Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- The market
- Cheese category sales to reach $27.1 billion in 2018
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- Figure 1: Total U.S. sales and fan chart forecast of cheese, at current prices, 2008-18
- Natural cheese continues to dominate cheese category sales
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- Figure 2: Total U.S. retail sales of cheese, by segment, at current prices, 2011 and 2013
- Market factors
- Rising obesity incidence will demand better-for-you cheese options
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- Figure 3: Agreement with attitudes about cheese, July, 2013
- Key players
- Private label and Kraft both major players across cheese segments
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- Figure 4: MULO sales of cheese, by leading companies, rolling 52 weeks 2012 and 2013
- Increase in private label products over time
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- Figure 5: Cheese product launches, July 2008-13
- The consumer
- Steady cheese consumption across segments
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- Figure 6: Household use of cheese, January 2012-March 2013
- Positive perceptions about cheese, overall
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- Figure 7: Agreement with attitudes about cheese, July 2013 (Top 5)
- What we think
Issues and Insights
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- How will health concerns related to fat and sodium impact the category?
- Issues
- Insight: Manufactures can focus on the positive benefits of cheese
- How can cheese usage be increased?
- Issues
- Insight: Market for dual-usage occasions
- Will protein prove itself as a positive selling point?
- Issues
- Insight: Manufacturers should play up protein
Trend Applications
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- Trend: Objectify
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- Figure 8: Borden’s Friends of Elsie website, 2013
- Trend: Sense of the Intense
- Mintel Futures: Brand Intervention
Market Size and Forecast
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- Key points
- Strong sales as consumers crave bolder, natural, cheeses
- Flavor innovation and health benefits to fuel future category growth
- Sales and forecast of market
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- Figure 9: Total U.S. FDMx sales of cheese, at current prices, 2008-18
- Figure 10: Total U.S. FDMx sales of cheese, at inflation-adjusted prices, 2008-18
- Fan chart forecast
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- Figure 11: Total U.S. sales and fan chart forecast of cheese, at current prices, 2008-18
Market Drivers
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- Key points
- Low expected inflation rate
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- Figure 12: Consumer price index for all urban consumers: dairy and related products, June 2008-13
- Obesity defined as a disease
- Declining number of households with children
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- Figure 13: Households, by presence of own children, 2002-12
Competitive Context
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- Key points
- Away-from-home spending on the rise
- Cheese adding flavor, product appeal to foodservice items
- Restaurant cheese offerings focus on sharing occasions
Segment Performance
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- Key points
- Processed, cottage cheeses experience steeper declines
- Sales of cheese, by segment
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- Figure 14: Total U.S. retail sales of cheese, by segment, at current prices, 2011 and 2013
Segment Performance – Natural Cheese
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- Key points
- Natural cheese maintains its large share of the category
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- Figure 15: Attributes associated with cheese – natural cheese, by gender, July 2013
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- Figure 16: BelGioso Print Ad, July 2013
- Sales and forecast of natural cheese
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- Figure 17: Total U.S. FDMx sales and forecast of natural cheese, at current prices, 2008-18
Segment Performance – Processed Cheese
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- Key points
- Convenience and low-cost appeal will boost future sales growth
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- Figure 18: Attributes associated with cheese – processed cheese, by gender, July 2013
- Sales and forecast of processed cheese
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- Figure 19: Total U.S. FDMx sales and forecast of processed cheese, at current prices, 2008-18
Segment Performance – Cream Cheese/Cream Cheese Spreads
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- Key points
- Smooth sales growth predicted for cream cheese
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- Figure 20: Attributes associated with cheese – cream cheese/cream cheese spreads, by gender, July 2013
- Sales and forecast of cream cheese/cream cheese spreads
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- Figure 21: Total U.S. FDMx sales and forecast of cream cheese/cream cheese spreads, at current prices, 2008-18
Segment Performance – Cottage Cheese
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- Key points
- Slow-moving sales can be revitalized with functional marketing
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- Figure 22: Attributes associates with cheese–cottage cheese, by gender, July 2013
- Sales and forecast of cottage cheese
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- Figure 23: Total U.S. FDMx sales and forecast of cottage cheese, at current prices, 2008-18
Retail Channels
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- Key points
- Supermarkets preferred, but smaller chains have competitive advantage
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- Figure 24: Cheese retail channels, July 2013
