Private Label Natural and Processed Cheese - US

Published by: Mintel International Group Ltd.

Published: Oct. 1, 2009 - 86 Pages

Table of Contents

SCOPE AND THEMES

What you need to know

Definition

Data sources

Sales data

Consumer survey data

Abbreviations and terms

Abbreviations

Terms

EXECUTIVE SUMMARY

Total market at a glance

Private-label market performance

Sub-segment trends

Natural shredded cheese, sales up, PL share up

Natural chunk cheese

Processed cheese slices

Retail channel activity

Brands vs. Private label

Slowing innovation

Overall household usage

Buying behavior—loyalty high and more buying store brand

Perception of quality

Quality and ambivalence holding PL back

Impact of race on buying trends

MARKET SIZE AND FORECAST

Key points

Total cheese market at highest point in six years

All cheese—sales and forecast

Figure 1: FDMx sales and forecast of cheese, at current prices, 2004-14

Figure 2: FDMx sales and forecast of cheese, at inflation-adjusted prices, 2004-14

Sales of all cheese vs. private-label cheese

Private label continues to make share gains in total market

Figure 3: FDMx sales of cheese, total vs private label, 2004-09

Private-label cheese continues impressive growth streak

Figure 4: FDMx sales and forecast of private-label cheese, at current prices, 2004-14

Figure 5: FDMx sales of private-label cheese, at inflation-adjusted prices, 2004-14

SEGMENT PERFORMANCE—OVERVIEW

Key points

MAJOR SEGMENT TRENDS

Natural cheese—all-natural cheese vs. private-label natural cheese

Private-label growth outpacing total natural cheese segment

Figure 6: FDMx sales of natural cheese, total vs. private label, 2004-09

Private label continues growth streak

Figure 7: FDMx sales and forecast of private-label natural cheese, at current prices, 2004-14

Processed cheese—all processed cheese vs. private-label processed cheese

Processed cheese sales continue steady climb

Figure 8: FDMx sales of processed cheese, total vs. private label, 2004-09

2009 looks strong for PL processed cheese

Figure 9: FDMx sales and forecast of private-label processed cheese, at current prices, 2004-14

SUB-SEGMENT TRENDS

Natural cheese controls private-label cheese market

Figure 10: FDMx sales of private-label cheese, by segment, 2008 and 2009

Natural cheese posts gains across all sub-segments

Figure 11: FDMx private-label sales of natural cheese, by sub-segment, 2008 and 2009

Processed cheese—nearly all private-label sub-segments showing gains

Figure 12: FDMx private-label sales of processed cheese, by sub-segment, 2008 and 2009

SEGMENT PERFORMANCE—NATURAL SHREDDED CHEESE

Key points

Natural shredded dominates, half is private label

Natural shredded cheese sales

Figure 13: FDMx sales of natural shredded cheese, total vs. private label, 2004-09

SEGMENT PERFORMANCE—NATURAL CHUNKS

Key points

Total segment and private-label sales continue growth streaks

Natural chunks sales

Figure 14: FDMx sales of natural chunks, total vs private label, 2004-09

SEGMENT PERFORMANCE—PROCESSED SLICES

Key points

Private-label growth in a declining segment

Processed slices sales

Figure 15: FDMx sales of processed slices, total vs private label, 2004-09

RETAIL CHANNELS

Key points

Private-label cheese sales at highest levels in food and “other” outlets with string of percentage gains

Channel sales and trends

Figure 16: FDMx sales of private-label cheese, 2004-09

RETAIL CHANNELS—FOOD RETAILERS

Key points

Food retailer sales up for fourth year in a row

Food retailer share at highest level

Food retailers’ sales

Figure 17: Food retailers’ sales of private-label cheese, total vs. private label, 2004-09

RETAIL CHANNELS—“OTHER” RETAILERS

Key points

Cheese growing strongly in “other” retailers, private label gains rapidly

Other retailers’ sales

Figure 18: Other retailers’ sales of private-label cheese, total vs. private label, 2004-09

BRANDS VS. PRIVATE LABEL—NATURAL SHREDDED CHEESE

Key points

Private label drives natural shredded cheese growth

Brand and private-label sales

Figure 19: FDMx top brands and private-label sales of natural shredded cheese, 2008 and 2009

BRANDS VS. PRIVATE LABEL—NATURAL CHUNKS

Key points

Natural chunks segment growth led by private label

Brand and private-label sales

Figure 20: FDMx top brands and private-label sales of natural chunks, 2008 and 2009

BRANDS VS. PRIVATE LABEL—PROCESSED SLICES

Key points

Processed cheese slices on the decline, despite PL growth

Brand and private-label sales

Figure 21: FDMx top brands and private-label sales of processed slices, 2008 and 2009

INNOVATION AND INNOVATORS

Pace of new product introductions slows for 2009

Figure 22: Cheese new product launches, branded vs. private label, January 2005-June 2009

Private label’s share of new product launches stabilizes

Figure 23: Cheese new product launches, branded vs. private label, percentage of total cheese introductions, January 2005-June 2009

Fat content and kosher products among top claims for both branded and private-label products

Figure 24: Top claims for private-label and branded new cheese products, January 2005-June 2009

