CHEESE sales in the UK have seen a boom in the past year, with viral trends cited as a big influence in a new study.
Research from The Knowledge Bank found that around 80% of households purchase standard cheeses like cheddar weekly, but sales of artisanal and soft varieties have steadily increased.
Cottage cheese in particular has seen an upsurge in popularity thanks to TikTok and Instagram influencers using the dairy product in a range of ways, including making ice cream and cookies.
Anne-Laure Farrar, UK market insight manager for The Knowledge Bank, said: “The importance of viral trends cannot not be denied, and witnessing some varieties blow up in popularity thanks to TikTok and Instagram is brilliant as it can breathe new life into long-established products which have been able to capture a new audience.”
Scottish figures are a testament to this with a 14% increase overall, whilst the Stirlingshire-based company Graham’s Family Dairy reported their highest cottage cheese sales since the 1980s.
Independent cheesemongers have also acknowledged the power of social media trends in increasing business, including Svetlana Kukharchuk, owner of award-winning shop The Cheese Lady in Haddington, East Lothian.
Svetlana said: “Social media has definitely helped to spread the word about artisan cheeses, helping people to find new varieties and new ways to use cheese.
“As a result of this, and the quality of product that British producers have developed, our cheeses are now very sought after and admired, that’s been a noticeable change – in a market where other countries have long enjoyed a reputation for superior cheese.
“Demand and interest in farmhouse and artisan cheeses has been strong for many years and as a result there are now more varieties of cheese produced in Britain than in France, fuelling the sales boom.
“Scotland is producing more cheese now, but there is the opportunity to do even more.”
The Scottish Dairy Growth Board (SDGB) noted changes in consumer preferences amidst the cost-of-living crisis, with Scottish dairy companies benefiting from the rising costs of international imports.
Funded by the Scottish government, SDGB focuses on the growth of domestic dairy and has already reached £50m of its £200m sales target set in 2021.
SDGB chairman Paul Grant said: “We are very encouraged by the response to our homegrown companies and the growth they are achieving.
“This is part of a journey we are on – there’s no doubt a role for Scottish cheese in UK and international markets, and the results so far have been very encouraging and indeed, transformative, for some companies.
“It’s critically important that the quality and standard of cheeses meets the consumers’ aspiration, and the research is telling us that Scotland’s producers are doing this, and more.
“We have momentum, and I’m confident that interest will continue to grow so long as the service and quality continues to deliver.”
The report from The Knowledge Bank also showed that an increase in cost hasn’t impacted growth as customers are happy to pay more for products they believe are high quality.
Robert Logan, head of co-op development at the Scottish Agricultural Organisation Society (SAOS), said: “We have seen great success around new product launches in the cheese sector, specifically around organic cheeses which is extremely promising.
“In a time where it is perceived that people are tightening the purse-strings, it just goes to show that cheese is still a vibrant and thriving sector with consumers actively trying new produce.”
Supermarkets have responded to increased demand for artisanal products, with retailers like Tesco now selling more sophisticated cheeses in line with internet trends.
Anne-Laurre Farrar said: “The nation’s love for cheese has not been dampened by the current financial climate and it’s great to see the retail market perform well during this time.
“Seeing the effect of social media on the category has been amazing, with new audiences opening up via these trends.
“The growth in consumer interest in specialty products represents a massive growth opportunity for artisan producers across the country.
“What is most promising is how brands are adapting to this changing landscape to seek out new audiences for their products.
“The range of cheese options on our shelves has never been so diverse and the outlook for the sector looks very promising indeed.”
