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Cheese - US - May 2009

Despite, and in part because of, tough economic times, the cheese category is performing very well, growing 9% in 2008 and an expected growth of 4.2% in 2009. This report provides insight into the category from segment performance, to product innovations, to key consumer insights, as well as guidance for growth in the category over the next several years.

Topics discussed include:

  • Analysis of cheese types and variants that are leading the charge, and those that are losing sales
  • Key players and their performance in the past year as well as the outlook for the coming year
  • Retail outlets where cheese is sold, and consumer purchasing habits in these outlets
  • Up-to-date consumer attitudes and buying habits with cheese
  • Factors outside the cheese category and their impact on the cheese category now and in the next few years
  • Product innovations in the category including increasingly important private label/store brands

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources and methodology
          • Sales data
            • Consumer survey data
              • Advertising clips
                • Abbreviations and terms
                  • Abbreviations
                    • Terms
                    • Executive Summary

                      • A $16 billion market for cheese
                        • The forecast is favorable in 2009 and beyond due to several factors
                          • BFY natural cheese outpaced category growth by six percentage points
                            • Supermarkets hold their own against discount-centric mass outlets
                              • Highlights of this year’s cheese consumer survey
                                • Consumption is common with usage skewing to females and older individuals
                                  • Varieties of cheese attract varieties of consumers, though experimentation isn’t common
                                    • Household presence of children deters usage and kids prefer milk and foods that contain cheese
                                      • Key brands from Kraft and Sargento dominate but private label/store brands are in the midst of a momentum gain
                                        • Product innovations emphasize convenience and purity
                                        • Insights and Opportunities

                                          • Cheese fits into many emerging movements at once
                                            • Food’s coolness factor
                                              • Localvorism
                                                • Premiumization and indulgence
                                                  • Eating at home increases BFY likelihood
                                                  • Inspire Insights

                                                      • Simplicity and Convenience
                                                        • What's it about?
                                                          • What it means for cheese
                                                            • What we've seen
                                                              • Specifics
                                                                • Implications
                                                                  • Premiumization and Indulgence
                                                                    • What's it about?
                                                                      • What it means for cheese
                                                                        • What we've seen
                                                                          • Specifics
                                                                            • Implications
                                                                            • Market Size and Forecast

                                                                              • Key points
                                                                                • Cheese has a loyal and ever-growing following
                                                                                  • Market size and forecast
                                                                                    • Figure 1: Total U.S. retail sales of cheese, at current prices, 2003-13
                                                                                    • Figure 2: Total U.S. retail sales of cheese, at inflation-adjusted prices, 2003-13
                                                                                  • Walmart sales
                                                                                  • Competitive Context

                                                                                    • At-home meal consumption will drive cheese sales
                                                                                      • But consumers have many options outside the category
                                                                                        • From snacks and sandwiches with cheese provided…
                                                                                          • …to frozen meals such as pizza…
                                                                                            • …to healthy snacks other than cheese
                                                                                            • Segment Performance

                                                                                              • Key points
                                                                                                • Overview
                                                                                                  • Figure 3: FDMx sales of cheese, segmented by type, 2006 and 2008
                                                                                                  • Figure 4: FDMx sales of cheese, by segment, recent rolling 52-week periods, 2008-09
                                                                                                • Cheese sales at current prices, by segment 2003-13
                                                                                                  • Figure 5: FDMx sales of cheese, at current prices, by segment, 2003-13
                                                                                              • Segment Performance—Natural Cheese

                                                                                                • The natural cheese segment will drive growth in the category in 2009
                                                                                                  • Sales and forecast—natural cheese
                                                                                                    • Figure 6: FDMx sales and forecast of natural cheese, at current prices, 2003-13
                                                                                                    • Figure 7: FDMx sales and forecast of natural cheese, at inflation-adjusted prices, 2003-13
                                                                                                • Segment Performance—Processed Cheese

