Table of Contents
Executive Summary
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- The market
- Cheese sales forecast to reach $26.5 billion in 2019
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- Figure 1: Total US sales and fan chart forecast of cheese, at current prices, 2009-19
- Sales increase 5%, though processed cheese is on the decline
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- Figure 2: Total US retail sales of cheese, by segment, at current prices, 2012 and 2014
- Health, snacking, and global influences impact the market
- Key players
- Kraft dominates category, private label brands collectively account for largest market share
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- Figure 3: MULO sales of cheese, by leading companies, rolling 52 weeks 2014
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- Figure 4: Total US retail sales of cheese, by channel, at current prices, 2012-14
- The consumer
- Affordability, ingredients top reasons for buying cheese
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- Figure 5: Reasons for buying cheese – Any rank, Top five, July 2014
- Many purchase several cheeses together
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- Figure 6: Cheese-related behaviors, Top five, July 2014
- Youngest generation most price conscious but also most willing to pay for quality
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- Figure 7: Attitudes toward natural cheese, Top five, July 2014
- What we think
Issues and Insights
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- What are consumer perceptions of processed cheese?
- Issues
- Insight: They have nutritional concerns but sales are not being severely impacted
- What do consumers value when purchasing cheese?
- Issues
- Insight: Brand, flavor, and packaging are most important
- What innovation opportunities are there?
- Issues
- Insight: Consumers are willing to pay more for quality and value nutrition
Trend Applications
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- Trend: Locavore
- Trend: Minimize Me
- Trend: Non-standard Society
Market Size and Forecast
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- Key points
- Sales and forecast of cheese
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- Figure 8: Total US retail sales and forecast of cheese, at current prices, 2009-19
- Figure 9: Total US retail sales and forecast of cheese, at inflation-adjusted prices, 2009-19
- Cheese sales forecast to reach $26.5 billion in 2019
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- Figure 10: Total US sales and fan chart forecast of cheese, at current prices, 2009-19
- Forecast methodology
Market Drivers
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- Key points
- Health and interest in protein
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- Figure 11: Percent of people aged 20 or older who are healthy weight, overweight, or obese, 2001-12
- Worldly influences
- The snacking mentality
Competitive Context
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- Key points
- Other high-protein foods
- Foodservice menu items containing cheese
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- Figure 12: Menu item dishes containing cheese, Top 10, Q2 2011-Q2 2014
- Figure 13: Menu item cheese brands, Top 10, Q2 2011-Q2 2014
Segment Performance
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- Key points
- Sales increase 5%, though processed cheese sales decline slightly
- Sales of cheese, by segment
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- Figure 14: Total US retail sales of cheese, by segment, at current prices, 2012 and 2014
- Natural cheese segment continues steady growth
- Sales and forecast of natural cheese
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- Figure 15: Total US retail sales and forecast of natural cheese at current prices, 2009-19
- Processed cheese sales remain fairly flat
- Sales and forecast of processed cheese
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- Figure 16: Total US retail sales and forecast of processed cheese at current prices, 2009-19
- Cream cheese/cream cheese spreads sales increase 14% from 2009-14
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- Figure 17: Household cream cheese usage, by presence of children in household, January 2013-March 2014
- Sales and forecast of cream cheese/cream cheese spreads
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- Figure 18: Total US retail sales and forecast of cream cheese/cheese spreads at current prices, 2009-19
Retail Channels
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- Key points
- Supermarket cheese sales represent nearly two thirds of the market
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- Figure 19: Cheese retail locations, July 2014
- Sales of cheese, by channel
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- Figure 20: Total US retail sales of cheese, by channel, at current prices, 2012-14
- Supermarket cheese sales grow 12% from 2009-14
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- Figure 21: Total US retail sales of cheese, by channel, at current prices, 2009-14
