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Cheese - US - June 2012

The cheese market, which didn’t fare well during the economic downturn, turned a corner in 2011 with a sales increase of 6.1%, reaching total U.S. retail sales of $18.9 billion. Sales continue to increase in 2012, not only for private label (which benefited most in the sagging economy as consumers traded down) but also for national brands, and particularly brand leader Kraft. With a rise in input costs, Kraft had to raise its cheese prices, which may account for much of its growth, however.

Consumers’ taste for cheese extends beyond the lures of brand promotions to issues that interest them, such as better-for-you (BFY) products, interesting flavors, and support for sustainable, and thus local, artisan cheeses. Manufacturers and marketers that can align themselves with the interests of consumers will grow their businesses and the category.

This report examines current market trends, industry best practices, and recent consumer thinking from Mintel’s exclusive consumer research, segment insights, and the activities of brand leaders. The analysis provided will help manufacturers, marketers, and retailers determine the best paths to build sales and position themselves as relevant to the market.

Highlights include:

  • Which factors may hinder the market and how to overcome them
  • Which consumer demographics are under-users and how to capture their interest
  • How brands can compete with lower-priced private-label offerings
  • How private label can extend value beyond price
  • Which product claims resonate with consumers and which don’t
  • What consumers think of BFY products
  • What motivates consumers to buy a particular cheese

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Consumer survey data
            • Advertising clips
              • Terms
              • Executive Summary

                  • The market
                    • Cheese industry poised for further growth
                      • Figure 1: Total market sales and forecast of cheese, at current prices, 2006-12
                    • Natural cheese remains the strongest segment
                      • Figure 2: Total U.S. retail sales of cheese, by segment, 2011
                    • Cheese market poised for future growth
                      • Figure 3: Fan chart forecast of cheese, 2006-16
                    • Market factors
                      • An improving economy is reflected in the cheese market
                        • Figure 4: Consumer sentiment, March 2007-April 2012
                      • Demographics could reflect changes in cheese new product development
                        • Retail channels
                          • Figure 5: Total U.S. retail cheese, by retail channel, 2011
                          • Figure 6: Natural supermarket sales of cheese and cheese substitutes at current prices, 2009-11*
                        • The consumer
                          • Figure 7: Cheese usage frequency, February-March 2012
                          • Figure 8: Forms of cheese purchased by older millennials and seniors, February-March 2012
                          • Figure 9: Important brand, claim, and packaging factors in purchasing cheese by those aged 24-35 and 65+, February-March 2012
                          • Figure 10: Influence factors in purchasing an unfamiliar cheese, February-March 2012
                        • What we think
                        • Issues in the Market

                            • What cheese claims resonate most with consumers?
                              • How will high obesity rates affect retail cheese sales?
                                • What can traditional retailers learn from the success of natural supermarkets?
                                  • How can retailers leverage in-store sampling?
                                    • How will aging Baby Boomers affect the cheese market?
                                    • Insights and Opportunities

                                        • Portion-control packaging could go further in BFY positioning
                                          • Field day for private label
                                          • Inspire Insights

                                              • Inspire Trend: Factory Fear
                                                • Inspire Trend: Carnivore, Herbivore...Locavore
                                                • Market Size and Forecast

                                                  • Key points
                                                    • Sales are strong as industry has recovered from the recession
                                                      • Total U.S. sales of cheese
                                                        • Figure 11: Total market sales and forecast of cheese*, at current prices, 2006-16
                                                        • Figure 12: Total market sales and forecast of cheese*, at inflation-adjusted prices 2006-16
                                                      • Fan chart forecast
                                                          • Figure 13: Fan chart forecast of cheese, 2006-16
                                                        • Walmart sales
                                                        • Market Drivers

