Tuesday, September 11th, 2012 - Roy Morgan Research
Some 6.4 million grocery buyers purchase grated or shredded cheese in an average four week period – and an estimated 2.7 million are buying private label or a supermarket’s own brand.
 
According to the latest Roy Morgan Single Source data the research also shows parents are more likely than those without children to buy shredded/grated cheese and they are much more likely to choose private label – especially those with 12-15 year olds.


Bought Grated/Shredded cheese in the last 4 weeks


Source: Roy Morgan Single Source, Jul 11 — Jun 12 Grocery Buyers n = 16,004.


While it is important to understand who the buyers are in the category, it’s also critical to measure how competitors’ products compare, including supermarket labelled products. For any new brand launch or new product variant being trialled in a competitive category such as grated cheese, any edge in understanding where to position a brand, including where to advertise and how to promote, is invaluable in order to send the right message to a product’s target market.

The same parent segments with older kids are not just buying branded cheese, in fact they are considerably more likely to be buying supermarket branded cheese than any of the well known cheese brands such as Coon, Bega or Perfect Italiano. Purchasing of supermarket branded grated cheese by the average grocery buyer is currently more than double that of any of the branded cheese, and for parents with children, particularly those with 12-15 year olds, purchasing of supermarket grated cheese is more than three times that of any brand.


Brands of Grated/Shredded cheese bought


Source: Roy Morgan Single Source, Jul 11 — Jun 12 Grocery Buyers n = 16,004.


Warren Reid, Group Account Manager Consumer Products, Roy Morgan Research, says:
 
“Having a strong understanding of your consumer is critical for FMCG companies engaged in an uphill battle against supermarket private label products. The ability to gain any marketing edge may mean the difference in a new brand or even existing brand succeeding or simply surviving in the market.

“While there doesn’t appear to be any room in the grated cheese market for another new brand, manufacturer Fonterra has recently launched a new brand to market, Egmont, a grated cheese that’s marketed as being not only tasty but ideal for grilling. This may well be appealing for buyers with older children who love a cheese toastie, but will it be able to compete in an already saturated category filled with traditional brands and supermarket private label cheese?”

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Roy Morgan Research is Australia’s best known and longest established market research and public opinion survey company. Roy Morgan Single Source is thorough, accurate, and provides comprehensive, directly applicable information about current and future customers. It is unique in that it directs all the questions to each individual from a base survey sample of around 55,000 interviews in Australia and 15,000 interviews in New Zealand annually - the largest Single Source databases in the world. The questions asked relate to lifestyle and attitudes, media consumption habits (including TV, radio, newspapers, magazines, cinema, catalogues, pay TV and the Internet), brand and product usage, purchase intentions, retail visitations, service provider preferences, financial information and recreation and leisure activities. This lead product is supported by a nationally networked, consultancy-orientated market research capability.
Shaun Ellis
P: 03 9224 5332
W: www.roymorgan.com

Keywords

cheese, supermarket, grocery, private label

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