Understanding the Consumer: Who Buys Territorial Cheeses and Why?

The Traditional Consumer: Nostalgia and Regional Pride

Historically, territorial cheeses have appealed to older consumers who value the familiarity, consistency, and provenance of British heritage foods. For these buyers, cheeses like Wensleydale, Cheshire, Double Gloucester and Red Leicester evoke memories of family gatherings and regional pride. However, this core demographic is ageing, and sustained growth requires attracting a new generation of consumers.

The Health-Conscious Millennial and Gen Z Consumer

Younger consumers - particularly Millennials and Gen Z - prioritise health and wellness. According to Mintel, over 70% of these consumers consider nutritional value when choosing food, with protein being a significant driver. Cheese, naturally rich in protein, calcium, and essential vitamins, aligns perfectly with their dietary preferences. Yet, territorial cheeses are often overlooked in favour of products that are either familiar or more explicitly promote these health credentials.

Key Insight: 

Over a third of consumers limit their cheese intake due to health concerns, highlighting the need for producers and retailers to reframe territorial cheeses as nutritional powerhouses suitable for everyday consumption. [Mintel UK Cheese Market Report]

The Ethical and Sustainable Consumer

Sustainability and ethical production influence purchasing decisions for younger consumers. Deloitte’s Future of Food report indicates that these buyers want transparency around sourcing, environmental impact, and production methods. Many territorial cheese producers already adhere to sustainable practices, but these efforts are not always effectively communicated.

Opportunity: 

Positioning territorial cheeses as ethically produced, locally sourced, and environmentally friendly products can unlock demand among socially conscious buyers.

The Experience-Seeking Foodie

Food is an experience for younger generations. Millennials and Gen Z consumers enjoy discovering new flavours, pairing foods with craft beverages, and sharing their culinary adventures on social media. Territorial cheeses can thrive in this context by being positioned as artisanal, flavourful, and integral to modern dining experiences - whether on a grazingboard, cheeseboard, in recipes, or paired with craft beers and wines.

Mapping the Retail Landscape: Where and How Consumers Buy

The retail journey for territorial cheeses spans multiple channels, each offering unique opportunities:

Supermarkets and Multiples: Elevating the Everyday Experience

Supermarkets dominate UK cheese sales, with private-label cheeses holding a two-thirds market share. However, this has led to commoditisation. Retailers can differentiate territorial cheeses by curating "Best of British" selections, emphasising provenance and artisanal quality.

Strategy:  

• Superior merchandising with regional storytelling 
• In-store sampling and pairing recommendations 
• Health-focused labelling highlighting nutritional benefits
• Use on-pack QR Codes to educate and engage with consumers
  

Specialist Cheesemongers and Delicatessens: Crafting Premium Experiences

These outlets cater to consumers seeking premium, personalised experiences. The resurgence of artisanal foods offers opportunities for tasting events, producer meet-and-greets, and bespoke cheese-pairing suggestions.

Action:  

• Host experiential retail events 
• Curate seasonal cheese collections 
• Collaborate with chefs and sommeliers for pairing recommendations
  

Farm Shops and Regional Markets: Localism and Sustainability

The trend towards localism and sustainability has bolstered farm shops and regional farmers markets. These venues allow producers to connect directly with consumers, share their stories, and command higher price points.

Online Retail and Subscription Services: The Digital Cheese Renaissance

The rise of e-commerce and subscription services, such as The Cheese Box Club and The Cheese Geek, has opened new avenues for territorial cheeses. Digital platforms allow producers to reach broader audiences, provide educational content, and foster online communities of cheese enthusiasts.

Opportunity:  

• Develop subscription boxes featuring territorial cheese selections 
• Create engaging digital content, including recipe guides and producer stories 
• Leverage influencer partnerships to expand reach.

Leveraging Awards and Education to Drive Market Growth

The Role of Award-Winning Cheeses in Consumer Decision-Making

The International Cheese & Dairy Awards (ICDA) plays a crucial role in recognising the best cheese and dairy products from around the world. For British territorial cheese producers, these accolades are more than just a mark of quality - they represent an opportunity to elevate the status of their products, both domestically and internationally.

Award-winning cheeses carry a sense of prestige that can influence purchasing decisions, especially among consumers seeking premium, artisanal products. However, the potential of these awards is often underutilised in marketing strategies.

How Awards Can Drive Consumer Interest: 

• Retail Promotion: Supermarkets and specialist stores can feature award-winning territorial cheeses in dedicated sections, complete with tasting notes and producer stories that highlight the craftsmanship behind each variety. 
• Packaging and Labelling: Producers should prominently display award credentials on packaging, reinforcing consumer perceptions of quality and authenticity. 
• Media and PR Campaigns: Winning at ICDA Awards offers a compelling narrative for media campaigns, helping to position territorial cheeses as best-in-class products worthy of consumer attention.

Example:  

A Wensleydale cheese that wins a gold award at the ICDA Awards could be positioned as a “must-try” product in curated British cheese collections, paired with locally produced accompaniments, and marketed as the choice of experts.

Consumer Education: Closing the Knowledge Gap

One of the biggest barriers to expanding the market for territorial cheeses is the knowledge gap among consumers. Many buyers are unfamiliar with the nuances between different territorial varieties or how best to enjoy them.

