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Cheese: Natural and Specialty Cheese in the U.S. and Global Markets, 5th Edition


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Cheese: Natural & Specialty Cheeses in the U.S. & Global Markets

Cheese eating is ubiquitous in the United States. At home or in restaurants, as part of a meal or as a snack, consumers young and old are almost universally in agreement that cheese is part of their diet.

But not all cheese is created equal. Consumption of natural cheese is on the rise, while the amount of processed cheese eaten is a declining. Indeed, the natural cheese segment is the bright spot in what has been an overall flat market for cheese in the U.S. – 3% CAGR since 2009, to reach $15.7 billion in 2013.

Cheese: Natural & Specialty Cheeses in the U.S. & Global Markets, from Packaged Facts, examines the drivers that are propelling this mature, but enduring market. Cheese is getting a new image from its marketers: yes, it’s high in fat, but it’s also a good source of calcium, protein, and other nutrients. Moreover, with snacks representing 50% of all eating occasions, natural cheese is perfectly positioned to grab more share of this market. Why eat an unhealthy chip or cookie when you can have a piece of nutritious cheese?

Producers are also addressing consumer health and diet concerns with better tasting reduced salt and fat cheeses, and cheeses made from milk considered by consumers to have a healthier edge. Cheese made from organic milk, milk from grass-fed cows, and milk free of artificial growth hormones have grown in popularity. Organic cheese has been a growth spot, with sales projected to increase by double digits to reach $750 million in 2018.

And one can’t overlook the artisan angle to cheese. As with many other foods and beverages, consumers are increasingly attracted to cheeses that are produced in the craft tradition. We can move beyond cheddar and mozzarella and enjoy aged and artisanal products, complete with robust flavor profiles and textures. Even mass brands are meeting consumer desire for bolder flavors with smoky, peppery, and gourmet varieties with savory spice, nut, and dried fruit inclusions.

Foodservice drives many of cheese product trends. Cheese is used liberally in many menu items, and one of the biggest opportunities for cheese is in the growing breakfast sandwich segment. Globally, the greatest growth potential for cheese is in emerging markets where millions if not billions of newly middle class consumers are adopting “Westernized” diets that include dairy products. Emerging market growth represents a significant opportunity for export, since these countries don’t produce enough milk to satisfy domestic demand for dairy and cheese products.

Scope of Report

The report presents a detailed analysis of the U.S. consumer market for natural and specialty cheese sold directly to consumers through retail outlets, including “bricks and mortar” stores as well as catalogues, Internet sites and others. It outlines key issues and trends affecting the overall market and analyzes all product categories and segments of natural and specialty cheeses. Cheese: Natural and Specialty Cheese in the U.S. and Global Markets, 5th Edition also discusses major players and brands and analyzes their key activities and performance. Market size data are provided for 2009–2013 and projections for 2013–2018. Retail channels that sell consumer natural and specialty cheese are covered and considered in arriving at market size and trends, and competitive analysis. Information and insight is provided for processed cheese, and non-dairy cheese products, as well as the foodservice and global cheese markets, to add context and perspective. Data from these markets is not included for market sizing/projections, marketer/brand and retail channel shares of the core U.S. consumer natural and specialty cheese market.

Methodology

The information in this report was obtained from both primary and secondary research. Primary research included consultation with industry sources and on-site examinations of the retail sector. Secondary research entailed gathering data from relevant trade, business and government sources, as well as company promotional literature and annual reports. Our estimates of market size and company performance are based on various sources including reported revenues of product manufacturers and retailers; IRI, which tracks data in mass retail outlets; publications and other market research sources. Our analysis of consumer trends relies on data from several sources including government reports, a national online consumer usage survey conducted in January/February 2014 by Packaged Facts, and Simmons National Consumer Surveys for Spring 2004 through Summer 2013, from Experian Marketing Services. On an ongoing basis, Experian Marketing Services conducts booklet-based surveys of a large and random sample of consumers (approximately 25,000 for each 12-month survey compilation) who in aggregate represent a statistically accurate cross-section of the U.S. population.


