Table of Contents
Introduction and Abbreviations
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- Introduction
- Other relevant reports
- Definition
- Abbreviations & terms
- Abbreviations
- Terms
Executive Summary
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- Cheese, a $11.9 billion market
- Flavor is key to purchase
- Venturing beyond cheddar: Increased exposure to new cheeses
- Cheese forms being made for function
- Carbohydrate counting linked to cheese sales
- Packaged natural cheese is the most popular and fastest growing segment
- Kraft gets one of every three dollars spent on cheese
- Grocery stores lead as the main channel for cheese
- Convenience is the key reason consumers eat more cheese
- Opportunity to promote cheese as healthful among men
- Households with kids receptive to soft spreads
- The future is likely to bring fortified cheeses that cater to aging Baby Boomers
- Cheese sales expected to increase further
Market Drivers
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- Versatility of cheese
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- Figure 1: Uses of cheese, October 2002
- Convenience
- Quick foods for entertaining and at home cooking
- Eating on the Go
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- Figure 2: Total snacks and meals eaten in an average day, September and October 2004
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- Figure 3: Purchase occasions in the past month for on the go food and drink, September 2004
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- Figure 4: Key attributes that lead to a purchase of on the go food and drink, September 2004
- Restaurant dining
- More sophisticated consumer tastes
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- Figure 5: Purchase of specialty foods in the past six months, December 2004
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- Figure 6: Total U.S. retail sales of wine at current and constant prices, 1999-2004
- Greater receptivity to ethnic foods
- Hispanic cheese market, driven by demographics and familiarity
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- Figure 7: U.S. population by race and Hispanic origin, 2000-2010
- Italian cheese market, driven by pizza
- Obesity and weight loss diets
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- Figure 8: Prevalence of obesity among adults aged 20 years and over, 1997-2004
- Low-carb diets
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- Figure 9: Changes in consumption of cheese in the last year, by low carb diet status, February 2004
- Health Consciousness
- Cheese as a Good Source of Calcium and Protein
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- Figure 10: U.S. cheese calcium and protein content
- Healthy snacking trends
- Nutraceuticals, Functional Foods and Probiotics
- Lactose Intolerance
- Kids
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- Figure 11: children 17 years and under in the U.S., 2000-2020
- Cheese as a healthy kids’ food
- Kids snacking habits
Market Size & Trends
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- Figure 12: U.S. retail sales of cheese, at current and constant prices, 1999-2004
- Trends
- Per capita consumption on the rise
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- Figure 13: Per capita cheese consumption, 1999-2003
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- Figure 14: Selected countries’ per capita cheese consumption, 2003
- Cheese prices are higher
- Organic cheese growing in popularity
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Market Segmentation
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- Overview
- By Form
- By Segment
- Organic
- Cheese sales by form
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- Figure 15: FDM sales of packaged natural cheese in the U.S., by form, 2002 & 2004
- Cheese sales by segment
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- Figure 16: FDM sales of cheese, segmented by product type, 2002 & 2004
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- Figure 17: FDM sales of major cheese segments, 1999-2004
- Packaged natural cheese
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- Figure 18: FDM sales of packaged natural cheese, at current and constant prices, 1999-2004
- Random weight
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- Figure 19: FDM sales of random weight cheese, at current and constant prices, 1999-2004
- Natural shredded cheese
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- Figure 20: FDM sales of natural shredded cheese, at current and constant prices, 1999-2004
- American cheese & other processed cheese
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- Figure 21: FDM sales of American cheese & other processed cheese, at current and constant prices, 1999-2004
- Cottage Cheese
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- Figure 22: FDM sales of cottage cheese, at current and constant prices, 1999-2004
- Cream cheese
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- Figure 23: FDM sales of cream cheese, at current and constant prices, 1999-2004
- All other cheese
- Cheese spreads and cheese balls