                                                          • Economic factors
                                                            • Unemployment, a mixed bag
                                                              • Figure 14: unemployment and underemployment, January 2007-April 2012
                                                            • DPI inches up
                                                              • Figure 15: Real Disposable Personal Income, January 2007-March 2012
                                                            • Consumer sentiment going up
                                                              • Figure 16: Consumer sentiment, March 2007-April 2012
                                                            • Demographic factors
                                                              • Age determines cheese attitudes and habits
                                                                  • Figure 17: Attitudes about cheese, by older Millennials and seniors, February-March 2012
                                                                  • Figure 18: Retail channels in which cheese is purchased, by older millennials and seniors, February-March 2012
                                                                  • Figure 19: U.S. population, by age, 2006-16
                                                                • Presence of children affects cheese market
                                                                  • Figure 20: Households, by presence of children, 2001-11
                                                                • Obesity rates could affect cheese preferences
                                                                  • Figure 21: Types of natural and imported cheese used, November 2011
                                                                  • Figure 22: Age-adjusted prevalence of being overweight, obese, or extremely obese, among adults aged 20 or older, 1988-2008
                                                                  • Figure 23: Prevalence of obesity among children/teens aged 2-19, 1976-2008
                                                              • Competitive Context

                                                                • Key points
                                                                  • Kraft Foods dominates
                                                                      • Figure 24: Important brand, claim, and packaging factors in purchasing cheese, February-March 2012
                                                                    • Restaurants reap benefit of consumer interest in eating out
                                                                        • Figure 25: Restaurant performance index, January 2009-April 2012
                                                                        • Figure 26: Restaurant usage, October 2011
                                                                      • Refrigerated and frozen meals give consumers their cheese fix
                                                                          • Figure 27: Household usage of ready meals, February 2012
                                                                      • Segment Performance

                                                                        • Key points
                                                                          • All cheese segments are benefiting from an improved economic outlook
                                                                            • Sales of cheese, by segment
                                                                              • Figure 28: Total U.S. retail sales of cheese, by segment, 2009-11
                                                                          • Segment Performance—Natural Cheese

                                                                            • Key points
                                                                              • Natural cheese dominates the cheese market in sales
                                                                                  • Figure 29: Kids’ cheese usage, October 2010-November 2011
                                                                                • Sales and forecast—natural cheese
                                                                                  • Figure 30: Total U.S. retail sales and forecast of natural cheese at current prices 2006-16
                                                                              • Segment Performance—Processed Cheese

                                                                                • Key points
                                                                                  • Processed cheese emerges from a sales slump
                                                                                    • Sales and forecast—processed cheese
                                                                                      • Figure 31: Total U.S. retail sales and forecast of processed cheese at current prices 2006-16
                                                                                  • Segment Performance—Cream Cheese/Cream Cheese Spread

                                                                                    • Key points
                                                                                      • Cream cheese spreads ripe for further flavor innovation
                                                                                        • Sales and forecast—cream cheese/cream cheese spread
                                                                                          • Figure 32: Total U.S. retail sales and forecast of cream cheese/cream cheese spread at current prices 2006-16
                                                                                      • Segment Performance—Cottage Cheese

                                                                                        • Key points
                                                                                          • Cottage cheese sales are up with plenty of room for innovation
                                                                                            • Sales and forecast—cottage cheese
                                                                                              • Figure 33: Total U.S. retail sales and forecast of cottage cheese at current prices 2006-16
                                                                                          • Retail Channels

                                                                                            • Key points
                                                                                              • Supermarkets widen their lead as the preferred cheese outlet
                                                                                                  • Figure 34: Total U.S. retail cheese, by retail channel, 2009 and 2011
                                                                                                • Supermarket sales turned positive
                                                                                                  • Figure 35: U.S. supermarket sales of cheese at current prices, 2006-11
                                                                                                • Supercenter and warehouse club stores gain sales in 2011
                                                                                                  • Figure 36: U.S. supercenter and warehouse club store cheese sales, at current prices, 2006-11
                                                                                                • In-store deli cheese sales grow slightly
                                                                                                  • Figure 37: U.S. in-store deli sales of cheese, at current prices, 2006-11
                                                                                                • Other retail channels sales turn around
                                                                                                  • Figure 38: U.S. sales of cheese through other retail channels, at current prices, 2006-11
                                                                                              • Retail Channels—Natural Supermarkets

