Who is the ‘Jarlsberg man’? And what does your choice of cheese say about you?

Original article by
Market Research Update – Page: Online : 8-Jul-19

New research from Roy Morgan shows that over 15 million Australian grocery buyers aged +14 now buy some type of cheese. Block Cheese is bought by 13.5 million Australians (85.1%), easily making it the most popular type of cheese. However, the strongest growth over the last three years has come from a significant increase in Australians buying Grated/Shredded Cheese (up 2.6ppts to 68.3%), Sliced Cheese (up 2.4ppts to 67.7%) and Cheese Snacks or Portions (up 3ppts to 43.6%). Meanwhile, Jarlsberg cheese is one of the more premium products in the cheese market and there are significant differences between the average buyer of Jarlsberg and a regular buyer of cheese. ‘Jarlsberg man’ is a big spender in the top socio-economic AB quintile, most likely with no children in his Mid-Life Household and almost twice as likely to drink wine with his meals as the average Australian. ‘Jarlsberg man’ is skewed heavily towards older Australians aged 35+ and is far more likely to have a diploma or degree than the average cheese buyer and be working full-time as a professional or manager with a household income of well over $120,000 per annum.


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