                                                                                                  • Processed cheese will hold its own in 2009 but the outlook beyond isn’t as positive
                                                                                                    • Sales and forecast—processed cheese
                                                                                                      • Figure 8: FDMx sales and forecast of processed cheese, at current prices, 2003-13
                                                                                                      • Figure 9: FDMx sales and forecast of processed cheese, at inflation-adjusted prices, 2003-13
                                                                                                  • Segment Performance—Cottage Cheese

                                                                                                    • Cottage cheese segment sales will contract over the next few years
                                                                                                      • Sales and forecast—cottage cheese
                                                                                                        • Figure 10: FDMx sales and forecast of cottage cheese, at current prices, 2003-13
                                                                                                        • Figure 11: FDMx sales and forecast of cottage cheese, at inflation-adjusted prices, 2003-13
                                                                                                    • Segment Performance—Cream Cheese/Cream Cheese Spread

                                                                                                      • The cream cheese segment will see incremental growth from 2009-13
                                                                                                        • Sales and forecast—cream cheese/cream cheese spread
                                                                                                          • Figure 12: FDMx sales and forecast of cream cheese, at current prices, 2003-13
                                                                                                          • Figure 13: FDMx sales and forecast of cream cheese, at inflation-adjusted prices, 2003-13
                                                                                                      • Retail Channels

                                                                                                        • Key points
                                                                                                          • Sales gains from 2007-08 roughly equal in two primary sales outlets
                                                                                                            • Sales by retail channel 2007-08
                                                                                                              • Figure 14: U.S. retail sales of cheese, by retail channel, 2007 and 2008
                                                                                                          • Retail Channels—Supermarket/Food Stores

                                                                                                            • Key point
                                                                                                              • Supermarkets balance variety and value
                                                                                                                • Sales through supermarkets/food stores
                                                                                                                  • Figure 15: U.S. retail sales of cheese at supermarkets/food stores, 2003-08
                                                                                                              • Retail Channels—Mass and Other

                                                                                                                • Key points
                                                                                                                  • Mass and other outlets are leveling off as supermarkets grow sales
                                                                                                                    • Sales through mass and other stores
                                                                                                                      • Figure 16: U.S. retail sales of cheese at mass and other channels, 2003-08
                                                                                                                  • Retail Channels—Natural Food Stores

                                                                                                                    • Key points
                                                                                                                      • Sales of cheese in the natural channel
                                                                                                                        • Recession woes are likely to reduce natural store visits and purchases in 2009 and 2010
                                                                                                                            • Figure 17: Natural product supermarket retail sales of cheese, at current prices, 2007-09
                                                                                                                            • Figure 18: Natural product supermarket retail sales of cheese, at inflation-adjusted prices, 2007-09
                                                                                                                          • Organic cheese accounts for 43% of sales in natural supermarkets
                                                                                                                            • Figure 19: Natural product supermarket retail sales of cheese, by organic ingredient presence, 2007 and 2009
                                                                                                                        • Market Drivers

                                                                                                                          • Cheese consumption per capita slowly but steadily rises
                                                                                                                            • Figure 20: Per capita consumption of cheese*, 1998-2006
                                                                                                                          • Mintel expects the cheese market to fare well in the next several years thanks to several drivers
                                                                                                                              • Figure 21: Population, by age, 2004-14
                                                                                                                              • Figure 22: Households, by presence of children, 1998-2008
                                                                                                                          • Leading Companies

                                                                                                                            • Key points
                                                                                                                              • Kraft Foods accounts for a third of sales but must innovate and differentiate to weather the recession
                                                                                                                                • Sargento Foods appealingly blends affordability and an image of purity
                                                                                                                                  • Private label and store brands hit consumer sweet spot
                                                                                                                                    • Sales of leading cheese companies, 2007 and 2008
                                                                                                                                      • Figure 23: FDMx sales of leading cheese companies, 2007 and 2008
                                                                                                                                  • Selected Brand Analysis—Natural Cheese

