Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources and methodology
- Sales data
- Consumer survey data
- Advertising clips
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- A $16 billion market for cheese
- The forecast is favorable in 2009 and beyond due to several factors
- BFY natural cheese outpaced category growth by six percentage points
- Supermarkets hold their own against discount-centric mass outlets
- Highlights of this year’s cheese consumer survey
- Consumption is common with usage skewing to females and older individuals
- Varieties of cheese attract varieties of consumers, though experimentation isn’t common
- Household presence of children deters usage and kids prefer milk and foods that contain cheese
- Key brands from Kraft and Sargento dominate but private label/store brands are in the midst of a momentum gain
- Product innovations emphasize convenience and purity
Insights and Opportunities
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- Cheese fits into many emerging movements at once
- Food’s coolness factor
- Localvorism
- Premiumization and indulgence
- Eating at home increases BFY likelihood
Inspire Insights
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- Simplicity and Convenience
- What's it about?
- What it means for cheese
- What we've seen
- Specifics
- Implications
- Premiumization and Indulgence
- What's it about?
- What it means for cheese
- What we've seen
- Specifics
- Implications
Market Size and Forecast
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- Key points
- Cheese has a loyal and ever-growing following
- Market size and forecast
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- Figure 1: Total U.S. retail sales of cheese, at current prices, 2003-13
- Figure 2: Total U.S. retail sales of cheese, at inflation-adjusted prices, 2003-13
- Walmart sales
Competitive Context
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- At-home meal consumption will drive cheese sales
- But consumers have many options outside the category
- From snacks and sandwiches with cheese provided…
- …to frozen meals such as pizza…
- …to healthy snacks other than cheese
Segment Performance
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- Key points
- Overview
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- Figure 3: FDMx sales of cheese, segmented by type, 2006 and 2008
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- Figure 4: FDMx sales of cheese, by segment, recent rolling 52-week periods, 2008-09
- Cheese sales at current prices, by segment 2003-13
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- Figure 5: FDMx sales of cheese, at current prices, by segment, 2003-13
Segment Performance—Natural Cheese
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- The natural cheese segment will drive growth in the category in 2009
- Sales and forecast—natural cheese
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- Figure 6: FDMx sales and forecast of natural cheese, at current prices, 2003-13
- Figure 7: FDMx sales and forecast of natural cheese, at inflation-adjusted prices, 2003-13
Segment Performance—Processed Cheese
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- Processed cheese will hold its own in 2009 but the outlook beyond isn’t as positive
- Sales and forecast—processed cheese
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- Figure 8: FDMx sales and forecast of processed cheese, at current prices, 2003-13
- Figure 9: FDMx sales and forecast of processed cheese, at inflation-adjusted prices, 2003-13
Segment Performance—Cottage Cheese
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- Cottage cheese segment sales will contract over the next few years
- Sales and forecast—cottage cheese
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- Figure 10: FDMx sales and forecast of cottage cheese, at current prices, 2003-13
- Figure 11: FDMx sales and forecast of cottage cheese, at inflation-adjusted prices, 2003-13
Segment Performance—Cream Cheese/Cream Cheese Spread
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- The cream cheese segment will see incremental growth from 2009-13
- Sales and forecast—cream cheese/cream cheese spread
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- Figure 12: FDMx sales and forecast of cream cheese, at current prices, 2003-13
- Figure 13: FDMx sales and forecast of cream cheese, at inflation-adjusted prices, 2003-13
Retail Channels
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- Key points
- Sales gains from 2007-08 roughly equal in two primary sales outlets
- Sales by retail channel 2007-08
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- Figure 14: U.S. retail sales of cheese, by retail channel, 2007 and 2008
Retail Channels—Supermarket/Food Stores
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- Key point
- Supermarkets balance variety and value
- Sales through supermarkets/food stores
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- Figure 15: U.S. retail sales of cheese at supermarkets/food stores, 2003-08
Retail Channels—Mass and Other
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- Key points
- Mass and other outlets are leveling off as supermarkets grow sales
- Sales through mass and other stores
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- Figure 16: U.S. retail sales of cheese at mass and other channels, 2003-08
Retail Channels—Natural Food Stores
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- Key points
- Sales of cheese in the natural channel
- Recession woes are likely to reduce natural store visits and purchases in 2009 and 2010
