On World Cheese Day, Hot Business with Jeremy Maggs and MoneyWeb dug into the country’s cheesy obsession — and found there’s more than just dairy behind this R20 million-a-month indulgence. 

Andrew Fulton, director at analytics firm 80/20, revealed that around 20 million South Africans bought cheese in the past month, but it’s not just about taste — it’s about class, culture, and shifting consumer behavior. 

“It skews to 35–50-year-old married couples in higher income brackets,” Fulton explained, pointing to data that shows cheese consumption is closely tied to wealthier households. “Three-quarters of bottled wine drinkers have eaten cheese in the last three weeks, and for champagne drinkers, that figure jumps to 80%.” 

SA’s Cheese Boom Isn’t Built for Everyone 

Private label brands from Checkers are rapidly gaining ground, with variety and quality rivalling big players like Parmalat. These offerings are part of a larger strategy to lure affluent shoppers from Woolworths — and it’s working. 

But not all South Africans can enjoy cheese equally. Fulton cited both cultural and biological factors — notably, a high rate of lactose intolerance among black consumers. “Half of black South Africans surveyed reported discomfort after eating cheese,” he said. “There’s a gap in the market for culturally relevant dairy alternatives.” 

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Dairy Giants Target the Elite While Many Are Left Out 

Big dairy companies like Lactalis, which owns Melrose and Lancewood, are experimenting with vegan cheeses — but are they doing enough? 

“It skews to 35–50-year-old married couples in higher income brackets.”
— Andrew Fulton, 80/20

“Half of black South Africans reported discomfort after eating cheese.”
— Andrew Fulton, 80/20

As South Africa’s food economy evolves, cheese is more than a snack — it’s a marker of taste, status, and identity.

In Conclusion 

Despite its seeming simplicity, cheese in South Africa displays many layers of cultural distinctions, consumer behaviour and marketing strategy. The concern is not just who is consuming, but also who is being excluded as private labels gain popularity and dairy firms switch to plant-based products. 

For more sharp insights into the business trends shaping South Africa, tune in to Hot Business — where we break down the real stories behind the headlines.