Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- A mature commoditized market struggling to grow
- Specialty cheese and natural cheese are bright spots
- Convenience and adaptability trends shape market
- Hispanic and black usage—and population growth—drives market
- Private-label infiltration pressures prices
- Natural cheese leads at FDM; processed cheese declines
- Kraft out in front with 36% of total sales
- Supermarkets hold 75% market share, but price erosion takes toll
- The cheese consumer
- Cheese, by type and form
- Natural versus American cheese
- Cream cheese
- Cottage cheese
- Grated cheese
- Spread cheese
- Interest in new cheese types and packaging/dispensing innovations
- Interest in cheese packaging and retail concepts
- Cheese, dieting, and cooking
Market Drivers
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- Cheese is a mature market
- Increase in per capita consumption drives modest growth in the market
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- Figure 1: Per capita consumption of cheese, 2000-05
- Growth in population
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- Figure 2: U.S. population and projections, by age, 2001-11
- Product innovations gain traction
- Specialty cheese contributes to growth
- Children influence the market positively—but only for certain types of cheeses
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- Figure 3: Household consumption of natural and processed cheese in the last seven days, by presence of children in the household, May 2005-June 2006
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- Figure 4: Households with children under age 18 present, 2001-05
- Population diversity favors cheese market
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- Figure 5: Household usage of cheese, by type, by race/ethnicity, May 2005-June 2006
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- Figure 6: Household consumption of natural and processed cheese in the last seven days, by type, by volume, by race/ethnicity, May 2005-June 2006
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- Figure 7: Population, by race and Hispanic origin, 2001-11
- Natural and organic claims draw consumer attention
Market Size and Trends
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- Market size
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- Figure 8: Total U.S. retail sales of cheese, at current and constant prices, 2001-06
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- Figure 9: FDM* dollar and volume sales and price fluctuation in cheese market, 2001-06
- Market trends
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- Figure 10: New product introductions, by product claim, 2001-06
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- Figure 11: New product introduction, by flavors, 2001-06
Market Segmentation
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- Introduction
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- Figure 12: Cheese sales through FDM*, segmented by type, 2004 and 2006
- Natural cheese
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- Figure 13: FDM* sales of natural cheese, at current and constant prices, 2001-06
- Natural cheese sales by form
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- Figure 14: FDM* sales of natural cheese, by form, 2004 and 2006
- Processed cheese
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- Figure 15: FDM* sales of processed cheese, at current and constant prices, 2001-06
- Processed cheese sales by form
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- Figure 16: FDM* sales of processed cheese, by form, 2004 and 2006
- Cottage cheese
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- Figure 17: FDM* sales of cottage cheese, at current and constant prices, 2001-06
- Cream cheese
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- Figure 18: FDM* sales of cream cheese, at current and constant prices, 2001-06
Supply Structure
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- Figure 19: Top five states producing cheese in the U.S., 2005
- Foreign trade
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- Figure 20: Imports of cheese, by country, 2001-06
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- Figure 21: Exports of cheese, by country, 2001-06
- Companies and brands
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- Figure 22: FDM* sales of major manufacturers in the condiments market in the U.S., 2005 and 2006
- Natural cheese
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- Figure 23: Selected brand sales and market share of natural cheese at FDM* in the U.S., 2005 and 2006
- Processed cheese
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- Figure 24: Selected brand sales and market share of processed cheese at FDM* in the U.S., 2005 and 2006
- Cottage cheese
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- Figure 25: Selected brand sales and market share of cottage cheese at FDM* in the U.S., 2005 and 2006
- Cream cheese
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- Figure 26: Selected brand sales and market share of cream cheese at FDM* in the U.S., 2005 and 2006
- Brands versus private labels
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- Figure 27: Private-label and branded product sales of cheese at FDM, 2005 and 2006
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- Figure 28: FDM* price of private label and branded cheese, by type, 2006
- Company profiles
- Kraft Foods Inc.
- Sargento Foods
- Groupe Lactalis
- Tillamook Country Creameries
- BelGioioso Cheese, Inc.
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Advertising and Promotion
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- California Milk Advisory Board
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- Figure 29: California Milk Advisory Board— Happy Cows, television clip, 2006
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- Figure 30: California Milk Advisory Board— Happy Cows II, television clip, 2006
- Cabot Creamery Cooperative
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- Figure 31: Cabot cheddar, television clip, 2006
- Kraft Food Inc.
