Cheese sales decrease as youngsters avoid dairy

Tuesday, 13 August, 2013

Is Australia’s love affair with cheese past its use-by date? Cheese sales are slowly declining, according to Roy Morgan Research. The market research firm reports that, in the 12 months to March 2013, 89% of Australian grocery buyers reported purchasing cheese, down from 92% in the 12 months to March 2009.

And it seems that younger shoppers are becoming less enamoured with cheese: as of March 2013, 85% of grocery buyers aged 25-34 bought cheese in an average 12-month period, down from 91% in the year to March 2009.

Older shoppers still carry a flame for cheese, however, with 93% of grocery shoppers aged 50+ buying cheese in an average year, unchanged from five years ago.

But it’s not just cheese: more and more young Australians are reporting that they “avoid dairy foods whenever possible.” In the same period, 14% of 25-34 year-olds said they avoid dairy, up from 11% in the year to March 2009. The older generation continues to be consistent, with 13% of those aged 50+ avoiding cheese from April 2008 to March 2013.

Cheese bought in last 12 months by age group.

Cheese bought in last 12 months by age group. Source: Roy Morgan Research.

“It’s interesting to see that a growing number of younger Australians are not only choosing to buy less cheese but turning their backs on dairy products in general,” said Angela Smith, Group Account Manager - Consumer Products, Roy Morgan Research.

“However, the majority (68%) still try to get enough calcium in their diet, which may go some way to explaining why 85% of them continue to purchase cheese despite their age group’s move away from dairy.

“Also interesting to see is how different kinds of cheese have sold over the last five years. Block cheese, sliced cheese and soft cheese (eg, Brie, Camembert) have lost the most ground, with only cheese snacks and ricotta/cottage cheese remaining stable.

“In this changing industry, it’s vital for dairy companies to understand the detailed market trends impacting their brands and competitors to ensure they remain competitive.”

Source.