                                                                                                • Key points
                                                                                                  • Cheese sales strong in natural supermarkets
                                                                                                    • Sales of cheese and cheese substitutes in the natural channel
                                                                                                      • Figure 39: Natural supermarket sales of cheese and cheese substitutes at current prices, 2009-11*
                                                                                                      • Figure 40: Natural supermarket sales of cheese and cheese substitutes, at inflation-adjusted prices, 2009-11*
                                                                                                    • Natural channel sales of cheese and cheese substitutes by segment
                                                                                                      • Figure 41: Natural supermarket sales of cheese and cheese substitutes, by segment, 2009 and 2011*
                                                                                                    • Brand significance
                                                                                                      • Non-organic sales are stronger than organic
                                                                                                        • Figure 42: Natural supermarket sales of cheese and cheese substitutes, by organic, 2009 and 2011*
                                                                                                    • Leading Companies

                                                                                                      • Key points
                                                                                                        • Private label rules cheese
                                                                                                          • Covering several cheese segments, Kraft remains the clear brand leader
                                                                                                            • Sargento continues to build with innovation
                                                                                                              • FDMx sales of cheese by manufacturer
                                                                                                                • Figure 43: manufacturer FDMx cheese sales, 2011 and 2012
                                                                                                            • Brand Share—Natural Cheese

                                                                                                              • Key points
                                                                                                                • Kraft remains brand leader, but private label is the real powerhouse
                                                                                                                  • Manufacturer and brand sales of natural cheese
                                                                                                                    • Figure 44: Leading companies’ FDMx sales of natural cheese, 2011 and 2012
                                                                                                                  • Brand consumption
                                                                                                                    • Figure 45: Consumer natural cheese brand preferences, by age, November 2011
                                                                                                                • Brand Share—Processed Cheese

                                                                                                                  • Key points
                                                                                                                    • Kraft is the powerhouse behind the processed cheese segment
                                                                                                                      • Manufacturer and brand sales of processed cheese
                                                                                                                        • Figure 46: Leading companies’ FDMx sales of processed cheese, 2011 and 2012
                                                                                                                      • Brand consumption
                                                                                                                        • Figure 47: Consumer spreadable cheese brand preferences, November 2011
                                                                                                                    • Brand Share—Cream Cheese/Cream Cheese Spread

                                                                                                                      • Key points
                                                                                                                        • New brand in town will keep Kraft on its toes
                                                                                                                          • Private label finds in-and-out cream cheese opportunities
                                                                                                                            • Manufacturer and brand sales of cream cheese/cream cheese spread
                                                                                                                              • Figure 48: Leading companies’ FDMX sales of cream cheese/cream cheese spread, 2011 and 2012
                                                                                                                            • Brand consumption
                                                                                                                              • Figure 49: Consumer cream cheese/cream cheese spread brand preferences, November 2011
                                                                                                                          • Brand Share—Cottage Cheese

                                                                                                                            • Key points
                                                                                                                              • Private label dominates cottage cheese market
                                                                                                                                • Manufacturer and brand sales of cottage cheese
                                                                                                                                  • Figure 50: Leading companies’ FDMx sales of cottage cheese, 2011 and 2012
                                                                                                                              • Innovations and Innovators

                                                                                                                                • Key points
                                                                                                                                  • Launches remain even over past year
                                                                                                                                    • Figure 51: Cheese product launches by subcategory, 2007-11
                                                                                                                                  • Product claims could better reflect consumer interests
                                                                                                                                    • Figure 52: Cheese product launches, by top 10 claims, 2007-11
                                                                                                                                    • Figure 53: Important nutritional factors in purchasing cheese, February-March 2012
                                                                                                                                    • Figure 54: Important brand, claim, and packaging factors in purchasing cheese by age, February-March 2012
                                                                                                                                  • Kraft continues wide lead in new product launches
                                                                                                                                    • Figure 55: Cheese product launches, by top five companies, 2007-11
                                                                                                                                  • Product innovations
                                                                                                                                    • Dish-specific cheese takes the guesswork out
                                                                                                                                      • Probiotics give cheese a healthy halo
                                                                                                                                        • Cheese pairings appeal to the gourmand
                                                                                                                                          • Private label pairings take cheese upscale
                                                                                                                                          • Marketing Strategies

