Sector Trend Analysis – Cheese trends in Western Europe
September 2018
Executive summary
Western Europe is a mature market for cheese, characterised by a strong per capita consumption. It is the biggest cheese market in the world, worth US$44.8 billion.
European Union's (EU) imports from Canada have been declining at a −41% compound annual growth rate (CAGR) from 2013 to 2016, mostly due to high EU tariffs and limited Canadian supplying. In 2016, the EU imported US$ 906.7 thousand worth of cheese from Canada.
Unprocessed cheese is much more popular than processed cheese in Western Europe, accounting for 87% of overall retail sales. Within this category, Western Europeans tend to prefer hard cheese over soft cheese.
Trends include the emergence of snacking in Western Europe, the growing recognition by consumers of dairy foods as nutritious and natural snacks, and the rising popularity of free from lactose and organic cheese.
There were 3,502 cheese products launched in Western Europe in 2017, out of which one quarter had a private label.
Introduction
Western Europe is home to 510 million people and it is known for its high standards of living, with noticeably high income levels. It is the wealthiest region on the European continent, with a per capita gross domestic product (GDP) that is more than four times as high as in Eastern Europe.
Western Europe is characterised by a strong cheese per capita consumption, and it is the biggest market in the world for cheese, worth US$ 44.8 billion in retail sales value (compared to US$13.0 billion in Eastern Europe). Consumption varies widely from country to country, as can be seen in the chart below, but in general, production in the region is strong and benchmarked throughout the world. Cheeses from Italy and France, for example, are widely recognised and exported around the globe.
Country[1] | 2013 | 2014 | 2015 | 2016 | 2017 | 2018[f] | 2019[f] | 2020[f] | 2021[f] | 2022[f] |
---|---|---|---|---|---|---|---|---|---|---|
Austria | 7.6 | 7.7 | 7.7 | 7.8 | 7.8 | 7.8 | 7.9 | 7.9 | 8.0 | 8.1 |
Belgium | 11.3 | 11.4 | 11.4 | 11.3 | 11.1 | 11.0 | 10.9 | 10.8 | 10.7 | 10.6 |
Denmark | 10.2 | 10.3 | 10.4 | 10.5 | 10.6 | 10.6 | 10.7 | 10.7 | 10.8 | 10.9 |
Finland | 12.8 | 13.1 | 13.5 | 13.7 | 13.9 | 14.0 | 14.1 | 14.2 | 14.3 | 14.5 |
France | 13.8 | 13.8 | 13.7 | 13.8 | 13.8 | 13.8 | 13.9 | 13.9 | 13.9 | 14.0 |
Germany | 9.9 | 9.8 | 9.8 | 9.8 | 9.9 | 10.0 | 10.1 | 10.2 | 10.3 | 10.4 |
Greece | 6.1 | 6.2 | 6.3 | 6.1 | 6.1 | 6.0 | 6.0 | 6.0 | 6.0 | 6.0 |
Ireland | 3.4 | 3.5 | 3.6 | 3.7 | 3.8 | 3.9 | 4.0 | 4.1 | 4.3 | 4.4 |
Italy | 10.1 | 9.6 | 9.4 | 9.2 | 9.1 | 9.0 | 9.1 | 9.1 | 9.1 | 9.2 |
Netherlands | 8.9 | 8.9 | 8.9 | 8.8 | 8.7 | 8.6 | 8.6 | 8.6 | 8.5 | 8.5 |
Norway | 12.9 | 13.3 | 13.4 | 13.5 | 13.6 | 13.7 | 13.7 | 13.7 | 13.8 | 13.8 |
Portugal | 8.6 | 8.7 | 8.8 | 9.0 | 9.3 | 9.5 | 9.9 | 10.2 | 10.6 | 11.0 |
Spain | 7.0 | 6.9 | 6.8 | 6.9 | 7.0 | 7.2 | 7.4 | 7.5 | 7.6 | 7.8 |
Sweden | 11.7 | 11.6 | 11.5 | 11.4 | 11.3 | 11.2 | 11.1 | 11.0 | 10.9 | 10.8 |
Switzerland[a] | 12.7 | 12.6 | 12.7 | 12.7 | 12.7 | 12.7 | 12.8 | 12.8 | 12.9 | 12.9 |
Turkey[a] | 3.6 | 3.6 | 3.7 | 3.7 | 3.8 | 3.9 | 3.9 | 3.9 | 3.9 | 3.9 |
United Kingdom | 5.8 | 5.7 | 5.9 | 5.9 | 6.0 | 6.0 | 6.0 | 6.0 | 6.0 | 6.0 |
Western Europe | 8.6 | 8.5 | 8.5 | 8.5 | 8.5 | 8.5 | 8.6 | 8.6 | 8.7 | 8.7 |
Source: Euromonitor International, 2018
|
From 2013 to 2017, retail sales have been growing at a CAGR of 0,.7% in the region, and this value is expected to keep increasing at a CAGR of 2.6% from 2018 to 2022. According to Euromonitor International (2017), this growth has been sustained by lowering costs and because Europeans are now seeing cheese increasingly as a potential snack.
