2020
9
UK Cheese Market Report 2020
2020-11-06T03:02:21+00:00
OX989920
2195
127073
[{"name":"Cheese","url":"https:\/\/store.mintel.com\/industries\/food\/dairy\/cheese"}]
Report
en_GB
“COVID-19 has provided a boost to cheese sales. Its value proposition, shelf life and versatility will have worked in the category’s favour during the strict spring lockdown, with the leading…

UK Cheese Market Report 2020

£ 2,195 (Excl.Tax)

Report Summary

Providing the most comprehensive and up-to-date information and analysis of the Cheese UK market including the behaviours, preferences and habits of the consumer.That a product is British-made is the number one factor that would encourage consumers to pay more for a cheese. That a third would be willing to pay more for this aspect should embolden cheese manufacturers to make more of the “made in Britain” claim where they can, as well as referencing British milk. With Brexit looming, this provides some reassurance to brands and retailers that consumers are willing to support their local or national economy.

Quickly Understand

  • The Factors influencing cheese choice?
  • The impact of COVID-19 on the cheese retail market?
  • Launch activity in 2020 and future product development opportunities?
  • See which cheese receives a boost from the accelerated cooking trend?
  • Discover how own-labels continue to step up in innovation?

Covered in this report

Cheese market report, cheese market size , cheese statistics, cheese analysis, cheese market research and cheese industry analysis

Products include: Fresh cheese and cream cheese, Hard cheese and semi-hard cheese, Processed cheese, Soft cheese and semi-soft cheese.

Cheese makers and brands included in this report: Saputo, Mondelez, Ornua Foods, Kerry, Bel, Lactalis McLelland, Norseland, Supermarkets (Sainsburys, Morrisons, Asda, Waitrose) Own-label cheese.

Expert analysis from a specialist in the field

Written by Amy Price, a leading analyst in the Food & Drink sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

COVID-19 has provided a boost to cheese sales. Its value proposition, shelf life and versatility will have worked in the category’s favour during the strict spring lockdown, with the leading cheddar segment and recipe cheese benefiting as people ate at home and cooked from scratch. Cheese’s affordable image and the ability to trade down to cheaper options should stand it in good stead as incomes are squeezed
Amy Price
Senior Food & Drink Analyst

Table of Contents

  1. Overview

    • Key issues covered in this Report
    • COVID-19: market context
    • Economic and other assumptions
    • Products covered in this Report
  2. Executive Summary

    • Impact of COVID-19 on cheese
      • Figure 1: Short-, medium- and long-term impact of COVID-19 on cheese, 29 October 2020
    • The market
    • COVID-19 provides a boost to the cheese category
      • Figure 2: UK retail value sales of cheese (COVID-19-adjusted forecast), 2015-25
    • Downturn will limit sales growth in 2021
    • Cheddar retains lead on the back of sales growth; recipe cheese receives boost from the accelerated cooking trend
      • Figure 3: Share of UK retail value sales of cheese, by type, 2020 (est)
    • Spending power will be challenged
    • Ageing of the population should boost cheese
    • Companies and brands
    • Own-label cheese benefits from stocks and value positioning
      • Figure 4: Leading brands’ shares in the UK cheese market, by value, 2019/20*
    • Cathedral City continues brand dominance; Pilgrims Choice sees strongest volume growth
    • Own-labels continue to step up innovation; Lactalis targets hot cheese occasion
    • Cheesemakers look to cater to environmental/ethical concerns
    • Adspend drops in 2020; Bel is the biggest spender
    • Cathedral City leads on trust; Strings & Things on fun
      • Figure 5: Attitudes towards and usage of selected brands, September 2020
    • The consumer
    • 91% eat cheese, 9% daily
      • Figure 6: Frequency of eating cheese, July 2020
    • Cheddar remains the most popular cheese, bought by 73%
      • Figure 7: Types of cheese bought, July 2020
    • Supermarkets are the most popular place to buy cheese; opportunities for DTC
      • Figure 8: Where cheese is bought, July 2020
    • Taste is top factor, healthiness has little sway
      • Figure 9: Factors influencing choice, July 2020
    • British-made cheese outranks favourite brand cheese for paying more
      • Figure 10: Reasons to pay more for cheese, July 2020
    • Versatility is key; 85% like that cheese can be used in a variety of ways
      • Figure 11: Behaviours related to cheese, July 2020
    • Cheese should be positioned as a better-for-you snack
      • Figure 12: Attitudes towards cheese, July 2020
  3. Issues and Insights

    • Cheese should be positioned as a better-for-you snack; with health a priority in the wake of COVID-19
    • Opportunity for greater variety of British cheeses
    • Pushing the versatility of cheese should keep consumers buying
    • Steps towards greener packaging can win favour
  4. The Market – Key Takeaways

    • COVID-19 provides a boost to the cheese category
    • Downturn will limit sales growth in 2021
    • Cheddar retains lead on the back of sales growth; recipe cheese receives boost from the accelerated cooking trend
    • Spending power will be challenged
    • Ageing of the population should boost cheese
  5. Market Size and Forecast