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- Figure 17: Natural product supermarket retail sales of cheese, at current prices, 2007-09
- Figure 18: Natural product supermarket retail sales of cheese, at inflation-adjusted prices, 2007-09
- Organic cheese accounts for 43% of sales in natural supermarkets
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- Figure 19: Natural product supermarket retail sales of cheese, by organic ingredient presence, 2007 and 2009
Market Drivers
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- Cheese consumption per capita slowly but steadily rises
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- Figure 20: Per capita consumption of cheese*, 1998-2006
- Mintel expects the cheese market to fare well in the next several years thanks to several drivers
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- Figure 21: Population, by age, 2004-14
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- Figure 22: Households, by presence of children, 1998-2008
Leading Companies
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- Key points
- Kraft Foods accounts for a third of sales but must innovate and differentiate to weather the recession
- Sargento Foods appealingly blends affordability and an image of purity
- Private label and store brands hit consumer sweet spot
- Sales of leading cheese companies, 2007 and 2008
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- Figure 23: FDMx sales of leading cheese companies, 2007 and 2008
Selected Brand Analysis—Natural Cheese
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- Key points
- Consumers turn to private label/store brands as economy worsens
- Consumer interest waning with Kraft Foods’ key natural cheese brands
- Sargento Foods finds success with its slices and string cheeses
- Natural cheese segment company and brand sales
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- Figure 24: Selected FDMx brand sales of natural cheese in the U.S., 2007 and 2008
Selected Brand Analysis—Processed Cheese
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- Key points
- Kraft Foods
- Bel Brands USA
- Processed cheese segment company and brand sales
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- Figure 25: FDMx brand sales of processed cheese in the U.S., 2007 and 2008
Selected Brand Analysis—Cottage Cheese
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- Key points
- Kraft Foods
- Dean Foods
- Cottage cheese segment company and brand sales
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- Figure 26: FDMx brand sales of cottage cheese in the U.S., 2007 and 2008
Selected Brand Analysis—Cream Cheese/Cream Cheese Spread
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- Key points
- Kraft needs to focus on unique offerings
- Cream cheese/cream cheese spreads segment company and brand sales
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- Figure 27: FDMx brand sales of cream cheese/cream cheese spread in the U.S., 2007 and 2008
Brand Qualities
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- Kraft Foods hones in on value and convenience
- Natural cheeses may not make the cut in 2009
- Cross-marketing and endorsements also important
- Ultimately, it seems Kraft will focus less on premium and better-for-you offerings in 2009
- Sargento Foods pushes premiumization
- New product introductions
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- Figure 28: New product introductions in cheese, U.S., 2003-08
- Figure 29: Dairy and dairy alternatives new product introductions, U.S., 2004-08
- Top claims in the cheese subcategory
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- Figure 30: Top claims for new cheese product introductions, U.S., 2004-08
- U.S. new product innovation highlights
- Premium, artisan presentation:
- Presidential novelty: Barick Obama Cheese
- Targeted positioning: Fortification for women
- Restaurant-quality meal experience at home
- Private label/store brand variants offer consumers all types of options from premium spreads to between-meal snacks
- Unexpected alcohol
- Sweet applications
- Ethnic inspirations
- Fortification
- Cheese and cholesterol claims
- Kosher
- Natural products
- Convenient packaging
- Private label products
Advertising and Promotion
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- Overview
- Sargento Foods gets persnickety with Kraft Foods
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- Figure 31: Cheese factory assembly line vs hand crafted, TV ad, February 2008
- Kraft Foods targets fat-conscious consumers who “miss” cheese
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- Figure 32: After almost 100 years re-invented the wheel, TV ad, February 2009
- Kraft Foods’ Philadelphia brand targets increased user occasions
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- Figure 33: Accountant takes a mental health day, TV ad, February 2009
- Kraft is capitalizing on a burgeoning budget audience with its Velveeta brand
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- Figure 34: Mom cuts in half at grocery, TV ad, September 2008
- Laughing Cow plays up its strong suit: portability
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- Figure 35: Woman on a sidewalk offers Mini Babybel packs, TV ad, April 2009
Personal Consumption of Cheese
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- Key points
- Overall incidence of eating
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- Figure 36: Personal consumption of cheese, by gender, February 2009
- Overall incidence of consumption
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- Figure 37: Personal consumption of cheese, by age, February 2009
Changes in Personal Cheese Consumption and Reasons
