Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Consumer survey data
- Advertising clips
- Terms
Executive Summary
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- The market
- Cheese industry poised for further growth
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- Figure 1: Total market sales and forecast of cheese, at current prices, 2006-12
- Natural cheese remains the strongest segment
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- Figure 2: Total U.S. retail sales of cheese, by segment, 2011
- Cheese market poised for future growth
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- Figure 3: Fan chart forecast of cheese, 2006-16
- Market factors
- An improving economy is reflected in the cheese market
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- Figure 4: Consumer sentiment, March 2007-April 2012
- Demographics could reflect changes in cheese new product development
- Retail channels
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- Figure 5: Total U.S. retail cheese, by retail channel, 2011
- Figure 6: Natural supermarket sales of cheese and cheese substitutes at current prices, 2009-11*
- The consumer
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- Figure 7: Cheese usage frequency, February-March 2012
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- Figure 8: Forms of cheese purchased by older millennials and seniors, February-March 2012
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- Figure 9: Important brand, claim, and packaging factors in purchasing cheese by those aged 24-35 and 65+, February-March 2012
- Figure 10: Influence factors in purchasing an unfamiliar cheese, February-March 2012
- What we think
Issues in the Market
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- What cheese claims resonate most with consumers?
- How will high obesity rates affect retail cheese sales?
- What can traditional retailers learn from the success of natural supermarkets?
- How can retailers leverage in-store sampling?
- How will aging Baby Boomers affect the cheese market?
Insights and Opportunities
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- Portion-control packaging could go further in BFY positioning
- Field day for private label
Inspire Insights
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- Inspire Trend: Factory Fear
- Inspire Trend: Carnivore, Herbivore...Locavore
Market Size and Forecast
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- Key points
- Sales are strong as industry has recovered from the recession
- Total U.S. sales of cheese
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- Figure 11: Total market sales and forecast of cheese*, at current prices, 2006-16
- Figure 12: Total market sales and forecast of cheese*, at inflation-adjusted prices 2006-16
- Fan chart forecast
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- Figure 13: Fan chart forecast of cheese, 2006-16
- Walmart sales
Market Drivers
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- Economic factors
- Unemployment, a mixed bag
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- Figure 14: unemployment and underemployment, January 2007-April 2012
- DPI inches up
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- Figure 15: Real Disposable Personal Income, January 2007-March 2012
- Consumer sentiment going up
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- Figure 16: Consumer sentiment, March 2007-April 2012
- Demographic factors
- Age determines cheese attitudes and habits
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- Figure 17: Attitudes about cheese, by older Millennials and seniors, February-March 2012
- Figure 18: Retail channels in which cheese is purchased, by older millennials and seniors, February-March 2012
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- Figure 19: U.S. population, by age, 2006-16
- Presence of children affects cheese market
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- Figure 20: Households, by presence of children, 2001-11
- Obesity rates could affect cheese preferences
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- Figure 21: Types of natural and imported cheese used, November 2011
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- Figure 22: Age-adjusted prevalence of being overweight, obese, or extremely obese, among adults aged 20 or older, 1988-2008
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- Figure 23: Prevalence of obesity among children/teens aged 2-19, 1976-2008
Competitive Context
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- Key points
- Kraft Foods dominates
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- Figure 24: Important brand, claim, and packaging factors in purchasing cheese, February-March 2012
- Restaurants reap benefit of consumer interest in eating out
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- Figure 25: Restaurant performance index, January 2009-April 2012
- Figure 26: Restaurant usage, October 2011
- Refrigerated and frozen meals give consumers their cheese fix
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- Figure 27: Household usage of ready meals, February 2012
Segment Performance
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- Key points
- All cheese segments are benefiting from an improved economic outlook
- Sales of cheese, by segment
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- Figure 28: Total U.S. retail sales of cheese, by segment, 2009-11
Segment Performance—Natural Cheese
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- Key points
- Natural cheese dominates the cheese market in sales
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- Figure 29: Kids’ cheese usage, October 2010-November 2011
- Sales and forecast—natural cheese
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- Figure 30: Total U.S. retail sales and forecast of natural cheese at current prices 2006-16
Segment Performance—Processed Cheese
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- Key points
- Processed cheese emerges from a sales slump
- Sales and forecast—processed cheese
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- Figure 31: Total U.S. retail sales and forecast of processed cheese at current prices 2006-16
Segment Performance—Cream Cheese/Cream Cheese Spread
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- Key points
- Cream cheese spreads ripe for further flavor innovation
- Sales and forecast—cream cheese/cream cheese spread
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- Figure 32: Total U.S. retail sales and forecast of cream cheese/cream cheese spread at current prices 2006-16
Segment Performance—Cottage Cheese
