British consumers are embracing a broader range of cheeses, with significant sales increases in feta, halloumi, and burrata, as social media and food writers contribute to changing tastes.
Shift in British Cheese Consumption
In recent years, British consumers have displayed an increasing appetite for diverse and exotic cheeses, moving beyond traditional varieties like cheddar and red leicester. Jonny Crickmore, a Suffolk dairy farmer known for his award-winning Baron Bigod brie, attributes this shift to a growing preference for stronger and softer cheeses.
Grocery retailer Ocado.com has reported significant rises in sales of feta (23.2%), halloumi (17.4%), and burrata (17%), while cheddar has seen a modest 4% increase. Supermarket Asda also noted increased demand for halloumi, cottage cheese, and “free from” cheese varieties, with cheese and dairy product development manager James Waters linking this trend to easing inflation rates.
Social media has played a pivotal role, with TikTok videos about varieties like cottage cheese and whipped feta receiving millions of views. The rising interest in cheese extends beyond supermarkets, with 43% of surveyed freehold farmers reportedly diversifying into cheese production to supplement income. Crickmore, who chairs the UK’s Specialist Cheesemakers Association, stated, “Lots of small specialist cheesemakers across the UK are creating their own versions of classic international cheeses.”
Prominent food writers and chefs are also embracing the trend. Jassy Davis, author of the upcoming cheese-themed recipe book “Unbrielievable,” and ITV’s Saturday Morning chef James Martin, set to release “Cheese” in November, reflect this growing enthusiasm.
Research into cheese’s nutritional value is revealing unexpected benefits. Prof Ian Givens from the Institute of Food, Nutrition and Health mentioned that dairy foods might have neutral or even positive effects on cardiovascular health, potentially due to compounds that moderate fat absorption and blood lipid responses.
In summary, the UK’s cheese market is becoming more varied and sophisticated, driven by consumer curiosity, social media influence, and new scientific insights into its nutritional value.