Educational initiatives can transform this landscape, turning curious consumers into loyal advocates. By deepening understanding of flavour profiles, production methods, and pairings, producers and retailers can enhance perceived value and drive repeat purchases.

Key Educational Strategies:  

• Cheese Masterclasses: Retailers and producers can host online and in-store events where consumers learn about the history, flavour profiles, and uses of different territorial cheeses. 
• Interactive Content: Create engaging digital resources, such as tasting guides, pairing recommendations, and virtual farm tours, to showcase the journey from dairy to cheeseboard. 
• Partnerships with Chefs and Cooking Schools: Collaborations with cooking schools or renowned chefs can provide platforms for showcasing territorial cheeses in modern recipes, appealing to younger foodies seeking new experiences. 
• Cheese Tourism and Experiences: Cheese trails, producer tours, and cheesemaking workshops can turn consumption into a cultural and educational experience, strengthening consumer-brand connections.

Insight:  

According to YouGov research, consumers who understand the provenance and production methods of their food are more likely to pay a premium. By positioning territorial cheeses within a narrative of expertise and excellence - bolstered by award recognition and educational outreach - producers can build trust and justify higher price points.

Repositioning Territorial Cheeses for the Younger, Health-Conscious Consumer



While territorial cheeses are steeped in tradition, their future depends on how well producers and retailers can connect with modern consumer values. Here’s how:

Positioning as Protein-Rich Functional Foods

The protein-rich nature of territorial cheeses presents a compelling proposition. Marketing campaigns should highlight their nutritional benefits, aligning with fitness and wellness narratives.

Key Actions:

• Nutritional Storytelling: Promote the protein, calcium, and vitamin content of territorial cheeses through labelling and marketing campaigns. 
• Health-Centric Partnerships: Collaborate with fitness influencers, nutritionists, and health brands to create content around the role of cheese in a balanced diet. 
• On-the-Go Products: Develop convenient, portion-controlled packs suitable for busy lifestyles, mirroring the success of protein snack boxes.

Health-Focused Product Innovations

Producers can explore lower-fat, reduced-sodium variants, or hybrid products incorporating plant-based ingredients. Functional cheese blends enriched with superfoods can further attract health-conscious consumers.

• Lower-Fat and Reduced-Sodium Options: Tailor products to health-conscious consumers without sacrificing flavour. 
• Functional Cheese Blends: Introduce cheeses enriched with superfoods, appealing to the functional foods market. 

Sustainability as a Differentiator

Transparent sustainability credentials, supported by eco-friendly packaging and regenerative farming practices, will resonate with ethically driven consumers. Dedicated retail spaces highlighting sustainably produced cheeses can enhance visibility.

Strategic Moves:

• Transparent Labelling: Clearly communicate sustainability credentials on packaging. 
• Sustainable Collaborations: Partner with ethical brands to create co-branded, sustainable cheese offerings. 
• Farm-to-Table Experiences: Organise farm visits and cheesemaking workshops, deepening consumer connections to the product.

Curating Experiential Offerings

Interactive tasting events, cheese tourism initiatives, and pairing guides featuring craft beverages transform cheese consumption into immersive experiences. Such approaches not only drive sales but also build long-term brand loyalty.

Experiential Marketing:

• Tasting Events and Pop-Ups: Host interactive events including pairings that introduce consumers to the nuances of territorial cheeses. 
• Cheese Tourism: Collaborate with regional tourism boards to develop cheese trails and farm tours. 
• Pairing Experiences: Create pairing guides featuring craft beers, wines, and artisanal breads, transforming cheese consumption into a complete culinary journey.

Digital Engagement and Community Building

Social media campaigns, user-generated content, and influencer partnerships will be essential. Digital platforms provide opportunities for storytelling, community engagement, and direct-to-consumer sales through subscription models.

Digital Strategies:

• Social Media Campaigns: Leverage platforms like Instagram and TikTok to showcase creative recipes, producer stories, and pairing ideas. 
• Interactive Online Content: Offer virtual tasting sessions, educational videos, and interactive guides that engage consumers. 
• Subscription Models: Build loyalty through curated subscription services featuring rotating selections of territorial cheeses.

Conclusion: A Future Ripe for Innovation, Recognition, and Growth

British territorial cheeses hold untapped potential. By aligning product narratives with health, sustainability, and experiential dining trends, producers and retailers can unlock new growth opportunities. The combination of award recognition from institutions like the International Cheese & Dairy Awards and consumer education will be critical.

Looking ahead, strategic investments in digital marketing, product innovation, and experiential retail will guide territorial cheeses into a new era of relevance. The opportunity is clear: with the right approaches, these heritage products can become contemporary essentials, securing their place at the heart of British food culture for generations to come.

Final Thought for Retailers and Producers: 

The challenge is clear - but so is the opportunity. By harnessing health trends, sustainability values, award recognition, and educational initiatives, territorial cheeses can evolve from heritage favourites into contemporary essentials, securing their place at the heart of British food culture for generations to come.

Steve Moncrieff
Strategy Director | International Cheese & Dairy EXPO & ICDA Awards

Shaping the future of the global cheese and dairy industry through strategic insights, innovative partnerships, and world-class events. Proud to lead the world’s premier cheese and dairy awards and Europe’s leading dairy EXPO.

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