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- Key points
- Cottage cheese sales are up with plenty of room for innovation
- Sales and forecast—cottage cheese
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- Figure 33: Total U.S. retail sales and forecast of cottage cheese at current prices 2006-16
Retail Channels
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- Key points
- Supermarkets widen their lead as the preferred cheese outlet
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- Figure 34: Total U.S. retail cheese, by retail channel, 2009 and 2011
- Supermarket sales turned positive
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- Figure 35: U.S. supermarket sales of cheese at current prices, 2006-11
- Supercenter and warehouse club stores gain sales in 2011
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- Figure 36: U.S. supercenter and warehouse club store cheese sales, at current prices, 2006-11
- In-store deli cheese sales grow slightly
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- Figure 37: U.S. in-store deli sales of cheese, at current prices, 2006-11
- Other retail channels sales turn around
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- Figure 38: U.S. sales of cheese through other retail channels, at current prices, 2006-11
Retail Channels—Natural Supermarkets
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- Key points
- Cheese sales strong in natural supermarkets
- Sales of cheese and cheese substitutes in the natural channel
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- Figure 39: Natural supermarket sales of cheese and cheese substitutes at current prices, 2009-11*
- Figure 40: Natural supermarket sales of cheese and cheese substitutes, at inflation-adjusted prices, 2009-11*
- Natural channel sales of cheese and cheese substitutes by segment
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- Figure 41: Natural supermarket sales of cheese and cheese substitutes, by segment, 2009 and 2011*
- Brand significance
- Non-organic sales are stronger than organic
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- Figure 42: Natural supermarket sales of cheese and cheese substitutes, by organic, 2009 and 2011*
Leading Companies
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- Key points
- Private label rules cheese
- Covering several cheese segments, Kraft remains the clear brand leader
- Sargento continues to build with innovation
- FDMx sales of cheese by manufacturer
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- Figure 43: manufacturer FDMx cheese sales, 2011 and 2012
Brand Share—Natural Cheese
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- Key points
- Kraft remains brand leader, but private label is the real powerhouse
- Manufacturer and brand sales of natural cheese
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- Figure 44: Leading companies’ FDMx sales of natural cheese, 2011 and 2012
- Brand consumption
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- Figure 45: Consumer natural cheese brand preferences, by age, November 2011
Brand Share—Processed Cheese
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- Key points
- Kraft is the powerhouse behind the processed cheese segment
- Manufacturer and brand sales of processed cheese
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- Figure 46: Leading companies’ FDMx sales of processed cheese, 2011 and 2012
- Brand consumption
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- Figure 47: Consumer spreadable cheese brand preferences, November 2011
Brand Share—Cream Cheese/Cream Cheese Spread
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- Key points
- New brand in town will keep Kraft on its toes
- Private label finds in-and-out cream cheese opportunities
- Manufacturer and brand sales of cream cheese/cream cheese spread
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- Figure 48: Leading companies’ FDMX sales of cream cheese/cream cheese spread, 2011 and 2012
- Brand consumption
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- Figure 49: Consumer cream cheese/cream cheese spread brand preferences, November 2011
Brand Share—Cottage Cheese
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- Key points
- Private label dominates cottage cheese market
- Manufacturer and brand sales of cottage cheese
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- Figure 50: Leading companies’ FDMx sales of cottage cheese, 2011 and 2012
Innovations and Innovators
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- Key points
- Launches remain even over past year
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- Figure 51: Cheese product launches by subcategory, 2007-11
- Product claims could better reflect consumer interests
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- Figure 52: Cheese product launches, by top 10 claims, 2007-11
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- Figure 53: Important nutritional factors in purchasing cheese, February-March 2012
- Figure 54: Important brand, claim, and packaging factors in purchasing cheese by age, February-March 2012
- Kraft continues wide lead in new product launches
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- Figure 55: Cheese product launches, by top five companies, 2007-11
- Product innovations
- Dish-specific cheese takes the guesswork out
- Probiotics give cheese a healthy halo
- Cheese pairings appeal to the gourmand
- Private label pairings take cheese upscale
Marketing Strategies
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- Overview
- Brand analysis: Kraft
- High-profile tie-ins
- Advertising campaign
- Television ads
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- Figure 56: Kraft “stretch it” television ad, 2012
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- Figure 57: Cracker Barrel winning cheese television ad, 2012
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- Figure 58: Philadelphia Cooking Crème television ad “stretch it” television ad, 2012
- Brand analysis: Sargento
- Sports tie-ins
- Digital rework
- Television ad
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- Figure 59: Sargento natural cheese television ad, 2011
- Brand analysis: Tillimook
- Digital efforts integral to promotions
- Television ad
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- Figure 60: Tillamook we stand television ad, 2012
- Brand analysis: The Laughing Cow
- Blog speak
- Television ad
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- Figure 61: The Laughing Cow hilarious television ad, 2012
Household Cheese Usage
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- Key points
