Picky tea culture and social trends boosting UK cheese sales

Nothing beats a slice or wedge of cheese. It’s a grazing board centrepiece. A sandwich staple. The heart and soul of an almost infinite array of dishes.

And British consumers simply can’t get enough of it, according to new data, with six in 10 people viewing it beyond a fridge staple, and more as a luxury that elevates how they eat, entertain and shop.

New research from The Knowledge Bank and Mintel reveals that, although 94% of British consumers eat cheese – 65% more than once a week – they continue to perceive it as something special. In fact, almost two-thirds of them say cheese make a dish feel more premium.

What’s behind this uptick and cheese aspirations? Many, rightly, say social media has had a part to play in amplifying the trend. Close-ups of melting cheese being pulled in gooey bakes, and viral videos of ‘picky teas’ built around sharing platters and plates, or extravagant cheese and charcuterie boards, are heavily influencing shoppers’ behaviours.

The research revealed nearly a quarter of consumers asked have bought cheese after seeing it featured online.

Scotland has seen a growth of around 10% in sales by volume in speciality cheeses across the UK after featuring heavily in viral online recipes. While Waitrose reported a 900% increase in online searches for Scottish cheese for the duration of the Edinburgh Fringe Festival.

Bricks and mortar businesses are seeing a direct impact from trends too. More than 80% of British shoppers regularly buy deli items including cheese, and one in five seek out British.

In response, multiples are making moves to enhance and expand their offerings, with M&S branding itself ‘the home of picky bits’, Tesco actively seeking out more artisan cheesemakers, and Waitrose highlighting ‘picky teas’ in its latest food and drink report.

Anne-Laure Farar, 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.”

She says the under trade in speciality cheeses in some parts of the UK presents a huge opportunity for brands. “Especially with the increased focus on provenance and authenticity from consumers.”

Speaking of the opportunity for Scotland, in particular, Paul Grant, chairman of the Scottish Dairy Growth Board, added, “This trend presents a significant opportunity for Scottish cheesemakers 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.”

How can independent retailers make the most of this momentum?

It will pay to strike while the iron’s hot – especially as supermarkets push to further break into the speciality market.

1. Showcase your knowledge. One of the biggest things that sets you apart is what you know and who you know. Use time at your counter and your social media posts to talk about cheeses, and tell consumers more about the people behind some of your most popular varieties. Ensure all your staff are upskilled to be able to provide this information.

2. If you have a website, cross-share recipes here and on your social media platforms. Anything melty or cooked is proving a hit right now.

3. Use social media to show shoppers how they can pull together the perfect ‘picky tea’ or grazing platter. You could create a regular series with your top choices for an easy supper or selection for entertaining.

4. Pre-prepare a few different sized grazing boards or cheese boxes in your deli counter at key parts of the week – late on a Friday afternoon, Saturday morning – to make it easy for shoppers to grab what they need at a glance.

5. Think of fun ways to cross merchandise. You might, for example, group together themed products for ‘date night’ (wine, crackers, chocolates, chutney) with a note explaining which cheeses to grab from the counter.