Description
The UK Cheese market report identifies consumer attitudes towards cheese usage, types of cheese eaten, cheese occasions and the impact of COVID-19 on the cheese market in the UK. This market report covers the market size, market forecast, market segmentation and industry trends for the Cheese market in the UK.Â
Current Market Landscape
The affordability and versatility of cheese has meant it has held in good stead given the many more at-home occasions brought about by the COVID-19 pandemic. The long-term increase in working-from-home will lend some support for the UK cheese market segment going forward, but an increased focus on health will see some limit their cheese consumption.
- 36% of those who buy and eat cheese would be interested in trying a vegan/plant-based cheese alternative from their favourite cheese brand.
- 40% of cheese consumers say they eat it as an alternative to meat in meals.
- Environmental concerns have caused 28% of cheese consumers to limit or reduce the amount that they eat in the 12 months to July 2021.
Despite vegan options being currently much less well-established in cheese than other categories such as meat, this openness and brand trust holds considerable potential for the cheese market size going forward given the increased consumer focus on the environment.
Future Market Trends in CheeseÂ
Innovations in cheese will need to focus on improving sustainability credentials, as well as exploring vegan and plant-based cheese innovations. The interest in personal health and the environment is set to increase, providing opportunities into the longer term.
Given how the meat reduction trend is only predicted to grow further, positioning cheese as a main meal component rather than just a tasty topping could help the cheese category tap into an increasingly significant movement.
Read on to discover more details or take a look at all of our UK Food and Foodservice market research.
Quickly understand
- The impact of COVID-19 on the cheese market.
- Key trends in recent launch activity and opportunities going forward.
- Cheese usage and types of cheese eaten.
- Cheese occasions.
- Consumer behaviours and attitudes related to cheese.
Covered in this reportÂ
Products: Fresh cheese, cream cheese, hard cheese, semi-hard cheese, processed cheese, soft cheese, semi-soft cheese, cottage cheese, soft white cheese, continental cheese, recipe cheese, regional British cheese, territorial cheese, blue cheese, cheddar cheese, brie, mozzarella, edam, parmesan, feta, chavroux.
Brands: Saputo (Cathedral City, Davidstow Cheddar Range), Mondelēz (Philadelphia, Dairylea), Ornua Foods (Pilgrims Choice), Kerry (Cheesestrings, Strings & Things), Bel (Babybel, Galbani), Lactalis (Seriously, President), The Laughing Cow, Benecol, Tesco, This is Proper, Waitrose, Le Superbe, Wyke Farms, Deluxe, Oatly!, Marks & Spencer (M&S), Sainsbury’s, Kavli, Shepherds Purse, Savencia Fromage & Dairy, Consorzio Tutela Del Grana Padano, Boursin, Iceland.
Expert analysis from a specialist in the field
This report, written by Alice Pilkington, a leading analyst in the Food and Drink sector, delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.
COVID-19 has provided a considerable boost to cheese thanks to its affordability, versatility and the increased cooking from scratch trend. Whilst an increased consumer focus on health and the environment poses a threat to the market, openness to vegan/plant-based alternatives offers a way to keep people engaged. The use of cheese as a meat replacement and long-term working from home should also help to support the market going forward.
Alice Pilkington
Food and Drink Analyst
Table of Contents
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Overview
- Key issues covered in this Report
- COVID-19: market context
- Economic and other assumptions
- Products covered in this Report
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Executive Summary
- Impact of COVID-19 on cheese
- Figure 1: Short-, medium- and long-term impact of COVID-19 on cheese, 2020-25
- The market
- COVID-19 provides cheese market with significant uplift in 2020
- 2021 sales start to fall as COVID-19 boost dwindles
- Cheese sales expected to recede further in 2022
- Figure 2: Market forecast for retail value sales of cheese, 2016-26
- Cheddar sales fall back in 2021; recipe cheese maintains boost
- Figure 3: UK retail value sales of cheese, by segment, 2019-21
- Companies and brands
- Own-label continues to cement COVID-19 gains
- Cheddar brands decline in 2020/1…whilst Galbani enjoys a boost from demand for recipe cheese
- Figure 4: Leading brands’ value sales in the UK retail cheese market, 2019/20-2020/1
- Leading cheese brands move into vegan space
- More brands positioning cheese as a main meal component
- Adspend continues to fall in 2021
- The consumer
- Little change in usage frequency of cheese
- Figure 5: Frequency of eating cheese, 2020 and 2021
- Cheddar remains the most popular cheese
- Figure 6: Types of cheese bought, 2020 and 2021
- ‘With bread’ remains the top usage occasion; 61% have used cheese as an ingredient in a hot meal
- Figure 7: Occasions when cheese is eaten/used, 2019 and 2021
- Environmental concerns causing 28% to limit cheese consumption; vegan/plant-based cheese can keep people in category
- Figure 8: Behaviours related to cheese, 2021
- 42% think there should be more cheese choice in the supermarket; limited editions could inspire experimentation
- Figure 9: Attitudes towards cheese, 2021