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- Figure 32: Kraft Philadelphia Jammin swirls cream cheese, television clip, 2006
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- Figure 33: Kraft Natural Crumbled cheese, television clip, 2006
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- Figure 34: Kraft Velveeta cheese, television clip, 2006
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- Figure 35: Kraft singles slices, television clip, 2006
- Sargento Food Company
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- Figure 36: Sargento Bistro Natural Shredded Cheese, television clip, 2006
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- Figure 37: Sargento sliced cheese, television clip, 2006
Retail Distribution
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- Introduction
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- Figure 38: U.S. retail sales of cheese, by channel, 2004 and 2006
- Supermarkets
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- Figure 39: U.S. supermarket sales of cheese, at current and constant prices, 2001-06
- Mass merchandisers, warehouse clubs and supercenters
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- Figure 40: U.S. mass merchandisers’ sales of cheese, at current and constant prices, 2001-06
- Convenience stores and gas stations
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- Figure 41: U.S. convenience stores’ and gas stations’ sales of cheese, at current and constant prices, 2001-06
The Consumer: Usage of Cheese
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- Introduction
- Consumption of cheese
- Summary
- Household cheese consumption: 2004 vs. 2006
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- Figure 42: Household consumption of cheese, by type, 2004 and 2006
- Personal cheese consumption
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- Figure 43: Personal consumption of cheese, December 2006
- Personal cheese consumption, by type
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- Figure 44: Personal consumption of cheese, by gender, December 2006
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- Figure 45: Personal consumption of cheese, by age, December 2006
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- Figure 46: Personal consumption of cheese, by income, December 2006
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- Figure 47: Personal consumption of cheese, by race/ethnicity, December 2006
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- Figure 48: Personal consumption of cheese, by region, December 2006
The Consumer: Natural Cheese and American Cheese
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- Introduction
- Summary
- Cheese, by type and form
- Natural versus American cheese
- Types and forms eaten
- Natural cheese
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- Figure 49: Types of natural/imported cheese eaten, 2004 and 2006
- American cheese
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- Figure 50: Types of American/processed cheese eaten, by race/ethnicity, May 2005-June 2006
- Eating occasions, by type of cheese
- Natural and American cheese: a topline comparison
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- Figure 51: Cheese eating ocassions, natural and American cheese, December 2006
- Natural cheese
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- Figure 52: Natural cheese eating ocassions, by race/ethnicity, December 2006
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- Figure 53: Natural cheese eating ocassions, by age, December 2006
- American cheese
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- Figure 54: American cheese eating ocassions, by gender, December 2006
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- Figure 55: American cheese eating ocassions, by income, December 2006
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- Figure 56: American cheese eating ocassions, by race/ethnicity, December 2006
- Health attitudes toward cheese
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- Figure 57: Health attitudes toward natural and American cheese, December 2006
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- Figure 58: Health attitudes toward natural cheese, by age, December 2006
- American cheese
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- Figure 59: Health attitudes toward American cheese, by age, December 2006
The Consumer: Other Types of Cheese
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- Introduction
- Summary
- Cream cheese
- Cottage cheese
- Grated cheese
- Spread cheese
- Cream cheese
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- Figure 60: Types of cream cheese eaten, by race/ethnicity, May 2005-June 2006
- Cottage cheese
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- Figure 61: Types of cottage cheese eaten, by age, May 2005-June 2006
- Grated cheese
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- Figure 62: Types of grated cheese eaten, by race/ethnicity, May 2005-June 2006
- Spread cheese
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- Figure 63: Types of spread cheese eaten, by race/ethnicity, May 2005-June 2006
The Consumer: Emerging Cheese Types, Packaging, and Retailing
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- Introduction
- Summary
- Interest in new cheese types and packaging/dispensing innovations
- Interest in cheese packaging and retail concepts
- Interest in new cheese types and packaging/dispensing methods
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- Figure 64: Interest in new cheese types and packaging/dispensing methods, December 2006
- Cheese packaging and retail concepts
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- Figure 65: Interest in cheese packaging and retail concepts, by gender, December 2006
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- Figure 66: Interest in cheese packaging and retail concepts, by age, December 2006
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- Figure 67: Interest in cheese packaging and retail concepts, by race/ethnicity, December 2006
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- Figure 68: Interest in cheese packaging and retail concepts, by region, December 2006
The Consumer: Cheese, Dieting, and Cooking
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- Introduction
- Diet, healthy eating, and home cooking
- Diet and healthy eating
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- Figure 69: Personal consumption of cheese types, by diet and healthy eating preference, December 2006
- Cooking at home
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- Figure 70: Personal consumption of cheese types, by home cooking preferences, December 2006
- Dieters’ and cooks’ interest in cheese product introductions and graters
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- Figure 71: Usage of natural shredded cheese with seasoning, by desire to cook at home, December 2006
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- Figure 72: Interest in natural cheese blends with dressing, by desire to cook at home, December 2006
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- Figure 73: Interest in natural shredded cheese w/extra ingredients, by diet and cooking preferences, December 2006
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- Figure 74: Interest in shredded cheese grater, by cooking preferences, December 2006
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- Figure 75: Interest in multi-type cheese slice packs, by diet and cooking preferences, December 2006
Future and Forecast
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- Future trends
- Fortified cheese may drive growth in the market
- Despite maturity status, the market holds growth potential by meeting evolving consumer needs
- Low-fat cheese may get increased attention due to taste improvement
- Demographic influences
- Population growth
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- Figure 76: U.S. population and projections, by age, 2001-11
- Positive influence of Hispanic population growth on the market
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- Figure 77: Population, by race and Hispanic origin, 2001-11
- Figure 78: Per capita consumption of total cheese and Hispanic cheese, 2000-05
- Organic cheese will drive small growth
- Market forecast
- Cheese
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- Figure 79: Forecast of total U.S. sales of cheese, at current and constant prices, 2006-11
- Natural cheese
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- Figure 80: Forecast of U.S. FDM sales of natural cheese, at current and constant prices, 2006-11
- Processed cheese
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- Figure 81: Forecast of U.S. FDM sales of processed cheese, at current and constant prices, 2006-11
- Cottage cheese
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- Figure 82: Forecast of U.S. FDM sales of cottage cheese, at current and constant prices, 2006-11
- Cream cheese
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- Figure 83: Forecast of U.S. FDM sales of cream cheese, at current and constant prices, 2006-11
- Forecast Factors
Appendix: Trade Associations
Appendix: New Product Briefs
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