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Cheese - Canada - October 2014

“Making conveniently-packaged cheese more widely available in venues such as gyms, yoga studios and health clubs could help to boost usage in this potentially lucrative post-exercise occasion.”
– Carol Wong-Li, Senior Analyst

This report looks at the following areas:

  • Overcoming the price barrier
  • Utilizing positive health perceptions
  • Tapping into the Chinese Canadian consumer
  • Appealing to Canadians’ patriotic side

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Table of contents

  1. Introduction

      • Definition
        • Excluded
          • Abbreviations
          • Executive Summary

              • The market
                • Figure 1: Forecast of Canada volume retail sales of cheese, 2009-19
                • Figure 2: Forecast of Canada value retail sales of cheese, 2009-19
              • Market factors
                • The Canadian dairy system
                  • The rising price of cheese
                    • Canada’s economy continues to perform well…
                      • …but the population is ageing
                        • Companies, brands and innovation
                          • The consumer
                            • Cheddar is the most popular cheese among Canadians
                              • Figure 3: Usage of types of cheese in the past three months, July 2014
                            • Price is the main consumption barrier
                              • Low price leads the way when buying cheese
                                • Figure 4: Importance of factors when purchasing cheese (any rank 1-5), July 2014
                              • Cheese is enjoyed in a variety of occasions
                                • Cheese enjoys a healthy image
                                  • Figure 5: Attitudes towards cheese, July 2014
                                • What we think
                                • Issues and Insights

                                    • Overcoming the price barrier
                                      • The facts
                                        • The implications
                                          • Utilizing positive health perceptions
                                            • The facts
                                              • The implications
                                                • Tapping into the Chinese Canadian consumer
                                                  • The facts
                                                    • The implications
                                                      • Appealing to Canadians’ patriotic side
                                                        • The facts
                                                          • The implications
                                                          • Trend Application

                                                              • Trend: Guiding Choice
                                                                • Trend: The Real Thing
                                                                  • Trend: Locavore
                                                                  • Market Drivers

                                                                    • Key points
                                                                      • Price of milk and dairy supply management
                                                                        • Figure 6: Milk prices in Canada, 2010-2014
                                                                        • Figure 7: Consumer Price Index for cheese vs fresh milk and all food, 2002-2013
                                                                      • Dairy Farmers of Canada
                                                                        • Figure 8: Farm milk production in Canada, by province, 2013
                                                                      • Canadian Dairy Commission
                                                                        • EU-Canada Trade Agreement
                                                                          • Cheese consumption flatlines
                                                                            • Figure 9: Cheese consumption per capita, 1994-2013
                                                                            • Figure 10: Milk consumption per capita, 1994-2013
                                                                          • Economic overview
                                                                            • IMF expects the Canadian economy to pick up speed, but many risks remain
                                                                              • Figure 11: Canada’s GDP, by quarter, 2008-14
                                                                              • Figure 12: Household disposable incomes and savings in Canada, 2008-14
                                                                            • British Columbians have the highest net worth
                                                                              • Demographic overview
                                                                                • Population count and growth in Canada
                                                                                  • Figure 13: Share of population of Canada, by territory/province, 2014
                                                                                • Canada’s population is expected to age in the coming years
                                                                                  • Figure 14: Projected trends in the age structure of the Canada population, 2014-19
                                                                              • Strengths and Weaknesses

                                                                                • Strengths
                                                                                  • Weaknesses
                                                                                  • Who’s Innovating?

                                                                                    • Key points
                                                                                      • Cheese innovation sees a significant rise
                                                                                        • Figure 15: Share of new product launches in the cheese market in Canada, by company 2011-14
                                                                                      • Hard and semi-hard cheese drives category innovation
                                                                                        • Figure 16: Share of new product launches in the cheese market in Canada, by type, 2011-14
                                                                                        • Figure 17: Share of new product launches in the cheese market in Canada, by format, 2011-14
                                                                                      • Leveraging interesting and unique flavours
                                                                                        • Cheese as part of meals
                                                                                        • Market Size and Forecast

