The UK cheese market is healthy but more could still be done by the supermarkets to drive sales, said British Cheese Board secretary Nigel White.
Volume sales are growing at a rate of 3% a year, now at 370,000 tonnes, but this is “in spite of” the multiples rather than because of their efforts.
He said that growth was not driven by multibuy promotions because picking up bargains was now an everyday part of shopping in the fixture. The money invested in multibuy deals would be better invested in encouraging consumers to buy more cheeses in addition to Cheddar and in different formats, such as including snacking cheeses in lunchtime meal deals instead of products like crisps. “It’s about getting shoppers to buy Cheddar plus one,” said White.