Trade overview
European countries rank amongst the world's top importers of cheese. In 2016, the European Union (EU) imported $US451.9 million worth of cheese from non-EU suppliers alone. During that year, a share of US$906.7 thousand was reportedly imported from Canada, down from US$7.4 million in 2013, showing a declining trend at a −41% compound annual growth rate (CAGR). A share of 96% of the total cheese supplied by Canada to the EU went to the United Kingdom (U.K.). Most competitors also registered a declining trend, with the exception of Serbia and Turkey. Switzerland is the largest competitor for cheese in the EU and controls 91% of non-EU supply market.
Country | 2013 | 2014 | 2015 | 2016 | 2017/November | CAGR* 2013-17 | Market share in 2017 |
---|---|---|---|---|---|---|---|
World | 29,336.9 | 30,752.7 | 25,170.8 | 25,030.2 | 25,346.4 | −3.6% | |
1. Germany | 4,398.6 | 4,646.6 | 3,753.2 | 3,839.1 | 3,829.5 | −3.4% | 15.1% |
2. United Kingdom | 2,267.4 | 2,400.7 | 1,990.0 | 1,823.7 | 1,840.9 | −5.1% | 7.3% |
3. Italy | 2,437.6 | 2,441.4 | 1,783.6 | 1,734.1 | 1,634.2 | −9.5% | 6.4% |
4. France | 1,662.9 | 1,797.4 | 1,487.3 | 1,504.1 | 1,598.3 | −1.0% | 6.3% |
5. Japan | 1,117.9 | 1,188.1 | 1,051.1 | 976.4 | 1,162.7 | 1.0% | 4.6% |
6. Netherlands | 1,041.5 | 1,224.3 | 1,092.7 | 1,024.2 | 1,162.2 | 2.8% | 4.6% |
7. Belgium | 1,492.6 | 1,573.8 | 1,239.1 | 1,298.1 | 1,128.0 | −6.8% | 4.5% |
8. United States | 1,191.4 | 1,328.7 | 1,349.6 | 1,308.2 | 1,115.2 | −1.6% | 4.4% |
9. Spain | 1,197.7 | 1,223.8 | 963.1 | 963.1 | 1,054.7 | −3.1% | 4.2% |
10. Russia | 2,176.9 | 1,582.0 | 742.4 | 732.5 | 844.2 | −21.1% | 3.3% |
Source: Global Trade Tracker, 2018. *CAGR: compound annual growth rate Harmonized System (HS) Code: 0406 |
Country | 2013 | 2014 | 2015 | 2016 | 2017/November | CAGR* 2013-17 | Market share in 2017 |
---|---|---|---|---|---|---|---|
World | 614.7 | 658.1 | 497.7 | 518.6 | 451.9 | −7.4% | |
1. Switzerland | 488.5 | 519.0 | 447.8 | 451.4 | 409.5 | −4.3% | 90.6% |
2. New Zealand | 61.7 | 65.6 | 21.0 | 37.1 | 12.3 | −33.2% | 2.7% |
3. Norway | 16.0 | 15.5 | 13.0 | 11.2 | 10.5 | −10.1% | 2.3% |
4. Serbia | 0.9 | 1.6 | 1.6 | 1.8 | 3.2 | 37.4% | 0.7% |
5. United States | 4.1 | 30.4 | 2.8 | 5.0 | 2.8 | −9.2% | 0.6% |
6. Australia | 23.1 | 13.0 | 0.9 | 1.2 | 2.3 | −43.9% | 0.5% |
7. Iceland | 2.8 | 1.9 | 2.5 | 1.2 | 1.6 | −13.4% | 0.3% |
8. Bosnia and Herzegovina | 3.5 | 0.4 | 1.1 | 1.5 | −18.3% | 0.3% | |
9. Turkey | 0.2 | 0.8 | 0.9 | 1.8 | 1.1 | 55.5% | 0.2% |
10. Canada | 7.4 | 6.2 | 3.9 | 2.7 | 0.9 | −40.9% | 0.2% |
Source: Global Trade Tracker, 2018. *CAGR: compound annual growth rate HS Code: 0406 |
Product | 2013 | 2014 | 2015 | 2016 | 2017/November | CAGR* 2013-17 | Market share in 2017 |
---|---|---|---|---|---|---|---|
Total cheese and curd | 614.7 | 658.1 | 497.7 | 518.6 | 451.9 | −7% | |
Cheese (excluding fresh cheese, including whey cheese, curd, grated or powdered cheese) | 546.9 | 587.6 | 439.9 | 458.2 | 389.1 | −8% | 86% |
Fresh cheese "unripened or uncured cheese", including whey cheese and curd | 38.2 | 38.3 | 32.8 | 34.0 | 34.2 | −3% | 8% |
Grated or powdered cheese, of all kinds | 17.2 | 19.4 | 15.6 | 15.8 | 18.2 | 1% | 4% |
Processed cheese, not grated or powdered | 11.3 | 11.5 | 8.5 | 9.5 | 8.8 | −6% | 2% |
Blue-veined cheese and other cheese containing veins produced by "penicillium roqueforti" | 1.1 | 1.3 | 1.0 | 1.0 | 1.5 | 10% | 0% |
Source: Global Trade Tracker, 2018. *CAGR: compound annual growth rate HS Code: 0406 |
Canada-European Union Comprehensive Economic and Trade Agreement (CETA)
CETA has been provisionally applied since September 21st, 2017. Under CETA, the European Unions provides duty-free and quota-free market access for all dairy and dairy-containing products.