                                                                                          • Key points
                                                                                            • Canada’s cheese market continues to achieve robust value growth
                                                                                              • Figure 18: Canada retail value and volume sales of cheese, 2009-19
                                                                                              • Figure 19: Forecast of Canada volume retail sales of cheese, 2009-19
                                                                                              • Figure 20: Forecast of Canada value retail sales of cheese, 2009-19
                                                                                            • Forecast methodology
                                                                                            • Market Segmentation and Share

                                                                                              • Key points
                                                                                                • Semi hard cheese accounts for two thirds of value and volume sales
                                                                                                  • Figure 21: Retail value sales of cheese, by segment, 2011-13
                                                                                                  • Figure 22: Retail volume sales of cheese, by segment, 2011-13
                                                                                                • Kraft leads the way in the cheese market
                                                                                                    • Figure 23: Value and volume retail % share of cheese, by company, 2011-13
                                                                                                • Companies and Products

                                                                                                    • Agropur
                                                                                                      • Company information and recent activity
                                                                                                        • Kraft
                                                                                                          • Company information and recent activity
                                                                                                            • Parmalat Canada
                                                                                                              • Company information and recent activity
                                                                                                                • Saputo
                                                                                                                  • Company information and recent activity
                                                                                                                    • Selected advertising campaigns
                                                                                                                      • Dairy Farmers of Canada (DFC)
                                                                                                                        • OKA: ‘Made in Quebec’
                                                                                                                          • Boursin: revisiting the past
                                                                                                                          • The Consumer – Usage of Cheese

                                                                                                                            • Key points
                                                                                                                              • Cheddar is the most popular cheese among Canadians
                                                                                                                                • Figure 24: Usage of types of cheese in the past three months, July 2014
                                                                                                                                • Figure 25: Frequency of usage of different types of cheese, July 2014
                                                                                                                              • Hard/semi-hard cheeses are the most popular type
                                                                                                                                  • Figure 26: Usage of hard/semi-hard cheeses in the past three months, July 2014
                                                                                                                                • Cheeses such as mozzarella and feta also widely enjoyed
                                                                                                                                  • Figure 27: Usage of fresh/curd cheeses in the past three months, July 2014
                                                                                                                                • Cream cheese appeals to women in particular
                                                                                                                                  • Figure 28: Usage of cream, processed, soft and blue cheese in the past three months, July 2014
                                                                                                                                • Cheese in different formats help the category to tap into usage on the go
                                                                                                                                  • Figure 29: Usage of grated and snack-pack cheese in the past three months, July 2014
                                                                                                                                • About 4 in 5 Canadians have tried 6+ types of cheese in the past three months
                                                                                                                                  • Figure 30: Repertoire of usage of types of cheese, July 2014
                                                                                                                              • The Consumer – Barriers to Eating Cheese

                                                                                                                                • Key points
                                                                                                                                  • Price is the main barrier to cheese consumption
                                                                                                                                    • Figure 31: Barriers to eating cheese, July 2014
                                                                                                                                  • Four other barriers of note emerge
                                                                                                                                    • Other barriers cited by fewer than one in ten Canadians
                                                                                                                                    • The Consumer – Choice Factors

                                                                                                                                      • Key points
                                                                                                                                        • Low price leads the way when buying cheese
                                                                                                                                          • Figure 32: Importance of different factors when purchasing cheese (any rank 1-5), July 2014
                                                                                                                                          • Figure 33: Most important cheese purchase factors (ranked 1), July 2014
                                                                                                                                        • Flavour and taste are also influential
                                                                                                                                          • Packaging is another choice factor of note
                                                                                                                                          • The Consumer – Occasions for Eating Cheese

                                                                                                                                            • Key points
                                                                                                                                              • Cheese is enjoyed in a variety of occasions
                                                                                                                                                • Figure 34: Occasions for eating cheese, July 2014
                                                                                                                                              • Cheese as part of meals
                                                                                                                                                • Cheese in formal occasions
                                                                                                                                                • The Consumer – Attitudes towards Cheese

