Rural dwellers say cheese

In yet another difference between city slickers and their country cousins, it seems that people who live in the country generally eat more cheese than those who are based in the nation’s capital cities.

In the 12 months to September 2015, 79% of Australian grocery buyers in capital cities and 84% of those in country areas bought block, sliced and/or grated cheese in an average four weeks, according to Roy Morgan Research. The only exceptions to this pattern were in Western Australia and Tasmania, where capital-city grocery buyers buy more cheese than their rural counterparts.

Regardless of where you live, supermarket brands lead the pack in every state, with Bega in second place everywhere except Hobart (where it is third to Coon). Queensland residents show the greatest preference for ‘home brands’, with residents in both rural and urban areas being more than twice as likely to opt for these over second-most popular brand Bega.

Sydneysiders are the most fond of Bega — 26% of them buy it in an average four weeks, making it the equal leader with supermarket brands in the NSW capital.

Michele Levine, CEO, Roy Morgan Research, said: “While there are undoubtedly multiple influences behind this, it is quite revealing that Australian grocery buyers who live in rural areas are consistently less likely (66%) than those based in capital cities (73%) to agree that they enjoy food from all over the world. They are also less likely (31%) than city dwellers (36%) to express concern about their cholesterol level and slightly more likely to agree that ‘I try to get enough calcium in my diet’. All of these attitudes would impact on their cheese-buying decisions.

“As we have reported previously, cheese sales are gradually declining around Australia and across most age groups. It is therefore crucial for brands to know where their key consumers are located, and what health and dietary preferences and concerns motivate their purchasing decisions.”