- Types of common cheese used
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- Figure 62: Types of common cheese used, February-March 2012
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- Figure 63: Types of common cheese used, by gender and age, February-March 2012
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- Figure 64: Types of common cheese used, by household income, February-March 2012
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- Figure 65: Types of common cheese used, by presence of children in household, February-March 2012
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- Figure 66: Types of common cheese used, by region, February-March 2012
- Types of non-dairy and specialty cheese used
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- Figure 67: Types of non-dairy and specialty cheese used, February-March 2012
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- Figure 68: Types of non-dairy and specialty cheese used, by age, February-March 2012
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- Figure 69: Types of non-dairy and specialty cheese used, by household income, February-March 2012
- Kids’ usage of cheese
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- Figure 70: Kids’ cheese usage, by gender and age, October 2010-November 2011
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- Figure 71: Kids’ cheese usage, by region, October 2010-November 2011
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- Figure 72: Kids’ cheese usage, by race/Hispanic origin, October 2010-November 2011
Usage Frequency
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- Key points
- Frequency of cheese usage
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- Figure 73: Cheese usage frequency, by age, February-March 2012
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- Figure 74: Cheese usage frequency, by presence of children in household, February-March 2012
- Forms and frequency of cheese purchased
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- Figure 75: Forms and frequency of cheese purchased, February-March 2012
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- Figure 76: Forms and frequency of cheese purchased, by age, February-March 2012
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- Figure 77: Forms and frequency of cheese purchased, by presence of children in household, February-March 2012
Purchase Behaviors and Factors
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- Key points
- Cheese purchasing
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- Figure 78: Cheese purchasing, by gender and age, February-March 2012
- Important brand, claim, and packaging factors in purchasing cheese
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- Figure 79: Important brand, claim, and packaging factors in purchasing cheese, by age, February-March 2012
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- Figure 80: Important brand, claim, and packaging factors in purchasing cheese, by presence of children in household, February-March 2012
- Important nutritional, flavor, and style factors in purchasing cheese
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- Figure 81: Important nutritional, flavor, and style factors in purchasing cheese, by age, February-March 2012
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- Figure 82: Important nutritional, flavor, and style factors in purchasing cheese, by presence of children in household, February-March 2012
Retail Channels for Cheese Purchasing
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- Key points
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- Figure 83: Retail channels in which cheese is purchased, February-March 2012
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- Figure 84: Retail channels in which cheese is purchased, by gender and age, February-March 2012
- Figure 85: Retail channels in which cheese is purchased, by household income, February-March 2012
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- Figure 86: Retail channels in which cheese is purchased, by presence of children in household, February-March 2012
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- Figure 87: Retail channels in which cheese is purchased, by region, February-March 2012
Attitudes and Influence Factors in Cheese Purchasing
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- Key points
- Attitudes about cheese
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- Figure 88: Attitudes about cheese, by gender and age, February-March 2012
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- Figure 89: Attitudes about cheese, by household income, February-March 2012
- Influence factors in purchasing an unfamiliar cheese
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- Figure 90: Influence factors in purchasing an unfamiliar cheese, by gender and age, February-March 2012
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- Figure 91: Influence factors in purchasing an unfamiliar cheese, by household income, February-March 2012
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- Figure 92: Influence factors in purchasing an unfamiliar cheese, by presence of children in household, February-March 2012
Impact of Race/Hispanic Origin
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- Key points
- Types of common cheese used
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- Figure 93: Types of common cheese used, by race/Hispanic origin, February-March 2012
- Types of non-dairy and specialty cheese used
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- Figure 94: Types of non-dairy and specialty cheese used, by race/Hispanic origin, February-March 2012
- Important brand, claim, and packaging factors in purchasing cheese
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- Figure 95: Important brand, claim, and packaging factors in purchasing cheese, by race/Hispanic origin, February-March 2012
- Important nutritional, flavor, and style factors in purchasing cheese
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- Figure 96: Important nutritional, flavor, and style factors in purchasing cheese, by race/Hispanic origin, February-March 2012
- Attitudes about cheese
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- Figure 97: Attitudes about cheese, by race/Hispanic origin, February-March 2012
- Influence factors in purchasing an unfamiliar cheese
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- Figure 98: Influence factors in purchasing an unfamiliar cheese, by race/Hispanic origin, February-March 2012
Custom Consumer Groups
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- Natural cheese