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- Key points
- Trends in cheese consumption versus last year
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- Figure 38: Eating more or less cheese than last year, by age, February 2009
- Reasons for eating more cheese than last year
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- Figure 39: Reasons for eating more cheese than last year, by gender, February 2009
- Reasons for eating less cheese than last year
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- Figure 40: Reasons for eating less cheese than last year, by gender, February 2009
- Reasons for not eating cheese
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- Figure 41: Reasons for not eating cheese, by gender, February 2009
Sources of Cheese Bought
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- Key points
- Store types where cheese is purchased by user type
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- Figure 42: Store types from which cheese is bought—regularly, occasionally or never, part 1, February 2009
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- Figure 43: Store types from which cheese is bought—regularly, occasionally or never, part 2, February 2009
- Convenience stores
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- Figure 44: Buy cheese from a convenience store—regularly, occasionally or never, by gender, February 2009
- Club stores by demographic
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- Figure 45: Buy cheese from a club store—regularly, occasionally or never, by age, February 2009
- Farmers’ markets by demographic
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- Figure 46: Buy cheese from a farmers’ market—regularly, occasionally or never, by age, February 2009
Cheese Consumption and Buying Patterns
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- Key points
- Interest in experimentation
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- Figure 47: Experimentation with cheese, by gender, February 2009
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- Figure 48: Experimentation with cheese, by household income, February 2009
- Types of cheese purchased
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- Figure 49: Forms of cheese bought, by gender, February 2009
- Frequency of eating cheese
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- Figure 50: Frequency of eating cheese (meals per week), by age, February 2009
- Attitudes towards healthfulness of cheese
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- Figure 51: Attitudes towards healthfulness of cheese, by gender, February 2009
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- Figure 52: Attitudes towards healthfulness of cheese, by age, February 2009
Types of Cheese Eaten in the Household
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- Key points
- Highlights of usage by income, gender, and presence of children
- Fat content and its effect on cohort purchases
- Companies and brands and their appeal with cohorts
- American cheese
- Consumption of American cheese by cohort group
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- Figure 53: Household consumption of American cheese, by top and bottom cohort groups, July 2007-September 2008
- Consumption of American by cheese form and by cohort group
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- Figure 54: Household consumption of American cheese, by form of cheese, by top and bottom cohort groups, July 2007-September 2008
- Consumption of American cheese by fat content and by cohort group
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- Figure 55: Household consumption of American cheese, by fat content, by top and bottom cohort groups, July 2007-September 2008
- Consumption of American cheese by brand and by cohort group
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- Figure 56: Household consumption of American cheese, by brand, by top and bottom cohort groups, July 2007-September 2008
- Cream cheese
- Consumption of cream cheese by cohort group
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- Figure 57: Household consumption of cream cheese, by top and bottom cohort groups, July 2007-September 2008
- Consumption of cream cheese by brand and by cohort group
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- Figure 58: Household consumption of cream cheese, by brand, by top and bottom cohort groups, July 2007-September 2008
- Natural/Imported cheese
- Consumption of natural/imported cheese by cohort group
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- Figure 59: Household consumption of natural or imported cheese, by top and bottom cohort groups, July 2007-September 2008
- Consumption of natural/imported cheese by fat content and by cohort group
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- Figure 60: Household consumption of natural or imported cheese, by fat content, by top and bottom cohort groups, July 2007-September 2008
- Consumption of natural/imported cheese by form and by cohort group
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- Figure 61: Household consumption of natural or imported cheese, by form, by top and bottom cohort groups, July 2007-September 2008
- Consumption of natural/imported cheese by type and by cohort group
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- Figure 62: Household consumption of natural or imported cheese, by type, by top cohort groups, July 2007-September 2008
- Figure 63: Household consumption of natural or imported cheese, by type, by bottom cohort groups, July 2007-September 2008
- Consumption of natural/imported cheese by brand and by cohort group
