Almost half of all consumers say that traditional cheddar is their favourite variety while three in ten say that they only buy cheeses that they have tasted before.
The British Cheese Board, which carried out a survey into the nation’s cheese tastes, has urged consumers to broaden their minds and develop a more sophisticated palates.
Nigel White, the board’s secretary, said: “We know that the majority of people love their cheddar but we were surprised to find out that some people are actually scared of trying new cheeses. We strongly encourage people to be more adventurous with British cheese, and try something new alongside their usual cheddar.”
Mr White said that there are move than 700 named cheeses made on British soil.
A third of people questioned said that they try a new cheese less than once a year, and half of all consumers said that they habitually buy the same cheeses every week.
Half of consumers said they would only try a new cheese if they knew it tasted similar to a cheese they already liked.
Despite consumers’ apparent reluctance to try new flavors, sales of cheese are rising strongly. Household purchase of cheese rose by 3.5 per cent in 2010, according to Kantar Worldpanel. Last year around 372,700 tonnes of cheese were produced in the UK, and exports rose by 7.3 per cent to 112,000 tonnes.
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