                                                                                                                                    • Key points
                                                                                                                                      • Consumers turn to private label/store brands as economy worsens
                                                                                                                                        • Consumer interest waning with Kraft Foods’ key natural cheese brands
                                                                                                                                          • Sargento Foods finds success with its slices and string cheeses
                                                                                                                                            • Natural cheese segment company and brand sales
                                                                                                                                              • Figure 24: Selected FDMx brand sales of natural cheese in the U.S., 2007 and 2008
                                                                                                                                          • Selected Brand Analysis—Processed Cheese

                                                                                                                                            • Key points
                                                                                                                                              • Kraft Foods
                                                                                                                                                • Bel Brands USA
                                                                                                                                                  • Processed cheese segment company and brand sales
                                                                                                                                                    • Figure 25: FDMx brand sales of processed cheese in the U.S., 2007 and 2008
                                                                                                                                                • Selected Brand Analysis—Cottage Cheese

                                                                                                                                                  • Key points
                                                                                                                                                    • Kraft Foods
                                                                                                                                                      • Dean Foods
                                                                                                                                                        • Cottage cheese segment company and brand sales
                                                                                                                                                          • Figure 26: FDMx brand sales of cottage cheese in the U.S., 2007 and 2008
                                                                                                                                                      • Selected Brand Analysis—Cream Cheese/Cream Cheese Spread

                                                                                                                                                        • Key points
                                                                                                                                                          • Kraft needs to focus on unique offerings
                                                                                                                                                            • Cream cheese/cream cheese spreads segment company and brand sales
                                                                                                                                                              • Figure 27: FDMx brand sales of cream cheese/cream cheese spread in the U.S., 2007 and 2008
                                                                                                                                                          • Brand Qualities

                                                                                                                                                            • Kraft Foods hones in on value and convenience
                                                                                                                                                              • Natural cheeses may not make the cut in 2009
                                                                                                                                                                • Cross-marketing and endorsements also important
                                                                                                                                                                  • Ultimately, it seems Kraft will focus less on premium and better-for-you offerings in 2009
                                                                                                                                                                    • Sargento Foods pushes premiumization
                                                                                                                                                                      • New product introductions
                                                                                                                                                                        • Figure 28: New product introductions in cheese, U.S., 2003-08
                                                                                                                                                                        • Figure 29: Dairy and dairy alternatives new product introductions, U.S., 2004-08
                                                                                                                                                                      • Top claims in the cheese subcategory
                                                                                                                                                                          • Figure 30: Top claims for new cheese product introductions, U.S., 2004-08
                                                                                                                                                                        • U.S. new product innovation highlights
                                                                                                                                                                          • Premium, artisan presentation:
                                                                                                                                                                            • Presidential novelty: Barick Obama Cheese
                                                                                                                                                                              • Targeted positioning: Fortification for women
                                                                                                                                                                                • Restaurant-quality meal experience at home
                                                                                                                                                                                  • Private label/store brand variants offer consumers all types of options from premium spreads to between-meal snacks
                                                                                                                                                                                    • Unexpected alcohol
                                                                                                                                                                                      • Sweet applications
                                                                                                                                                                                        • Ethnic inspirations
                                                                                                                                                                                          • Fortification
                                                                                                                                                                                            • Cheese and cholesterol claims
                                                                                                                                                                                              • Kosher
                                                                                                                                                                                                • Natural products
                                                                                                                                                                                                  • Convenient packaging
                                                                                                                                                                                                    • Private label products
                                                                                                                                                                                                    • Advertising and Promotion

                                                                                                                                                                                                      • Overview
                                                                                                                                                                                                        • Sargento Foods gets persnickety with Kraft Foods
                                                                                                                                                                                                            • Figure 31: Cheese factory assembly line vs hand crafted, TV ad, February 2008
                                                                                                                                                                                                          • Kraft Foods targets fat-conscious consumers who “miss” cheese
                                                                                                                                                                                                              • Figure 32: After almost 100 years re-invented the wheel, TV ad, February 2009
                                                                                                                                                                                                            • Kraft Foods’ Philadelphia brand targets increased user occasions
                                                                                                                                                                                                                • Figure 33: Accountant takes a mental health day, TV ad, February 2009
                                                                                                                                                                                                              • Kraft is capitalizing on a burgeoning budget audience with its Velveeta brand
                                                                                                                                                                                                                • Figure 34: Mom cuts in half at grocery, TV ad, September 2008
                                                                                                                                                                                                              • Laughing Cow plays up its strong suit: portability
                                                                                                                                                                                                                  • Figure 35: Woman on a sidewalk offers Mini Babybel packs, TV ad, April 2009
                                                                                                                                                                                                              • Personal Consumption of Cheese

