Tuesday, 28 October 2014

UK Cheese Market and Demand 2014- Global Market Size, share, trend , growth and strategy

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The ending of milk quotas post-2015 should bring challenges and opportunities for the market, particularly for British brands. Meanwhile, openness to new formats and trading consumers into territorials should help build category value.

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Table of Content



Executive Summary

The market
Figure 1: UK retail value sales of cheese, by type, 2012-14
Figure 2: Retail value sales of the UK cheese market*, 2009-19
Market factors
Phasing out of EU milk quotas is expected to see a rise in imports
One in five interested in lower-salt cheese
Differing trends in mild and mature wholesale prices
Companies, brands and innovation
Own-label accounts for over half of the UK retail cheese market
Figure 3: Leading manufacturers’ shares in the UK cheese market, by value, 2013/14*
Brands gain share of new launches in 2013
Total adspend falls by a third
The consumer
Cheese enjoys almost universal purchase
Figure 4: Purchase of cheese, by type, July 2012 and July 2014
Usage of cheese on toast falls since 2012
Figure 5: Usage of cheese, by occasion, July 2012 and July 2014
Two thirds would switch, buy less or stop buying if the price of their favourite cheddar rose
Figure 6: Consumer reactions to a 10% rise in the price of their favourite branded cheddar, July 2014
Just one in five cheese users think non-processed cheese is made from all-natural ingredients
Figure 7: Attitudes towards cheese, July 2014
Coated, marinated and non-European cheeses all spark consumers’ interest
Figure 8: Interest in cheese product concepts, July 2014
What we think

Issues and Insights

Leading brands look to grow usage of territorial cheese through snacking
The facts
The implications
Marked openness to new formats of cheese
The facts
The implications
Ending of EU milk quotas in 2015 does not bode well for British cheddar makers
The facts
The implications

Trend Application

Trend: Extend My Brand
Trend: Fauxthenticity
Trend: Sense of the Intense

Market Drivers

Key points
Abolition of EU milk quotas set to bring opportunities and threats
Mild cheddar wholesale prices down 13% year on year
Figure 9: UK wholesale prices of mature and mild cheddar January 2012-August 2014
Cheese criticised for being high in salt
Changes to school lunches represent a threat to kids’ cheese brands’ sales
Slower growth in 15-34s and 0-4s may affect usage of cheese

Strengths and Weaknesses


Who’s Innovating?

Key points
Brands and own-label hold equal share of new launches in 2013
Figure 10: New product launches in the UK cheese market, by private label and brands, 2010-14
Sliced cheese sees ‘better value’ and ‘value-added’ launches
Aldi sees fastest growth in new launches in 2013
Figure 11: New product launches in the UK cheese market, by top 10 companies, 2010-14
The mature segment garners interest across the board
Figure 12: New product launches in the UK cheese market, by top 10 flavour components, 2010-14
Brands turn to blue cheese to add a point of difference
‘Premium’ cheeses account for one in 10 new launches in 2013
Figure 13: New product launches in the UK cheese market, by top 12 claims in 2013, 2009-14

Market Size and Forecast

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