  • Executive Summary
    • Scope of Report
    • Methodology
    • Product Classifications
    • The Product
      • U.S. Cheese Production
        • Table Total U.S. Production of Natural Cheese: In Weight by Variety, 2008-2012 (pounds million and percent)
    • The Market
      • Sales by Retail Channel
      • Market Forecast
    • Retail Overview
      • Private Label Store Brands
        • Table Private Label Store Brands of Select Retailers, 2013
      • Where Cheese Eaters Shop for Cheese
    • Foodservice Overview
      • U.S. Cheese Use by Application
      • Cheese in Foodservice
      • Retail Packaged Foods
    • The Consumer
      • 90% of American Adults Eat Cheese
      • USDA Data Further Illustrates Cheese Consumption Trends
      • Most Households Eat a Half Pound or More of Natural or Imported Cheese per Week
      • Store Brands, Kraft and Sargento Natural Cheese Eaten Most by Consumers
      • 60% of Adults Bought Store Brand Cheese in Last Three Months
    • Global Overview
      • Global Growth from Emerging Markets
      • Cheese Consumption
      • Cheese Imports by Country
      • Global Competitive Landscape
      • Trends
  • Trends & Innovations
    • Product
      • Health and Nutrition
      • Milk Source
      • Reduced Fat Cheese
      • Dairy-Free Cheese
        • Table IRI-Tracked Sales of Daiya's Dairy-Free Cheese Products, 2012-2013 (dollars, percent)
      • Taste and Experiences
      • Cheese Aimed at Snacking
      • Packaging
    • Marketing Trends
  • The Product
    • Introduction
      • Difference Between Natural and Specialty Cheese
      • Products Outside Scope
      • Product Classifications
      • Products by Market
      • Natural Cheese Segments Defined by IRI
      • U.S. Cheese Production
        • Table Total U.S. Production of Natural Cheese: In Weight by Variety, 2008-2012 (pounds million and percent)
        • Table Total U.S. Production of Process Cheese Products: in Weight by Type, 2008-2012 (pounds million and percent)
  • The Market
    • Sales Growth Levels Fluctuate
      • Table Retail Dollar Sales of Natural and Specialty Cheeses, 2009-2013 (in millions)
    • Cheese Prices Volatile
      • Economy's Impact on Sales
      • Household Formation Lags
    • Sales by Retail Channel
      • Table Natural and Specialty Cheeses: Dollar Sales by Retail Channel, 2013 and 2014 Projected (millions)
    • Product Segment Sales
      • Table IRI-Tracked Sales of Natural Cheese: By Segment, 2012-2013 (dollar, unit and volume sales; millions)
    • Organic Cheese Sales Are Booming
      • Table Sales of Organic Natural Cheese, 2012-2018 (dollars million, percent)
      • Table IRI-Tracked Sales of Selected Organic Cheese, 2012-2013 (dollars in millions, percent)
      • Table IRI-Tracked Sales of Selected rBGH/rBST-Free But Not Organic Certified Cheese, 2012-2013 (dollars in millions, percent)
      • Table IRI-Tracked Sales of Processed Cheese, 2012-2013 (dollar, unit and volume sales; millions)
    • Market Forecast
  • The Marketers
    • Fragmented Market with Kraft Ahead by Wide Margin
      • Table IRI-Tracked Sales of Natural Cheese Marketers, 2012-2013 (millions of dollars, percent)
    • Marketer Sales by Product Segment
      • Private Label Brands 60% of Shredded Segment
        • Table IRI-Tracked Sales of Natural Shredded Cheese Marketers, 2012-2013 (millions of dollars, percent)
      • Kraft Leads Fragmented Chunks Segment
        • Table IRI-Tracked Sales of Natural Chunks Cheese Marketers, 2012-2013 (millions of dollars, percent)
      • Sargento Leads Slice Segment
        • Table IRI-Tracked Sales of Natural Slices Cheese Marketers, 2012-2013 (millions of dollars, percent)
      • Saputo Leads String/Stick Segment
        • Table IRI-Tracked Sales of Natural String/Stick Cheese Marketers, 2012-2013 (millions of dollars, percent)
      • Kraft Has 35% of Crumbled Segment
        • Table IRI-Tracked Sales of Natural Crumbled Cheese Marketers, 2012-2013 (millions of dollars, percent)
      • Kraft and Private Label Control Grated Segment
        • Table IRI-Tracked Sales of Natural Grated Cheese Marketers, 2012-2013 (millions of dollars, percent)