                                                                                                                                                                                                                • Key points
                                                                                                                                                                                                                  • Overall incidence of eating
                                                                                                                                                                                                                    • Figure 36: Personal consumption of cheese, by gender, February 2009
                                                                                                                                                                                                                  • Overall incidence of consumption
                                                                                                                                                                                                                    • Figure 37: Personal consumption of cheese, by age, February 2009
                                                                                                                                                                                                                • Changes in Personal Cheese Consumption and Reasons

                                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                                    • Trends in cheese consumption versus last year
                                                                                                                                                                                                                        • Figure 38: Eating more or less cheese than last year, by age, February 2009
                                                                                                                                                                                                                      • Reasons for eating more cheese than last year
                                                                                                                                                                                                                        • Figure 39: Reasons for eating more cheese than last year, by gender, February 2009
                                                                                                                                                                                                                      • Reasons for eating less cheese than last year
                                                                                                                                                                                                                        • Figure 40: Reasons for eating less cheese than last year, by gender, February 2009
                                                                                                                                                                                                                      • Reasons for not eating cheese
                                                                                                                                                                                                                        • Figure 41: Reasons for not eating cheese, by gender, February 2009
                                                                                                                                                                                                                    • Sources of Cheese Bought

                                                                                                                                                                                                                      • Key points
                                                                                                                                                                                                                        • Store types where cheese is purchased by user type
                                                                                                                                                                                                                          • Figure 42: Store types from which cheese is bought—regularly, occasionally or never, part 1, February 2009
                                                                                                                                                                                                                          • Figure 43: Store types from which cheese is bought—regularly, occasionally or never, part 2, February 2009
                                                                                                                                                                                                                        • Convenience stores
                                                                                                                                                                                                                          • Figure 44: Buy cheese from a convenience store—regularly, occasionally or never, by gender, February 2009
                                                                                                                                                                                                                        • Club stores by demographic
                                                                                                                                                                                                                          • Figure 45: Buy cheese from a club store—regularly, occasionally or never, by age, February 2009
                                                                                                                                                                                                                        • Farmers’ markets by demographic
                                                                                                                                                                                                                          • Figure 46: Buy cheese from a farmers’ market—regularly, occasionally or never, by age, February 2009
                                                                                                                                                                                                                      • Cheese Consumption and Buying Patterns

                                                                                                                                                                                                                        • Key points
                                                                                                                                                                                                                          • Interest in experimentation
                                                                                                                                                                                                                            • Figure 47: Experimentation with cheese, by gender, February 2009
                                                                                                                                                                                                                            • Figure 48: Experimentation with cheese, by household income, February 2009
                                                                                                                                                                                                                          • Types of cheese purchased
                                                                                                                                                                                                                            • Figure 49: Forms of cheese bought, by gender, February 2009
                                                                                                                                                                                                                          • Frequency of eating cheese
                                                                                                                                                                                                                            • Figure 50: Frequency of eating cheese (meals per week), by age, February 2009
                                                                                                                                                                                                                          • Attitudes towards healthfulness of cheese
                                                                                                                                                                                                                            • Figure 51: Attitudes towards healthfulness of cheese, by gender, February 2009
                                                                                                                                                                                                                            • Figure 52: Attitudes towards healthfulness of cheese, by age, February 2009
                                                                                                                                                                                                                        • Types of Cheese Eaten in the Household