                                                                                                                                            • Overview
                                                                                                                                              • Brand analysis: Kraft
                                                                                                                                                • High-profile tie-ins
                                                                                                                                                  • Advertising campaign
                                                                                                                                                    • Television ads
                                                                                                                                                      • Figure 56: Kraft “stretch it” television ad, 2012
                                                                                                                                                      • Figure 57: Cracker Barrel winning cheese television ad, 2012
                                                                                                                                                      • Figure 58: Philadelphia Cooking Crème television ad “stretch it” television ad, 2012
                                                                                                                                                    • Brand analysis: Sargento
                                                                                                                                                      • Sports tie-ins
                                                                                                                                                        • Digital rework
                                                                                                                                                          • Television ad
                                                                                                                                                            • Figure 59: Sargento natural cheese television ad, 2011
                                                                                                                                                          • Brand analysis: Tillimook
                                                                                                                                                            • Digital efforts integral to promotions
                                                                                                                                                              • Television ad
                                                                                                                                                                • Figure 60: Tillamook we stand television ad, 2012
                                                                                                                                                              • Brand analysis: The Laughing Cow
                                                                                                                                                                • Blog speak
                                                                                                                                                                  • Television ad
                                                                                                                                                                    • Figure 61: The Laughing Cow hilarious television ad, 2012
                                                                                                                                                                • Household Cheese Usage

                                                                                                                                                                  • Key points
                                                                                                                                                                    • Types of common cheese used
                                                                                                                                                                      • Figure 62: Types of common cheese used, February-March 2012
                                                                                                                                                                      • Figure 63: Types of common cheese used, by gender and age, February-March 2012
                                                                                                                                                                      • Figure 64: Types of common cheese used, by household income, February-March 2012
                                                                                                                                                                      • Figure 65: Types of common cheese used, by presence of children in household, February-March 2012
                                                                                                                                                                      • Figure 66: Types of common cheese used, by region, February-March 2012
                                                                                                                                                                    • Types of non-dairy and specialty cheese used
                                                                                                                                                                      • Figure 67: Types of non-dairy and specialty cheese used, February-March 2012
                                                                                                                                                                      • Figure 68: Types of non-dairy and specialty cheese used, by age, February-March 2012
                                                                                                                                                                      • Figure 69: Types of non-dairy and specialty cheese used, by household income, February-March 2012
                                                                                                                                                                    • Kids’ usage of cheese
                                                                                                                                                                      • Figure 70: Kids’ cheese usage, by gender and age, October 2010-November 2011
                                                                                                                                                                      • Figure 71: Kids’ cheese usage, by region, October 2010-November 2011
                                                                                                                                                                      • Figure 72: Kids’ cheese usage, by race/Hispanic origin, October 2010-November 2011
                                                                                                                                                                  • Usage Frequency

                                                                                                                                                                    • Key points
                                                                                                                                                                      • Frequency of cheese usage
                                                                                                                                                                        • Figure 73: Cheese usage frequency, by age, February-March 2012
                                                                                                                                                                        • Figure 74: Cheese usage frequency, by presence of children in household, February-March 2012
                                                                                                                                                                      • Forms and frequency of cheese purchased
                                                                                                                                                                        • Figure 75: Forms and frequency of cheese purchased, February-March 2012
                                                                                                                                                                        • Figure 76: Forms and frequency of cheese purchased, by age, February-March 2012
                                                                                                                                                                        • Figure 77: Forms and frequency of cheese purchased, by presence of children in household, February-March 2012
                                                                                                                                                                    • Purchase Behaviors and Factors

