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Market Trends: Cheese

This Packaged Facts report focuses on the $13 billion retail market for cheese, covering mass and specialty products, marketers, and outlets. Featuring extensive sales and consumer data, the report focuses on how market-defining trends, such as the low-carb craze, new forms and packaging, consumer targeting, and the increased interest in flavorful, exotic, and premium cheeses are helping to push dollar sales in the cheese market even higher.

Introducing Market Trends
Market Trends is the latest product line from Packaged Facts. These timely, compact reports offer insight and analysis into new product trends, demographic shifts, and consumer behaviors that affect the food, beverage and consumer goods industries.

Report Methodology
The information in Market Trends: Cheese is based on both primary and secondary research. Primary research involved interviews with marketing, public relations and industry analysts within the food and ingredient markets and consultants to the industry. Secondary research entailed data-gathering from relevant trade, business, and government sources, including company literature. The analysis of consumer demographics derives from Simmons Market Research Bureau survey data for spring 2004.

What You’ll Get in this Report
Market Trends: Cheese offers unique perspective on the natural, processed and specialty cheese market. No other market research report provides the analysis and trends coverage that Market Trends: Cheese offers. Plus, you’ll benefit from extensive data, presented in easy-to-read and practical charts, tables and graphs.

How You Will Benefit from this Report
If your company wants to get a head’s up on the trends that will be driving the cheese market, 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 factors that influence the development of this market.

This report will help:

  • Marketing Managers identify market opportunities and develop targeted promotion plans for all forms of cheese.
  • Research and development professionals stay on top of competitor initiatives and explore demand for specialty cheese introductions.
  • Advertising agencies working with clients in the food industry to help understand the product buyer to develop messages and images that compel consumers to purchase these products.
  • Business development executives understand the dynamics of the market and identify possible partnerships.
  • Information and research center librarians provide market researchers, brand and product managers and other colleagues with the vital information they need to do their jobs more effectively.


Chapter 1: Executive Summary

    • Scope
    • Methodology

  • The Market
    • Table 1-1: Retail Sales of Cheese in the U.S.
    • Table 1-2: U.S. Retail Market Sales of Cheese, Summary, 1999-2009
    • The Marketers
    • Table 1-3: IRI-Tracked Sales and Market Share of Top 10 Marketers

  • Key Market Trends
    • Natural Cheese Gains On Low Carb Fever
    • Competition Drives Product Innovation
    • Table 1-4: Top 10 Cheese Flavors in U.S., 2003
    • The Convenience Factor
    • Rising Dairy Prices Push Prices Higher

  • Market Outlook
    • Hispanic Population Growth, Consumption Patterns Buoy Cheese
    • Table 1-5: Demographic Characteristics Favoring Household Consumption of Natural Cheese
    • Specialty Cheese To Gain Further Ground
    • Bolder Cheese Varieties Hold The Key For Retailers

Chapter 2: The Market

    • The Product
    • Definition
    • Categories

  • The Market Overview
    • Cheese Production
    • Table 2-1: Total Cheese Production, 1999 - 2003
    • Table 2-2: Processed American Cheese Production, 2000 - 2003
    • Table 2-3: Cheddar Cheese Production, 2000 - 2003
    • Leading State Producers: Wisconsin And California
    • Figure 2-1: Top Cheese Producing States, 2003
    • Table 2-4: California % Production-By Type, 2003 Cheese Consumption
    • Figure 2-3: Per Capita Cheese Consumption, 1999-2002 Cheese Sales
    • Figure 2-4: U.S. Retail Market Sales of Cheese, 1999-2003, and Annual Percentage Change in Sales The Natural Cheese Category
    • Table 2-5: IRI-Tracked Sales Of Natural Cheese, By Forms
    • Figure 2-5: U.S. Cheese Market, Share of Market by Segment, 2004 Processed Cheese Figure 2-6: Changes in Mass-Market Composition of Cheese Category Sales, 1999 vs. 2004
    • Table 2-6: IRI-Tracked Sales of Processed Cheese Forms, 2001 - 2004 A Word On Imitation Cheese
    • Table 2-7: IRI-Tracked Sales of Imitation Cheese

  • Market Trends And Recommendations
    • Low-carb Fever Continues, Albeit Somewhat Abated
    • Table 2-8: Sales of Select High-Carb vs. Low-Carb Foods, 2003
    • Health Is Motivating Factor
    • The Convenience Factor: Packaging Holds the Key
    • Table 2-9: Select Packaging Developments
    • Competition Drives Product Innovation
    • Table 2-10: Top 10 New Product Introductions By Flavor in U.S., 2003
    • Retailers Embracing Private Label Programs
    • Targeting Specific Consumer Segments
    • Specialty Cheese to Gain Further Ground
    • Fluctuations in Milk Prices Could Spoil the Party
    • Table 2-11: Retail Milk Price, 1999-2004

  • Market Projections
    • Table 2-12: Compound Annual Growth Rates of U.S. Retail Sales of Cheese
    • Figure 2-7: Projected U.S. Retail Market Sales of Cheese, 2004-2009

  • Chapter 3: The Marketers
      • Figure 3-1: Share Percentage of Top Cheese Marketers
      • Figure 3-2: U.S. Cheese Market Composition, by Marketer Strata, 2004