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- Figure 25: Total U.S. retail sales of cheese, by channel, at current prices, 2011-13
- Marginal sales growth in supermarkets
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- Figure 26: Total U.S. supermarket* sales of cheese, at current prices, 2008-13
- Big cheese in small channels
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- Figure 27: Total U.S. sales of cheese, through other channels, at current prices, 2008-13
Retail Channels – Natural Supermarkets
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- Key points
- Insights
- Sales of cheese in the natural channel
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- Figure 28: Natural supermarket sales of cheese, at current prices, 2011-13*
- Figure 29: Natural supermarket sales of cheese at inflation-adjusted prices, 2011-13*
- Natural channel sales of cheese by segment
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- Figure 30: Natural supermarket sales of cheese, by segment, 2011 and 2013*
- Brands of note
- Natural channel sales of cheese by organic
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- Figure 31: Natural supermarket sales of cheese, by organic, 2011 and 2013*
Leading Companies
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- Key points
- Private label dominates the category
- Kraft leads but family- and farmer-focused brands experience sales boost
- Manufacturer sales of cheese
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- Figure 32: MULO sales of cheese, by leading companies, rolling 52 weeks 2012 and 2013
Brand Share – Natural Cheese
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- Key points
- Private label comprises largest market share
- Manufacturer sales of natural cheese
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- Figure 33: MULO sales of natural cheese, by leading companies, rolling 52 weeks 2012 and 2013
Brand Share – Processed Cheese
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- Key points
- Kraft dominates processed cheese
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- Figure 34: Velveeta Print Ad, January 2013
- Manufacturer sales of processed cheese
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- Figure 35: MULO sales of processed cheese, by leading companies, rolling 52 weeks 2012 and 2013
Brand Share – Cream Cheese/Cream Cheese Spreads
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- Key points
- Kraft dominates cream cheese sales
- Manufacturer sales of cream cheese/cream cheese spreads
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- Figure 36: MULO sales of cream cheese/cream cheese spreads, by leading companies, rolling 52 weeks 2012 and 2013
Brand Share – Cottage Cheese
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- Key points
- Private label leads, but increasing competition from Daisy Brand
- Manufacturer sales of cottage cheese
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- Figure 37: MULO sales of cottage cheese, by leading companies, rolling 52 weeks 2012 and 2013
Innovations and Innovators
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- Key points
- New product introductions return to historic levels
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- Figure 38: Cheese product launches, by subcategory, July 2008-July 2013
- Sharp increase in private label cheese offerings
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- Figure 39: Cheese product launches, July 2008-13
- Goat’s milk making its way into several varieties
- Private label, Kraft, lead in new product introductions
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- Figure 40: Top 10 cheese companies, by new products, June 2012-July 2013
- Natural, reduced fat, top claims across subcategories
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- Figure 41: Top five cheese product claims by subcategory, June 2012-August 2013
- Aside from plain, spicy and garlic flavors are hot
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- Figure 42: Top five cheese flavors, by subcategory, June 2012-August 2013
- Figure 43: Treasure Cave Print Ad, July 2013
- Dessert flavor pairings have sweet success
- The import influence
Marketing Strategies
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- Overview of the brand landscape
- Theme: Using recipes to demonstrate versatility
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- Figure 44: Athenos feta print ad, June 2013
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- Figure 45: Kraft Singles print ad, July/August 2013
- Figure 46: Kerrygold website, 2013
- Theme: Focus on taste and indulgence
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- Figure 47: The Laughing Cow, television ad, 2013
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- Figure 48: Philadelphia, television ad, 2013
- Theme: Nothing but natural
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- Figure 49: Sargento, television ad, 2013
- Figure 50: Sargento print ad, May 2013
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- Figure 51: Sargento website, 2013
- Figure 52: Tillamook website, 2013
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- Figure 53: Kraft Singles, television ad, 2013
Social Media – Cheese
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- Key points
- Key social media metrics
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- Figure 54: Key social media metrics, Sept. 2013
- Market overview
- Brand usage and awareness
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- Figure 55: usage and awareness of selected cheese brands, July 2013
- Interaction with brands
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- Figure 56: Interaction with selected cheese brands, July 2013
- Online conversations
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- Figure 57: Online conversations on selected cheese brands, by day, Sept. 1, 2012-Aug. 31, 2013
- Where are people talking about cheese brands?