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- Figure 99: Natural cheese usage, by food lifestyle segmentation, November 2011
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- Figure 100: Types of natural cheese usage, by food lifestyle segmentation, November 2011
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- Figure 101: Natural cheese brands used, by food lifestyle segmentation, November 2011
- Processed cheese
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- Figure 102: Processed cheese usage, by food lifestyle segmentation, November 2011
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- Figure 103: Processed cheese brands used, by food lifestyle segmentation, November 2011
- Cream cheese
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- Figure 104: Types of cream cheese used, by food lifestyle segmentation, November 2011
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- Figure 105: Forms of cream cheese used, by food lifestyle segmentation, November 2011
SymphonyIRI/Builders—Key Household Purchase Measures
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- Natural cheese
- Overview of natural cheese
- Natural shredded cheese
- Consumer insights on key purchase measures—natural shredded cheese
- Brand map
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- Figure 106: Brand map, selected brands of natural shredded cheese buying rate, by household penetration, 2011*
- Brand leader characteristics
- Key purchase measures
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- Figure 107: Key purchase measures for the top brands of natural shredded cheese, by household penetration, 2011*
- Natural chunks
- Consumer insights on key purchase measures—natural chunks
- Brand map
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- Figure 108: Brand map, selected brands of natural chunks buying rate, by household penetration, 2011*
- Brand leader characteristics
- Key purchase measures
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- Figure 109: Key purchase measures for the top brands of natural chunks, by household penetration, 2011*
- Natural slices
- Consumer insights on key purchase measures—natural slices
- Brand map
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- Figure 110: Brand map, selected brands of natural slices buying rate, by household penetration, 2011*
- Brand leader characteristics
- Key purchase measures
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- Figure 111: Key purchase measures for the top brands of natural slices, by household penetration, 2011*
- Selected brands
- Processed cheese
- Overview of processed cheese
- Processed/imitation cheese slices
- Consumer insights on key purchase measures—processed/imitation cheese slices
- Brand map
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- Figure 112: Brand map, selected brands of processed/imitation cheese slices buying rate, by household penetration, 2011*
- Brand leader characteristics
- Key purchase measures
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- Figure 113: Key purchase measures for the top brands of processed/imitation cheese slices, by household penetration, 2011*
- Cheese spreads/balls
- Consumer insights on key purchase measures—cheese spreads/balls
- Brand map
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- Figure 114: Brand map, selected brands of cheese spreads/balls buying rate, by household penetration, 2011*
- Brand leader characteristics
- Key purchase measures
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- Figure 115: Key purchase measures for the top brands of cheese spreads/balls, by household penetration, 2011*
- Cream cheese
- Overview of cream cheese
- Brick cream cheese
- Consumer insights on key purchase measures—brick cream cheese
- Brand map
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- Figure 116: Brand map, selected brands of brick cream cheese buying rate, by household penetration, 2011*
- Brand leader characteristics
- Key purchase measures
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- Figure 117: Key purchase measures for the top brands of brick cream cheese, by household penetration, 2011*
- Soft cream cheese
- Consumer insights on key purchase measures—soft cream cheese
- Brand map
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- Figure 118: Brand map, selected brands of soft cream cheese buying rate, by household penetration, 2011*
- Brand leader characteristics
- Key purchase measures
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- Figure 119: Key purchase measures for the top brands of soft cream cheese, by household penetration, 2011*
- Cottage cheese
- Consumer insights on key purchase measures—cottage cheese
- Brand map
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- Figure 120: Brand map, selected brands of cottage cheese buying rate, by household penetration, 2011*
- Brand leader characteristics
- Key purchase measures
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- Figure 121: Key purchase measures for the top brands of cottage cheese, by household penetration, 2011*
Appendix: Other Useful Tables
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- Types of non-dairy and specialty cheese used
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- Figure 122: Types of non-dairy and specialty cheese used, by presence of children in household, February-March 2012
- Figure 123: Types of non-dairy and specialty cheese used, by region, February-March 2012
- Forms and frequency of cheese purchased
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- Figure 124: Forms and frequency of cheese purchased, by household income, February-March 2012
- Important brand, claim, and packaging factors in purchasing cheese
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- Figure 125: Important brand, claim, and packaging factors in purchasing cheese, February-March 2012
- Figure 126: Important brand, claim, and packaging factors in purchasing cheese, by household income, February-March 2012
- Important nutritional, flavor, and style factors in purchasing cheese
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- Figure 127: Important nutritional, flavor, and style factors in purchasing cheese, February-March 2012
- Attitudes about cheese
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- Figure 128: Attitudes about cheese, February-March 2012
- Influence factors in purchasing an unfamiliar cheese
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- Figure 129: Influence factors in purchasing an unfamiliar cheese, February-March 2012
Appendix: Trade Associations
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