What the UK Retail Sector Can Learn from Leading US Cheese Retailers
In our recent contribution to The Dairy Mail*—"Driving Cheese Education in the UK" — we examined how enhanced consumer knowledge, better-trained staff, and clearer provenance storytelling could unlock growth across the British cheese sector. As UK retailers seek to differentiate in a post-inflationary market shaped by premiumisation and purpose-driven purchasing, the cheese counter presents a unique strategic lever.
To assess what this might look like in practice, it is instructive to explore the approaches adopted by leading U.S. grocery retailers — several of which have transformed cheese departments from functional fixtures into value-driving ecosystems.
Elevating Expertise Through Certification and Guidance
According to the American Cheese Society, over 1,000 professionals across the U.S. now hold the Certified Cheese Professional (CCP) designation. Retailers such as Whole Foods Market, Hy-Vee, and Schnucks deploy these experts in-store to advise customers, recommend pairings, and enhance decision-making confidence. This mirrors the sommelier model in wine retail and contributes significantly to conversion rates and average transaction values.
UK Action Point: While the UK has a deep understanding of cheesemaking expertise, this knowledge is rarely visible at the point of purchase. Retailers should consider partnerships with certification bodies or invest in accredited training programmes to empower deli staff with product knowledge. This would align with rising consumer demand for authenticity and expertise.
Curation Over Saturation: Refining Range Architecture
In contrast to large, undifferentiated ranges, retailers such as Trader Joe’s and Aldi US employ tightly curated cheese selections—often private label and artisanal in nature. Each product is chosen for its distinct value proposition, be it taste profile, provenance, or culinary versatility.
Research by McKinsey & Company indicates that over 60% of shoppers prefer fewer, better choices in categories perceived as complex. A focused range can reduce shopper paralysis while encouraging discovery and storytelling.
UK Action Point: Range rationalisation should not default to lowest-common-denominator SKUs. Instead, consider rotational “hero” cheeses, spotlighting British producers or unique seasonal varieties to drive shopper engagement and reduce promotional dependency.
Creating Retail Theatre Around Dairy
U.S. grocers like Stew Leonard’s and Wegmans use live mozzarella pulling, on-site cheese caves, and product tastings to bring dairy alive in-store. These initiatives extend the customer journey beyond purchase, providing entertainment, education, and emotional connection.
UK Action Point: While not every store can support live demonstrations, low-barrier interventions such as guided tastings, producer showcases, or augmented reality experiences can deepen dwell time and category interest. The cheese counter can be repositioned as a stage—not just a shelf.
Embedding Education Into Shopper Engagement
Murray’s Cheese, operated by Kroger, offers in-store and virtual masterclasses, pairing workshops, and digital guides that increase confidence and affinity. Research from IGD confirms that 35% of UK shoppers would pay more for food with better education around its origin and use.
UK Action Point: Retailers should consider multi-platform educational content—ranging from app-based pairing tools to in-store signage explaining maturation processes. Education is no longer a luxury add-on; it is a driver of both value perception and brand trust.
Leveraging Regionality as a Growth Driver
Retailers such as Heinen’s and Uncle Giuseppe’s Marketplace integrate local cheese producers into their assortments, using provenance not only as a sourcing model but as a central narrative. In the UK, this is a latent advantage: with regional cheeses such as Lancashire, Cornish Yarg, and Isle of Mull Cheddar, the raw material already exists.
UK Action Point: There is significant opportunity for UK retailers to differentiate through regional sourcing and storytelling—particularly in the context of growing support for British food. Clear labelling, digital profiles of producers, and co-branded promotions can build emotional affinity while supporting domestic supply chains.
Driving Cross-Category Integration
Cheese functions as a connector across multiple adjacent categories—charcuterie, wine, bakery, and condiments. U.S. retailers are increasingly integrating cheese within themed promotions and meal solution displays, driving secondary purchases and raising basket value.
UK Action Point:
Collaborative activation between category managers can unlock new shopper missions, from “Friday Night In” boxes to “British Cheeseboard Builders.” When cheese is repositioned as a centrepiece, other categories benefit.
Conclusion: A Category with Strategic Potential
As we outlined in an earlier article on The Dairy Mail, cheese is not merely a mature category — it is a platform. When treated with intent, it can drive differentiation, deepen customer loyalty, and reinforce retailer credibility.
The U.S. case studies presented here reflect a shift from passive retailing to active, experience-led commerce. For UK retailers, the message is clear: there is untapped potential in dairy, but real progress will require strategic investment in people, storytelling, and experience design.
Looking ahead, those who lead in cheese education and elevation will be well-positioned to lead in customer engagement more broadly. Now is the time to act — not just to protect share, but to shape the future of food retail.
If you are a retail buyer, brand owner, or category strategist exploring ways to unlock greater value from the cheese category, I would welcome the opportunity to connect. Together, we can elevate British cheese — commercially and culturally.*
#CheeseEducation #CategoryDevelopment #UKGrocery #DairyStrategy #RetailInnovation #BritishFood #FMCGInsights #CustomerEngagement #FoodProvenance #CheeseIsStrategy
Steve Moncrieff
Strategy Director | International Cheese & Dairy EXPO & ICDA Awards
Shaping the future of the global cheese and dairy industry through strategic insights, innovative partnerships, and world-class events. Proud to lead the world’s premier cheese and dairy awards and Europe’s leading dairy EXPO.
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