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- Figure 58: Online conversations on selected cheese brands, by page type, Sept. 1, 2012-Aug. 31, 2013
- What are people talking about?
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- Figure 59: Conversations surrounding selected cheese brands, Sept. 1, 2012-Aug. 31, 2013
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- Figure 60: Conversations surrounding selected cheese brands, by day, Sept. 1, 2012-Aug. 31, 2013
- Analysis by brand
- Velveeta
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- Figure 61: Social media metrics – Velveeta, Sept. 2013
- The Laughing Cow
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- Figure 62: Social Media Metrics – The Laughing Cow, Sept. 2013
- Kraft Singles
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- Figure 63: Social media metrics – Kraft Singles Sept. 2013
- Philadelphia Cream Cheese
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- Figure 64: Social media metrics – Philadelphia Cream Cheese, Sept. 2013
- Sargento
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- Figure 65: Social media metrics – Sargento, Sept. 2013
- Tillamook
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- Figure 66: Social media metrics – Tillamook, Sept. 2013
Cheese Usage
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- Key points
- Cheese purchases remain stable
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- Figure 67: Cheese habits in the last year, July 2013
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- Figure 68: Household use of cheese, January 2012-March 2013
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- Figure 69: Household use of natural/imported cheese by kind, January 2012-March 2013
- Figure 70: Household use of American/pasteurized processed cheese, February 2008-March 2013
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- Figure 71: Household use of American/pasteurized processed cheese, February 2008-March 2013
- Figure 72: Household use of cottage cheese, February 2008-March 2013
- Presence of children is a strong indicator for use
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- Figure 73: Cheese habits in the last year, by presence of children in household, July 2013
- Figure 74: Personal consumption of foods and snacks (string cheese), by age, October 2011-November 2012
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- Figure 75: Personal consumption of foods and snacks (cheese cut from chunks), October 2011-November 2012
- Figure 76: Personal consumption of single-serving foods (crackers and cheese), October 2011-November 2012
- Convenient cuts have most value
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- Figure 77: Household use of natural/imported cheese by form, by presence of children in household, January 2012-March 2013
Purchase Factors
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- Key points
- Manufacturing method, packaging, most important
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- Figure 78: Most important factors when purchasing cheese, July 2013 (Top 5)
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- Figure 79: Least important factors when purchasing cheese, July 2013 (Top 5)
- Midwest shoppers more interested in packaging variation, discounts
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- Figure 80: Most important factors when purchasing cheese, by region, July 2013
Cheese-related Habits
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- Key points
- Health, price, most influential on cheese purchase habits
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- Figure 81: Cheese-related habits, July 2013
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- Figure 82: Cheese-related habits, by cheese habits in the last year – more, July 2013
Attitudes Toward Cheese
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- Key points
- Women more conscious of health, men more interested in price, flavor
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- Figure 83: Agreement with attitudes about cheese, by gender, July 2013
- Figure 84: Wisconsin Milk Marketing Board Print Ad, July 2013
Race and Hispanic Origin
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- Key points
- Hispanics buying more across segments, Blacks buy more organic
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- Figure 85: Cheese habits in the last year, by race/Hispanic origin, July 2013
- Figure 86: Household use of organic cheese, by race/Hispanic origin, January 2012-March 2013
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- Figure 87: Cheese-related habits, by race/Hispanic origin, July 2013
- Figure 88: Attributes associated with cheese – processed cheese, by race/Hispanic origin, July 2013
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- Figure 89: Cheese retail channels – natural cheese, by race/Hispanic origin, July 2013
- Figure 90: Agreement with attitudes about cheese, by race/Hispanic origin, July 2013
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- Figure 91: Most important factors when purchasing cheese, by race/Hispanic origin, July 2013
- Figure 92: Household use of natural/imported cheese by kind, by race/Hispanic origin, January 2012-March 2013
Consumer Segmentation
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- Figure 93: Cheese clusters, July, 2013
- Group one: Practical Purchasers
- Demographics
- Characteristics
