High-protein cheese sales are being driven by younger consumers, new sales data from Saputo Dairy UK has revealed.
Sales of Cathedral City High Protein Half Fat Cheddar, which launched in September 2024, have been predominantly driven by Gen Z and millennial shoppers.
The data showed these audiences account for 35% of volume sales – three times as many of those age groups that buy the Cathedral City core range (10%).
“We always knew that Cathedral City High Protein Half Fat Cheddar would appeal to younger people, but the overtrade in this demographic reaffirms why we brought the product to market,” said Cathedral City senior brand manager Abi Armson. “I think it’s a wake-up call for the category that younger people are just as obsessed with cheese as the rest of us for its taste and versatility, and are attracted by its naturally high protein credentials too.”
Of the four formats available – block, sliced, grated and minis – the minis have been the most popular, accounting for 22% of sales despite having fewer listings than the rest of the range.
“Seeing our minis perform so well gives us valuable insight into how people want to consume and benefit from the joy of cheese with naturally high protein content,” Armson added. “We know that cooking and meal preparation will always be key, but we must not underestimate the opportunity for on the go.”
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