A major new study is calling for a shake-up of the cheese category to more accurately reflect shoppers' needs.
Dairy Crest describes its report into how shoppers shop the £1.6bn sector as a blueprint for category growth.
David Turner, marketing director, said there were currently too many products offering the same thing and the category needed simplifying.
The report identifies seven segments: everyday, meal solutions, adult snacks, better for you, gifts, taste and discovery, and kids.
He said areas like meal solutions and adult snacking in particular offered a lot of opportunity for growth. "We hope the report will prompt retailers to reorganise the category, reduce the duplication and make it easier to shop. There's nothing that says we can't get 10% growth in this market, and 10% of £1.6bn is a lot."