Leading Companies
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- Key points
- Kraft dominates category, private label brands collectively account for largest market share
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- Figure 22: Sargento, “New Sargento Tastings,” TV Ad, June 2014
- Manufacturer sales of cheese
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- Figure 23: MULO sales of cheese, by leading companies, rolling 52 weeks 2013 and 2014
Brand Share – Natural Cheese
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- Key points
- Natural cheeses and private label cheese continue to dominate the market
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- Figure 24: Athenos, “More Ways To Feta: Greek Omelet,” YouTube Video, May 2014
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- Figure 25: Sargento, “Sargento 100% Real, Natural Cheese Slices,” TV Ad, June 2014
- Figure 26: Lactalis, “Italian Mozzatini,” YouTube Video, June 2014
- Manufacturer sales of natural cheese
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- Figure 27: MULO sales of natural cheese, by leading companies, rolling 52 weeks 2013 and 2014
- 78% of all households purchase shredded cheese; private label leads in key measures
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- Figure 28: Key purchase measures for the top natural cheese brands, by household penetration, 52 weeks ending Dec. 30, 2012 (year ago) and Dec. 29, 2013 (current)
Brand Share – Processed Cheese
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- Key points
- Kraft Singles’ reformulation not enough to improve sales
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- Figure 29: Kraft Singles, “Make Something Amazing,” TV Ad, February 2014
- Figure 30: Velveeta, Tumblr Account
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- Figure 31: Laughing Cow, “Reinvent Snacking,” TV Ad, August 2014
- Manufacturer sales of processed cheese
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- Figure 32: MULO sales of processed cheese, by leading companies, rolling 52 weeks 2013 and 2014
- Processed cheese declines across key measures
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- Figure 33: Key purchase measures for the top processed cheese brands, by household penetration, 52 weeks ending Dec. 30, 2012 (year ago) and Dec. 29, 2013 (current)
Brand Share – Cream Cheese/Cream Cheese Spreads
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- Key points
- Protein and flavor drive segment growth
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- Figure 34: Philadelphia Cream Cheese, “From Farm to Fridge in 6 Days,” April 2014
- Manufacturer sales of cream cheese/cream cheese spreads
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- Figure 35: MULO sales of cream cheese/cheese spreads, by leading companies, rolling 52 weeks 2013 and 2014
- Bricks remain the most popular cream cheese format
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- Figure 36: Key purchase measures for the top cream cheese/cream cheese spread cheese brands, by household penetration, 52 weeks ending Dec. 30, 2012 (year ago) and Dec. 29, 2013 (current)
Innovations and Innovators
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- Products with new packaging grow more than 50% from 2009-14
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- Figure 37: Cheese product launches, by subcategory, 2009-14*
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- Figure 38: Cheese product launches, by launch type, 2009-14*
- All top-10 product claims grow
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- Figure 39: Cheese product launches, by top 10 claims, 2009-14*
- Kraft leads in cheese product launches
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- Figure 40: Cheese product launches, by top 10 companies, 2009-14*
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- Figure 41: Cheese product launches, by private label, 2009-14*
- Adding a unique twist to traditional cheeses
Social Media
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- Key points
- Market overview
- Key social media metrics
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- Figure 42: Key social media metrics, September 2014
- Brand usage and awareness
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- Figure 43: Brand usage and awareness for select cheese brands, July 2014
- Interactions with cheese brands
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- Figure 44: Interactions with select cheese brands, July 2014
- Leading online campaigns
- Blogger outreach
- User-generated content
- A push for snacking
- What we think
- Online conversations
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- Figure 45: Share of voice among select cheese brands, by week, September 22, 2013-September 21, 2014
- Where are people talking about cheese brands?
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- Figure 46: Share of voice among select cheese brands, by page type, September 22, 2013-September 21, 2014
- What are people talking about?
