitalise on its inherent health benefits?
  • How can manufacturers mine variety to maintain users’ engagement with the market?
  • What further steps can help to drive usage of cheese as a snack?
  • How can brands capitalise on younger consumers’ high usage frequency?

Cheese enjoys almost universal appeal among Brits: penetration stands at 92% and 43% of users eat cheese at least most days, demonstrating its role as a household staple. Given the maturity of the market, product innovation is rife, making this a dynamic and highly competitive market.

Definition
This report examines the UK retail market for cheese. Mintel’s definition includes products sold through the grocery retail channel and direct to consumers including:
Fresh cheese and cream cheese
Hard cheese and semi-hard cheese
Processed cheese
Soft cheese and semi-soft cheese.

While excluded from the definition of this report, the market size includes sales of cottage cheese (which falls under the curd and quark category). Sales via catering or foodservice establishments are excluded, although references and comparisons to these sectors may be made where relevant.

Value figures throughout this report are at retail selling prices (rsp) unless stated otherwise. Market sizes at constant 2013 prices are devised using Mintel’s food deflator.

What you get

What's included

Why buy from us?

Succeed

Our reports will provide you with market data, consumer research and competitive intelligence to succeed in your market.

Instant Access

Buy now and you'll have instant access to the information you need to make the right decisions.

Opportunities

Find out what's next in the markets that matter to you: where opportunities lie and what challenges you will face.

Trusted

A business Superbrand, Mintel is a source you can trust. We have been defining and refining the Market Intelligence mix since 1972.

Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: UK retail value sales of cheese, by type, 2011-13
            • Forecast
              • Figure 2: Retail value sales of the UK cheese market*, 2008-18
            • Market factors
              • Cheese benefits from positive health image
                • Changing demographics represent both opportunities and threats
                  • Milk prices are soaring
                    • Companies, brands and innovation
                      • Own-label continues to dominate the cheese market
                        • Figure 3: Leading manufacturers’ shares in the UK cheese market, by value, 2012/13*
                      • Own-label stepped up NPD activity
                        • The consumer
                          • Cheese enjoys almost universal appeal
                            • Figure 4: Frequency of eating cheese in the last three months, by category, August 2013
                          • Strong/mature flavour is most important to cheese shoppers
                            • Figure 5: Factors considered when buying cheese, August 2013
                          • Cheese users show enthusiasm for variety
                            • Figure 6: Users’ attitudes towards cheese, August 2013
                          • Supporting cheese producers is an important issue to cheese users
                            • Figure 7: Users’ attitudes towards cheese, August 2013
                          • What we think
                          • Issues in the Market

                              • How can cheese capitalise on its inherent health benefits?
                                • How can manufacturers mine variety to maintain users’ engagement with the market?
                                  • What further steps can help to drive usage of cheese as a snack?
                                    • How can brands capitalise on younger consumers’ high usage frequency?
                                    • Trend Application

                                        • Trend: Guiding Choice
                                          • Trend: Transumers
                                            • Mintel Futures: Human
                                            • Market Drivers

                                              • Key points
                                                • Consumer confidence is bouncing back
                                                  • Figure 8: Consumer confidence index, monthly, January 2007-September 2013
                                                • Soaring milk prices put pressure on the market
                                                  • Figure 9: Monthly farmgate prices of milk in the UK, January 2009-June 2013
                                                • Cheese benefits from positive health image
                                                  • Demographic changes represent both opportunities and challenges
                                                    • Figure 10: Projected trends in the age structure of the UK population, 2013-18
                                                    • Figure 11: UK households, by size, 2008-18
                                                • Strengths and Weaknesses

                                                  • Strengths
                                                    • Weaknesses
                                                    • Who’s Innovating?

