Read the Retail Brief Africa article here: World Cheese Day: South Africans embrace cheese with growing passion and variety

March 27^th is World Cheese Day, a celebration initiated in France in 2001 to celebrate the role cheese plays in the world’s diet.  So, if you are one of the 20m South Africans who bought cheese in the past four weeks, whether you are eating a cheesy pizza, a cheese Kota, a bunny chow topped with grated cheese, or snacking on one of Checkers’ cheese offerings paired with a glass of wine, say cheese!

Cheese production dates back over 7,000 years, predating recorded history. It is possible that humans discovered cheese by accident when they stored milk in containers made from animal stomachs, causing it to curdle and separate into curds and whey. While the exact origins of cheese-making are unknown, evidence suggests that cheese was being consumed in Egypt around 5,000 years ago, however, the well-known cheeses we enjoy today, such as Cheddar, Parmesan, Gouda, and Camembert, are relatively recent developments, emerging within the last 200 to 500 years.

Using data from MAPS, a survey of 20,000 South Africans conducted by the MRF, Eighty20, South Africa’s leading consumer analytics and data science agency examines how South Africans currently consume cheese.

❝ Who makes up cheese consumers in South Africa?  They are over-indexed to 35–50-year-old, married couples and families in higher LSMs and SEMs.

Who makes up cheese consumers in South Africa?  They are over-indexed to 35–50-year-old, married couples and families in higher LSMs and SEMs.  While couples and families are over-indexed, nearly 60% of consumption is amongst singles, as they make up the vast majority of South Africans, and half of all consumption is in Gauteng and the Western Cape.  Cheese consumers tend to purchase just under two packets/tubs of cheese in a four-week period.

According to the MAPS data, Parmalat is the market leader by a significant margin, with Melrose, Lancewood, Crystal Valley, Clover, and Bonnita rounding out the next 5 biggest brands.  Three of these brands, Parmalat, Melrose and Bonnita are owned by Lactalis South Africa, the world’s largest dairy company based in France, and operating in 51 countries.

Years before their successful Sixty60 launch, Checkers started expanding their cheese selection, including the introduction of high-quality private-label products, as part of its broader strategy to cater to more affluent consumers by offering premium products at affordable prices. This strategy has certainly paid off, as the data shows the wealthiest South Africans buy their cheese at Woolworths and Checkers, (and also prefer the brands Kiri, Crystal Valley and President).

Another related cliché that is supported by the data, is wine drinkers love their cheese.  Fully three quarters of natural table wine drinkers bought cheese in the past 3 weeks.  For champagne drinkers it is 80%.

❝ One factor that limits consumption of cheese is Lactose intolerance, specifically, the inability to digest lactose, a sugar found in milk and dairy products which varies significantly across races.

One factor that limits consumption of cheese is Lactose intolerance, specifically, the inability to digest lactose, a sugar found in milk and dairy products which varies significantly across races. This condition is particularly prevalent among Black and Asian populations, according to a study conducted by the American Journal of Clinical Nutrition, which suggests that approximately three quarters of the African-American population is lactose intolerant which can be attributed to genetic factors and historical dietary patterns.  While black people are the largest consumer group of cheese in South Africa, consumption is significantly over-indexed to white and Indian populations.

Moya App*, a data-free super app with over 3 million daily active users, did some research for us amongst South Africans and found that nearly half of black South Africans polled said they experience stomach discomfort after consuming dairy products like milk, cheese, or yoghurt.  But the main impediment to sales was affordability, when asked why they don’t buy cheese regularly, 72% said because they can’t afford it.

There are countless varieties of cheese, each offering its own unique flavour and culinary uses. This World Cheese Day, you are truly spoiled for choice. Whether you savour the sharp taste of Cheddar from England, the stringy texture of Mozzarella from Italy, or our local award winning Dalewood Huguenot, with a beautifully nutty character, made from pastured Jersey cow milk in the Cape Winelands – there’s a cheese for every palate.

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