Retail sales and trends
Retail sales value (US$ billions) – Fixed 2017 exchange rates

Description of above image
Country | Retail sales value (US$ billions) |
---|---|
United States | 23.4 |
France | 9.4 |
Germany | 7.7 |
Russia | 7.1 |
Brazil | 6.5 |
Italy | 6.5 |
Mexico | 4.7 |
United Kingdom | 4.1 |
Argentina | 3.8 |
Japan | 3.6 |
Canada | 3.1 |
Spain | 2.7 |
Source: Euromonitor International, 2018.
Western Europe is the biggest market in the world for cheese. In 2017, retail sales of cheese products were valued at US$44.8 billions. From 2013 to 2017, retail sales have been growing at a CAGR of 0.7% in the region, and this value is expected to keep increasing at a CAGR of 2.6% from 2018 to 2022. According to Euromonitor International (2017), this growth has been sustained by lowering costs and because Europeans are now increasingly seeing cheese as a potential snack.
Despite Western Europe being a mature market, there is still room for growth, for example through premiumisation – such as packaging cheese products in a premium, on-the-go snack that at the same time offers nutritional benefit (such as protein, vitamin B and calcium), over confectionery. Despite its high content in fat and salt, cheese still enjoys a natural image and is regaining its reputation as a healthy yet indulgent product. Another opportunity could lie in pairing cheese with wine through the retail channel, which could allow manufacturers to benefit from consumers uptrading in the wine sector (Euromonitor International, 2016).
Retail sales by country
The top five markets for cheese products retail sales are Germany, France, the U.K., Italy and Spain. These five countries together made up 68% of the total cheese retail sales in 2017 in Western Europe.
Cheese is sometimes perceived as being less healthy, due to its high fat content, which may explain the slowdown of the market in certain countries. Italy is the country that registered the largest decline from 2013 to 2017, as local consumers were decreasing their lactose consumption and shifiting to non-dairy, whether for allergy and intolerance reasons or to reduce fat and salt consumption. Another important factor is the variation of milk prices which can impact the retail price of cheese products, pushing local consumers to search for other more affordable options (Euromonitor International, 2017).
Country | 2013 | 2014 | 2015 | 2016 | 2017[e] | CAGR* % 2013-17 |
---|---|---|---|---|---|---|
Austria | 605.7 | 617.3 | 625.1 | 635.3 | 648.2 | 1.7% |
Belgium | 1,459.8 | 1,491.4 | 1,515.8 | 1,525.6 | 1,533.0 | 1.2% |
Denmark | 878.6 | 900.5 | 927.4 | 958.6 | 988.5 | 3.0% |
Finland | 1,060.7 | 1,063.6 | 1,047.8 | 1,037.5 | 1,068.8 | 0.2% |
France | 9,237.9 | 9,356.2 | 9,419.8 | 9,418.4 | 9,486.1 | 0.7% |
Germany | 7,114.1 | 7,247.4 | 7,429.6 | 7,436.1 | 7,716.0 | 2.1% |
Greece | 734.6 | 741.4 | 752.5 | 745.9 | 728.2 | −0.2% |
Ireland | 218.2 | 225.1 | 234.1 | 243.1 | 252.7 | 3.7% |
Italy | 7,356.1 | 7,087.9 | 6,846.8 | 6,652.1 | 6,499.0 | −3.0% |
Netherlands | 1,817.5 | 1,867.2 | 1,892.8 | 1,890.6 | 1,883.4 | 0.9% |
Norway | 873.1 | 923.9 | 955.3 | 1,003.7 | 1,053.3 | 4.8% |
Portugal | 856.1 | 856.9 | 862.2 | 871.6 | 887.5 | 0.9% |
Spain | 2,494.7 | 2,535.0 | 2,551.5 | 2,601.7 | 2,665.5 | 1.7% |
Sweden | 1,360.5 | 1,396.0 | 1,411.8 | 1,435.9 | 1,454.4 | 1.7% |
Switzerland | 2,146.7 | 2,162.7 | 2,178.1 | 2,181.1 | 2,192.3 | 0.5% |
Turkey | 986.2 | 1,071.1 | 1,167.6 | 1,245.9 | 1,329.7 | 7.8% |
United Kingdom | 4,136.2 | 4,151.9 | 4,090.0 | 4,059.7 | 4,138.1 | 0.0% |
Total Western Europe | 43,570.4 | 43,933.6 | 44,148.6 | 44,185.9 | 44,771.2 | 0.7% |
Source: Euromonitor International, 2018 *CAGR: compound annual growth rate e: Estimate |
Country | 2018[f] | 2019[f] | 2020[f] | 2021[f] | 2022[f] | CAGR* 2018-2022[f] |
---|---|---|---|---|---|---|
Austria | 663.4 | 679.6 | 696.8 | 714.7 | 733.4 | 2.5% |