    • Impact of COVID-19 on cheese
      • Figure 13: Short-, medium- and long-term impact of COVID-19 on cheese, 29 October 2020
    • COVID-19 provides a boost to the cheese category
      • Figure 14: UK retail value and volume sales of cheese, 2015-25
    • Sales to fall over 2020-25
    • Brexit and ongoing COVID-19 situation to affect sales in 2021
    • Shift towards wider at-home working to provide some, though finite, support to volume sales
    • Ageing UK population to buoy up volume sales
    • Income squeeze will limit sales growth in 2021
      • Figure 15: UK retail value sales of cheese (COVID-19-adjusted forecast), 2015-25
      • Figure 16: UK retail volume sales of cheese (COVID-19-adjusted forecast), 2015-25
    • Market drivers and assumptions
      • Figure 17: Key drivers affecting Mintel’s market forecast, 2015-24 (prepared on 21 October 2020)
    • Learnings from the last recession
      • Figure 18: UK retail value sales of cheese, 2008-12
    • Forecast methodology
  6. Market Segmentation

    • Cheddar retains lead on the back of sales growth
    • Recipe cheese receives boost from the revived cooking trend
      • Figure 19: UK retail value and volume sales of cheese, by type, 2018-20
  7. Market Drivers

    • Little movement in mild cheddar prices in 2020
    • Brexit trade deal uncertainty shadows 2021
    • Spending power will be challenged
      • Figure 20: Annual percentage change in CPI and AWE (regular pay), monthly basis, January 2015-July 2020
      • Figure 21: Trends in how respondents would describe their financial situation, January 2015-September 2020
    • Ageing population will support cheese
      • Figure 22: Trends in the age structure of the UK population, 2015-20 and 2020-25
    • Anti-obesity push could hit cheese
  8. Companies and Brands – Key Takeaways

    • Own-label cheese benefits from stocks and value positioning
    • Cathedral City continues brand dominance; Pilgrims Choice sees strongest volume growth
    • Own-labels continue to step up innovation; Lactalis targets hot cheese occasion
    • Cheesemakers team up with TerraCycle to recycle packaging
    • Adspend drops in 2020, Bel is the biggest spender
    • Cathedral City leads on trust; Strings & Things on fun
  9. Market Share

    • Own-label cheese benefits from stocks and value positioning
      • Figure 23: Leading brands in the UK cheese market, by value and volume, 2018/19 and 2019/20
    • Cathedral City continues brand dominance
    • Other leading cheddar brand Pilgrims Choice sees strongest volume growth
    • Snacking brands fail to grow values
  10. Launch Activity and Innovation

    • Own-labels continue to step up innovation
      • Figure 24: Share of new product launches in the cheese market, by own-label vs branded, 2016-20
    • Sainsbury’s leads NPD in 2019
      • Figure 25: Share of new product launches in the cheese market, by top 10 companies (sorted by 2019), 2016-20
    • Morrisons steps up activity in 2020
    • Other retailers focus on premiumisation
      • Figure 26: Share of new product launches in the cheese market, by premium claim, 2016-20
      • Figure 27: Examples of NPD by own-labels, 2020
    • Referencing provenance and production methods to denote quality
      • Figure 28: Examples of NPD referencing production methods or provenance, 2020
    • Saputo withdraws Cathedral City 82
    • Reduced fat claims rise in 2020
      • Figure 29: An example of NPD with a reduced fat claim, 2020
    • Brands look to extensions to expand their reach
    • Lactalis’ Seriously introduces nuggets and triangles…
      • Figure 30: Seriously moves into triangles, 2020
    • …and Président moves into hot cheese with Brie Bakes
    • Butlers launches Easter eggs to tap into new treat occasions
      • Figure 31: Cheesemakers tap into seasonal occasions, 2019 and 2020
    • Yeo Valley enters cheese market with organic variant
      • Figure 32: Yeo Valley enters cheese market with cheddar launch, 2020
    • Flavour NPD is another way to extend a brand
      • Figure 33: Examples of NPD focusing on new flavours, 2020
      • Figure 34: Examples of NPD focusing on milder flavours, 2020
    • Cheesemakers look to cater to environmental/ethical concerns
      • Figure 35: Examples of NPD focusing on environmentally friendly packaging, 2019-20
    • Cathedral City and Babybel partner with TerraCycle
    • Butlers launches recyclable cheeseboard
  11. Advertising and Marketing Activity

    • Adspend drops in January-August 2020
      • Figure 36: Total above-the-line, online display and direct mail advertising expenditure on cheese, by month, January 2019-August 2020
    • Bel remains top spender
      • Figure 37: Total above-the-line, online display and direct mail advertising expenditure on cheese, by top advertisers, 2019 and 2020 (sorted by 2019)
    • Babybel encourages people to Join the Goodness
    • Mini Babybel tackles lockdown boredom
      • Figure 38: Total above-the-line, online display and direct mail advertising expenditure on cheese, by top brands, 2019 and 2020 (sorted by 2019)
    • Cathedral City creates COVID-19 lockdown advert
    • Philadelphia Light partners with Davina McCall
    • Violife demonstrates cheesy moments, but vegan
    • Galbani continues sponsorship of Come Dine with Me, Boursin collaborates with Honest Burger
    • Castello wants people to feed their senses
    • Nielsen Ad Intel coverage
  12. Brand Research

