Driving cheese education in the UK: how supermarkets and social media are fuelling market growth

Executive Summary

Recent years have seen a surge of interest in specialty cheese throughout the UK, with supermarkets emerging as the primary gateway for introducing consumers to new flavors and traditions. Although cheddar still accounts for roughly half of all cheese sales, data from the Agriculture & Horticulture Development Board (AHDB) indicates that demand for alternative varieties such as brie, camembert, and mozzarella has grown by over 20% since 2018. This expansion highlights a market ripe for further development, fueled by rising consumer curiosity, increased quality-consciousness, and the convenience offered by large-scale retailers.

For brand strategists, the numbers tell a compelling story of a nation ready for education and discovery. Kantar research from 2023 shows that 94% of UK households now regularly buy cheese, with 60% describing themselves as “adventurous” or “somewhat adventurous” in trying new varieties. The opportunity lies in tapping into that spirit of exploration: by leveraging in-store experiences, targeted digital content, influencer-led social media campaigns (particularly on TikTok), and transparent product narratives, supermarkets can guide the UK consumer, especially millennials, toward premium, artisanal, and international offerings. In doing so, they not only address the immediate demand for more diverse cheeses but also lay the foundation for long-term market expansion driven by an increasingly curious audience.

The UK Cheese Market

The UK cheese market, once dominated by basic block cheddar, has undergone a marked transformation in the past decade. A combination of factors, rising interest in foodie culture, greater access to global cuisines, and a growing emphasis on premium products, has fostered a consumer base that wants to explore beyond the familiar. According to a 2023 Kantar report, total UK cheese sales exceeded 720,000 tonnes last year, underlining an enduring affection for this versatile staple. Yet where once cheddar claimed an almost unassailable share, newer data from the Agriculture & Horticulture Development Board (AHDB) suggests non-traditional varieties have begun nibbling away at the margins. Brie, camembert, mozzarella, and continental cheeses now enjoy consistent double-digit growth in grocery sales, signaling that British palates are more receptive than ever to variety.

Published by The Dairy Mail, Dairy Connect: https://www.dairy-connect.com/the-dairy-mail/driving-cheese-education-in-the-uk-how-supermarkets-and-social-media-are-fuelling-market-growth/