    • Four Tiers of Marketers
      • Top Tier Marketer Profile: Kraft Foods Inc.
      • Table 3-1: Kraft’s Cheese Brand Portfolio
      • Table 3-2: Top 20 Kraft Cheese Products in the U.S., by IRI-Tracked Revenue
      • Figure 3-3: IRI-Tracked Sales of Kraft Foods Cheese Products, 1999-2004
      • Kraft’s Global Health & Wellness Initiatives
      • Kraft’s Strategic Initiatives
      • Top Tier Marketer Profile: Private Label
      • Table 3-3: IRI-Tracked Private Label Cheese Sales, by Variety, 2001-2004
      • Table 3-4: Top-15 Cheese Brands/Varieties, Tracked by IRI Sales, 1999-2004
      • Second Tier Marketer Profile: Sargento Food Company
      • Performance
      • Figure 3-4: IRI-Tracked Sales of Sargento Food Company Inc., 1999-2004
      • Table 3-5: IRI-Tracked Sales Sargento Cheese Products, 2001-2004
      • Second Tier Marketer Profile: Tillamook County Creamery Association
      • Performance
      • Figure 3-5: IRI-Tracked Sales of Tillamook County Cheese Products, 1999-2004
      • Table 3-6: IRI-Tracked Sales Tillamook County Cheese, 2001-2004
      • Second Tier Marketer Profile: Saputo Cheese USA Inc.
      • Figure 3-6: IRI-Tracked Sales of Saputo Cheese USA, Inc., 1999-2004
      • Table 3-7: Saputo Cheese USA Inc. Cheese Varieties
      • Second-Tier Marketer Profile: American Dairy Brands (Borden)
      • Table 3-8: IRI-Tracked Sales of American Dairy Brands (Borden) Cheese Categories, 2001-2004
      • Second Tier Marketer Profile: Land O’ Lakes Inc.
      • Figure 3-7: IRI-Tracked Sales of Land O’ Lakes Inc. Cheese, 1999 - 2004
      • Table 3-9: IRI-Tracked Sales Land O’ Lakes Cheese, by Category, 2001 - 2004
      • Second Tier Marketer Profile: Bel Kaukauna U.S.A. Inc.
      • Figure 3-8: IRI-Tracked Sales of Bel Kaukauna U.S.A. Cheese, 1999 - 2004
      • Table 3-10: IRI-Tracked Sales of Bel Kaukauna U.S.A. Products, 2001-2004
      • Figure 3-9: IRI-Tracked Sales of Lactalis U.S.A. Cheese, 1999 - 2004
      • Table 3-11: IRI-Tracked Sales of Lactalis U.S.A. Cheese Brands, 2001-2004
      • Third Tier Marketer Profile: Bongrain Cheese U.S.A.
      • Figure 3-10: IRI-Tracked Sales Bongrain Cheese U.S.A., 1999 - 2004
      • Table 3-12: IRI-Tracked Sales Bongrain Cheese U.S.A. Brands, 2001 - 2003
      • Fourth Tier Marketer Profile: Schreiber Foods
      • Performance
      • Figure 3-11: IRI-Tracked Sales of Schreiber Foods Cheese, 1999-2004
      • Fourth Tier Marketer Profile: Swissrose International Inc.
      • Figure 3-12: IRI-Tracked Sales of Swissrose International, 1999-2004

    Chapter 4: Marketing Dynamics

      • Overview
      • Key Industry Initiatives
        • Retailers Reorganize Shelf Space for Cheese
        • Seasonality
        • Sampling
        • Marketing, Advertising and Promotions On The Rise
        • Table 4-1: Percentage Volume Sold Through Promotions For 52 Weeks Ending June, 2004
        • Kraft’s Promotion Evaluator
        • Tillamook County Creamery Targets Hispanics
        • Cheese of The Month Program
        • America's Greatest Cheese Recipe Awards
        • Interesting Initiatives

      • New Product Introductions
        • Table 4-2: Selected New Cheese Product Introductions, 2003-2004
        • Table 4-3: The US Cheese Market: Selected Other Cheese Product Introductions, 2003-2004

    Chapter 5: The Consumer

      • Fast Times at the Dairy

    • The Simmons Survey
      • Note on Simmons Survey Data and Figures
      • Preferences By Cheese Types
      • Figure 5-1: Household Consumption Cheese, by Type
      • Individually Wrapped Slices Most Popular
      • Figure 5-2: Household Consumption of Cheese, By Form
      • Most Adults Eat ¼ Pound Of Cheese Weekly
      • Table 5-1: Weekly Consumption of Cheese, by Form
      • Full-Fat Cheeses Dominate
      • Table 5-2: Consumer Preference of Cheese Type, by Fat Content

    • Consumer Preferences for Natural Cheese
      • Middle-Age Adults Top Consumers
      • Figure 5-3: Natural Cheese Consumption by Age
      • Table 5-3: Natural Cheese Consumption Indices, by Brand and Age
      • Natural Cheese Consumption Patterns By Race/Ethnicity
      • Table 5-4: Natural Cheese Consumption Indices, by Brand and Race/Ethnicity
      • Women Buy the Cheese
      • Figure 5-4: Natural Cheese Consumption by Gender
      • Table 5-5: Natural Cheese Brand Preference, by Gender
      • No Skew Based on Household Income
      • Figure 5-5: Natural Cheese Consumption by Household Income
      • Table 5-6: Natural Cheese Brand Preference By Income

    • American Processed Cheese
      • Younger Households Like the Process
      • Figure 5-6: American Processed Cheese Consumption, By Age
      • Table 5-7 Preference For American Processed Cheese Brands, by Age
      • Whites Are Main Consumers of Processed Cheese
      • Figure 5-7: American Processed Cheese Consumption Patterns, By Race/Ethnicity
      • Table 5-8: American Processed Cheese Brand Preference, By Race/Ethnicity
      • High Income Households Eschew Processed Cheese
      • Figure 5-8: American Processed Cheese Consumption Patterns, by Household Income
      • Table 5-9: American Processed Cheese Brand Preference, by Income

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