                                                                                                                                                                                                                            • Key points
                                                                                                                                                                                                                              • Highlights of usage by income, gender, and presence of children
                                                                                                                                                                                                                                • Fat content and its effect on cohort purchases
                                                                                                                                                                                                                                  • Companies and brands and their appeal with cohorts
                                                                                                                                                                                                                                    • American cheese
                                                                                                                                                                                                                                      • Consumption of American cheese by cohort group
                                                                                                                                                                                                                                        • Figure 53: Household consumption of American cheese, by top and bottom cohort groups, July 2007-September 2008
                                                                                                                                                                                                                                      • Consumption of American by cheese form and by cohort group
                                                                                                                                                                                                                                        • Figure 54: Household consumption of American cheese, by form of cheese, by top and bottom cohort groups, July 2007-September 2008
                                                                                                                                                                                                                                      • Consumption of American cheese by fat content and by cohort group
                                                                                                                                                                                                                                        • Figure 55: Household consumption of American cheese, by fat content, by top and bottom cohort groups, July 2007-September 2008
                                                                                                                                                                                                                                      • Consumption of American cheese by brand and by cohort group
                                                                                                                                                                                                                                        • Figure 56: Household consumption of American cheese, by brand, by top and bottom cohort groups, July 2007-September 2008
                                                                                                                                                                                                                                      • Cream cheese
                                                                                                                                                                                                                                        • Consumption of cream cheese by cohort group
                                                                                                                                                                                                                                          • Figure 57: Household consumption of cream cheese, by top and bottom cohort groups, July 2007-September 2008
                                                                                                                                                                                                                                        • Consumption of cream cheese by brand and by cohort group
                                                                                                                                                                                                                                          • Figure 58: Household consumption of cream cheese, by brand, by top and bottom cohort groups, July 2007-September 2008
                                                                                                                                                                                                                                        • Natural/Imported cheese
                                                                                                                                                                                                                                          • Consumption of natural/imported cheese by cohort group
                                                                                                                                                                                                                                            • Figure 59: Household consumption of natural or imported cheese, by top and bottom cohort groups, July 2007-September 2008
                                                                                                                                                                                                                                          • Consumption of natural/imported cheese by fat content and by cohort group
                                                                                                                                                                                                                                            • Figure 60: Household consumption of natural or imported cheese, by fat content, by top and bottom cohort groups, July 2007-September 2008
                                                                                                                                                                                                                                          • Consumption of natural/imported cheese by form and by cohort group
                                                                                                                                                                                                                                            • Figure 61: Household consumption of natural or imported cheese, by form, by top and bottom cohort groups, July 2007-September 2008
                                                                                                                                                                                                                                          • Consumption of natural/imported cheese by type and by cohort group
                                                                                                                                                                                                                                            • Figure 62: Household consumption of natural or imported cheese, by type, by top cohort groups, July 2007-September 2008
                                                                                                                                                                                                                                            • Figure 63: Household consumption of natural or imported cheese, by type, by bottom cohort groups, July 2007-September 2008
                                                                                                                                                                                                                                          • Consumption of natural/imported cheese by brand and by cohort group
                                                                                                                                                                                                                                            • Figure 64: Household consumption of natural or imported cheese, by brand, by top and bottom cohort groups, July 2007-September 2008
                                                                                                                                                                                                                                          • Cottage cheese
                                                                                                                                                                                                                                            • Consumption of cottage cheese by cohort group
                                                                                                                                                                                                                                              • Figure 65: Household consumption of cottage cheese, by top and bottom cohort groups, July 2007-September 2008
                                                                                                                                                                                                                                            • Consumption of cottage cheese by fat content and by cohort group
                                                                                                                                                                                                                                              • Figure 66: Household consumption of cottage cheese, by fat content, by top and bottom cohort groups, July 2007-September 2008
                                                                                                                                                                                                                                            • Consumption of cottage cheese by brand and by cohort group
                                                                                                                                                                                                                                              • Figure 67: Household consumption of cottage cheese, by brand, by top and bottom cohort groups, July 2007-September 2008
                                                                                                                                                                                                                                          • Kids’ Consumption of Cheese