                                                                                                                                                  • Key points
                                                                                                                                                    • Summary of attitudes towards cheese
                                                                                                                                                      • Figure 35: Attitudes towards cheese, July 2014
                                                                                                                                                    • Most Canadians are convinced of the health benefits of cheese
                                                                                                                                                      • Figure 36: Attitudes regarding the health benefits of cheese, July 2014
                                                                                                                                                    • Only 18% think that imported cheese is better quality than Canadian
                                                                                                                                                      • Figure 37: Attitudes regarding the Canadian cheese industry, July 2014
                                                                                                                                                    • Over half of cheese eaters are interested in new flavours
                                                                                                                                                      • Figure 38: Attitudes regarding flavours and varieties of cheese, July 2014
                                                                                                                                                    • Price is a concern for many users
                                                                                                                                                      • Figure 39: Attitudes regarding the affordability of cheese, July 2014
                                                                                                                                                  • The Consumer – Cheese and Chinese Canadians

                                                                                                                                                    • Key points
                                                                                                                                                      • Different usage preferences observed for Chinese Canadians
                                                                                                                                                        • Figure 40: Consumption of cheese: Chinese Canadians vs Whites/Caucasians, July 2014
                                                                                                                                                      • Chinese Canadians are relatively inflexible in terms of occasions for eating cheese
                                                                                                                                                        • Figure 41: Occasions for eating cheese: Chinese Canadians vs Whites/Caucasians, July 2014
                                                                                                                                                      • Chinese Canadians relatively more likely to prefer imported cheese
                                                                                                                                                        • Figure 42: Attitudes towards cheese: Chinese Canadians vs Whites/Caucasians, July 2014
                                                                                                                                                    • The Consumer – Target Groups

                                                                                                                                                      • Key points
                                                                                                                                                        • Four target groups
                                                                                                                                                          • Figure 43: Target groups for cheese, July 2014
                                                                                                                                                        • Disengaged (31%)
                                                                                                                                                          • Value seekers (23%)
                                                                                                                                                            • Mature fans (21%)
                                                                                                                                                              • Health-conscious (25%)
                                                                                                                                                              • Appendix – Market Size and Forecast

                                                                                                                                                                  • Figure 44: Best- and worst-case forecasts for the Canada cheese retail market, by value, 2014-19
                                                                                                                                                                  • Figure 45: Best- and worst-case forecasts for the Canada cheese retail market, by volume, 2014-19
                                                                                                                                                              • Appendix – The Consumer – Usage of Cheese

                                                                                                                                                                  • Figure 46: Usage of types of cheese, July 2014
                                                                                                                                                                  • Figure 47: Usage of Cheddar cheese, by demographics, July 2014
                                                                                                                                                                  • Figure 48: Usage of Monterey Jack cheese, by demographics, July 2014
                                                                                                                                                                  • Figure 49: Usage of Swiss cheese, by demographics, July 2014
                                                                                                                                                                  • Figure 50: Usage of Parmesan cheese, by demographics, July 2014
                                                                                                                                                                  • Figure 51: Usage of Gouda cheese, by demographics, July 2014
                                                                                                                                                                  • Figure 52: Usage of Goat's cheese, by demographics, July 2014
                                                                                                                                                                  • Figure 53: Usage of Mozzarella cheese, by demographics, July 2014
                                                                                                                                                                  • Figure 54: Usage of Feta cheese, by demographics, July 2014
                                                                                                                                                                  • Figure 55: Usage of any soft/semi-soft cheese, by demographics, July 2014
                                                                                                                                                                  • Figure 56: Usage of any blue/veined cheese, by demographics, July 2014
                                                                                                                                                                  • Figure 57: Usage of any processed cheese, by demographics, July 2014
                                                                                                                                                                  • Figure 58: Usage of any cream cheese, by demographics, July 2014
                                                                                                                                                                  • Figure 59: Usage of snack-pack cheese, by demographics, July 2014
                                                                                                                                                                  • Figure 60: Usage of grated cheese, by demographics, July 2014
                                                                                                                                                                • Repertoire analysis
                                                                                                                                                                  • Figure 61: Repertoire of cheese usage, July 2014
                                                                                                                                                                  • Figure 62: Repertoire of usage of types of cheese, by demographics, July 2014
                                                                                                                                                                  • Figure 63: Occasions for eating cheese, by repertoire of cheese usage, June 2014
                                                                                                                                                                • Purchase of cheese
                                                                                                                                                                  • Figure 64: Purchase of cheese, by demographics, July 2014
                                                                                                                                                              • Appendix – The Consumer – Barriers to Usage

