Cheese Market

Published 3 June 15

GB retail cheese sales for the 52 weeks ending 26 April 2015, when compared with the previous year:

  • Total cheese spend has shown small growth of 0.5% to just under £2.8 billion, during this time period, the average price of cheese increased by 1.1%.
  • The average price of a kilo of cheese is £6.74/kg.
  • Almost all households buy cheese, household penetration is 98.6%.
  • There has been little volume change, sales have declined slightly by 0.5% year on year (YOY) to 414,271 tonnes. This is primarily due to a fall in the volume purchased per shopping trip of 1.3%.
  • Branded Cheddar volume (-5.8%) and value (-5.5%) have declined in the last year, private label Cheddar volumes are 2.6% higher.
  • Branded Cheddar prices have increased by only 0.3%, which makes it 2p per kilo more expensive than in the same period a year ago. Private label cheddar prices fell by 0.7% and now stand at £6.11/kg, which is £1.12 less expensive than branded Cheddar.
  • Mature Cheddar continues as the most popular Cheddar, and grew both volume (+3.1%) and value (+2.8%). Medium Cheddar performed poorly showing a volume decline of 11.6%.

Total Cheese Market

52-Week data ending 26 Apr 15

 

Spend (£000s)

YOY diff

Volume (000kg)

YOY diff

Average price (£/kg)

YOY diff

TOTAL CHEESE

2,792,782

0.5%

414,271

-0.5%

6.74

1.1%

Total Cheddar

1,470,074

-1.3%

225,292

-0.7%

6.53

-0.6%

Soft continental cheeses

203,470

3.0%

31,104

2.4%

6.54

1.8%

Territorials (excl blue)

210,772

1.3%

29,596

-0.5%

7.12

0.5%

Please note, Kantar Worldpanel definition of territorial cheese includes 'other' British hard cheese which includes reduced-fat varieties of cheddar-type cheeses. The ‘soft continental’ category includes cheeses such as brie and camembert.

Cheddar Market - By Type

A total of 225,292 tonnes of Cheddar were sold in the year to 26 April 2015. When compared to last year, this is a small decline of 0.7%. Spend is down by 1.3% to £1.47 billion, in part driven by a fall in price of 0.6%, which is consistent with current food price deflation.

Mature Cheddar holds over 50% of the Cheddar market. In the past year, it is the only Cheddar type to see growth; volume grew by 3% and value by 2.8%. Pre-families and young families have made the greatest contribution to this growth.

Medium Cheddar lost 11% of its value and 12% of its volume during the last year. Along with mild, this Cheddar type has greater preference with younger consumers.

52 w/e 26 Apr 15

Spend (£000s)

Volume (000kg)

 

Average Price (£/kg)

 Year on year

Source: Kantar Worldpanel

% Diff

Total Cheddar*

1,470,074

225,292

 

6.53

-0.6%

Extra mature

276,286

40,384

 

6.84

-2.9%

Mature

752,197

114,994

 

6.54

-0.3%

Medium

99,968

15,336

 

6.52

0.9%

Mild

210,459

36,410

 

5.78

-0.5%

Cheddar March 2015

 
 * Please note - Total refers to all categories of Cheddar. In addition to mild, medium, mature and extra mature; the Cheddar category includes: farmhouse, full flavour, vintage and other cheddar types.

Cheddar Market - By Brand

The branded Cheddar volume decline has slowed in this time period, however, it still stands at -5.8%. Households that are purchasing branded Cheddar continue to do so less often and are also buying less per trip. Growth for private label Cheddar continues, albeit at a slower pace than recently, volume increased by 2.6% and spend by 1.9%. The value/budget lines again grow way ahead of the market, volume has increased by almost 14%.

52-Week data ending 26 Apr 15

 

Spend (£000s)

YOY diff

Volume (000kg)

YOY diff

Average price (£/kg)

YOY diff

Branded Cheddar

604,601

-5.5%

83,604

-5.8%

7.23

0.3%

Total supermarket own label cheddar

865,473

1.9%

141,688

2.6%

6.11

-0.7%

Standard supermarket own label cheddar

565,682

-1.8%

85,096

-3.6%

6.65

1.9%

Value/Budget supermarket own label cheddar

299,791

9.6%

56,592

13.7%

5.30

-3.6%

Data use: Periodically Kantar rework or reweight data which may mean correctly reported data does not match previously reported data.

Source: Kantar Worldpanel