                                                                                                                                                                                                                                            • Key points
                                                                                                                                                                                                                                              • Overview
                                                                                                                                                                                                                                                • Cheese consumption versus milk consumption
                                                                                                                                                                                                                                                  • Figure 68: Children’s consumption of cheese, by gender, April 2007-June 2008
                                                                                                                                                                                                                                                • Younger children more likely than older to consume string and chunk cheese
                                                                                                                                                                                                                                                  • Figure 69: Children’s consumption of cheese, by gender and age, April 2007-June 2008
                                                                                                                                                                                                                                              • Cheese Consumption by Race and Hispanic Origin

                                                                                                                                                                                                                                                • Key points
                                                                                                                                                                                                                                                  • Lactose intolerance plays a role in cheese consumption among blacks and Asians in particular
                                                                                                                                                                                                                                                    • Despite lactose allergies, cheese consumption is common among most races/ethnicities
                                                                                                                                                                                                                                                      • Figure 70: Personal consumption of cheese, by race/Hispanic origin, February 2009
                                                                                                                                                                                                                                                      • Figure 71: Household consumption of cheese, by type, by race/Hispanic origin, February 2009
                                                                                                                                                                                                                                                    • Source of cheese
                                                                                                                                                                                                                                                      • Convenience stores
                                                                                                                                                                                                                                                        • Figure 72: Buy cheese from a convenience store—regularly, occasionally or never, by race/Hispanic origin, February 2009
                                                                                                                                                                                                                                                      • Club stores
                                                                                                                                                                                                                                                        • Figure 73: Buy cheese from a club store—regularly, occasionally or never, by race/Hispanic origin, February 2009
                                                                                                                                                                                                                                                    • Cluster Analysis

                                                                                                                                                                                                                                                        • Basics
                                                                                                                                                                                                                                                          • Who they are
                                                                                                                                                                                                                                                            • Opportunity
                                                                                                                                                                                                                                                              • Bulkers
                                                                                                                                                                                                                                                                • Who they are
                                                                                                                                                                                                                                                                  • Opportunity
                                                                                                                                                                                                                                                                    • Brie-ers
                                                                                                                                                                                                                                                                      • Who they are
                                                                                                                                                                                                                                                                        • Opportunity
                                                                                                                                                                                                                                                                          • Cluster characteristics
                                                                                                                                                                                                                                                                            • Figure 74: Cheese clusters, February 2009
                                                                                                                                                                                                                                                                            • Figure 75: Eating more or less cheese than last year, by cheese clusters, February 2009
                                                                                                                                                                                                                                                                            • Figure 76: Attitudes towards healthfulness of cheese, by cheese clusters, February 2009
                                                                                                                                                                                                                                                                            • Figure 77: Store types from which cheese is regularly bought, by cheese clusters, February 2009
                                                                                                                                                                                                                                                                            • Figure 78: Experimentation with cheese, by cheese clusters, February 2009
                                                                                                                                                                                                                                                                            • Figure 79: Forms of cheese bought, by cheese clusters, February 2009
                                                                                                                                                                                                                                                                            • Figure 80: Frequency of eating cheese (meals per week), by cheese clusters, February 2009
                                                                                                                                                                                                                                                                          • Cluster demographics
                                                                                                                                                                                                                                                                            • Figure 81: Cheese clusters, by gender, February 2009
                                                                                                                                                                                                                                                                            • Figure 82: Cheese clusters, by age, February 2009
                                                                                                                                                                                                                                                                            • Figure 83: Cheese clusters, by household income, February 2009
                                                                                                                                                                                                                                                                            • Figure 84: Cheese clusters, by race, February 2009
                                                                                                                                                                                                                                                                            • Figure 85: Cheese clusters, by Hispanic origin, February 2009
                                                                                                                                                                                                                                                                          • Cluster methodology
                                                                                                                                                                                                                                                                          • Custom Consumer Groups

                                                                                                                                                                                                                                                                            • Key points
                                                                                                                                                                                                                                                                              • Personal consumption of cheese by gender and age
                                                                                                                                                                                                                                                                                  • Figure 86: Personal consumption of cheese, by gender and age, February 2009
                                                                                                                                                                                                                                                                                • