The Consumer

A significant proportion of UK consumers are 'Cheese Lovers' who are knowledgeable and discerning about cheese.

Cheddar cheese is likely to be found on most shoppers buying lists with cheddar accounting for 75% of all cheese purchases.

Regional cheese (Cheshire, Lancashire, Wensleydale & Caerphilly) consumers tend to be traditionalists and very loyal. The bulk of sales are concentrated in the core television regions, Granada, Central and Yorkshire with very little regional cheese consumed outside of those areas, with the exception of Caerphilly which is popular in Wales.

Red Leicester and Double Gloucester are purchased nation-wide and are popular with the consumer as they are both excellent when used for slicing or grating.

Around 35% of all households purchase Regional cheese.

Cheese is purchased in two key arenas in-store, pre-pack and deli. Pre-pack sales account for an estimated 87% of all sales and the trend towards a more convenient life style will push this figure upwards as people migrate from spending valuable time at the Deli counter.