    • Brand map
      • Figure 39: Attitudes towards and usage of selected brands, September 2020
    • Key brand metrics
      • Figure 40: Key metrics for selected brands, September 2020
    • Brand attitudes: Violife rivals Philadelphia for perceived innovativeness
      • Figure 41: Attitudes, by brand, September 2020
    • Brand personality: Strings & Things leads the group for fun
      • Figure 42: Brand personality – Macro image, September 2020
    • Cathedral City and Président seen as most authentic in the group
      • Figure 43: Brand personality – Micro image, September 2020
    • Brand analysis
    • Cathedral City seen as most trustworthy
      • Figure 44: User profile of Cathedral City, September 2020
    • Philadelphia holds joint lead as accessible
      • Figure 45: User profile of Philadelphia, September 2020
    • Président is seen as the most special
      • Figure 46: User profile of Président, September 2020
    • Seriously holds its own on deliciousness
      • Figure 47: User profile of Seriously, September 2020
    • Violife enjoys shared lead as innovative
      • Figure 48: User profile of Violife, September 2020
    • Strings & Things is seen most widely as fun
      • Figure 49: User profile of Strings & Things, September 2020
  13. The Consumer – Key Takeaways

    • Long-term homeworking trend provides opportunities for cheese
    • Income squeeze will heighten focus on price
    • British-made cheese outranks favourite brand cheese for paying more
    • Versatility is key; 85% like that cheese can be used in a variety of ways
    • Cheese should be positioned as a better-for-you snack
  14. Impact of COVID-19 on Consumer Behaviour

    • Long-term homeworking trend provides opportunities for category
    • Income squeeze will heighten focus on price
    • Pandemic brings health into even greater focus
      • Figure 50: Consumers concerned about putting on weight and unhealthy eating as a result of the coronavirus outbreak, by gender and age, 23 April-7 May 2020
    • Environmental concerns predicted to become more prevalent
  15. Usage of Cheese

    • 91% eat cheese, 9% daily
      • Figure 51: Frequency of eating cheese, July 2020
  16. Types of Cheese Bought

    • Cheddar remains the most popular cheese, bought by 73%
      • Figure 52: Types of cheese bought, July 2020
    • Women, over-55s and higher earners have the widest cheese repertoires
      • Figure 53: Repertoire of types of cheese bought, July 2020
  17. Where Cheese Is Bought

    • Supermarkets are the most popular place to buy cheese
    • Consumers look to alternative channels; providing opportunities for DTC
      • Figure 54: Where cheese is bought, July 2020
  18. Factors Influencing Choice

    • Taste is top factor, healthiness has little sway
      • Figure 55: Factors influencing choice, July 2020
    • Income squeeze will heighten focus on price
  19. Reasons to Pay More for Cheese

    • British-made cheese outranks favourite brand cheese for paying more
      • Figure 56: Reasons to pay more for cheese, July 2020
    • A desire to pay farmers more reported by 25%
    • Cheese that is high in nutrients appeals to the young
    • Cheese is seen widely as a good source of protein
    • Vegan cheeses call out Vitamin B12 content
      • Figure 57: Examples of cheese launches calling out vitamin content, 2020
  20. Behaviours Related to Cheese

    • Versatility is key; 85% like that cheese can be used in a variety of ways
      • Figure 58: Behaviours related to cheese, July 2020
    • Using their own containers for cheese appeals to 35%; 43% among 16-34s
    • Public spotlight on plastic
    • Steps towards greener packaging can win favour
    • Plant-based cheese could tap into consumers’ desire to reduce meat consumption
  21. Attitudes towards Cheese

    • Cheese should be positioned as a better-for-you snack
      • Figure 59: Attitudes towards cheese, July 2020
      • Figure 60: Those agreeing with the statement “Cheese is a satisfying snack on its own”, by age, July 2020
    • Opportunity for greater variety of British cheeses
    • Economic uncertainty drives local appeal
    • Strong demand for more British cheeses
  22. Appendix – Data Sources, Abbreviations and Supporting Information

    • Abbreviations
    • Consumer research methodology
  23. Appendix – Market Share

      • Figure 61: Leading manufacturers in the UK cheese market, by value and volume, 2018/19 and 2019/20
  24. Appendix – Launch Activity and Innovation

      • Figure 62: Share of new product launches in the cheese market, by sub-category, 2016-20
      • Figure 63: Share of new product launches in the cheese market, by launch type, 2016-20
      • Figure 64: Share of new product launches in the cheese market, by claim category, 2016-20
      • Figure 65: Share of new product launches in the cheese market, by top 20 claims, 2016-20 (sorted by 2019)

About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

Market

Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.

Consumer

Mintel’s proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.

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Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.

Data

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*databooks not available with UK B2B Industry reports.

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