                                                      • Key points
                                                        • Own-label further steps up its NPD activity in 2012
                                                          • Figure 12: New product development in the UK cheese market, branded vs own-label, 2009-13
                                                        • Tesco leads NPD activity focusing on flavour innovation and continental cheeses…
                                                          • Figure 13: New product launches in the UK cheese market, by top 10 companies, 2009-13
                                                        • …while Morrisons puts a focus on its British cheese offering
                                                          • More cheese brands look to drive usage beyond core occasions
                                                            • A growing number of manufacturers position cheese as cooking ingredient…
                                                              • …while others look to tap into the snacking occasion
                                                                • Cheese flavours are becoming more adventurous
                                                                  • Figure 14: New product launches in the UK cheese market, by top 10 flavour components, 2009-13
                                                                • Low/no/reduced fat and slimming claims become more common
                                                                  • Figure 15: New product launches in the UK cheese market, by top 10 claims, 2009-13
                                                                • International NPD can offer inspiration for UK operators
                                                                  • Both in terms of flavour…
                                                                    • …and formats
                                                                    • Market Size and Forecast

                                                                      • Key points
                                                                        • 2013 value growth slows down, while volume sales pick up
                                                                          • Figure 16: Retail value and volume sales of the UK cheese market*, 2008-18
                                                                        • Forecast
                                                                          • Figure 17: Retail value sales of the UK cheese market*, 2008-18
                                                                          • Figure 18: Retail volume sales of the UK cheese market*, 2008-18
                                                                        • Methodology
                                                                        • Segment Performance

                                                                          • Key points
                                                                            • Cheddar maintains its leading position, but loses share in 2013
                                                                              • Figure 19: UK retail value and volume sales of cheese, by type, 2011-13
                                                                            • Brits have developed a taste for stronger cheese
                                                                              • Figure 20: UK retail value and volume sales of cheddar, by type, 2011-13
                                                                          • Market Share

                                                                            • Key points
                                                                              • Own-label sales account for over half of sales
                                                                                • Figure 21: Leading manufacturers’ shares in the UK cheese market, by value, 2012/13*
                                                                              • Pilgrims Choice sees sales success…
                                                                                • …while Philadelphia’s value and volume sales suffer
                                                                                    • Figure 22: Leading brands in the UK cheese market, by value and volume, 2010/11-2012/13
                                                                                • Companies and Products

                                                                                  • Bel UK
                                                                                      • Figure 23: Advertising expenditure by Bel UK group, 2009-13
                                                                                    • Dairy Crest Group
                                                                                        • Figure 24: Advertising expenditure by Dairy Crest Group, 2009-13
                                                                                      • Mondelēz UK
                                                                                          • Figure 25: Advertising expenditure by Mondelēz, 2009-13
                                                                                        • Lactalis McLelland
                                                                                            • Figure 26: Advertising expenditure by Lactalis McLelland, 2009-13
                                                                                          • Adams Foods
                                                                                              • Figure 27: Advertising expenditure by Adams Foods, 2009-13
                                                                                            • Wyke Farms
                                                                                                • Figure 28: Advertising expenditure by Wyke Farms, 2009-13
                                                                                              • First Milk
                                                                                                  • Figure 29: Advertising expenditure by First Milk, 2009-13
                                                                                              • Brand Communication and Promotion

                                                                                                • Key points
                                                                                                  • Adspend rises by 13% in 2012
                                                                                                    • Figure 30: Total above-the-line advertising expenditure in the UK’s cheese market, 2009-13
                                                                                                  • Mondelēz recaptures leading position in terms of adspend in 2012
                                                                                                    • Figure 31: Total above-the-line advertising expenditure in the UK’s cheese market, by top five advertisers, 2009-13
                                                                                                    • Figure 32: Total above-the-line advertising expenditure in the UK’s cheese market, by top five brands, 2009-13
                                                                                                  • Cheese brands seek partnerships with wine
                                                                                                    • Philadelphia looks to mobile marketing to increase brand engagement
                                                                                                      • Spreadable cheese was advertisers’ focus in 2012
                                                                                                        • Figure 33: Total above-the-line advertising expenditure in the UK’s cheese market, by product type, 2009-13
                                                                                                    • Channels to Market

                                                                                                      • Key points
                                                                                                        • Supermarket giants dominate cheese sales
                                                                                                          • Figure 34: Retail distribution of cheese in the UK, by outlet type, 2010-13
                                                                                                        • Specialists suffer from multiples’ growing specialist cheese ranges
                                                                                                        • Consumer – Usage of Cheese

