The pull of cheese remains strong on British shoppers, says study

More than six in 10 British consumers see cheese as more than just a fridge staple, viewing it as luxury that elevates how they eat, entertain and shop.

Research from The Knowledge Bank and Mintel has revealed that, although 94% of British consumers eat cheese – and 65% do so more than once per week – they still consider it something special. Almost two-thirds say cheese makes a dish feel premium, while over half say it makes the occasion itself special. 

Social media is amplifying this trend. Close-ups of gooey cheese pulls have become shorthand for indulgence, with two-thirds of UK consumers saying melted cheese is the best part of a dish. Viral videos celebrating casual “picky teas” built around small sharing bites or showing off extravagant cheese-and-charcuterie boards, are influencing consumer behaviour.

In fact, nearly a quarter of shoppers have said they bought cheese after seeing it featured online.

While Scotland under trades in speciality cheeses – particularly feta and halloumi – both these cheeses have seen an uptick of about 10% in sales by volume across the UK after featuring heavily in viral online recipes.

Cultural and seasonal events also play a role to boost cheese with provenance: Waitrose reported a 900% increase in online searches for Scottish cheese over the duration of the Edinburgh Fringe Festival while nearly one-fifth of speciality sales in retail happen at Christmas (NielsenIQ).

Offline, the deli sector is seeing an impact from these trends. More than 80% of British shoppers regularly buy deli items including cheese, and more than one in five seek out British cuisine when doing so, according to the Grocer.

Retailers are responding accordingly. Marks & Spencer has branded itself “the home of picky bits,” while Tesco is actively searching for more artisan cheesemakers to fill its shelves. Waitrose also highlighted “Picky Teas” in its latest Food & Drink report, explaining consumers like the flexibility.

Anne-Laure Farrar, UK market insight manager from The Knowledge Bank, said, “Cheese has the rare ability to be both ordinary and extraordinary. From appearing in casual ‘picky teas’ to sitting on eye-catching food boards, it’s central to how Brits eat and entertain.

“The undertrade in speciality cheeses in the Scotland retail market presents a huge opportunity for Scottish brands – especially with the increased focus on provenance and authenticity from consumers. Combined with the growing appetite for speciality cheeses, it means retailers are making more space for artisan cheesemakers, giving Scottish producers an opening to promote cross-category pairings with cheese accompaniments such as biscuits and chutney.”

This isn’t the first time social media has driven food trends; previous research by The Knowledge Bank showed an increase in cottage cheese sales after food influencers highlighted the versatility of the spread. One year on, annual sales of cottage cheese by volume have increased by 47% in Scotland and 37% across Great Britain, based on NielsenIQ retail sales.

Robert Logan, head of co-op development at the Scottish Agricultural Organisation Society, noted, “It’s great to see that, as a nation, we remain devoted fans of cheese. Clearly consumers want to feel good about what they eat and know their money is well-spent, and we know this is coupled with a strong desire to support our farmers. The fact that retailers are giving more space to cheese is great news for smaller producers of speciality cheeses.”

Paul Grant, chairman of the Scottish Dairy Growth Board, added, “The UK market is seeing a clear surge in demand for speciality cheeses, as consumers increasingly seek out products with provenance, quality, and unique flavour profiles. This trend presents a significant opportunity for Scottish cheese makers to showcase their quality, heritage, and distinct regional character. With increasing recognition of the value of its artisanal production and the support of the Scottish Dairy Growth Board and the Fine Cheesemakers of Scotland Association, Scottish cheese is well placed to capitalise on this momentum and capture more attention within the UK market.”

The full details of The Knowledge Bank cheese category report is available via its website which provides access to a range of market research, data analysis and consumer insights to the Scotland Food & Drink industry.