Younger Generations in UK Drive Growth in Artisan Cheese Market, Survey Finds

Drivers of Artisan Cheese Purchases
The study highlighted several factors motivating consumers to pay a premium for artisan cheese. Better taste topped the list, with 85.14% of respondents citing it as a key reason, followed by higher animal welfare standards (79.23%) and support for local economies and family farms (78.05%). Sustainability (75.89%) and handmade production (72.93%) also ranked highly, reflecting growing consumer demand for ethically produced goods.

Gender and Age Insights
Men aged 18-44 showed the highest levels of interest in artisan cheese. Among men aged 25-34, 42.86% reported purchasing artisan cheese weekly, followed by 18-24-year-olds at 34.48% and 35-44-year-olds at 30.38%. Women aged 25-34 also showed interest, with 27.78% purchasing artisan cheese regularly.

Misconceptions About the Artisan Cheese Market
Despite the enthusiasm, the survey revealed a significant gap in consumer awareness. Over 23% of respondents believed artisan cheese accounts for more than 50% of annual UK cheese sales, and 81.16% guessed it was over 10%. In reality, industry estimates place the figure at just 2-3%.

A Call to Action for the Artisan Cheese Community
Sam Brice, co-founder of The Real Cheese Project, emphasized the need to raise awareness about the UK’s vibrant artisan cheese industry. “Millennials and Gen Z are showing big support, but many people don’t realize the incredible diversity of British artisan cheese or the positive impact small-scale makers have on people and the planet,” Brice said.

Brice urged consumers to back local cheesemakers and independent retailers year-round. “By doing so, we can preserve the rich tapestry of British cheese for generations to come.”

With growing interest in sustainability, animal welfare, and local food systems, the artisan cheese sector is poised for further growth, driven by the support of younger, conscious consumers.