                                                                                                          • Key points
                                                                                                            • Two fifths of adults eat cheese at least most days
                                                                                                              • Figure 35: Frequency of eating cheese in the last three months, August 2013
                                                                                                            • Cheddar remains the nation’s favourite
                                                                                                              • Figure 36: Frequency of eating cheese in the last three months, by category, August 2013
                                                                                                            • Two thirds eat at least five types of cheese
                                                                                                              • Figure 37: Repertoires of types of cheese eaten in the last three months, August 2013
                                                                                                            • Better-for-you cheese is still niche
                                                                                                              • Figure 38: Types of cheese eaten in the last three months, August 2013
                                                                                                          • Consumer – Choice Factors

                                                                                                            • Key points
                                                                                                              • Strong flavour is the most important factor for cheese shoppers
                                                                                                                • Figure 39: Factors considered when buying cheese, August 2013
                                                                                                              • Texture, natural ingredients and convenient packaging most important to over-55s
                                                                                                                • Health is only a concern to a minority of cheese shoppers
                                                                                                                • Consumer – Attitudes towards Cheese

                                                                                                                  • Key points
                                                                                                                    • The cheese market benefits from users’ enthusiasm for variety
                                                                                                                      • Figure 40: Users’ attitudes towards cheese, August 2013
                                                                                                                    • Trial packs can capitalise on over-55s’ love of variety
                                                                                                                      • More scope for limited editions to tap into interest in unusual flavours
                                                                                                                        • Occasion-specific formats should appeal to 44%
                                                                                                                          • Cooking occasion still offers untapped opportunities
                                                                                                                            • Health and format innovation are key areas to boost snacking occasion
                                                                                                                              • Cheese could benefit from a positioning as a nutritious snack
                                                                                                                                • More snackable formats needed to encourage impulse consumption
                                                                                                                                • Consumer – Further Attitudes towards Cheese

                                                                                                                                  • Key points
                                                                                                                                    • Supporting farmers is an important issue to majority of cheese users
                                                                                                                                      • Figure 41: Users’ attitudes towards cheese, August 2013
                                                                                                                                    • Cheese should capitalise on its naturally high protein content
                                                                                                                                      • Cheese benefits from positive health associations
                                                                                                                                        • Younger cheese users need more guidance
                                                                                                                                          • Figure 42: Agreement on selected statements on cheese, by age, August 2013
                                                                                                                                      • Appendix – Market Size

                                                                                                                                          • Figure 43: Best- and worst-case forecasts for the UK cheese market, by value, 2013-18
                                                                                                                                          • Figure 44: Best- and worst-case forecasts for the UK cheese market, by volume, 2013-18
                                                                                                                                      • Appendix – Market Share

                                                                                                                                          • Figure 45: Leading manufacturers’ sales in the UK cheese market, by value and volume, 2011/12 and 2012/13
                                                                                                                                      • Appendix – Brand Communication and Promotion

                                                                                                                                          • Figure 46: Total above-the-line advertising expenditure in the UK cheese market, by media type, 2009-13
                                                                                                                                          • Figure 47: Total above-the-line advertising expenditure in the UK cheese market, by top 10 advertisers, 2009-13
                                                                                                                                          • Figure 48: Total above-the-line advertising expenditure in the UK cheese market, by type, 2009-13
                                                                                                                                      • Appendix – Consumer – Usage of Cheese