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- Figure 47: Topics of conversation among select cheese brands, September 22, 2013-September 21, 2014
Personal Cheese Consumption
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- Key points
- Some 92% of Americans eat cheese
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- Figure 48: Personal cheese consumption, by age, July 2014
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- Figure 49: Household cream cheese usage, February 2008-March 2014
- Figure 50: Household cream cheese usage by type, January 2013-March 2014
- Adults in households with children eat cheese more frequently
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- Figure 51: Personal cheese consumption, by presence of children in household, July 2014
Reasons for Buying Cheese
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- Key points
- Practical reasons rank highest
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- Figure 52: Reasons for buying cheese – Any rank, by gender, July 2014
- Snacking, cooking purchase drivers for younger consumers
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- Figure 53: Reasons for buying cheese – Any rank, by age, July 2014
Cheese — Related Behaviors
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- Key points
- Many purchase several cheeses together
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- Figure 54: Cheese-related behaviors, by presence of children in household, July 2014
Important Factors When Purchasing Natural Cheese
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- Key points
- Brand, flavor, packaging most important factors
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- Figure 55: Important factors when purchasing natural cheese, by age, July 2014
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- Figure 56: Household natural and imported cheese consumption by type, January 2013-March 2014
Attitudes toward Natural Cheese
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- Key points
- Youngest generation most price conscious but also most willing to pay for quality
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- Figure 57: Attitudes toward natural cheese, by generations, July 2014
Race and Hispanic Origin
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- Key points
- Hispanics more likely to eat natural and processed cheeses frequently
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- Figure 58: Personal cheese consumption, by race and Hispanic origin, July 2014
- Figure 59: Reasons for buying cheese – Any rank, by race and Hispanic origin, July 2014
- Hispanics more likely to shop for cheeses in convenience stores
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- Figure 60: Cheese retail locations – Natural cheese, by race and Hispanic origin, July 2014
- Figure 61: Cheese retail locations – Processed cheese, by race and Hispanic origin, July 2014
- Hispanics prefer to both local and imported cheeses
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- Figure 62: Cheese-related behaviors, by race and Hispanic origin, July 2014
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- Figure 63: Important factors when purchasing natural cheese, by race and Hispanic origin, July 2014
- Hispanics view local, imported cheese as worth paying more for
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- Figure 64: Attitudes toward natural cheese, by race and Hispanic origin, July 2014
Consumer Segmentation
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- Figure 65: Cheese clusters, July, 2014
- Group one: Variety Lovers
- Demographics
- Characteristics
- Opportunities
- Group two: Cheese Enthusiasts
- Demographics
- Characteristics
- Opportunities
- Group three: Infrequent Buyers
- Demographics
- Characteristics
- Opportunities
- Cluster characteristic tables
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- Figure 66: Target clusters, July 2014
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- Figure 67: Personal cheese consumption, by target clusters, July 2014
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- Figure 68: Reasons for buying cheese – Any rank, by target clusters, July 2014
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- Figure 69: Cheese retail locations – Natural cheese, by target clusters, July 2014
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- Figure 70: Cheese retail locations – Processed cheese, by target clusters, July 2014
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- Figure 71: Cheese-related behaviors, by target clusters, July 2014
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- Figure 72: Important factors when purchasing natural cheese, by target clusters, July 2014
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- Figure 73: Attitudes toward natural cheese, by target clusters, July 2014
- Cluster demographic tables
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- Figure 74: Target cluster by demographic, July 2014
- Cluster methodology
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Appendix – Other Useful Consumer Tables
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- Figure 75: Household natural and imported cheese consumption, by race/Hispanic origin, January 2013-March 2014
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- Figure 76: Household natural and imported cheese consumption by kind, February 2008-March 2014
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- Figure 77: Household spread cheese usage, February 2008-March 2014
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- Figure 78: Household spread cheese usage by type, January 2013-March 2014
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- Figure 79: Household American/pasteurized processed cheese usage, February 2008-March 2014
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- Figure 80: Household American/pasteurized processed cheese usage, by race/Hispanic origin, January 2013-March 2014
