With more than 700 named British cheeses produced in the UK alone the cheese category presents consumers with a vast array of choice; and while not seen as overly innovative, cheese is a popular category that consumers enjoy shopping. Healthy trends, and low fat in particular, is an area that has seen increased focus from consumer and manufacturers, and it seems this is expected to continue, with increasing emphasis from the consumer over the next two years. The Grocery Eye examined the shopping habits of 2,000 supermarket shoppers to identify perceptions towards purchasing food and drink, as well as non-food products. It assessed the cheese category to understand topics such as perceptions towards category innovation, product attributes and ingredients, as well as drivers and barriers to purchase. Check out our infographic which provides a top level overview of some key research findings across the cheese category including: • Purchase motivators – from price and flavour to the role of quality and low fat • Category innovation – the route to discovery and what tempts first time buyers. • Drivers and barriers to purchase – what are the most important factors. • Future considerations – the features which will be important over the next 2 years. For a detailed overview of consumer perceptions across the cheese sector from The Grocery Eye please call or email Catherine Elms, Research Director on +44(0)1865 336 400

1. The Grocery Eye study was conducted in November 2013 with 2,000 primary grocery shoppers, including 442 cheese category buyers.
For further information please contact Catherine Elms, Research Director E: catherine.elms@spafuturethinking.com T: +44(0)1865 336 400
Data courtesy of SPA Future Thinking
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With more than 700 named British cheeses produced in the UK alone the cheese
category presents consumers with a vast array of choice; and while not seen as
overly innovative, cheese is a popular category that consumers enjoy shopping
SAY CHEESE!
Products currently purchased
Most popular cheese
Cathedral City and own label lead
the cheese purchasing behaviour,
the focus in hard cheese. Within
soft cheeses, Philadelphia clearly
leads appeal, including both
standard and light varieties.
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Cathedral City is most
popular with 51% buying
the brand nowadays
Being the usual purchase leads
product choice, with good
value and flavour/strength also
drivers.
Overall price/offer reasons
feature prominently in this
category.
What entices consumers to
make current purchases?
37%
Usual
purchase
31%
Value for
money
29%
Flavour /
strength
26%
Offer /
promotion
25%
Low price
19%
Suitable
pack size
The opportunity to try something
different leads the reasons for
new product purchase, with price
promotions and looking tasty
also compelling motivators
29%
Something
different
Offer /
promotion
27%
25%
Tasty
What tempts buyers to try
new products in this category?
Purchase
Motivators
Category
Innovation
Important
Features
Price and flavour lead the
decision hierachy, while pack
size and brand show low
levels of initial consideration
Top things consumers look
for when arriving at the
cheese aisle...
look for price
when arriving at
the cheese aisle
52%
Flavour
65%
18%
Nutrition
13%
Brand
44%
Product type
9%
Pack size
How are consumers finding out about new products on the market?
At shelf discovery is the most common, with supermarket website second. TV
advertising shows slightly less prominence in this category compared to others, and
personal recommendation is particularly notable among 16-34 year olds at 14%
13% 10% 9%
Seeing product
on shelf
Supermarket
website
TV advert Recommendation
51%
13% 12% 9%
Price Quality Low fat British ingredients
43%
Which features will be more important to these consumers over the next 2 years?
Besides price, high quality and low fat are two areas expected to see increasing emphasis from
the consumer. British credentials also continue to represent increasing importance to some
“Have pack sizes suitable
to my needs” is the
statement with greatest
disparity, scoring higher
among cheese buyers
Category agreement
68% of buyers vs 31% non-buyers AGREE that
products have pack sizes suitable to their needs
Buyers
Non-buyers
What features are
important to purchasers
of cheese?
Following price, high quality and
traditional flavours lead current
importance. British ingredients
score highest versus other
categories, coming in fourth.
1 in 5 consumers
consider British
ingredients important
when buying cheese
67
38
29
19
High quality
Price
British ingredients
Traditional flavour