                                                                                                                                          • Figure 49: Frequency of eating cheese, August 2013
                                                                                                                                          • Figure 50: Frequency of eating cheese, by demographics, August 2013
                                                                                                                                          • Figure 51: Types of cheese eaten in the last three months, August 2013
                                                                                                                                          • Figure 52: Types of cheese eaten in the last three months, August 2013 (continued)
                                                                                                                                          • Figure 53: Most popular types of cheese eaten at least daily in the last three months, by demographics, August 2013
                                                                                                                                          • Figure 54: Next most popular types of cheese eaten at least daily in the last three months, by demographics, August 2013
                                                                                                                                          • Figure 55: Cheddar cheese eaten in the last three months, by demographics, August 2013
                                                                                                                                          • Figure 56: British regional cheese eaten in the last three months, by demographics, August 2013
                                                                                                                                          • Figure 57: Cream cheese/soft cheese eaten in the last three months, by demographics, August 2013
                                                                                                                                          • Figure 58: Continental-style hard cheese eaten in the last three months, by demographics, August 2013
                                                                                                                                          • Figure 59: Continental/continental-style soft cheese eaten in the last three months, by demographics, August 2013
                                                                                                                                          • Figure 60: Spreadable cheddar/cheese eaten in the last three months, by demographics, August 2013
                                                                                                                                          • Figure 61: Blue cheese eaten in the last three months, by demographics, August 2013
                                                                                                                                          • Figure 62: Processed cheese eaten in the last three months, by demographics, August 2013
                                                                                                                                          • Figure 63: Types of cheese eaten in the last three months (nutritional), August 2013
                                                                                                                                          • Figure 64: Types of cheese eaten in the last three months (nutritional), by demographics, August 2013
                                                                                                                                          • Figure 65: Attitude towards health and healthy lifestyles, by demographics, June 2013
                                                                                                                                          • Figure 66: Types of cheese eaten in the last three months, by attitudes towards cheese, August 2013
                                                                                                                                      • Appendix – Consumer – Choice Factors

                                                                                                                                          • Figure 67: Purchase of cheese in the last three months, August 2013
                                                                                                                                          • Figure 68: Purchase of cheese in the last three months, by demographics, August 2013
                                                                                                                                          • Figure 69: Factors considered when buying cheese, August 2013
                                                                                                                                          • Figure 70: Most popular factors considered when buying cheese, by demographics, August 2013
                                                                                                                                          • Figure 71: Next most popular factors considered when buying cheese, by demographics, August 2013
                                                                                                                                          • Figure 72: Other factors considered when buying cheese, by demographics, August 2013
                                                                                                                                      • Appendix – Consumer – Attitudes towards Cheese

                                                                                                                                          • Figure 73: Attitudes towards cheese, August 2013
                                                                                                                                          • Figure 74: Most popular attitudes towards cheese, by demographics, August 2013
                                                                                                                                          • Figure 75: Next most popular attitudes towards cheese, by demographics, August 2013
                                                                                                                                      • Appendix – Consumer – Further Attitudes towards Cheese

                                                                                                                                          • Figure 76: Further attitudes towards cheese, August 2013
                                                                                                                                          • Figure 77: Agreement with the statement ‘More money from cheese sales should go directly to the farmer/producer’, by demographics, August 2013
                                                                                                                                          • Figure 78: Agreement with the statement ‘Eating cheese is a good way to get protein in my diet’, by demographics, August 2013
                                                                                                                                          • Figure 79: Agreement with the statement ‘Cheese is part of a healthy diet’, by demographics, August 2013
                                                                                                                                          • Figure 80: Agreement with the statement ‘Eating lighter varieties of cheese is a good alternative to cutting back on cheese altogether', by demographics, August 2013
                                                                                                                                          • Figure 81: Agreement with the statement ‘The health benefits of cheese outweigh the disadvantage of high fat content’, by demographics, August 2013
                                                                                                                                          • Figure 82: Agreement with the statement ‘Supporting smaller cheese producers is important to me’, by demographics, August 2013
                                                                                                                                          • Figure 83: Agreement with the statement ‘The origin of the cheese is important to me’, by demographics, August 2013
                                                                                                                                          • Figure 84: Agreement with the statement ‘I would like more advice on which foods complement different types of cheeses’, by demographics, August 2013
                                                                                                                                          • Figure 85: Agreement with the statement ‘I would like more advice on how to use different types of cheese when cooking’, by demographics, August 2013
                                                                                                                                          • Figure 86: Agreement with the statement ‘The variety of cheese available in-store is overwhelming’, by demographics, August 2013
                                                                                                                                          • Figure 87: Agreement with the statement ‘Cheese from the deli counter is better quality than prepacked cheese’, by demographics, August 2013
                                                                                                                                          • Figure 88: Agreement with the statement ‘On-pack recipe suggestions inspire me to experiment with cheese’, by demographics, August 2013

                                                                                                                                      Companies Covered

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

                                                                                                                                      Cheese - UK - October 2013

                                                                                                                                      £1,995.00 (Excl.Tax)