      • Lactalis Leads Ricotta Segment
        • Table IRI-Tracked Sales of Natural Ricotta Cheese Marketers, 2012-2013 (millions of dollars, percent)
      • Kraft Grows Nearly 50% in All Other Forms Segment
        • Table IRI-Tracked Sales of Natural All Other Forms Cheese Marketers, 2012-2013 (millions of dollars, percent)
      • Private Label Brands Largest Factor in Cube Segment
        • Table IRI-Tracked Sales of Natural Cube Cheese Marketers, 2012-2013 (millions of dollars, percent)
    • Private Label
      • Table Private Label Share of Sales by Natural Cheese Segment, 2012-2013 (percent)
      • Table Private Label Store Brands of Select Retailers, 2013
    • Competitive Profiles
      • Kraft Foods Group
        • Table Kraft Cheese Products
      • Sargento Foods
        • Table Sargento Cheese Products
      • Saputo Cheese USA
        • Table Saputo Cheese USA Cheese Products
      • Lactalis USA
        • Table Lactalis USA Cheese Products
      • Crystal Farms
        • Table Crystal Farms Cheese Products
      • Tillamook County Creamery
        • Table Tillamook County Creamery Cheese Products
      • Agri-Mark Inc.
        • Table Agri-Mark Inc. Creamery Cheese Products
      • BelGioioso Cheese
        • Table BelGioioso Cheese Products
      • Dairy Farmers of America
        • Table Dairy Farmers Of America Cheese Products
      • Bel Brands USA
        • Table Bel Brands Cheese Products
      • Cacique
        • Table Cacique Cheese Products
      • Organic Valley
        • Table Organic Valley Cheese Products
  • Retail Overview
    • Natural and Specialty Cheese Sold in Wide Variety of Retail Outlets
    • Sales by Retail Channel
      • Table Natural and Specialty Cheeses: Dollar Sales by Retail Channel, 2013 and 2014 Projected (millions)
    • Retail Outlets
      • Grocery Stores/Supermarkets
      • Natural Supermarkets
      • Supercenters/Mass Merchandisers
      • Warehouse Club Stores
      • Convenience Stores (C-Stores)
      • Dollar Stores
      • Drugstores
      • Specialty Gourmet Shops
      • Farmers' Markets/Farm Stores
      • Internet and Direct Sales
    • Private Label Store Brands
      • Table Private Label Store Brands of Select Retailers, 2013
      • Private Label Introductions
        • Table Select Private Label Natural and Specialty Introductions, 2012-2014
      • Aldi Is Private Label Store Brands Magazine 2014 Retailer of the Year
      • Supermarkets Continue to Add Specialty and Gourmet Offerings
      • Roundy's Expands with Mariano's Fresh Market
      • Grocers Find Competitive Edge with Specialty Artisan Cheese
      • Partnering with Well-Known Cheese Shops
      • Kroger Expands Cheese Store Concept
    • Retailers Embrace Local Producers
      • Wegmans Collaborates with Cornell
      • Taste NY
      • Kroger Carries Local Ohio Cheesemaker
      • Hyperlocal Market Sources Ingredients from Less Than 90 Miles
      • Online Local-Food Grocer Helps Cheesemakers Sell
      • Retailers Educating Consumers
    • Where Cheese Eaters Shop for Cheese
      • Retailers Differ for Natural and American Processed Cheese Eaters
        • Table Where Natural/Imported and Processed Cheese Eaters Shopped in Last Four Weeks, 2013 (index)
      • String Cheese Eaters Shop Everywhere
        • Table Where Natural/Imported Eaters Shopped by Form in Last Four Weeks, 2013 (index)
  • Foodservice Overview
    • Overview
      • U.S. Cheese Use by Application
      • Cheese in Foodservice
        • Table Penetration of Cheeses Used on Pizza: By Segment of All Restaurants with Pizza, 2013 (% serving)
      • Retail Packaged Foods
      • FDA Proposes New Nutrition Label Rules
      • The U.S. Restaurant Industry
        • Table U.S. Restaurant Industry Sales, 2014 Projected (in billions)
        • Table Leading Chain Restaurants in the U.S., 2012 (in millions)
      • Cheese Suppliers
      • Trends
  • The Consumer
    • Sources
    • 90% of American Adults Eat Cheese
      • Table Adults Who Eat Cheese, 2014 (percent)
      • An Increasing Number of Americans Eat Natural or Imported Cheese