- Impact of COVID-19 on cheese
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Issues and Insights
- Vegan/plant-based cheese can keep people in category
- Long-term home cooking and meat reduction hold opportunities
- Inspire experimentation through in-aisle displays and limited editions
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Market Size and Performance
- Impact of COVID-19 on cheese
- Figure 10: Short-, medium- and long-term impact of COVID-19 on cheese, 2020-25
- COVID-19 provides cheese market with significant uplift in 2020
- Figure 11: UK retail value and volume sales of cheese, 2016-21
- 2021 sales start to fall as COVID-19 boost dwindles
- Impact of COVID-19 on cheese
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Market Forecast
- Cheese sales expected to recede further in 2022
- Challenges ahead in the ‘next normal’
- Figure 12: Market forecast for retail value sales of cheese, 2016-26
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- Figure 13: Market forecast for retail volume sales of cheese, 2016-26
- Market drivers and assumptions
- Figure 14: Key drivers affecting Mintel’s market forecast, 2015-26
- Forecast methodology
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Market Segmentation
- Cheddar sales fall back in 2021
- Figure 15: UK retail value and volume sales of cheese, by type, 2019-21
- Increased cooking from scratch continues to support recipe cheese
- Cheddar sales fall back in 2021
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Market Drivers
- Cheese exports to Europe hit by Brexit
- Checks on food and farming imports delayed until July 2022
- No sign of increased focus on health abating
- HFSS regulations will have limited impact on cheese
- Long-term focus on sustainability predicted
- Meat reduction trend points to opportunities for cheese as meat alternative
- Interest in vegan/plant-based cheese from favourite brands can also cushion category from sustainability pressures
- Household incomes under pressure from multiple fronts
- Long-term working from home points to opportunities for cheese
- Pandemic sees significant changes in grocery shopping habits
- DTC cheese sales grow due to COVID-19
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Market Share
- Own-label continues to cement COVID-19 gains
- Figure 16: Leading brands in the UK retail cheese market, by value and volume, 2018/19-2020/1
- Cheddar brands decline in 2020/1…
- …whilst Galbani enjoys a boost from demand for recipe cheese
- Philadelphia also benefits from more home cooking; Dairylea builds on 2019/20 success
- Own-label continues to cement COVID-19 gains
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Launch Activity and Innovation
- Own-label continues to increase its share of launches
- Figure 17: Share of new product launches in the cheese market, by own-label vs branded, 2016-21
- Babybel and The Laughing Cow tap into health trends
- Babybel launches variants with vitamins and live cultures
- The Laughing Cow claims category first with Blends
- Figure 18: Babybel Plus+ and The Laughing Cow Blends launches, 2021
- Benecol expands into the cheese category
- Figure 19: Benecol expands into cheese category, 2021
- Environmentally friendly packaging claims leap up in 2021
- Ornua rolls out Megablock for Pilgrims Choice and Tesco own-label hard cheeses
- Aldi replaces zip lock packaging with flow wrap
- Figure 20: Pilgrims Choice and Tesco calling out plastic reduction of new packaging, 2020
- Cathedral City and Dairylea make snack lines more environmentally friendly
- Figure 21: Cathedral City and Dairylea repackaged snack lines, 2021
- Butlers launches sustainable cheese packaging…
- …whilst premium own-label feta explore tubs
- Figure 22: Recent examples of sustainable and resealable cheese packaging, 2020-1
- Paper packaging remains rare in cheese
- Figure 23: Le Superbe Gourmet Raclette Cheese paper packaging – UK, 2021
- Sustainable habitat/resources claims still rare
- Figure 24: Wyke Farms and Lidl variants calling out 100% green energy, 2021
- The Laughing Cow partners with Too Good To Go in anti-food waste campaign
- Leading cheese brands move into vegan space
- Figure 25: Oatly enters soft cheese category, 2021
- Seasonal launches continue to grow in 2021
- Figure 26: Share of new product launches in the cheese market, by seasonal claim, 2016-21
- M&S and Ilchester target Easter
- Figure 27: M&S targets Easter, 2021
- Strings & Things launches Scareshapes and Wintershapes
- Cathedral City teams with Iceland in frozen sides and snacks range
- Figure 28: Cathedral City frozen snacks and sides exclusive to Iceland , 2021
- More brands positioning cheese as a main meal component
- Figure 29: Recent examples of own-label positioning cheese as a main meal component, 2021
- Own-label continues to increase its share of launches
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Advertising and Marketing Activity
- Adspend continues to fall in 2021
- Figure 30: Total above-the line, online display and direct mail advertising expenditure on cheese, by top advertisers, 2019-21 (sorted by 2020)
- Mini Babybel remains key focus of Bel’s adspend
- Figure 31: Total above-the line, online display and direct mail advertising expenditure on cheese, by top brands, 2019-21 (sorted by 2020)
- Bel targets seasonal occasions with Boursin…
- …whilst M&S makes cheese a central part of its 2020 Christmas campaign
- Award-winning Cornish Cruncher Cheddar gets its own Fresh Market Update
- Dairylea launches nostalgic ‘Set them Free’ campaign