                                                                                                                                                                      • Key points
                                                                                                                                                                        • Cheese purchasing
                                                                                                                                                                          • Figure 78: Cheese purchasing, by gender and age, February-March 2012
                                                                                                                                                                        • Important brand, claim, and packaging factors in purchasing cheese
                                                                                                                                                                          • Figure 79: Important brand, claim, and packaging factors in purchasing cheese, by age, February-March 2012
                                                                                                                                                                          • Figure 80: Important brand, claim, and packaging factors in purchasing cheese, by presence of children in household, February-March 2012
                                                                                                                                                                        • Important nutritional, flavor, and style factors in purchasing cheese
                                                                                                                                                                          • Figure 81: Important nutritional, flavor, and style factors in purchasing cheese, by age, February-March 2012
                                                                                                                                                                          • Figure 82: Important nutritional, flavor, and style factors in purchasing cheese, by presence of children in household, February-March 2012
                                                                                                                                                                      • Retail Channels for Cheese Purchasing

                                                                                                                                                                        • Key points
                                                                                                                                                                            • Figure 83: Retail channels in which cheese is purchased, February-March 2012
                                                                                                                                                                            • Figure 84: Retail channels in which cheese is purchased, by gender and age, February-March 2012
                                                                                                                                                                            • Figure 85: Retail channels in which cheese is purchased, by household income, February-March 2012
                                                                                                                                                                            • Figure 86: Retail channels in which cheese is purchased, by presence of children in household, February-March 2012
                                                                                                                                                                            • Figure 87: Retail channels in which cheese is purchased, by region, February-March 2012
                                                                                                                                                                        • Attitudes and Influence Factors in Cheese Purchasing

                                                                                                                                                                          • Key points
                                                                                                                                                                            • Attitudes about cheese
                                                                                                                                                                                • Figure 88: Attitudes about cheese, by gender and age, February-March 2012
                                                                                                                                                                                • Figure 89: Attitudes about cheese, by household income, February-March 2012
                                                                                                                                                                              • Influence factors in purchasing an unfamiliar cheese
                                                                                                                                                                                • Figure 90: Influence factors in purchasing an unfamiliar cheese, by gender and age, February-March 2012
                                                                                                                                                                                • Figure 91: Influence factors in purchasing an unfamiliar cheese, by household income, February-March 2012
                                                                                                                                                                                • Figure 92: Influence factors in purchasing an unfamiliar cheese, by presence of children in household, February-March 2012
                                                                                                                                                                            • Impact of Race/Hispanic Origin

                                                                                                                                                                              • Key points
                                                                                                                                                                                • Types of common cheese used
                                                                                                                                                                                  • Figure 93: Types of common cheese used, by race/Hispanic origin, February-March 2012
                                                                                                                                                                                • Types of non-dairy and specialty cheese used
                                                                                                                                                                                  • Figure 94: Types of non-dairy and specialty cheese used, by race/Hispanic origin, February-March 2012
                                                                                                                                                                                • Important brand, claim, and packaging factors in purchasing cheese
                                                                                                                                                                                  • Figure 95: Important brand, claim, and packaging factors in purchasing cheese, by race/Hispanic origin, February-March 2012
                                                                                                                                                                                • Important nutritional, flavor, and style factors in purchasing cheese
                                                                                                                                                                                  • Figure 96: Important nutritional, flavor, and style factors in purchasing cheese, by race/Hispanic origin, February-March 2012
                                                                                                                                                                                • Attitudes about cheese
                                                                                                                                                                                  • Figure 97: Attitudes about cheese, by race/Hispanic origin, February-March 2012
                                                                                                                                                                                • Influence factors in purchasing an unfamiliar cheese
                                                                                                                                                                                  • Figure 98: Influence factors in purchasing an unfamiliar cheese, by race/Hispanic origin, February-March 2012
                                                                                                                                                                              • Custom Consumer Groups