Belgium | 1,545.1 | 1,556.0 | 1,566.3 | 1,579.6 | 1,596.3 | 0.8% |
Denmark | 1,021.3 | 1,053.7 | 1,087.3 | 1,123.6 | 1,160.5 | 3.2% |
Finland | 1,104.9 | 1,143.4 | 1,179.8 | 1,217.4 | 1,257.6 | 3.3% |
France | 9,672.8 | 9,884.3 | 10,129.6 | 10,399.9 | 10,694.7 | 2.5% |
Germany | 7,999.3 | 8,271.5 | 8,525.2 | 8,771.0 | 9,011.3 | 3.0% |
Greece | 718.7 | 707.9 | 700.9 | 697.5 | 693.6 | −0.9% |
Ireland | 263.4 | 274.8 | 285.9 | 298.4 | 310.7 | 4.2% |
Italy | 6,441.9 | 6,484.4 | 6,547.8 | 6,630.3 | 6,721.7 | 1.1% |
Netherlands | 1,890.7 | 1,904.9 | 1,919.1 | 1,932.9 | 1,947.1 | 0.7% |
Norway | 1,094.3 | 1,136.9 | 1,177.8 | 1,219.0 | 1,259.8 | 3.6% |
Portugal | 917.0 | 950.5 | 990.7 | 1,034.5 | 1,082.1 | 4.2% |
Spain | 2,762.8 | 2,861.2 | 2,956.2 | 3,048.1 | 3,131.7 | 3.2% |
Sweden | 1,498.1 | 1,540.3 | 1,585.4 | 1,631.5 | 1,676.9 | 2.9% |
Switzerland | 2,229.2 | 2,282.5 | 2,343.7 | 2,406.2 | 2,469.4 | 2.6% |
Turkey | 1,417.2 | 1,506.2 | 1,591.8 | 1,681.6 | 1,775.2 | 5.8% |
United Kingdom | 4,334.2 | 4,492.6 | 4,636.1 | 4,778.1 | 4,915.0 | 3.2% |
Total Western Europe | 45,827.2 | 46,990.3 | 48,186.7 | 49,438.0 | 50,718.2 | 2.6% |
Source: Euromonitor International, 2018 *CAGR: compound annual growth rate f: Forecast |
Retail sales by category
From 2013 to 2017, cheese retail sales have been growing at moderate rates ranging from 0 to 2% CAGR, and are expected to keep growing at slightly higher rates (2-3%) up to 2022. Unprocessed cheese is much more popular in Western Europe than processed cheese and accounts for 87% of the retail sales. Within that category, Western Europeans tend to prefer hard cheese over soft cheese. Packaged hard cheese made up more than half (65%) of the retail sales in the hard cheese subcategory in 2017.
Category | 2013 | 2014 | 2015 | 2016 | 2017 | CAGR* % 2013-17 |
---|---|---|---|---|---|---|
Processed cheese | 5,393.1 | 5,490.2 | 5,577.8 | 5,584.2 | 5,723.3 | 1.5% |
Spreadable processed cheese | 3,460.3 | 3,534.3 | 3,624.7 | 3,633.1 | 3,747.3 | 2.0% |
Other processed cheese | 1,932.8 | 1,956.0 | 1,953.1 | 1,951.1 | 1,976.0 | 0.6% |
Unprocessed cheese | 38,177.3 | 38,443.3 | 38,570.8 | 38,601.6 | 39,048.0 | 0.6% |
Hard cheese | 26,231.2 | 26,383.8 | 26,433.1 | 26,388.1 | 26,703.2 | 0.4% |
Soft cheese | 11,946.1 | 12,059.5 | 12,137.7 | 12,213.6 | 12,344.8 | 0.9% |
Total cheese | 43,570.4 | 43,933.6 | 44,148.6 | 44,185.9 | 44,771.2 | 0.7% |
Source: Euromonitor International, 2018 *CAGR: compound annual growth rate |
Category | 2018 | 2019 | 2020 | 2021 | 2022 | CAGR* % 2018-2022 |
---|---|---|---|---|---|---|
Processed cheese | 5,875.4 | 6,029.7 | 6,186.9 | 6,344.1 | 6,502.9 | 2.6% |
Spreadable processed cheese | 3,843.6 | 3,940.3 | 4,038.5 | 4,138.2 | 4,239.9 | 2.5% |
Other processed cheese | 2,031.8 | 2,089.4 | 2,148.4 | 2,206.0 | 2,263.1 | 2.7% |
Unprocessed cheese | 39,951.8 | 40,960.6 | 41,999.8 | 43,093.9 | 44,215.2 | 2.6% |
Hard cheese | 27,341.9 | 28,007.2 | 28,694.4 | 29,412.4 | 30,153.1 | 2.5% |
Soft cheese | 12,609.9 | 12,953.5 | 13,305.4 | 13,681.5 | 14,062.1 | 2.6% |
Total cheese | 45,827.2 | 46,990.3 | 48,186.7 | 49,438.0 | 50,718.2 | 2.6% |
Source: Euromonitor International, 2018 *CAGR: compound annual growth rate |
Health and wellness cheese
With the emergence of snacking in Western Europe and consumers recognising dairy foods as nutritious and natural snacks, many companies are now looking to gain a foothold in dairy, including cheese, as a new generator of growth within the health arena (Euromonitor International, 2017). Reduced fat cheese still dominates the health and wellness cheese market, but is gradually falling out of favour, whereas cheeses that are less processed, such as organic, are appealing to an increasing number of consumers. Cheese is now being perceived as a "good saturated fat", an excellent source of calcium and protein, and considered as an "authentic" and probiotic food, naturally fermented under the action of bacteria.