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- Figure 64: Household consumption of natural or imported cheese, by brand, by top and bottom cohort groups, July 2007-September 2008
- Cottage cheese
- Consumption of cottage cheese by cohort group
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- Figure 65: Household consumption of cottage cheese, by top and bottom cohort groups, July 2007-September 2008
- Consumption of cottage cheese by fat content and by cohort group
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- Figure 66: Household consumption of cottage cheese, by fat content, by top and bottom cohort groups, July 2007-September 2008
- Consumption of cottage cheese by brand and by cohort group
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- Figure 67: Household consumption of cottage cheese, by brand, by top and bottom cohort groups, July 2007-September 2008
Kids’ Consumption of Cheese
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- Key points
- Overview
- Cheese consumption versus milk consumption
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- Figure 68: Children’s consumption of cheese, by gender, April 2007-June 2008
- Younger children more likely than older to consume string and chunk cheese
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- Figure 69: Children’s consumption of cheese, by gender and age, April 2007-June 2008
Cheese Consumption by Race and Hispanic Origin
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- Key points
- Lactose intolerance plays a role in cheese consumption among blacks and Asians in particular
- Despite lactose allergies, cheese consumption is common among most races/ethnicities
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- Figure 70: Personal consumption of cheese, by race/Hispanic origin, February 2009
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- Figure 71: Household consumption of cheese, by type, by race/Hispanic origin, February 2009
- Source of cheese
- Convenience stores
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- Figure 72: Buy cheese from a convenience store—regularly, occasionally or never, by race/Hispanic origin, February 2009
- Club stores
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- Figure 73: Buy cheese from a club store—regularly, occasionally or never, by race/Hispanic origin, February 2009
Cluster Analysis
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- Basics
- Who they are
- Opportunity
- Bulkers
- Who they are
- Opportunity
- Brie-ers
- Who they are
- Opportunity
- Cluster characteristics
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- Figure 74: Cheese clusters, February 2009
- Figure 75: Eating more or less cheese than last year, by cheese clusters, February 2009
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- Figure 76: Attitudes towards healthfulness of cheese, by cheese clusters, February 2009
- Figure 77: Store types from which cheese is regularly bought, by cheese clusters, February 2009
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- Figure 78: Experimentation with cheese, by cheese clusters, February 2009
- Figure 79: Forms of cheese bought, by cheese clusters, February 2009
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- Figure 80: Frequency of eating cheese (meals per week), by cheese clusters, February 2009
- Cluster demographics
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- Figure 81: Cheese clusters, by gender, February 2009
- Figure 82: Cheese clusters, by age, February 2009
- Figure 83: Cheese clusters, by household income, February 2009
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- Figure 84: Cheese clusters, by race, February 2009
- Figure 85: Cheese clusters, by Hispanic origin, February 2009
- Cluster methodology
Custom Consumer Groups
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- Key points
- Personal consumption of cheese by gender and age
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- Figure 86: Personal consumption of cheese, by gender and age, February 2009
- Personal consumption of cheese by gender, marital status, and presence of children
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- Figure 87: Personal consumption of cheese, by gender, marital status, and presence of children, February 2009
- Attitudes towards healthfulness of cheese by gender and age
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- Figure 88: Attitudes towards healthfulness of cheese, by gender and age, February 2009
- Attitudes towards healthfulness of cheese by gender, marital status, and presence of children
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- Figure 89: Attitudes towards healthfulness of cheese, by gender, marital status, and presence of children, February 2009
- Types, forms, and frequency of purchases, by gender, marital status, and presence of children
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- Figure 90: Types, forms, and frequency of purchases, by gender, marital status, and presence of children, February 2009
IRI/Builders—Key Household Purchase Measures –Natural Cheese
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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 91: Brand map, selected brands of natural shredded cheese, buying rate by household penetration, 2008*
- Brand leader characteristics
- Key purchase measures
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- Figure 92: Key purchase measures for the top brands of shredded cheese, by household penetration, 2008*
- Natural cheese slices
- Consumer insights on key purchase measures—natural cheese slices
- Brand map
