Like milk, bread and eggs, cheese is one of those staples that finds its way into just about everyone’s supermarket trolley on a regular basis. In fact, the latest findings from Roy Morgan Research reveal that 84% of Australian grocery buyers (or 11.8 million people) purchase some kind of cheese in an average four weeks: primarily block, grated/shredded and sliced. And for all three categories, home brands are the most popular choice.
Block cheese is the most popular kind of cheese by far, purchased by 9.4 million Aussie grocery buyers in an average four-week period. Some 2.3 million of them buy supermarket-brand blocks, edging out Bega blocks (2.2 million buyers) and well ahead of Coon blocks (1.1 million).
Just over 6.3 million Aussies buy grated/shredded cheese in an average four weeks, and once again, 2.3 million of them buy supermarket brands – almost triple the number who buy second-most popular brand, Bega (837,000 people). Purchased by 712,000 grocery buyers in any given four weeks, Perfect Italiano is the third-most popular choice in this category.
Supermarket sweep: Australia’s most popular block, grated and sliced cheese
Source: Roy Morgan Single Source (Australia), April 2014 – March 2015 (n=11,514).
Meanwhile, 5.4 million grocery buyers purchase sliced cheese in any given four weeks, with 1.6 million opting for supermarket brands. Again, Bega comes in second (1.3 million buyers), followed by Kraft (1.1 million).
Andrew Price, General Manager – Consumer Products, Roy Morgan Research, says:
“As we reported recently, Australian grocery buyers are not, on the whole, becoming more open to supermarket-brand products. Cheese, however, is a striking exception, with home-brands being the top choice in the block, grated/shredded and sliced categories.
“Driving the home-brand movement are grocery buyers from the 35-49 age bracket, who are consistently more likely than those from any other age group to buy supermarket-branded cheeses across all three categories. Living in a household with children under-16 also increases a grocery buyer’s likelihood of buying supermarket brand cheese (of course, many of these shoppers would fall within the 35-49 age range).
“With Australia’s supermarkets currently at ‘war’, jostling for greater market share, home brands are one of the key battlegrounds. Attracting consumers with a quality, affordable range of own-brand products is a positive way for supermarkets to prosper in this challenging climate – and though this is easier said than done, the popularity of home-brand cheese is cause for optimism…”
Roy Morgan Research
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.
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