The free from lactose cheese subcategory is also growing in popularity. In several Western European countries, it is becoming fashionable to avoid dairy without having a specific food intolerance. More local and international players are starting to invest in new product development in response to this trend (i.e. lactose-free products and free from dairy "cheeses"Footnote 1, such as vegan slices, coconut-based alternatives, fermented nut "cheese", or mozzarella-flavoured block for pizza).
In Spain, it is expected that dairy sales will continue to be driven by health and wellness categories, such as free-from lactose dairy and organic products, which are perceived as having higher added value, as well as greater potential for penetration in the market due to their lower sales bases (Euromonitor International, 2017).
Type | 2013 | 2014 | 2015 | 2016 | 2017 | CAGR* % 2013-17 |
---|---|---|---|---|---|---|
Fortified/functional cheese | 583.4 | 589.3 | 547.5 | 514.2 | 491.2 | −4% |
Fortified/functional fromage frais and quark | 682.7 | 662.8 | 634.2 | 620.6 | 605.9 | −3% |
Free from lactose cheese | 261.0 | 290.3 | 321.4 | 357.1 | 398.3 | 11% |
Organic cheese | 679.2 | 716.2 | 775.6 | 829.4 | 885.8 | 7% |
Reduced fat cheese | 3,834.0 | 3,884.7 | 3,845.2 | 3,771.2 | 3,810.6 | 0% |
Reduced fat fromage frais and quark | 656.7 | 685.2 | 690.4 | 693.6 | 701.5 | 2% |
Source: Euromonitor International, 2018 *CAGR: compound annual growth rate |
Type | 2018 | 2019 | 2020 | 2021 | 2022 | CAGR* % 2018-2022 |
---|---|---|---|---|---|---|
Fortified/functional cheese | 479.4 | 470.4 | 463.6 | 459.2 | 456.7 | −1% |
Fortified/functional fromage frais and quark | 600.8 | 598.0 | 596.1 | 592.3 | 588.5 | −1% |
Free from lactose cheese | 445.1 | 498.9 | 551.6 | 605.8 | 661.0 | 10% |
Organic cheese | 944.7 | 1,003.9 | 1,066.5 | 1,129.9 | 1,191.8 | 6% |
Reduced fat cheese | 3,834.8 | 3,850.8 | 3,864.8 | 3,878.8 | 3,893.3 | 0% |
Reduced fat fromage frais and quark | 711.4 | 722.7 | 733.8 | 746.0 | 760.2 | 2% |
Source: Euromonitor International, 2018 *CAGR: compound annual growth rate |
Product launch analysis
There were 3,502 cheese products launched in Western Europe in 2017. Of these, 925 were new products and 1,390 were new varieties/range extensions, while the remaining 1,187 products were relaunches, including 967 products with a new packaging and 17 products with a new formulation. The vast majority of products were designed to be stored chilled, while only 48 products were shelf stable and two were offered frozen. Private label holds an important share in cheese (36.7% of total launches), although more than half of the products launched in 2017 were branded (2,220). Plastic (unspecified) was the packaging material used for most products (2,087).

Description of above image
Country | Number of launches |
---|---|
Germany | 668 |
France | 606 |
Italy | 405 |
United Kingdom | 365 |
Spain | 213 |
Netherlands | 188 |
Austria | 173 |
Sweden | 140 |
Switzerland | 134 |
Greece | 130 |
Turkey | 119 |
Denmark | 112 |
Norway | 92 |
Belgium | 64 |
Finland | 56 |
Ireland | 20 |
Portugal | 17 |
Source: Mintel, 2018
The country/region of origin of cheese is an essential part of product marketing. According to Mintel (2018), France was the only country among the top five markets that had more product launches without an import status in 2017. By contrast, Spaniards tend to prefer imported cheese, due to the wide variety and high quality of products coming from across Europe – especially from France, Italy, the Netherlands, Germany, and Switzerland.