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- Figure 24: FDM sales of cheese spread/balls, at current and constant prices, 1999-2004
- Shelf-stable grated cheese
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- Figure 25: FDM sales of shelf-stable grated cheese, at current and constant prices, 1999-2004
- Ricotta cheese
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- Figure 26: FDM sales of ricotta cheese, at current and constant prices, 1999-2004
- Aerosol and squeeze cheese
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- Figure 27: FDM sales of aerosol and squeeze cheese, at current and constant prices, 1999-2004
- Refrigerated grated cheese
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- Figure 28: FDM sales of refrigerated grated cheese, at current and constant prices, 1999-2004
- Organic Cheese
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- Figure 29: Sales of organic cheese through health food retailers, 2002 & 2004
Supply Structure
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- Foreign trade
- Cheese exports
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- Figure 30: U.S. cheese exports, metric tons, 1995-2004
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- Figure 31: Exports of cheese and curd, by destination country/region, 2002 & 2004
- Cheese Imports
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- Figure 32: Imports of cheese and curd, by country/region of origin, 2002 & 2004
- Companies and brands
- Manufacturer sales
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- Figure 33: Manufacturer sales of packaged cheese in FDM channels in the U.S., 2002 & 2004
- Manufacturer and brand sales by segment
- Packaged natural cheese
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- Figure 34: Manufacturer brand sales of packaged natural cheese in the U.S., 2002 & 2004
- American and other processed cheese
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- Figure 35: Manufacturer brand sales of American and other processed cheese in the U.S., 2002 & 2004
- Natural shredded cheese
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- Figure 36: Manufacturer brand sales of natural shredded cheese in the U.S., 2002 & 2004
- Cottage cheese
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- Figure 37: Manufacturer brand sales of cottage cheese in the U.S., 2002 & 2004
- Cream cheese
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- Figure 38: Manufacturer brand sales of cream cheese in the U.S., 2002 & 2004
- Companies and brands
- Kraft
- Groupe Lactalis
- Dairy Farmers of America
- Bongrain SA
- Saputo
- Fromageries Bel SA
- Michael Foods
- Sargento Foods
- Tillamook Country Creameries
- BelGioioso Cheese, Inc.
- rondelé Specialty Foods
- Other
- Dean Foods
- Glanbia
- Cabot Creamery
- Organic Valley
- Berner Foods
- Roth Kase USA
- Applegate Farms
- Chenel’s Chevre
- Cacique, Inc.
Advertising & Promotion
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- Leading brands partner with the players in the U.S. dairy industry
- Regional associations promote cheese
- Packaging boosts brand recognition
- Retailers and manufacturers work together to promote cheese
- Companies and brands
- Kraft
- Lactalis
- DFA
- Bongrain
- Saputo
- Bel/Kaukauna
- Sargento
- rondelé
- Cabot Creamery
Retail Distribution
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- Overview
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- Figure 39: U.S. retail sales of cheese, by channel, 2002 & 2004
- Supermarkets
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- Figure 40: Supermarket sales of cheese, 1999-2004
- Specialty food stores and health food grocery stores
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- Figure 41: U.S. specialty food store sales of cheese, at current and constant prices, 1999-2004
- Mass Merchandisers
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- Figure 42: U.S. mass merchandiser sales of cheese, at current and constant prices, 1999-2004
- Drug stores
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- Figure 43: U.S. drug store sales of cheese, at current and constant prices, 1999-2004
The Consumer
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- Introduction
- Household consumption of cheese
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- Figure 44: Whether cheese is eaten in the household, January 2004-September 2004
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- Figure 45: Whether cheese is eaten in the household, by race/ethnicity, January 2004-September 2004
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- Figure 46: Whether cheese is eaten in the household, by age, January 2004-September 2004
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- Figure 47: Whether cheese is eaten in the household, by household income, January 2004-September 2004
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- Figure 48: Whether cheese is eaten in the household, by household size, January 2004-September 2004
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- Figure 49: Whether cheese is eaten in the household, by region, January 2004-September 2004
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- Figure 50: Whether cheese is eaten in the household, by presence of children, January 2004-September 2004
