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EXECUTIVE SUMMARY
- Key issues covered in this Report
- Overview
- Opportunities for the cheese market
- Tap into demand for newness
- Mine the image of cheese in elevating a dish
- Cater to those limiting cheese for health reasons
- Market dynamics and outlook
- Market size & forecast
- Market predictions
- Slow volume growth ahead, rising prices fuel value
- Everyday block cheese continues to lose share in 2024
- Graph 1: retail value sales of cheese, by segment, 2022-24
- Cathedral City retains top position in cheese
- Graph 2: leading brands’ sales in the retail cheese market, by value, 2021/22-2023/24
- What consumers want and why
- Nearly everyone eats cheese, but just 10% daily
- Graph 3: frequency of using/eating cheese, 2022-24
- Cheddar is the top cheese
- Graph 4: types of cheese bought, 2022-24
- Demand for new cheeses holds rich potential
- Graph 5: interest in cheese product concepts, 2024
- Health and environmental concerns limit cheese use
- Graph 6: behaviours related to cheese, 2024
- Cheese enjoys a powerful image as making a difference to meals
- Graph 7: attitudes towards cheese, 2024
- Innovation and marketing
- 2024 launches range from protein-forward to bold flavours
- Adspend on cheese enjoys a shortlived boost in 2023
- Graph 8: above-the-line, online display and direct mail advertising expenditure on cheese, 2020-24
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MARKET DYNAMICS
- Market size
- 2024 sees market rebound
- Graph 9: retail sales of cheese, by value, 2019-24
- Graph 10: retail sales of cheese, by volume, 2019-24
- Rebound in 2024 follows several years of volume decline
- Market forecast
- Lower inflation will see value growth lag behind recent highs
- Modest volume growth ahead
- Improving finances pose threats and opportunities for cheese
- Modest volume growth predicted, with values fuelled by rising prices
- Market segmentation
- Everyday and convenience cheeses lead in 2023 and 2024
- Graph 11: retail volume sales of cheese, by segment, 2022-24
- Graph 12: retail value sales of cheese, by segment, 2022-24
- Everyday block cheese continues to lose share in 2024
- Soft spreadable/cottage cheese is the star performer of 2024
- Market share
- Own-label dominates cheese
- Graph 13: leading brands’ sales in the retail cheese market, by value, 2021/22-2023/24
- Strong sales growth for Cathedral City and Strings & Things
- Market drivers
- Wages grow ahead of inflation
- Graph 14: CPI inflation rate and total pay growth rate, 2021-24
- Financial wellbeing proves volatile in 2024
- Graph 15: the financial wellbeing index, 2016-24
- Consumer confidence for the year ahead falls in 2024
- Graph 16: the financial confidence index, 2016-24
- Farmgate milk prices begin to rise again in the H2 2024, after stabilising in H1
- Graph 17: average monthly farmgate milk price, 2019-24
- Cheese price falls in 2024
- Graph 18: RPI % change over 12 months, cheese and all food, 2019-24
- Highly processed foods come under scrutiny…
- …with calls for further research
- Strong interest in healthy eating
- Graph 19: how often people try to eat healthily, 2018-24
- Population growth will help sustain cheese demand
- Graph 20: trends in the age structure of the UK population, 2018-28
- Easing financial pressure will bring greater focus to sustainability
- Graph 21: most appealing sustainability-related claims when choosing food/drinks, 2024
- CCC and IGD call for red meat and dairy reductions to meet net zero targets
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WHAT CONSUMERS WANT AND WHY
- Cheese usage and types bought
- Nearly everyone eats cheese
- Graph 22: frequency of using/eating cheese, 2022-24
- Nearly everyone eats cheese
- Under-45s eat cheese most often
- Graph 23: frequency of using/eating cheese, by age, 2024
- Presence of children buoys usage
- Graph 24: frequency of using/eating cheese, by age and presence of children, 2024
- Cheddar is the top cheese
- Graph 25: types of cheese bought, 2022-24
- Cheddar and British regional cheeses struggle to engage younger groups
- Graph 26: types of cheese bought, by age, 2024
- Affordability supports cheddar and processed cheese during income squeeze
- Graph 27: types of cheese bought, by financial situation, 2024
- Interest in cheese concepts
- Demand for new cheeses holds rich potential
- Graph 28: interest in product and retail concepts related to cheese, 2024
- Interest in newness holds rich potential
- Refresh ranges
- Flavoured cheese for cooking appeals to one in three parents
- Highlight new and lesser-known variants
- Smaller formats and self-serve counters can tap love of newness
- Engage the young beyond the store
- Behaviours related to cheese
- Health concerns limit cheese use
- Graph 29: behaviours related to cheese, 2024
- Cater to those limiting cheese for health reasons
- Taste is a priority over nutrition for most
- Smaller formats can cater for health and indulgence
- Portioned quality-led cheese launches
- Stay relevant to those limiting cheese
- Seasonings offer inspiration on communicating how a little goes a long way
- Environmental concerns curb cheese usage
- Transparency about environmental efforts will resonate
- Highlight the farmers
- AHDB and Arla offer cues on heroing the farmers
- Tap interest in regenerative farming
- Trewithen and Yeo Valley call out regen
- Attitudes towards cheese
- Cheese enjoys a powerful image as making a difference to meals
- Graph 30: attitudes towards cheese, 2024
- Mine the image of cheese in elevating a dish
- Mine cheese’s strong image as making a difference to meals…
- …to lessen reliance on bread occasions
- Point-of-sale activations have a role to play…
- …as does on-pack and online messaging
- Look for visibility beyond the cheese aisle…
- …other categories and markets offering inspiration
- The ‘meltiness’ of cheese continues to warrant attention
- Cheese risks losing out amid spotlight on UPFs
- Focus on simple and traditional processes
- Reassurance is pertinent for plant-based and processed cheese
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INNOVATION AND MARKETING
