Cheese buyers still out there, if you know where to look

Monday, 08 August, 2016

Cheese sales are gradually declining, but some consumers remain highly loyal, according to research from Roy Morgan.

In an average four weeks, 63.9% of Australian grocery buyers 18+ purchased block cheese, 36.9% bought grated/shredded cheese, 37.5% bought sliced cheese, 15.4% bought creamed cheese or cheese spreads and 9.8% purchased cheese snacks or portions.

All of these figures are considerably lower than they were in 2012; however, some consumers are dramatically more likely than the average Aussie grocery buyer to purchase cheese in an average four-week period: those who buy savoury biscuits/crackers and those who purchase wine.

For example, while 63.9% of grocery buyers purchase block cheese in an average four weeks, this figure shoots up to 81.1% of people who also buy savoury biscuits/crackers and 76.6% of those who buy wine. This pattern is consistent across all cheese categories.

Who’s the cheesiest of them all? Australia’s cheese buyers

Source: Roy Morgan Single Source (Australia), April 2015–March 2016, n=14,380

When it comes to block cheese, there are no brand preferences evident, with the same five brands favoured by all three groups in the same order of popularity: supermarket brand, Bega, Coon, Mainland and Mersey Valley.

Cheese snacks/portions, however, are a slightly different story. While Laughing Cow is the most popular brand among grocery buyers in general and those who also buy savoury biscuits/crackers, among the wine-buying group Castello is favoured.

Angela Smith, group account director, Roy Morgan Research, said it’s important for cheese brands to understand which grocery buyers are the most likely to buy it, and make sure they are targeting these consumers effectively.

“Cheese is famous for its compatibility with wine, as well as being a fine match with savoury biscuits/crackers, and the latest Roy Morgan data certainly bears this out. In a downward-trending market, it is crucial to focus on those shoppers most likely to be responsive to your product.”