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
Text of The Grocery Eye - Say cheese!
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: email@example.com T: +44(0)1865 336 400 Data courtesy of SPA Future Thinking www.spafuturethinking.com innovation intelligence inspiration 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. 5142272625232017 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