AGE PROFILE of cheese consumers Children 0-1015% 11-167% Male 17-3411% 35-6419% 65+8% Female 17-3411% 35-6419% 65+10% Info: Usage overview of cheese. In-home/lunchbox consumption Cheese sales grew 6.2% to £2bn last year Cheddar represents 72% of cheese consumption Cheese is considered appealing due to its practicality Lunch remains the main occasion, with 18% eaten as part of a lunchbox meal A practical food for the lunchbox Cheese consumption was static last year despite two years of growth previously. There was a slight decrease in consumption among more health-conscious females aged 17-45, down 3% in consumption. This does not mean, however, that cheese is eaten by unhealthy consumers - 40% of them had an ideal weight and there was no over indexing among the overweight or obese. Compared with food consumption in general, cheese was more likely to be eaten by children (0-10) and men 17-45, but the main consumers of cheese (and Cheddar as well) were adults aged 45+ with a 42% share of consumption. Snacking cheese was more focused on children (0-16 eat 72%) while consumers aged 65+ eat 64% of blue cheese. Cheese was eaten more during the week and lunch remains the key occasion. Despite a slight drop, bread was by far the most popular food consumed with cheese, followed by salad veg. Cheese was more likely to be eaten as a part of a light meal or a snack in general. The main reason for eating it was enjoyment but this had declined slightly with the second reason - the practicality of cheese as a natural accompaniment - increasing. Ugo Jacquemier

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