                                                                                                                                                                                  • Natural cheese
                                                                                                                                                                                    • Figure 99: Natural cheese usage, by food lifestyle segmentation, November 2011
                                                                                                                                                                                    • Figure 100: Types of natural cheese usage, by food lifestyle segmentation, November 2011
                                                                                                                                                                                    • Figure 101: Natural cheese brands used, by food lifestyle segmentation, November 2011
                                                                                                                                                                                  • Processed cheese
                                                                                                                                                                                      • Figure 102: Processed cheese usage, by food lifestyle segmentation, November 2011
                                                                                                                                                                                      • Figure 103: Processed cheese brands used, by food lifestyle segmentation, November 2011
                                                                                                                                                                                    • Cream cheese
                                                                                                                                                                                        • Figure 104: Types of cream cheese used, by food lifestyle segmentation, November 2011
                                                                                                                                                                                        • Figure 105: Forms of cream cheese used, by food lifestyle segmentation, November 2011
                                                                                                                                                                                    • SymphonyIRI/Builders—Key Household Purchase Measures

                                                                                                                                                                                      • Natural cheese
                                                                                                                                                                                        • Overview of natural cheese
                                                                                                                                                                                          • Natural shredded cheese
                                                                                                                                                                                            • Consumer insights on key purchase measures—natural shredded cheese
                                                                                                                                                                                              • Brand map
                                                                                                                                                                                                • Figure 106: Brand map, selected brands of natural shredded cheese buying rate, by household penetration, 2011*
                                                                                                                                                                                              • Brand leader characteristics
                                                                                                                                                                                                • Key purchase measures
                                                                                                                                                                                                  • Figure 107: Key purchase measures for the top brands of natural shredded cheese, by household penetration, 2011*
                                                                                                                                                                                                • Natural chunks
                                                                                                                                                                                                  • Consumer insights on key purchase measures—natural chunks
                                                                                                                                                                                                    • Brand map
                                                                                                                                                                                                      • Figure 108: Brand map, selected brands of natural chunks buying rate, by household penetration, 2011*
                                                                                                                                                                                                    • Brand leader characteristics
                                                                                                                                                                                                      • Key purchase measures
                                                                                                                                                                                                        • Figure 109: Key purchase measures for the top brands of natural chunks, by household penetration, 2011*
                                                                                                                                                                                                      • Natural slices
                                                                                                                                                                                                        • Consumer insights on key purchase measures—natural slices
                                                                                                                                                                                                          • Brand map
                                                                                                                                                                                                            • Figure 110: Brand map, selected brands of natural slices buying rate, by household penetration, 2011*
                                                                                                                                                                                                          • Brand leader characteristics
                                                                                                                                                                                                            • Key purchase measures
                                                                                                                                                                                                              • Figure 111: Key purchase measures for the top brands of natural slices, by household penetration, 2011*
                                                                                                                                                                                                            • Selected brands
                                                                                                                                                                                                              • Processed cheese
                                                                                                                                                                                                                • Overview of processed cheese
                                                                                                                                                                                                                  • Processed/imitation cheese slices
                                                                                                                                                                                                                    • Consumer insights on key purchase measures—processed/imitation cheese slices
                                                                                                                                                                                                                      • Brand map
                                                                                                                                                                                                                        • Figure 112: Brand map, selected brands of processed/imitation cheese slices buying rate, by household penetration, 2011*
                                                                                                                                                                                                                      • Brand leader characteristics
                                                                                                                                                                                                                        • Key purchase measures
                                                                                                                                                                                                                          • Figure 113: Key purchase measures for the top brands of processed/imitation cheese slices, by household penetration, 2011*
                                                                                                                                                                                                                        • Cheese spreads/balls
                                                                                                                                                                                                                          • Consumer insights on key purchase measures—cheese spreads/balls
                                                                                                                                                                                                                            • Brand map
                                                                                                                                                                                                                              • Figure 114: Brand map, selected brands of cheese spreads/balls buying rate, by household penetration, 2011*
                                                                                                                                                                                                                            • Brand leader characteristics
                                                                                                                                                                                                                              • Key purchase measures
                                                                                                                                                                                                                                • Figure 115: Key purchase measures for the top brands of cheese spreads/balls, by household penetration, 2011*
                                                                                                                                                                                                                              • Cream cheese
                                                                                                                                                                                                                                • Overview of cream cheese
                                                                                                                                                                                                                                  • Brick cream cheese
                                                                                                                                                                                                                                    • Consumer insights on key purchase measures—brick cream cheese
                                                                                                                                                                                                                                      • Brand map
                                                                                                                                                                                                                                        • Figure 116: Brand map, selected brands of brick cream cheese buying rate, by household penetration, 2011*
                                                                                                                                                                                                                                      • Brand leader characteristics
                                                                                                                                                                                                                                        • Key purchase measures
                                                                                                                                                                                                                                          • Figure 117: Key purchase measures for the top brands of brick cream cheese, by household penetration, 2011*
                                                                                                                                                                                                                                        • Soft cream cheese
                                                                                                                                                                                                                                          • Consumer insights on key purchase measures—soft cream cheese
                                                                                                                                                                                                                                            • Brand map
                                                                                                                                                                                                                                              • Figure 118: Brand map, selected brands of soft cream cheese buying rate, by household penetration, 2011*
                                                                                                                                                                                                                                            • Brand leader characteristics
                                                                                                                                                                                                                                              • Key purchase measures
                                                                                                                                                                                                                                                • Figure 119: Key purchase measures for the top brands of soft cream cheese, by household penetration, 2011*
                                                                                                                                                                                                                                              • Cottage cheese
                                                                                                                                                                                                                                                • Consumer insights on key purchase measures—cottage cheese
                                                                                                                                                                                                                                                  • Brand map
                                                                                                                                                                                                                                                    • Figure 120: Brand map, selected brands of cottage cheese buying rate, by household penetration, 2011*
                                                                                                                                                                                                                                                  • Brand leader characteristics
                                                                                                                                                                                                                                                    • Key purchase measures
                                                                                                                                                                                                                                                      • Figure 121: Key purchase measures for the top brands of cottage cheese, by household penetration, 2011*
                                                                                                                                                                                                                                                  • Appendix: Other Useful Tables