Kosher/lower-fat claim private-label new product introduction examples

Other new private-label cheese products of note

CHEESE BUYING, BRANDS AND PRIVATE LABEL

Key points

OVERALL HOUSEHOLD USAGE

Figure 25: Household consumption of various cheeses, by type of cheese, by age and household income, February 2008-March 2009

Figure 26: Household consumption of various cheeses, by type of cheese, by region, marital status and presence of children, February 2008-March 2009

BRAND VS. PRIVATE-LABEL USAGE

Natural/imported

Figure 27: Brands of natural/imported cheese eaten in household, by age, February 2008-March 2009

Figure 28: Brands of natural/imported cheese eaten in household, by household income, February 2008-March 2009

American/pasteurized processed

Figure 29: Brands of American/pasteurized processed cheese eaten in household, by age, February 2008-March 2009

Figure 30: Brands of American/pasteurized processed cheese eaten in household, by household income, February 2008-March 2009

Grated cheese (in shaker container, can or jar)

Figure 31: Brands of grated cheese (in shaker container, can or jar) eaten in household, by age, February 2008-March 2009

HOUSEHOLD PURCHASE OF STORE BRAND CHEESE BY FAT LEVEL, FORM AND TYPE

Natural/imported cheese

Figure 32: Incidence of buying store brand natural/imported cheese (non-processed), by fat level, form and type, February 2008-March 2009

American cheese

Figure 33: Incidence of buying store brand American cheese, by fat level, and form, February 2008-March 2009

Grated cheese

Figure 34: Incidence of buying store brand grated cheese, by type, February 2008-March 2009

PERSONAL PURCHASE

Types of cheeses bought

Figure 35: Types of cheeses bought for self/family in past month, by age, July 2009

Figure 36: Types of cheeses bought for self/family in past month, by household income, July 2009

Figure 37: Types of cheeses bought for self/family in past month, by presence and number of children, July 2009

Store brand cheese bought

Figure 38: Store brand cheese bought for self/family in past month, by age, July 2009

Figure 39: Store brand cheese bought for self/family in past month, by household income, July 2009

Figure 40: Store brand cheese bought for self/family in past month, by presence and number of children, July 2009

FACTORS IMPACTING PURCHASE AND ATTITUDES TOWARDS PRIVATE-LABEL CHEESE

The purchase process

Figure 41: Factors impacting brand choice when buying cheese, by type of cheese (part 1), July 2009

Figure 42: Factors impacting brand choice when buying cheese, by type of cheese (part 2), July 2009

Attitudes towards purchasing store brand cheese

Figure 43: Attitudes towards purchasing store brand cheese, by gender and age, July 2009

Figure 44: Attitudes towards purchasing store brand cheese, by household income, July 2009

Figure 45: Attitudes towards purchasing store brand cheese, by presence and number of children in household, July 2009

Attitudes towards quality of store brand cheese

Figure 46: Attitudes towards quality of store brand cheese, by gender and age, July 2009

Figure 47: Attitudes towards quality of store brand cheese, by household income, July 2009

Figure 48: Attitudes towards quality of store brand cheese, by presence and number of children in household, July 2009

REASONS FOR NOT BUYING STORE BRAND CHEESE

Figure 49: Reasons for not buying store brand cheese, by gender and age, July 2009

Figure 50: Reasons for not buying store brand cheese, by household income, July 2009

Figure 51: Reasons for not buying store brand cheese, by presence and number of children in household, July 2009

IMPACT OF RACE/HISPANIC ORIGIN

OVERALL HOUSEHOLD USAGE

Figure 52: Household consumption of various cheeses, by type of cheese, by race/Hispanic origin and language spoken at home, February 2008-March 2009

OVERALL HOUSEHOLD BRAND USAGE

Figure 53: Brands of natural/imported cheese eaten in household, by race/Hispanic origin, February 2008-March 2009

Figure 54: Brands of natural/imported cheese eaten in household—Hispanics, by language spoken in the home, February 2008-March 2009

Figure 55: Brands of American/pasteurized processed cheese eaten in household, by race/Hispanic origin, February 2008-March 2009

Figure 56: Brands of American/pasteurized processed cheese eaten in household—Hispanics, by language spoken at home, February 2008-March 2009

Figure 57: Brands of grated cheese (in shaker container, can or jar) eaten in household, by race/Hispanic origin, February 2008-March 2009

PERSONAL PURCHASE

Figure 58: Types of cheeses bought for self/family in past month, by race/Hispanic origin, July 2009

Figure 59: Store brand cheese bought for self/family in past month, by race/Hispanic origin, July 2009

ATTITUDES TOWARDS PURCHASING, QUALITY, AND REASONS FOR NOT BUYING STORE BRAND CHEESE

Figure 60: Attitudes towards purchasing store brand cheese, by race/Hispanic origin, July 2009

Figure 61: Attitudes towards quality of store brand cheese, by race/Hispanic origin, July 2009

Figure 62: Reasons for not buying store brand cheese, by race/Hispanic origin, July 2009

APPENDIX: TRADE ASSOCIATIONS

Abstract

One of the key themes that has run through consumer behavior in the recession has been the desire for value, in all purchases. This is one of the main drivers for sales of private label, however, the concept of value doesn’t always mean cheap.

While co-branding private label with other value products may be an obvious choice, co-branding with higher-end products may be a way to offer an incentive and additional reward.

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