- Opportunity
- Group two: Seldom Shoppers
- Demographics
- Characteristics
- Opportunity
- Group three: Cheese Connoisseurs
- Demographics
- Characteristics
- Opportunity
- Cluster characteristic tables
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- Figure 94: Target clusters, July 2013
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- Figure 95: Cheese habits in the last year, by target clusters, July 2013
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- Figure 96: Cheese-related habits, by target clusters, July 2013
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- Figure 97: Attributes associated with cheese – natural cheese, by target clusters, July 2013
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- Figure 98: Attributes associated with cheese – processed cheese, by target clusters, July 2013
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- Figure 99: Attributes associated with cheese – cream cheese/cream cheese spreads, by target clusters, July 2013
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- Figure 100: Attributes associated with cheese – cottage cheese, by target clusters, July 2013
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- Figure 101: Cheese retail channels – natural cheese, by target clusters, July 2013
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- Figure 102: Cheese retail channels – processed cheese, by target clusters, July 2013
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- Figure 103: Cheese retail channels – cream cheese/cream cheese spreads, by target clusters, July 2013
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- Figure 104: Cheese retail channels – cottage cheese, by target clusters, July 2013
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- Figure 105: Agreement with attitudes about cheese, by target clusters, July 2013
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- Figure 106: Most important factors when purchasing cheese, by target clusters, July 2013
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- Figure 107: Least important factors when purchasing cheese, by target clusters, July 2013
- Cluster demographic tables
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- Figure 108: Target clusters, by demographic, July 2013
- Cluster methodology
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- Figure 109: Agreement with attitudes about cheese, by target clusters, July 2013
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Correspondence Analysis – Cheese
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- Methodology
- A focus on protein and texture may expand use
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- Figure 110: Correspondence Analysis, October 2013
- Figure 111: Attributes associated with cheese, October 2013
IRI/Builders – Key Household Purchase Measures
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- Overview of natural cheese
- Natural shredded cheese
- Consumer insights on key purchase measures – natural shredded cheese
- Brand map
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- Figure 112: Brand map, selected brands of natural shredded cheese buying rate, by household penetration, 2012*
- Brand leader characteristics
- Key purchase measures
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- Figure 113: Key purchase measures for the top brands of natural shredded cheese, by household penetration, 2012*
- Natural cheese chunks
- Consumer insights on key purchase measures – natural cheese chunks
- Brand map
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- Figure 114: Brand map, selected brands of natural cheese chunks buying rate, by household penetration, 2012*
- Brand leader characteristics
- Key purchase measures
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- Figure 115: Key purchase measures for the top brands of natural cheese chunks, by household penetration, 2012*
- Natural cheese slices
- Consumer insights on key purchase measures – natural cheese slices
- Brand map
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- Figure 116: Brand map, selected brands of natural cheese slices buying rate, by household penetration, 2012*
- Brand leader characteristics
- Key purchase measures
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- Figure 117: Key purchase measures for the top brands of natural cheese slices, by household penetration, 2012*
Appendix – Market Drivers
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- Figure 118: University of Michigan’s index of consumer sentiment (ICS), 2007-13
- Unemployment
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- Figure 119: U.S. unemployment rate, by month, 2002-13
- Figure 120: U.S. unemployment and underemployment rates, 2007-13
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- Figure 121: Number of employed civilians in U.S., in thousands, 2007-13
- Food cost pressures
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- Figure 122: Changes in USDA Food Price Indexes, 2011-14
- Obesity
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- Figure 123: American adults by weight category as determined by body mass index (BMI), 2008-June 20, 2013
- Childhood and teen obesity – highest in decades
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- Figure 124: Prevalence of obesity among children and adolescents aged 2-19, 1971-2010
- Racial, ethnic population growth
