Cheese - UK - October 2013:Industry Growth Report

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.
table Of Content

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
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
mondelÄ“z Uk
figure 25: Advertising Expenditure By MondelÄ“z, 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
mondelÄ“z 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

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
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
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 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
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
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
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Cheese - UK - October 2013:Industry Growth Report

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