- Launch activity and innovation
- Ethical claims remain rare beyond recycling labels
- Graph 31: share of new launches in cheese, by ethical claims, 2019-24
- Organic Herd highlights animal welfare and sustainable farming
- Vegan / plant-based products make up one in ten cheese launches
- Graph 32: share of new launches in cheese, by vegan/plant-based/dairy-free claims, 2019-24
- Major brands launch new recipes for plant-based ranges
- Sheese relaunches range with new look and recipes
- Dairy stalwarts launch vegan/plant-based variants
- Smug combines dairy and plants
- New varieties/range extensions and new packaging lead launch activity
- Graph 33: share of new launches in cheese, by launch type, 2019-24
- Asda rebrands premium range as ‘Exceptional’
- The Real Greek and Kavli enter UK cheese space
- Marmite range expands, Primula launches limited editions
- NPD continues to target seasonal occasions
- Better-for-you positioning is rare in cheese launches
- Graph 34: share of new launches in cheese, by plus/minus claims, 2019-24
- Cathedral City and Granarolo highlight high protein/low fat proposition
- Flavoured variants gain share of launches
- Bold flavours feature in 2024 launches
- Baking cheeses continue to attract launches
- Advertising and marketing activity
- Total advertising spending on cheese increases in 2023
- Graph 35: above-the-line, online display and direct mail advertising expenditure on cheese, 2020-24
- Major brands push for Christmas occasion in 2023
- Graph 36: total above-the-line, online display and direct mail advertising expenditure on cheese, by month, 2021-24
- Mondelēz cuts back on adspend, but retains top position
- Graph 37: above-the-line, online display and direct mail advertising expenditure on cheese, by leading advertisers, 2022-24
- Versatility highlighted in Cathedral City and Primula campaigns
- Cathedral City aims to show it can elevate everyday occasions
- Primula highlights various pairings
- Mondelēz looks to tap into brunch
- Mondelēz promotes family adventures
- Babybel leans into ‘Summer of Sport’ and brings back Maxi
- Laughing Cow spotlights Light variant
- Kerry supports Smug and Strings & Things
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APPENDIX
- Supplementary data
- TV dominates cheese spend in 2023, digital becoming more prominent
- Market segmentation data
- Value sales of cheese, by segment, 2022-24
- Volume sales of cheese, by segment, 2022-24
- Market share data
- Brand value sales of cheese
- Brand volume sales of cheese
- Brand owners’ value sales of cheese
- Brand owners’ volume sales of cheese
- Market forecast data and methodology
- Market size and forecast: value
- Market size and forecast: volume
- Market forecast and prediction intervals (value)
- Market forecast and prediction intervals (volume)
- Forecast methodology
- Report scope and definitions
- Market definition
- Abbreviations and terms
- Consumer research methodology
- Nielsen Ad Intel coverage
UK Cheese Market Report
Following a few years of falling volume sales, sales in the UK Cheese market rebounded in 2024. Modest growth is expected going forward, however the healthiness of cheese is a growing concern for consumers.
UK Cheese Market – Current Landscape
The income squeeze and rapidly rising prices in the category took their toll on cheese in 2022 and 2023, with volume sales falling. Improvements to consumer confidence early in the year and falling prices propelled a rebound in volume sales this year, but saw value growth slow sharply.
Health concerns see over a third of users limit their cheese intake. Health is expected to become more front of mind for consumers once household incomes regain momentum. This dials up the need for brands to be seen to support this goal, making better-for-you NPD and driving awareness of their products’ intrinsic strengths increasingly pertinent. Should this also fuel more focus on UPFs, the fact that only half of adults see cheese as a good choice for avoiding these stands to pose a challenge.
The strong image of cheese as making a big difference to a dish is a powerful one for brands to tap into, particularly while savvy habits are expected to endure and home cooking remains popular. While versatility in meal pairings was a key theme recent advertising, there remains untapped potential to leverage this at the point of sale, both in and beyond the cheese aisle.
UK Cheese Market Statistics
- UK cheese market size: Value sales in the UK cheese market grew by an estimated +3.1% in 2024. Modest growth compared to previous years.
- UK cheese market share: Private label dominates the UK cheese market, with a two-thirds market share.
UK Cheese Market Report – What’s Inside?
Key Topics Analysed in the Report
- Performance of the market amid the income squeeze and weak consumer confidence
- Key trends in recent launch activity
- Usage and buying of cheese, including key demographics
- Cheese-related concepts of interest to consumers, including opportunities to tap consumer interest in new cheeses.
- Behaviours and attitudes related to eating and buying cheese, including the role of health and sustainability concerns in curbing usage.
Report Scope
This report examines the UK retail market for cheese. Mintel’s definition includes products sold through the 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.
The market size includes sales of cottage cheese; however, this is excluded from all other parts of the Report as it 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.
Meet the Expert Behind the Analysis
This report was written by Sam Fryers. Upon graduating with a BSc degree in Business Studies, Sam joined Mintel in October 2023, building upon prior experience gained during his placement year in a consumer insights role. Sam is part of the research team in Belfast, where he contributes to the production of Mintel’s reports.
Download Report SummaryVolumes rebounded in 2024 as prices fell. The image of cheese in elevating meals holds ongoing potential, while health and sustainability concerns pose a threat.
Sam Fryers
Research Analyst
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