- Strings & Things celebrate 25th anniversary with Cheestrings Pizza return
- Pilgrims Choice introduces the Megablock
- Seriously Cheddar showcases new additions and packaging refresh
- Continental cheese also sees some activity
- Nielsen Ad Intel coverage
- Adspend continues to fall in 2021
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Brand Research
- Brand map
- Figure 32: Attitudes towards and usage of selected brands, 2021
- Key brand metrics
- Figure 33: Key metrics for selected brands, 2021
- Brand attitudes: Cathedral City leads on trust
- Figure 34: Attitudes, by brand, 2021
- Brand personality: Babybel beats Dairylea on fun associations
- Figure 35: Brand personality – Macro image, 2021
- Boursin viewed as the most special brand
- Figure 36: Brand personality – Micro image, 2021
- Brand analysis
- Cathedral City is viewed most widely as good value
- Figure 37: User profile of Cathedral City, 2021
- Philadelphia scores highest for being an innovative brand
- Figure 38: User profile of Philadelphia, 2021
- Pilgrims Choice is joint highest for authenticity
- Figure 39: User profile of Pilgrims Choice, 2021
- Boursin has the most indulgent brand image
- Figure 40: User profile of Boursin, 2021
- Babybel struggles in value perceptions
- Figure 41: User profile of Babybel, 2021
- Dairylea needs to push health credentials more
- Figure 42: User profile of Dairylea, 2021
- Reading word clouds
- Brand map
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Usage of Cheese
- Little change in usage frequency of cheese
- Figure 43: Frequency of eating cheese, 2020 and 2021
- Little change in usage frequency of cheese
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Types of Cheese Bought
- Cheddar remains the most popular cheese
- Figure 44: Types of cheese bought, 2020 and 2021
- Women, over-45s and those in top income households have widest repertoires
- Figure 45: Repertoire of types of cheese bought, 2021
- Cheddar remains the most popular cheese
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Cheese Occasions
- COVID-19 provides boost to all cheese occasions
- ‘With bread’ remains the most popular usage occasion
- Figure 46: Occasions when cheese is eaten/used, 2019 and 2021
- 61% have used cheese as an ingredient in a hot meal
- 56% would like more ideas on how to use cheese in cooking
- Openness to new cheeses points to opportunities for world cuisine cheeses
- Convenient cheese formats can also tap into meat reduction trend
- Figure 47: Recent examples of cheese-based meal components in meat-style formats, 2020-1
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Behaviours related to Cheese
- Environmental concerns causing 28% to limit cheese consumption
- Figure 48: Behaviours related to cheese, 2021
- Vegan/plant-based cheese can keep people in the category
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- Figure 49: Recent examples of established brands expanding into plant-based in meat and yogurt alternatives, 2020-1
- Win over consumers by delivering on taste and similar usage
- Figure 50: Recent UK and international examples of vegan/plant-based cheese calling out suitability for different uses, 2021
- Fortification can help boost nutritional credentials of vegan variants
- Figure 51: Rare examples of vegan/plant-based cheese alternatives making nutritional call-outs, 2020-1
- Hybrid dairy and plant-based cheese speaks to interest in limiting cheese consumption
- Environmental concerns causing 28% to limit cheese consumption
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Attitudes towards Cheese
- 42% think there should be more cheese choice in the supermarket
- Figure 52: Attitudes towards cheese, 2021
- Supermarkets could look to on-shelf call-outs…
- Figure 53: On-shelf callouts for cheese at Sainsbury’s, 2020
- …and ‘Cheese of the Week’
- Limited-edition cheeses could inspire experimentation
- Figure 54: Recent examples of cheeses targeting Christmas, 2020
- On-trend flavours and ‘Inventor’ campaigns can inject excitement and drive engagement
- Figure 55: Recent international examples of limited-edition cheeses, 2020-1
- 42% think there should be more cheese choice in the supermarket
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Appendix – Data Sources, Abbreviations and Supporting Information
- Abbreviations
- Consumer research methodology
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Appendix – Market Share
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- Figure 56: Leading brand owners’ sales and shares in the UK retail cheese market, 2018/19-2020/1
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Appendix – Launch Activity and Innovation
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- Figure 57: Share of new product launches in the cheese market, by top 10 companies (sorted by 2020), 2016-21
- Figure 58: Share of new product launches in the cheese market, by top 20 claims (sorted by 2020), 2016-21
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Appendix – Forecast Methodology
- Market forecast and prediction intervals
- Figure 59: Market forecast and prediction intervals for UK value retail sales of cheese, 2021-26
- Figure 60: Market forecast and prediction intervals for UK volume retail sales of cheese, 2021-26
- Market drivers and assumptions
- Figure 61: Key drivers affecting Mintel’s market forecast, 2021-26
- Forecast methodology
- Market forecast and prediction intervals
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