Speciality cheese market valued at €180m, research reveals

THE speciality cheese market in Ireland is growing, according to recent research undertaken for Bord Bia.

It revealed that the total cheese market was valued at €180 million in the year ended July with speciality valued at €26.5m.

Eimear O’Donnell, Small Business Division, Bord Bia, said an additional 45,000 households are purchasing speciality cheese. The frequency of purchase is also increasing, albeit from a relatively low level to 8.7 times per year. In addition, there is growth in private label.

“In terms of sales of farmhouse cheese, the sector is not growing as fast as speciality cheese,” she said.

To year end (July 2009), the farmhouse cheese market was valued at close to €3m which represents a rise of some 3.4%.

Writing in Bord Bia’s market monitor, Ms O’Donnell said key learnings for Irish farmhouse cheesemakers is that improved distribution and availability in-store is critical to success.

“The overall sales of speciality cheese are increasing and therefore this should be emulated across the farmhouse sector.

“While private label sales are driving the growth, it is equally important for brand owners to increase their branded product availability.

“The research also indicates that sales slow during the summer period. Therefore, increased promotional activity around this period could stimulate sales,” she said.