                                                                                                                                                                                                                                                    • Types of non-dairy and specialty cheese used
                                                                                                                                                                                                                                                      • Figure 122: Types of non-dairy and specialty cheese used, by presence of children in household, February-March 2012
                                                                                                                                                                                                                                                      • Figure 123: Types of non-dairy and specialty cheese used, by region, February-March 2012
                                                                                                                                                                                                                                                    • Forms and frequency of cheese purchased
                                                                                                                                                                                                                                                      • Figure 124: Forms and frequency of cheese purchased, by household income, February-March 2012
                                                                                                                                                                                                                                                    • Important brand, claim, and packaging factors in purchasing cheese
                                                                                                                                                                                                                                                      • Figure 125: Important brand, claim, and packaging factors in purchasing cheese, February-March 2012
                                                                                                                                                                                                                                                      • Figure 126: Important brand, claim, and packaging factors in purchasing cheese, by household income, February-March 2012
                                                                                                                                                                                                                                                    • Important nutritional, flavor, and style factors in purchasing cheese
                                                                                                                                                                                                                                                      • Figure 127: Important nutritional, flavor, and style factors in purchasing cheese, February-March 2012
                                                                                                                                                                                                                                                    • Attitudes about cheese
                                                                                                                                                                                                                                                      • Figure 128: Attitudes about cheese, February-March 2012
                                                                                                                                                                                                                                                    • Influence factors in purchasing an unfamiliar cheese
                                                                                                                                                                                                                                                      • Figure 129: Influence factors in purchasing an unfamiliar cheese, February-March 2012
                                                                                                                                                                                                                                                  • Appendix: Trade Associations

