When buying cheese in supermarkets, the majority of consumers buy home brand cheese, says research giant Roy Morgan.
Australia is clearly a nation of cheese lovers as 84 per cent of grocery buyers buy some kind of cheese in an average four weeks. The three main categories for cheese buying is either a block, grated/shredded or sliced. And for all of those three categories, home brands are the top pick.
“With Australia’s supermarkets currently at ‘war’, jostling for greater market share, home brands are one of the key battlegrounds,”said Andrew Price, general manager of consumer products at Roy Morgan.
“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.
“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.”
In the grated/shredded cheese section, 6.3 million Aussies purchase the yellow shreds, with 2.3 million snagging a home brand packet.
The second most popular brand for grated cheese is Bega, followed by Perfect Italiano.
In the block category, the supermarket’s home band was first, closely followed by Bega, with Coon coming third.
And in the sliced cheese section, it was the supermarket’s home brand first, Bega second and Kraft third.
Price added: “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.”