Archive: Branded Cheddar sales continue to decline

Published 8 September 14

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While the retail Cheddar market remains in overall value growth, branded products continue to fall out of favour with consumers. According to latest data from Kantar Worldpanel, the total amount spent on branded Cheddar was down by almost £50 million (7.4%) in the 52 weeks to 17 August 2014, when compared to the same period a year earlier.

Around 62% of branded Cheddars are mature varieties and therefore the largest impact has been on this segment. While branded varieties used to make up the majority share of the mature Cheddar market, this has declined and in the 52 weeks to 17 August 2014, private label varieties accounted for 54% of mature Cheddar sales by volume. Despite lower average prices, it now also makes up half of the market by value.

Although sales of branded Cheddar are in decline, there is a very mixed picture within the branded mature Cheddar market. Some brands significantly outperformed the market, with considerable growth over the past year.

Market Sector

Volume (% change)

Value (% change)

Total Cheese

-0.5%

+3.3%

Total Cheddar

-1.0%

+2.3%

Mild Cheddar

+3.9%

+5.8%

Mature Cheddar

+6.9%

+10.3%

Branded mature Cheddar

-8.5%

-1.8%

Source: Kantar Worldpanel

52 weeks ending 17 August 2014 compared with 52 weeks ending 18 August 2013