                                                                                                                                                                                                                                                    Companies Covered

                                                                                                                                                                                                                                                    • Aldi (USA)
                                                                                                                                                                                                                                                    • American Cheese Society
                                                                                                                                                                                                                                                    • American Medical Association (AMA)
                                                                                                                                                                                                                                                    • Bel/Kaukauna USA
                                                                                                                                                                                                                                                    • BelGioioso Cheese, Inc.
                                                                                                                                                                                                                                                    • Bureau of Economic Analysis
                                                                                                                                                                                                                                                    • Cabot Creamery Cooperative, Inc.
                                                                                                                                                                                                                                                    • Cacique, Inc.
                                                                                                                                                                                                                                                    • Campbell Soup Company
                                                                                                                                                                                                                                                    • Centers for Disease Control and Prevention
                                                                                                                                                                                                                                                    • Cheese Importers Association of America
                                                                                                                                                                                                                                                    • Costco Wholesale Corporation
                                                                                                                                                                                                                                                    • Crowley Foods LLC
                                                                                                                                                                                                                                                    • Dairy Farmers of America Inc.
                                                                                                                                                                                                                                                    • Dean Foods Company
                                                                                                                                                                                                                                                    • Deans Foods
                                                                                                                                                                                                                                                    • Einstein Noah Restaurant Group Inc.
                                                                                                                                                                                                                                                    • Facebook, Inc.
                                                                                                                                                                                                                                                    • Fiesta Mart, Inc
                                                                                                                                                                                                                                                    • Finlandia
                                                                                                                                                                                                                                                    • Food and Drug Administration
                                                                                                                                                                                                                                                    • Fromageries Bel S.A.
                                                                                                                                                                                                                                                    • H. E. Butt Grocery Company
                                                                                                                                                                                                                                                    • Hiland Dairy Foods Company, LLC
                                                                                                                                                                                                                                                    • HP Hood LLC
                                                                                                                                                                                                                                                    • Hy-Vee, Inc
                                                                                                                                                                                                                                                    • International Dairy Foods Association
                                                                                                                                                                                                                                                    • International Dairy·Deli·Bakery Association
                                                                                                                                                                                                                                                    • Kemps LLC
                                                                                                                                                                                                                                                    • Kraft Foods Inc. (U.S.A.)
                                                                                                                                                                                                                                                    • Lactalis USA
                                                                                                                                                                                                                                                    • Land O'Lakes Inc.
                                                                                                                                                                                                                                                    • Lifeway Foods Inc.
                                                                                                                                                                                                                                                    • Michael Foods Inc.
                                                                                                                                                                                                                                                    • National Cheese Institute
                                                                                                                                                                                                                                                    • National Dairy Council (NDC)
                                                                                                                                                                                                                                                    • National Milk Producers Federation
                                                                                                                                                                                                                                                    • National Restaurant Association (NRA)
                                                                                                                                                                                                                                                    • Organic Valley Family of Farms
                                                                                                                                                                                                                                                    • Prairie Farms Dairy, Inc.
                                                                                                                                                                                                                                                    • Rondele Acquisition Llc
                                                                                                                                                                                                                                                    • SAM's Club
                                                                                                                                                                                                                                                    • Saputo Cheese USA Inc.
                                                                                                                                                                                                                                                    • Sargento Foods Inc.
                                                                                                                                                                                                                                                    • Target Corporation
                                                                                                                                                                                                                                                    • The Kroger Co.
                                                                                                                                                                                                                                                    • Tillamook County Creamery Association
                                                                                                                                                                                                                                                    • Tops
                                                                                                                                                                                                                                                    • Trader Joe's Company Inc
                                                                                                                                                                                                                                                    • Twitter, Inc.
                                                                                                                                                                                                                                                    • U.S. Bureau of Labor Statistics
                                                                                                                                                                                                                                                    • U.S. Bureau of the Census
                                                                                                                                                                                                                                                    • U.S. Department of Agriculture
                                                                                                                                                                                                                                                    • University of Michigan, The
                                                                                                                                                                                                                                                    • US Department of Commerce
                                                                                                                                                                                                                                                    • Volkswagen of America, Inc.
                                                                                                                                                                                                                                                    • Walgreen Co
                                                                                                                                                                                                                                                    • Walmart Stores (USA)
                                                                                                                                                                                                                                                    • Walt Disney Company, The
                                                                                                                                                                                                                                                    • Wegmans Food Markets, Inc
                                                                                                                                                                                                                                                    • Weight Watchers International Inc.
                                                                                                                                                                                                                                                    • Whole Foods Market Inc
                                                                                                                                                                                                                                                    • YouTube, Inc.

                                                                                                                                                                                                                                                    Cheese - US - June 2012

                                                                                                                                                                                                                                                    £3,277.28 (Excl.Tax)