Sub-category | Number of launches |
---|---|
Hard Cheese and Semi-Hard Cheese | 1,453 |
Soft Cheese and Semi-Soft Cheese | 1,178 |
Fresh Cheese and Cream Cheese | 379 |
Processed Cheese | 356 |
Curd and Quark | 136 |
Total | 3,502 |
Feature | Hard and semi-hard cheese | Soft and semi-soft cheese | Fresh and cream cheese | Processed cheese | Curd and quark |
---|---|---|---|---|---|
Top claims | |||||
Low/no/reduced allergen | 342 | 114 | 59 | 119 | 23 |
Vegetarian | 225 | 164 | 45 | 66 | 23 |
Low/no/reduced lactose | 286 | 90 | 29 | 67 | 15 |
Convenient packaging | 306 | 56 | 11 | 25 | 1 |
Organic | 127 | 150 | 44 | 44 | 21 |
No additives/preservatives | 108 | 64 | 70 | 72 | 14 |
Gluten free | 83 | 30 | 37 | 92 | 10 |
Low/no/reduced fat | 58 | 42 | 37 | 25 | 42 |
Ethical - environmentally friendly package | 34 | 87 | 25 | 42 | 12 |
Premium | 105 | 71 | 10 | 7 | 2 |
Top formats | |||||
Block | 355 | 265 | 22 | 38 | 3 |
Sliced | 455 | 70 | 4 | 96 | 0 |
Spread | 0 | 44 | 328 | 134 | 82 |
Whole | 97 | 363 | 11 | 20 | 6 |
Wedge | 341 | 123 | 1 | 5 | 0 |
Ball | 5 | 248 | 5 | 3 | 39 |
Shredded | 178 | 26 | 4 | 25 | 1 |
Other | 18 | 34 | 4 | 33 | 3 |
Top packaging | |||||
Flexible | 428 | 431 | 29 | 88 | 3 |
Tray | 537 | 210 | 32 | 88 | 5 |
Tub | 48 | 238 | 283 | 81 | 123 |
Skinpack | 291 | 170 | 5 | 25 | 0 |
Flexible stand-up pouch | 68 | 16 | 0 | 16 | 0 |
Carton | 6 | 40 | 11 | 23 | 0 |
Flexible sachet | 40 | 9 | 0 | 3 | 0 |
Miscellaneous | 22 | 9 | 0 | 1 | 0 |
Rigid box | 0 | 27 | 0 | 1 | 0 |
Jar | 2 | 10 | 4 | 8 | 3 |
Top flavours | |||||
Unflavoured/Plain | 1,232 | 976 | 177 | 252 | 103 |
Herbs/Herbal | 15 | 33 | 46 | 18 | 4 |
Spice/Spicy/Piquant | 42 | 12 | 6 | 8 | 2 |
Garlic | 5 | 19 | 33 | 1 | 0 |
Smoke | 27 | 20 | 2 | 5 | 1 |
Chili/Chilli Pepper | 21 | 10 | 5 | 9 | 0 |
Pepper/Peppercorn | 24 | 8 | 3 | 0 | 0 |
Peppers/Bell Peppers | 8 | 4 | 10 | 6 | 2 |
Chive | 5 | 3 | 15 | 3 | 3 |
Truffle (Mushroom) | 10 | 13 | 2 | 0 | 0 |
Top ingredient preparation | |||||
Pasteurised | 610 | 586 | 163 | 35 | 41 |
Fermented | 282 | 308 | 77 | 25 | 9 |
Powdered | 25 | 13 | 37 | 108 | 3 |
Skimmed | 5 | 7 | 43 | 91 | 30 |
Raw | 90 | 55 | 4 | 5 | 0 |
Extract | 39 | 24 | 28 | 54 | 7 |
Fresh | 7 | 9 | 110 | 19 | 6 |
Concentrate | 8 | 16 | 27 | 64 | 13 |
Dry | 23 | 27 | 12 | 12 | 6 |
Rind | 58 | 19 | 0 | 0 | 0 |
Whole | 13 | 26 | 18 | 6 | 5 |
Melted | 1 | 3 | 2 | 57 | 0 |
Sour | 27 | 15 | 13 | 2 | 6 |
Matured | 24 | 30 | 1 | 3 | 2 |
Smoked | 18 | 15 | 10 | 11 | 1 |
Prepared | 5 | 13 | 16 | 5 | 1 |
Soft | 1 | 30 | 6 | 2 | 0 |
Modified | 2 | 3 | 6 | 24 | 3 |
Mixed | 15 | 8 | 5 | 5 | 2 |
Unpasteurised | 24 | 4 | 0 | 0 | 0 |
Source: Mintel, 2018 |
Distribution channels and top brands
Cheese in Western Europe is being sold primarily in stores, through grocery retailers, especially supermarkets, hypermarkets and discounters; however, only the share of discounters has been growing from 2013 to 2017, at a 1.6% CAGR.
The other growing channels are mixed retailers at 2.4% CAGR and most significantly, the non-store Internet-based retailing outlet with a strong 9.5% CAGR. Indeed, Internet retailing achieved a strong positive CAGR in all five main markets for cheese (12% in France, 11% in Germany, 7% in Italy and the U.K. and 6% in Spain).
With the growth of internet retailing, new possibilities arise, even for smaller manufacturers who can benefit from a wider distribution chain such as Amazon Fresh, through their inclusion of local cheese manufacturers in their product range (Euromonitor International, 2017).
