With U.S. production of natural and specialty blended (N&SB) cheese at an all-time high — 10 billion-plus pounds by the end of 2009 — marketers are aggressively creating points of differentiation to better establish their brands in this highly competitive and crowded category. With more than 300 varieties of natural cheese made in the States, as well as just as many specialty blended cheeses, this is no easy feat, particularly when there are more than 200 marketers vying for the attention of consumers, retailers, chefs and even prepared foods product developers.
This first-of-its-kind report —Cheeses: Natural and Specialty Cheeses in the U.S. and Global Markets— will help anyone involved in the U.S. cheese market to better grasp the magnitude of the category. Cheese: Natural and Specialty Cheeses in the U.S. and Global Markets contains comprehensive data on the U.S. market for fresh, semi-aged and aged natural cheeses, as well as value-added, premium blended cheeses, such as fat-modified, nutrient-fortified and flavor-enhanced products — not the slices that top a burger or fill a sub sandwich. The report covers historical (2005-2009) and forecast (2010-2014) retail sales data, as well as a lengthy analysis of foodservice and industrial use of these cheese categories. The report discusses key trends affecting the marketplace, trends driving growth and consumer demographics. In addition, the report provides insight to the activities of key cheese marketers, as well as up-and-coming players...in the States as well as globally.
Read an excerpt from this report below.Report Methodology
The information in Cheese: Natural and Specialty Cheeses in the U.S. and Global Markets is based on primary and secondary research. Primary research entailed in-depth, on-site examinations of retail outlets and interviews with cheesemakers, marketers, distributors, buyers and retailers to obtain information on new product and packaging trends, marketing programs, distribution methods and technological breakthroughs. Secondary research entailed data gathering from relevant sources, including consumer and industry publications, newspapers, government reports, company literature and corporate annual reports. Sales of packaged products are based on data from the U.S. Department of Agriculture (USDA), Information Resources, Inc. and other trade sources. Consumer demographics are derived from Experian Simmons data.
What You’ll Get in This Report
Cheese: Natural and Specialty Cheeses in the U.S. and Global Markets makes important predictions and recommendations regarding the future of this market, and pinpoints ways current and prospective players can capitalize on current trends and spearhead new ones. No other market research report provides both the comprehensive analysis and extensive data that Cheese: Natural and Specialty Cheeses in the U.S. and Global Markets offers. No other report includes both an analysis of brands and marketers, as well as overall sales data by cheese form, variety and other descriptors. Plus, you’ll benefit from extensive data, presented in easy-to-read and practical charts, tables and graphs.
How You’ll Benefit from This Report
If your company is already involved in the cheese business, from any angle — manufacturing, marketing, distribution, packaging, ingredients, etc. — or is considering making the leap, you will find this report invaluable, as it provides a comprehensive package of information and insight not offered in any other single source. You will gain a thorough understanding of the current market for natural and specialty blended cheese, as well as projected markets and trends through 2014.
This report will help:
Market Insights: A Selection From The Report
Location for Overall Retail N&SB Cheese Sales
Using primary and secondary research, Packaged Facts estimates that 2009 ended with 55% of all retail N&SB cheese sales made through a conventional supermarket, with more often than not, these cheeses being lower-priced commodity cheeses such as mild Cheddar and mozzarella. When it comes to purchasing premium, upscale and often imported cheeses, consumers go to other channels, including club stores, which maintains an ample supply of high-quality cheeses sold in bulk at an affordable price, as well as specialty stores and cheese stores. C-stores, dollar stores and drug stores sell very little cheese, and the cheese they do sell is almost always commodity cheese. Together, these three channels have 0.5% share of retail N&SB cheese sales.
Global Cheese Data: Past, Present and Future
Global cheese data from USDA-Foreign Agriculture Service (FAS) exclude process cheese but include cream cheese and Neufchatel cheese, two cheeses excluded from the majority of the analysis in this report. The USDA-FAS data also include cheese made from all animal milks. Packaged Facts estimates in the United States, less than 1% of all cheese is made from milk other than from a cow. This cheese is excluded from this report. Globally, almost 8% of all cheese is made from milk from other than a cow. (See Figure 1-4.)
U.S. Leads in Global Cheese Production
Using data from USDA-FAS and the Food and Agriculture Organization of the United Nations (FAO), as well as other industry sources, Packaged Facts estimates that the United States produced 28% of the world’s cheese supply in 2009, this excludes process cheese. In second place is Germany, producing 13.4% of the world’s cheese supply. France comes in third (11.4%). (See Figure 1-5.)In the News
Natural and Specialty Blended Cheese Market Reaches $14 Billion in U.S., Growth Driven by Consumer Penchant for Variety
New York, February 10, 2010 — Move over Velveeta, the increasingly sophisticated American palate for the 300 varieties of natural and specialty blended cheeses sold in the U.S. will pace future growth in a $14 billion retail market that is projected to be on fire by 2020, according to Natural and Specialty Cheeses: The U.S. Market and a Global Perspective, a first-of-its-kind report by market research publisher Packaged Facts.
The retail natural and specialty blended cheese market showed healthy growth from 2005 to 2009, posting a compound annual growth rate (CAGR) of 7%. Packaged Facts projects the market will approach $17 billion by 2014.
“Only in the last quarter of the 20th century did most acculturated Americans even know of cheeses such as asiago, feta, and romano. But the fact is that Americans are on board. They want to explore the world of cheese and this is the number one driver of growth in the retail sector,” says Don Montuori, publisher of Packaged Facts. “Unfortunately, this curiosity synchronized with the recession, so exploration won’t be as aggressive as it could be, but stay tuned.”
Sales slowed in 2009 compared to 2008, a sign of recessionary times; however, dollar sales growth was still positive. Packaged Facts attributes the positive growth to two trends. First, consumers were eating out less and prepared more foods at home, which benefitted cheese and its usage as an ingredient or topping in many favorite entrees, sandwiches and side dishes. The natural cheese category—which includes higher-price-point natural cheeses such as brie, havarti, and other imported varieties—benefitted most from this trend, allowing unit sales to remain unchanged despite large price hikes.
Second, reflective of the higher CAGR in the traditionally upscale specialty blended cheese category (CAGR of 11% compared to 5% for the natural cheese category in 2009), is that consumers view cheese as an affordable luxury. Even during tough times, items such as gourmet cheese spread made it into shopping carts, often as a treat to enjoy at home.
Natural and Specialty Cheeses: The U.S. Market and a Global Perspective focuses on the varieties of natural cheese and specialty blended cheese produced from cow’s milk and packaged and sold through U.S. retail channels. The report discusses key trends affecting the marketplace, analyzes trends driving growth and consumer demographics, and provides insight into the activities of key cheese marketers and up-and-coming players around the world.
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