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- Figure 125: U.S. population by race and Hispanic origin, 2008, 2013, and 2018
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- Figure 126: Households with children, by race and Hispanic origin of householder, 2012
- Shifting U.S. demographics
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- Figure 127: U.S. population, by age, 2008-18
- Figure 128: U.S. households, by presence of own children, 2002-12
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Appendix – Other Useful Consumer Tables
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- Figure 129: Cheese-related habits, by region, July 2013
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- Figure 130: Cheese-related habits, by gender and age, July 2013
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- Figure 131: Cheese-related habits, by cheese habits in the last year – any purchase, July 2013
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- Figure 132: Agreement with attitudes about cheese, by cheese habits in the last year – any purchase, July 2013
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- Figure 133: Attributes associated with cheese – natural cheese, by race/Hispanic origin, July 2013
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- Figure 134: Attributes associated with cheese – cream cheese/cream cheese spreads, by race/Hispanic origin, July 2013
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- Figure 135: Attributes associated with cheese – cottage cheese, by race/Hispanic origin, July 2013
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- Figure 136: Cheese retail channels – cream cheese/cream cheese spreads, by race/Hispanic origin, July 2013
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- Figure 137: Cheese retail channels – cottage cheese, by race/Hispanic origin, July 2013
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- Figure 138: Cheese retail channels – processed cheese, by race/Hispanic origin, July 2013
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- Figure 139: Agreement with attitudes about cheese, by gender and age, July 2013
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- Figure 140: Most important factors when purchasing cheese, by gender and age, July 2013
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- Figure 141: Least important factors when purchasing cheese, by gender and age, July 2013
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- Figure 142: Least important factors when purchasing cheese, by race/Hispanic origin, July 2013
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- Figure 143: Household use of natural/imported cheese, by household income, January 2012-March 2013
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- Figure 144: Household use of organic cheese, by age, January 2012-March 2013
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- Figure 145: Household use of natural/imported cheese, by gender, January 2012-March 2013
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- Figure 146: Household use of cream cheese, by gender, January 2012-March 2013
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- Figure 147: Household use of spread cheese, by gender, January 2012-March 2013
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- Figure 148: Household use of American/pasteurized processed cheese, by age, January 2012-March 2013
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- Figure 149: Household use of American/pasteurized processed cheese, by household use of natural/imported cheese, January 2012-March 2013
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- Figure 150: Household use of cream cheese, by presence of children in household, January 2012-March 2013
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- Figure 151: Household use of cream cheese by type, by presence of children in household, January 2012-March 2013
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- Figure 152: Household use of cottage cheese by type, by presence of children in household, January 2012-March 2013
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- Figure 153: Household use of spread cheese, by presence of children in household, January 2012-March 2013
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- Figure 154: Household use of spread cheese by type, by presence of children in household, January 2012-March 2013
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- Figure 155: Household use of American/pasteurized processed cheese, by presence of children in household, January 2012-March 2013
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- Figure 156: Household use of grated cheese, by race/Hispanic origin, January 2012-March 2013
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- Figure 157: Household use of grated cheese by type, by race/Hispanic origin, January 2012-March 2013
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- Figure 158: Household use of organic cheese, by household income, January 2012-March 2013
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- Figure 159: Household use of natural/imported cheese, by household use of American/pasteurized processed cheese, January 2012-March 2013
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- Figure 160: Household use of cream cheese, February 2008-March 2013
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- Figure 161: Household use of spread cheese, February 2008-March 2013
