Dairy - cheese 2025: Natural trend drives up cheese sales

Cheesemakers are thankful to “the vegan movement for highlighting how simple and natural dairy is”. That’s according to Wyke Farms MD Rich Clothier. He points to consumers seeking natural products like cheese, rather than those with a “long list of additives, preservatives and everything else”.

This consumer behaviour has helped push category value up £216.2m on a volume gain of 11.6 million kilos. It’s benefited snacking cheeses in particular – meaning Attak a Snak is the big winner for the second year in a row. Its value and volumes are up 32.2% and 39% respectively.

Brits are “increasingly choosing snacks full of real dairy goodness – valuing natural protein and calcium”, says Sarah Davies, head of core brands & business at Attak a Snak owner Kerry Foods.

It’s also why sister snacking brand Strings & Things had yet another bumper year, with value sales rising 18.1% on volumes that have increased 13.4%.

Rival cheese snacks have continued to grow too – albeit not to the same degree. Babybel, for example, is up 9.2% in value, while volumes have risen by a modest 1.5%. Its gains can be put down to innovation, says owner Bel UK, with protein and spicy ‘Hellfire’ variants added in May and September respectively (see Top Launch, below).

The supplier also unveiled Laughing Cow Spicy Chilli in June and Boursin Blue Cheese Flavour in September – each designed to “tap a distinct trend while strengthening [Bel UK’s] core brands”. The two brands have grown volumes 4.3% and 0.9% respectively.

Lactalis has been innovating, too. One of its significant rollouts is spreadable Président Creamy Brie with Truffles. Landing in December, it satisfies “growing demand for bolder, more adventurous flavour profiles in cheese” and the “rise of affordable luxuries”, says the supplier.

Bold flavours also inspired Pilgrims Choice’s NPD this year. Most notable was February’s Inclusions, a four-strong range of mature cheddar blended with herbs, spices, vegetables and seasonings.

But it wasn’t enough to prevent a slump for Pilgrims Choice. It’s shed 12.1% of its volumes and £3.5m. But owner Ornua Foods UK is bullish. May’s brand refresh has created “momentum”, says marketing director Nicola Blackmore-Squires, who adds it “has formed our launchpad for an exciting 2026”.  Pilgrims Choice hopes to capitalise on cheese being able “to deliver simple, creative and tasty ways to elevate mealtimes”, she adds.

Versatility is also a key focus for Cathedral City owner Saputo UK, says Georgina Thomas, the supplier’s marketing director for cheese.