Abstract
About this report
This report focuses on the UK market for cheese, which Mintel last examined in July 2007. The period since the last report has seen major challenges for the industry. Initially these came from the impact of rising prices, which, added to what were already falling milk volumes, led to a dramatic increase in the price of cheese on the supermarket shelf.
The cheese market is valued at £2.1 billion in 2008 with continued price rises and modest increases in volumes set to raise its value to nearer £2.2 billion in 2009.
Yet, as consumers increasingly examine their diets in light of healthy eating campaigns, this could impact on how cheese is viewed. Health concerns in particular have already prompted many to seek out low- or reduced-fat alternatives. Equally, a growing number of consumers are seeking greater quality and innovation when purchasing cheese. This has helped stimulate demand for mature styles as well as UK territorial and continental cheeses.
Key report themes
- What do consumers really think of cheese and how can suppliers capitalise on their perceptions?
- Should manufacturers focus more on region and provenance?
- When do people eat cheese and how can increased consumption be encouraged?
Table of Contents
- Issues in the Market
- Key themes
- Definitions
- The speciality market
- Abbreviations
- Market in Brief
- Cheese market worth in excess of £2 billion
- Penetration rate for cheese may have reached its peak
- Health concerns are a major issue...
- ...although other areas are also being addressed
- Dominant own-label faces ever present challenge from branded cheese
- Broad appeal for cheese
- Further innovation essential if market is to prosper
- Internal Market Environment
- Key points
- Cheese remains popular with adults
- Rising milk prices may hit sales
- Figure 1: UK farmgate price of milk, 2003-08
- Rising health awareness is having impact on market
- Figure 2: Agreement with selected statements about diet, 2004-08
- FSA campaign focused on saturated fat consumption
- Provenance emerging as an important factor
- Figure 3: Agreement with selected statements about shopping, 2004-08
- Organic also important
- Economic slowdown results in down trading
- Cooking from scratch brings about opportunities
- Figure 4: Agreement with selected statements about cooking, 2004-08
- Uses for cheese
- Savoury biscuit sales on the up...
- Figure 5: Other products bought, by cheese eaters, 2008
- Lunch box opportunities less obvious
- Snacking opportunities are more positive
- Broader Market Environment
- Key points
- Increased affluence brings mixed message for the market
- Figure 6: Forecast adult population trends, by socio-economic group,
2004-14
- Ageing population may hit heavy usage of cheese
- Figure 7: Trends and projections in UK population, 2004-14
- FSA forces ban on children' s advertising...
- ...while focusing on better labelling
- EU origin legislation impinges on marketing
- Figure 8: EU Protected Food Names Scheme
- Competitive Context
- Key points
- Cheese performs better than the dairy sector in general
- Figure 9: UK retail value sales of dairy products, cheese and ham,
2004-09
- Sandwiches prove the most popular way of eating cheese
- Strengths and Weaknesses in the Market
- Strengths
- Weaknesses
- Market Size and Forecast
- Key points
- Growth in market value outstrips volume sales, but fails to keep pace with
inflation
- Figure 13: UK retail volume and value sales of cheese, at current and
constant prices, 2004-14
- Figure 14: UK retail value sales of cheese and % annual growth, 2004-14
- Value market shows steady expansion
- Volume sales show more modest growth
- Prices move up although with pressure for price maintenance
- Soft cheese records best performance
- Figure 15: UK retail value sales of cheese, by sector, 2004, 2006 and
2008
- Forecast
- Figure 16: Indexed growth in volume and value sales of cheese, 2004-14
- Figure 17: Per capita consumption of cheese in the UK compared to
France, Italy and Spain, 2009
- Factors used in the forecast
- Segment Performance
- Key points
- Cheddar still dominates, despite activity elsewhere in the market
- Figure 18: UK retail value sales of cheese, by sector, 2004-14
- Cheddar builds on its success
- Figure 19: UK retail value sales of Cheddar (incl extra mature, vintage
and blue), by type, 2004-08
- Continental benefits from a broadening of tastes
- UK territorial sees renewed interest
- Processed suffers from health backlash
- Soft cheese emerges as the star performer
- Market Share
- Key points
- Retail own label makes a comeback as credit crunch hits consumers
- Figure 20: Brands' retail value shares in cheese, 2007-08
- Companies and Products
- Key points
- Manufacturers and brands
- Figure 21: Leading companies and their brands in the cheese market
- Bel UK
- DairyCrest
- Kraft Foods Inc
- Lactalis McLelland
- North Downs Dairy Co. Ltd
- Wyke Farms
- Brand Communication and Promotion
- Key points
- Interest in promoting cheese remains high
- Figure 22: Main monitored media advertising spend on cheese, 2004-08
- Big brands dominate
- Figure 23: Main monitored media spend by brand, 2006-08
- Television is the preferred choice for advertisers
- Figure 24: Main monitored media advertising expenditure on cheese, by
media type, 2004-08
- Channels to Market
- Key points
- Supermarkets dominate market
- Figure 25: UK retail value sales of cheese, by outlet type, 2006-08
- Big four capture around two thirds of sales
- Other outlets continue to prosper -- just
- Discounters offer a new level of competition
- The Consumer -- Usage
- Key points
- Overall consumption is holding up well
- Figure 26: Trends in consumption of cheese in the last 12 months, 2004-08
- Women find cheese more appealing
- Young adults prefer packaged cheese...
- ...with social differences in the way cheese is purchased
- Families with children represent an important market
- Consumption rates in major cities appears lower
- Territorial cheeses benefit in a sluggish market
- Figure 27: Variety of cheese (in blocks) eaten in the last 12 months,
2004-08
- Is Britain going soft?
- Figure 28: Type of packed cheese eaten in the last 12 months, 2004-08
- Appendix -- Internal Market Environment
- Figure 37: Which, if any, of these statements describe your eating
habits? Please choose all that apply, January 2009
- Figure 38: Which, if any, of these statements describe your eating
habits? Please choose all that apply January 2009 (contd)
- Figure 39: Trend in consumption of savoury biscuits in the last 12
months, 2004-08
- Figure 40: Consumption of pickles, chutney and relish in the last 12
months, 2004-08
- Appendix -- Who' s Innovating?
- Figure 41: Product launch, by segmentation, 2006-08
- Figure 42: NPD by manufacturer, 2008
- Appendix -- The Consumer -- Usage
- Figure 43: Consumption of cheese (block or packeted) in the last 12
months, by detailed demographics, 2008
- Figure 44: Consumption of cheese (in blocks) in the last 12 months, by
detailed demographics, 2008
- Figure 45: Consumption of packeted cheese in the last 12 months, by
detailed demographics, 2008
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