                                                                                                                                                                  • Figure 65: Barriers to eating cheese, July 2014
                                                                                                                                                                  • Figure 66: Main barriers to eating cheese, by demographics, July 2014
                                                                                                                                                                  • Figure 67: Other barriers to eating cheese, by demographics, July 2014
                                                                                                                                                              • Appendix – The Consumer – Choice Factors

                                                                                                                                                                  • Figure 68: Importance of different factors when buying cheese, July 2014
                                                                                                                                                                  • Figure 69: Most important choice factors when buying cheese (rank 1), by demographics, July 2014
                                                                                                                                                                  • Figure 70: Other important choice factors when buying cheese (rank 1), by demographics, July 2014
                                                                                                                                                              • Appendix – The Consumer – Occasions for Eating Cheese

                                                                                                                                                                  • Figure 71: Occasions for eating cheese, July 2014
                                                                                                                                                                  • Figure 72: Most popular occasions for eating cheese, by demographics, July 2014
                                                                                                                                                                  • Figure 73: Other occasions for eating cheese, by demographics, July 2014
                                                                                                                                                              • Appendix – The Consumer – Attitudes towards Cheese

                                                                                                                                                                  • Figure 74: Attitudes towards cheese, by demographics, July 2014
                                                                                                                                                                  • Figure 75: Agreement with the statements ‘Cheese is a healthy alternative to other snacks like chips or chocolate’ and ‘I would buy cheese more if it were better value for money’, by demographics, July 2014
                                                                                                                                                                  • Figure 76: Agreement with the statements ‘The health benefits of cheese outweigh the disadvantages’ and ‘I would buy more Canadian deli cheese if it was cheaper than the foreign equivalent’, by demographics, July 2014
                                                                                                                                                                  • Figure 77: Agreement with the statements ‘Eating healthier cheese varieties is a good alternative to cutting back on cheese altogether’ and ‘I am interested in buying different flavours of cheese’, by demographics, July 2014
                                                                                                                                                                  • Figure 78: Agreement with the statements ‘I would like to see more recipe ideas using cheese on packaging’ and ‘Not enough money from sales of Canadian cheese goes to the farmers’, by demographics, July 2014
                                                                                                                                                                  • Figure 79: Agreement with the statements ‘Cheese from the deli counter is better quality than the cheese found in the refrigeration aisle’ and ‘I always read the ingredients of cheese products’, by demographics, July 2014
                                                                                                                                                                  • Figure 80: Agreement with the statements ‘I am prepared to pay more for imported cheese’ and ‘Imported cheese is better quality than Canadian cheese’, by demographics, July 2014
                                                                                                                                                              • Appendix – Cheese and Chinese Canadians

                                                                                                                                                                  • Figure 81: Selected demographics, White/Caucasian population vs Chinese Canadians, June 2014
                                                                                                                                                              • Appendix – The Consumer – Target Groups

                                                                                                                                                                  • Figure 82: Target groups, July 2014
                                                                                                                                                                  • Figure 83: Target groups, by demographics, July 2014
                                                                                                                                                                  • Figure 84: Usage of types of cheese, by target groups, June 2014
                                                                                                                                                                  • Figure 85: Purchasing of cheese, by target groups, June 2014
                                                                                                                                                                  • Figure 86: Barriers to buying cheese, by target groups, June 2014
                                                                                                                                                                  • Figure 87: Choice factors when buying cheese, by target groups, June 2014
                                                                                                                                                                  • Figure 88: Occasions for eating cheese, by target groups, June 2014
                                                                                                                                                                  • Figure 89: Attitudes towards cheese, by target groups, June 2014

                                                                                                                                                              Companies Covered

                                                                                                                                                              To learn more about the companies covered in this report please contact us.

                                                                                                                                                              Cheese - Canada - October 2014

                                                                                                                                                              £3,174.67 (Excl.Tax)