- Types of cheese eaten
- American/pasteurized processed cheese
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- Figure 51: Types of American/processed cheese eaten, January 2004-September 2004
- Natural/imported cheese
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- Figure 52: Types of natural/imported cheese eaten, January 2004-September 2004
- Cream cheese
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- Figure 53: Types of cream cheese eaten, January 2004-September 2004
- Cottage cheese
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- Figure 54: Types of cottage cheese eaten, January 2004-September 2004
- Grated cheese
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- Figure 55: Types of grated cheese eaten, January 2004-September 2004
- Spread cheese
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- Figure 56: Types of spread cheese eaten, January 2004-September 2004
- Whether eating more or less cheese today than a year ago
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- Figure 57: Cheese consumption trends, December 2004
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- Figure 58: Cheese consumption trends, by age, December 2004
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- Figure 59: Cheese consumption trends, by household income, December 2004
- Reasons why some are eating more cheese
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- Figure 60: Reasons why respondents eat more cheese, December 2004
- Reasons Why Some Are Eating Less Cheese
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- Figure 61: Reasons why respondents eat less cheese, December 2004
- Reasons why some respondents do not eat cheese
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- Figure 62: Reasons why some do not eat cheese, December 2004
- Attitudes towards cheese
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- Figure 63: Attitudes towards cheese, December 2004
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- Figure 64: Attitudes towards cheese, by gender, December 2004
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- Figure 65: Attitudes towards cheese, by age, December 2004
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- Figure 66: Attitudes towards cheese, by household income, December 2004
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- Figure 67: Attitudes towards cheese, by whether children under 18 are in the household, December 2004
- Kids’ consumption of cheese
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- Figure 68: Kids’ consumption of cheese, by gender, Fall 2004
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- Figure 69: Kids’ consumption of cheese, by age, Fall 2004
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- Figure 70: Kids’ consumption of cheese, by race/ethnicity, Fall 2004
- Conclusion
Future and Forecast
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- Future trends
- More convenient cheese products
- Innovations will help brands compete with private labels
- Fortified cheeses to cater to aging Baby Boomers
- Cheese becomes a culture
- Market forecast
- Cheese
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- Figure 71: Forecast of total U.S. sales of cheese, at current and constant prices, 2004-2009
- Packaged natural cheese
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- Figure 72: Forecast of U.S. FDM sales of packaged natural cheese, at current and constant prices, 2004-2009
- Random weight cheese
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- Figure 73: Forecast of U.S. FDM sales of random weight cheese, at current and constant prices, 2004-2009
- Natural shredded cheese
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- Figure 74: Forecast of U.S. FDM sales of natural shredded cheese, at current and constant prices, 2004-2009
- American cheese & other processed cheese
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- Figure 75: Forecast of U.S. FDM sales of American cheese & other processed cheese, at current and constant prices, 2004-2009
- Cottage cheese
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- Figure 76: Forecast of U.S. FDM sales of cottage cheese, at current and constant prices, 2004-2009
- Cream cheese
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- Figure 77: Forecast of U.S. FDM sales of cream cheese, at current and constant prices, 2004-2009
- Forecast Factors
Appendix: Trade Associations
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- Trade associations
- Regional associations
Appendix: New Product Developments
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- Category review—Cheese
- Introduction
- Launch activity
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- Figure 78: Number of cheese new product launches globally, 1999-2005
- Figure 79: Number of cheese new product launches in the U.S., 1999-2005
- Product trends
- Health claims
- Convenience and cheese
- Kids
- New product briefs
- Target: Market Pantry Parmesan & Mozzarella
- Organic Valley: Organic Small Curd Cottage Cheese
- Sargento: Stars and Moons Cheese Snacks
- Borden Foods: Double Twist String Cheese
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