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- Figure 162: Household use of natural/imported cheese, February 2008-March 2013
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- Figure 163: Household use of grated cheese, February 2008-March 2013
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- Figure 164: Household use of organic cheese, February 2010-March 2013
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- Figure 165: Personal consumption of foods and snacks (cheese cut from chunks), by age, October 2011-November 2012
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- Figure 166: Personal consumption of single-serving foods (crackers and cheese), by age, October 2011-November 2012
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- Figure 167: Household use of cream cheese, by race/Hispanic origin, January 2012-March 2013
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- Figure 168: Household use of cream cheese by type, by race/Hispanic origin, January 2012-March 2013
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- Figure 169: Household use of cottage cheese, by race/Hispanic origin, January 2012-March 2013
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- Figure 170: Household use of cottage cheese by type, by race/Hispanic origin, January 2012-March 2013
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- Figure 171: Household use of spread cheese, by race/Hispanic origin, January 2012-March 2013
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- Figure 172: Household use of spread cheese by type, by race/Hispanic origin, January 2012-March 2013
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- Figure 173: Household use of American/pasteurized processed cheese, by race/Hispanic origin, January 2012-March 2013
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- Figure 174: Household use of American/pasteurized processed cheese by type, by race/Hispanic origin, January 2012-March 2013
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- Figure 175: Household use of natural/imported cheese, by race/Hispanic origin, January 2012-March 2013
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- Figure 176: Household use of natural/imported cheese by type, by race/Hispanic origin, January 2012-March 2013
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- Figure 177: Household use of natural/imported cheese by form, by race/Hispanic origin, January 2012-March 2013
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- Figure 178: Personal consumption of foods and snacks (cheese cut from chunks), by race/Hispanic origin, October 2011-November 2012
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- Figure 179: Personal consumption of single-serving foods (crackers and cheese), by race/Hispanic origin, October 2011-November 2012
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Appendix – Social Media – Cheese
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- Figure 180: Brand usage or awareness, July 2013
- Figure 181: Kraft singles usage or awareness, by demographics, August 2013
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- Figure 182: Sargento usage or awareness, by demographics, August 2013
- Figure 183: Philadelphia Cream Cheese usage or awareness, by demographics, August 2013
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- Figure 184: The Laughing Cow usage or awareness, by demographics, August 2013
- Figure 185: Tillamook usage or awareness, by demographics, August 2013
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- Figure 186: Velveeta usage or awareness, by demographics, August 2013
- Activities done
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- Figure 187: Activities done, August 2013
- Figure 188: Kraft Singles – activities done, by demographics
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- Figure 189: Sargento – activities done, by demographics, August 2013
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- Figure 190: Philadelphia Cream Cheese – activities done, by demographics, August 2013
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- Figure 191: The Laughing Cow – activities done, by demographics, August 2013
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- Figure 192: Tillamook – activities done, by demographics, August 2013
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- Figure 193: Velveeta – activities done, by demographics, August 2013
- Online conversations
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- Figure 194: Online conversations on selected cheese brands, by day, Sept. 1, 2012-Aug. 31, 2013
- Figure 195: Online conversations on selected cheese brands, by page type, Sept. 1, 2012-Aug. 31, 2013
- Figure 196: Conversations surrounding selected cheese brands, Sept. 1, 2012-Aug. 31, 2013
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- Figure 197: Conversations surrounding selected cheese brands, by day, Sept. 1, 2012-Aug. 31, 2013
- Figure 198: Conversations surrounding selected cheese brands, by page type, Sept. 1, 2012-Aug. 31, 2013
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Appendix – Information Resources Inc. Builders Panel Data Definitions
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- Information Resources Inc. Consumer Network Metrics
Appendix – Trade Associations
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