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- Figure 93: Brand map, selected brands of natural cheese slices, buying rate by household penetration, 2008*
- Brand leader characteristics
- Key purchase measures
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- Figure 94: Key purchase measures for the top brands of cheese slices, by household penetration, 2008*
IRI/Builders—Key Household Purchase Measures—Processed Cheese
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- Overview of processed cheese
- Processed slices
- Consumer insights on key purchase measures—processed slices
- Brand map
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- Figure 95: Brand map, selected brands of processed slices, buying rate by household penetration, 2008*
- Brand leader characteristics
- Key purchase measures
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- Figure 96: Key purchase measures for the top brands of processed slices, by household penetration, 2008*
- Cheese spreads/balls
- Consumer insights on key purchase measures—cheese spreads/balls
- Brand map
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- Figure 97: Brand map, selected brands of cheese spreads/balls, buying rate by household penetration, 2008*
- Brand leader characteristics
- Key purchase measures
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- Figure 98: Key purchase measures for the top brands of cheese spreads/balls, by household penetration, 2008*
IRI/Builders—Key Household Purchase Measures –Cottage Cheese
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- Cottage cheese
- Consumer insights on key purchase measures—cottage cheese
- Brand map
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- Figure 99: Brand map, selected brands of cottage cheese, buying rate by household penetration, 2008*
- Brand leader characteristics
- Key purchase measures
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- Figure 100: Key purchase measures for the top brands of cottage cheese, by household penetration, 2008*
IRI/Builders—Key Household Purchase Measures—Cream Cheese/Cream Cheese Spread
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- Overview of cream cheese/cream cheese spread
- Cream cheese/cream cheese spread (brick)
- Consumer insights on key purchase measures—cream cheese/cream cheese spread (brick)
- Brand map
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- Figure 101: Brand map, selected brands of cream cheese/cream cheese spread (brick), buying rate by household penetration, 2008*
- Brand leader characteristics
- Key purchase measures
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- Figure 102: Key purchase measures for the top brands of cream cheese/cream cheese spread (brick), by household penetration, 2008*
Appendix: Simmons Cohorts
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- Figure 103: Married couples cohorts
- Figure 104: Single women cohorts
- Figure 105: Single men cohorts
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Appendix: Other Useful Consumer Tables
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- Figure 106: Personal consumption of cheese, by household income, February 2009
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- Figure 107: Buy cheese from a convenience store—regularly, occasionally or never, by age, February 2009
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- Figure 108: Buy cheese from a club store—regularly, occasionally or never, by gender, February 2009
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- Figure 109: Buy cheese from a club store—regularly, occasionally or never, by household income, February 2009
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- Figure 110: Frequency of eating cheese (meals per week), by gender, February 2009
- Consumption of cream cheese by fat/flavor content and by cohort group
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- Figure 111: Household consumption of cream cheese, by fat and flavor, by top and bottom cohort groups, July 2007-September 2008
- Consumption of cream cheese by form and by cohort group
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- Figure 112: Household consumption of cream cheese, by type, by top and bottom cohort groups, July 2007-September 2008
- Consumption of grated cheese by cohort group
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- Figure 113: Household consumption of grated cheese, by top and bottom cohort groups, July 2007-September 2008
- Consumption of grated cheese by type and by cohort group
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- Figure 114: Household consumption of grated cheese, by type, by top and bottom cohort groups, July 2007-September 2008
- Consumption of spreadable cheese by cohort group
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- Figure 115: Household consumption of spreadable cheese, by top and bottom cohort groups, July 2007-September 2008
- Consumption of spreadable cheese by form and by cohort group
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- Figure 116: Household consumption of spreadable cheese, by form, by top and bottom cohort groups, July 2007-September 2008
- Consumption of spreadable cheese by brand and by cohort group
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- Figure 117: Household consumption of spreadable cheese, by brand, by top and bottom cohort groups, July 2007-September 2008
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Appendix: IRI/Builders Panel Data Definitions
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- IRI Consumer Network Metrics
Appendix: Trade Associations
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