Outlet | 2013 | 2014 | 2015 | 2016 | 2017[e] | CAGR* 2013-2017 |
---|---|---|---|---|---|---|
Store-based | ||||||
Grocery retailers | 97.3 | 96.9 | 96.6 | 96.6 | 96.4 | −0.2% |
Convenience stores | 5.1 | 5.1 | 5.0 | 4.9 | 4.9 | −1.0% |
Discounters | 18.7 | 18.9 | 19.4 | 19.5 | 19.9 | 1.6% |
Forecourt retailers | 0.9 | 0.9 | 0.8 | 0.8 | 0.8 | −2.9% |
Hypermarkets | 22.1 | 22.1 | 22.0 | 21.8 | 21.8 | −0.3% |
Supermarkets | 38.9 | 38.7 | 38.5 | 38.7 | 38.5 | −0.3% |
Food/drink/tobacco specialists | 3.5 | 3.4 | 3.3 | 3.3 | 3.3 | −1.5% |
Independent small grocers | 5.4 | 5.2 | 5.0 | 5.0 | 4.7 | −3.4% |
Other grocery retailers | 2.6 | 2.5 | 2.5 | 2.5 | 2.4 | −2.0% |
Non-grocery specialists | 0.1 | 0.2 | 0.2 | 0.1 | 0.1 | 0.0% |
Other foods non-grocery specialists | 0.1 | 0.2 | 0.2 | 0.1 | 0.1 | 0.0% |
Mixed retailers | 1.0 | 1.1 | 1.1 | 1.1 | 1.1 | 2.4% |
Non-store | ||||||
Internet retailing | 1.6 | 1.9 | 2.1 | 2.2 | 2.3 | 9.5% |
Source: Euromonitor International, 2017 *CAGR: Compound Annual Growth Rate e: Estimate |
In 2017, Lactalis, Groupe dominated on the Western Europe cheese market with a 10.3% overall market share, followed by Bel, Groupe (5.1%), Savencia Fromage & Dairy (5.0%), Arla Foods Amba (4.1%) and Mondelez International Inc. (2.9%). Major brands are presented in the table below. It is worth mentioning that one quarter (24.9%) of the cheese products launched in Western Europe in 2017 had a private label.
Brand | Company | Retail sales value % breakdown | ||||
---|---|---|---|---|---|---|
2013 | 2014 | 2015 | 2016 | 2017[e] | ||
Président | Lactalis, Groupe | 3.1 | 3.1 | 3.1 | 3.2 | 3.3 |
Galbani | Lactalis, Groupe | 2.1 | 2.1 | 2.1 | 2.2 | 2.1 |
Arla | Arla Foods Amba | 2.0 | 2.0 | 1.9 | 2.0 | 2.0 |
Philadelphia | Mondelez International Inc | 1.6 | 1.7 | 1.7 | 1.7 | 1.7 |
Leerdammer | Bel, Groupe | 1.4 | 1.5 | 1.5 | 1.5 | 1.5 |
Entremont | Sodiaal SA (Société de Diffusion Internationale Agro-alimentaire) | 1.3 | 1.4 | 1.4 | 1.4 | 1.5 |
Valio | Valio Oy | 1.1 | 1.1 | 1.0 | 1.0 | 1.1 |
Cathedral City | Dairy Crest Group Plc | 0.8 | 0.9 | 1.0 | 0.9 | 0.9 |
Babybel | Bel, Groupe | 0.8 | 0.8 | 0.8 | 0.8 | 0.9 |
Caprice des Dieux | Savencia Fromage & Dairy | 0.6 | 0.6 | 0.6 | ||
La Vache Qui Rit | Bel, Groupe | 0.6 | 0.6 | 0.6 | 0.6 | 0.6 |
Norvegia | Tine SA | 0.6 | 0.6 | 0.6 | 0.6 | 0.6 |
Geramont | Savencia Fromage & Dairy | 0.5 | 0.5 | 0.6 | ||
Cœur de Lion | Cie des Fromages & RichesMonts | 0.6 | 0.6 | 0.5 | 0.5 | 0.5 |
Bresso | Savencia Fromage & Dairy | 0.5 | 0.5 | 0.5 | ||
Société | Lactalis, Groupe | 0.5 | 0.5 | 0.5 | 0.5 | 0.5 |
García Baquero | Lácteas García-Baquero SA | 0.5 | 0.5 | 0.5 | 0.5 | 0.5 |
Sottilette | Mondelez International Inc | 0.5 | 0.5 | 0.5 | 0.5 | 0.5 |
Private label | Private Label | 24.0 | 24.3 | 24.6 | 24.7 | 24.9 |
Artisanal | Artisanal | 2.0 | 1.8 | 1.8 | 1.7 | 1.5 |
Others | Others | 56.0 | 55.5 | 54.2 | 53.4 | 53.4 |
Source: Euromonitor International, 2017 e: Estimate |
Examples of new products
Mini Soft Cheese Portions with Truffle

Company | Fromagerie Guilloteau |
---|---|
Brand | Pavé d'Affinois |
Country | France |
Store Name | Lidl |
Date published | December 2017 |
Launch type | New packaging |
Price in US dollars | 3.28 |
Pavé d'Affinois 4 Minis Truffes Noires du Périgord (mini soft cheese portions with truffle) is a soft pasteurised cheese made from cow's milk that contains 31% fat and 60% fat in dry matter. It now retails in a newly designed 100 gram (g) pack containing four 25g individually wrapped units.