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- Figure 81: Cheese retail locations – Natural cheese, by gender, July 2014
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- Figure 82: Cheese retail locations – Natural cheese, by age, July 2014
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- Figure 83: Cheese retail locations – Processed cheese, by generations, July 2014
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- Figure 84: Cheese-related behaviors, by any natural cheese consumption and any processed cheese consumption, July 2014
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Appendix – Social Media
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- Brand usage or awareness
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- Figure 85: Brand usage or awareness, July 2014
- Figure 86: Daiya usage or awareness, by demographics, July 2014
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- Figure 87: Cracker barrel usage or awareness, by demographics, July 2014
- Figure 88: Philadelphia cream cheese usage or awareness, by demographics, July 2014
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- Figure 89: Sargento usage or awareness, by demographics, July 2014
- Figure 90: Boursin usage or awareness, by demographics, July 2014
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- Figure 91: Laughing cow cheese usage or awareness, by demographics, July 2014
- Activities done
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- Figure 92: Activities done. July 2014
- Figure 93: Daiya – Activities done – I have looked up/talked about this brand online on social media…, by demographics, July 2014
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- Figure 94: Daiya – Activities done – I have contacted/interacted with the brand online on social media to…, by demographics, July 2014
- Figure 95: Daiya – Activities done – I follow/like the brand on social media because…., by demographics, July 2014
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- Figure 96: Daiya – Activities done – I have researched the brand on social media to…., by demographics, July 2014
- Figure 97: Cracker Barrel – Activities done – I have looked up/talked about this brand online on social media…, by demographics, July 2014
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- Figure 98: Cracker Barrel – Activities done – I have contacted/interacted with the brand online on social media to…, by demographics, July 2014
- Figure 99: Cracker Barrel – Activities done – I follow/like the brand on social media because…., by demographics, July 2014
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- Figure 100: Cracker Barrel – Activities done – I have researched the brand on social media to…., by demographics, July 2014
- Figure 101: Philadelphia Cream Cheese – Activities done – I have looked up/talked about this brand online on social media…, by demographics, July 2014
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- Figure 102: Philadelphia Cream Cheese – Activities done – I have contacted/interacted with the brand online on social media to…, by demographics, July 2014
- Figure 103: Philadelphia Cream Cheese – Activities done – I follow/like the brand on social media because…., by demographics, July 2014
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- Figure 104: Philadelphia Cream Cheese – Activities done – I have researched the brand on social media to…., by demographics, July 2014
- Figure 105: Sargento – Activities done – I have looked up/talked about this brand online on social media…, by demographics, July 2014
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- Figure 106: Sargento – Activities done – I have contacted/interacted with the brand online on social media to…, by demographics, July 2014
- Figure 107: Sargento – Activities done – I follow/like the brand on social media because…., by demographics, July 2014
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- Figure 108: Sargento – Activities done – I have researched the brand on social media to…., by demographics, July 2014
- Figure 109: Boursin – Activities done – I have looked up/talked about this brand online on social media…, by demographics, July 2014
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- Figure 110: Boursin – Activities done – I have contacted/interacted with the brand online on social media to…, by demographics, July 2014
- Figure 111: Boursin – Activities done – I follow/like the brand on social media because…., by demographics, July 2014
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- Figure 112: Boursin – Activities done – I have researched the brand on social media to…., by demographics, July 2014
- Figure 113: Laughing Cow Cheese – Activities done – I have looked up/talked about this brand online on social media…, by demographics, July 2014
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- Figure 114: Laughing Cow Cheese – Activities done – I have contacted/interacted with the brand online on social media to…, by demographics, July 2014
- Figure 115: Laughing Cow Cheese – Activities done – I follow/like the brand on social media because…., by demographics, July 2014
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- Figure 116: Laughing Cow Cheese – Activities done – I have researched the brand on social media to…., by demographics, July 2014
- Key social media metrics
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- Figure 117: Key social media metrics for select cheese brands, September 2014
- Online conversations
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- Figure 118: Share of voice among select cheese brands, by week, September 22, 2013-September 21, 2014
- Figure 119: Share of voice among select cheese brands, by page type, September 22, 2013-September 21, 2014
- Figure 120: Topics of conversation among select cheese brands, September 22, 2013-September 21, 2014
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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