        • Table Households That Eat Natural or Imported Cheese Compared to American Processed Cheese, 2004-2013 (percent)
    • USDA Data Further Illustrates Cheese Consumption Trends
      • Table U.S. Per Capita Consumption of Natural Cheese: By Variety, 2004-2012 (pounds, percent)
      • Table U.S. Per Capita Consumption of Processed Cheese Products: by Variety, 2004-2012 (pounds, percent)
    • Demographics Vary by Natural and Processed Cheese
      • Adults Who Eat Natural or Imported Cheese
      • Adults Who Eat American Processed Cheese
      • Adults Who Eat Processed Spread Cheese
        • Table Demographic Characteristics of Natural/Imported and Processed Cheese Eaters, 2013 (index)
    • Most Households Eat a Half Pound or More of Natural or Imported Cheese per Week
      • Table Households That Eat Natural or Imported Cheese: By Amount Eaten in Last Seven Days, 2004-2013 (percent)
    • Most Natural Cheese Eaters Not Concerned About Fat Content
      • Table Types of Natural or Imported Cheese Eaten Most Often by Households: By Product Type, 2004-2013 (percent)
    • Americans Love Cheddar and Mozzarella
      • Table Varieties of Natural or Imported Cheese Eaten Most Often by Households: By Variety, 2004-2013 (percent)
    • Demographics Vary by Variety
      • Cheddar
      • Mozzarella
      • Monterey Jack
      • Feta
        • Table Demographic Characteristics of Natural and Imported Cheese Eaters: By Selected Types Eaten, 2013 (index)
    • Store Brands, Kraft and Sargento Natural Cheese Eaten Most by Consumers
      • Table Brands of Natural or Imported Cheese Eaten Most Often by Households in the Last 7 Days, 2004-2013 (percent)
    • Demographics Vary by Brand
      • Kraft
      • Sargento
      • Store Brands
        • Table Demographic Characteristics of Natural and Imported Cheese Eaters: By Selected Brands, 2013 (index)
    • 60% of Adults Bought Store Brand Cheese in Last Three Months
    • Slices and Shredded Most Purchased Forms of Store Brand Cheese
    • 4% of Adults Eat Organic Cheese
      • Table Adults That Eat Organic Foods: By Product Type, 2010-2013 (percent)
    • Demographic Characteristics of Organic Versus Natural Cheese Eaters
      • Table Demographic Characteristics of Organic Versus Natural Cheese Eaters, 2013 (index)
    • Over Half of Adults Watching Diet; Seek Less Fat, Sugar, Salt, More Fiber
      • Table People Watching Diet: Reasons and Foods Eaten to Watch Diet, 2005-2013 (percent)
    • Consumers Want to Eat Healthier, but Also Indulge
      • Table Consumer Attitudes about Food: Agree a Lot, 2004-2013 (percent)
    • Consumer Attitudes Measured with Simmons Segmentation System
      • Simmons Food Lifestyle Segmentation System
        • Table How Consumers Identify with Simmons Food Lifestyle Segments, 2013 (index)
      • Simmons Health and Well-Being Segments
        • Table How Cheese Eaters Identify with Simmons Health and Well-Being Segments, 2013 (index)
    • Cheese Eaters Seek Out Fresh Foods
    • Cheese Eaters Track All Consumers in Avoiding Specific Foods and Ingredients
    • Cheese Fits into the American Snacking Lifestyle
  • Global Overview
    • Overview
      • Global Growth from Emerging Markets
      • Cheese Production
        • Table Cheese Production for Select Countries, 2009-2014 (1,000 Metric Tons)
      • Cheese Consumption
        • Table Cheese Consumption for Select Countries, 2009-2014 (1,000 Metric Tons)
      • Cheese Imports by Country
        • Table Cheese Imports for Select Countries, 2009-2014 (1,000 Metric Tons)
      • Cheese Exports by Country
        • Table Cheese Exports for Select Countries, 2009-2014 (1,000 Metric Tons)
      • U.S. Cheese Exports
        • Table Regional Export Markets for U.S. Cheese of All Types, 2009-2013 ($ in thousands)
        • Table Leading Countries for Export of U.S. Cheese of All Types, 2009-2013 (in thousands)
      • Global Competitive Landscape
      • Trends
        • Table Select Private Label/Store Brand Cheese Product Introductions, 2103-2014

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