Walnut Fine Cheese Spread

Company | Lidl |
---|---|
Brand | Deluxe |
Country | Denmark |
Country of manufacture | Germany |
Date published | December 2017 |
Launch type | New packaging |
Price in US dollars | 3.95 |
Deluxe Smelteost med Hakkede Valnøddekerner has been repackaged and is now retailed in a 150g pack. It contains 28.5% fat, is made with chopped walnuts and is decorated with walnut halves. The walnut is said to make this cheese spread a delicacy.
Beer Cheese

Company | Udea |
---|---|
Brand | Weidepracht |
Country | Netherlands |
Date published | December 2017 |
Launch type | New product |
Price in US dollars | 4.31 |
Weidepracht Borrelkaas retails in a 365g pack, featuring the EU Green Leaf logo.
Vintage Canadian Cheddar

Company | Tesco |
---|---|
Brand | Tesco Finest |
Country | United Kingdom |
Country of manufacture | Canada |
Date published | January 2017 |
Launch type | New packaging |
Price in US dollars | 2.46 |
Tesco Finest Vintage Canadian Cheddar is now available in a redesigned 150g pack. This vegetarian, strength five, full fat hard cheese is made with unpasteurised milk, is said to be distinctively sweet, and is made in the St Lawrence valley in Canada.
Chestnut Wood Smoked Cheese

Company | Marks & Spencer |
---|---|
Brand | Marks & Spencer The Collection |
Country | Ireland |
Country of manufacture | United Kingdom |
Date published | December 2017 |
Launch type | New variety/range extension |
Price in US dollars | 8.69 |
Marks & Spencer The Collection Chestnut Wood Smoked Cheese is suitable for vegetarians. This Lancashire cheese retails in a 200g pack.
Organic Sheep's Curd

Company | Recuits de l'Empordà |
---|---|
Brand | Terra i Tast |
Country | Spain |
Date published | December 2017 |
Launch type | New product |
Price in US dollars | 1.54 |
Terra i Tast Recuit d'Ovella Ecològic retails in a 140g pack featuring the CCAPAE and EU Green Leaf logos.
Cheese Cubes with Thyme and Rosemary

Company | Wijngaard Kaas |
---|---|
Brand | Wyngaard Kaas |
Country | Spain |
Date published | December 2017 |
Launch type | New product |
Price in US dollars | 4.65 |
Wyngaard Kaas Cubitos de Queso con Tomillo y Romero (cheese cubes with thyme and rosemary) contain 48% fat. The product retails in an 85g pack.
Cottage Cheese

Company | Falkenberg Dairy |
---|---|
Brand | Arla Protein |
Country | Italy |
Date published | December 2017 |
Launch type | New product |
Price in US dollars | 2.34 |
Arla Protein Fiocchi di Latte (Cottage Cheese) provides 30g of protein per pot. The product retails in a 200g pack featuring the Farmer Owned logo.
Goat Cheese Tower with Cranberry

Company | Lidl |
---|---|
Brand | Delicieux |
Country | Netherlands |
Country of manufacture | Netherlands |
Date published | December 2017 |
Launch type | New variety/range extension |
Price in US dollars | 2.14 |
Delicieux Geitenkaas Torentje met Cranberry (goat cheese tower with cranberry) is described as a creamy goat cheese with the sweetness of cranberry. This product retails in a 90g pack.
Lactose-Free Fresh Cheese

Company | Lidl |
---|---|
Brand | Milbona Free From |
Country | Italy |
Date published | November 2017 |
Launch type | New product |
Price in US dollars | 1.04 |
Milbona Free From Formaggio Fresco Senza Lattosio retails in a 175g pack.
Nablusi Cheese with Nigella Seed

Company | Nablus Mejerier |
---|---|
Brand | Nablus Ost |
Country | Sweden |
Date published | October 2017 |
Launch type | New variety/range extension |
Price in US dollars | 4.91 |
Nablus Ost Nablusi Ost med Nigellafrön is a hand crafted product is made with Scanian milk in Malmö, Sweden, according to genuine recipes from Nablus, Palestine. It is said to be tasty when grilled and fried, and to leave a good aftertaste, and it retails in a 200g pack.
For more information
International Trade Commissioners can provide Canadian industry with on-the-ground expertise regarding market potential, current conditions and local business contacts, and are an excellent point of contact for export advice.
For additional intelligence on this and other markets, the complete library of Global Analysis reports can be found on the International agri-food market intelligence page, arranged by region.
Resources
- Global Trade Tracker, 2018.
- Euromonitor International, 2017. Pet care global industry overview 2017.
- Euromonitor International, September 2017. Premiumisation.
- Euromonitor International, April 2017. Opportunities for cheese in slowing mature markets – thinkings outside the box
- Euromonitor International, June 2016. Cheese: From Heart Attack Snack to Health Food?.
- Mintel Global New Products Database, 2018.
Sector Trend Analysis – Cheese trends in Western Europe
Global Analysis Report
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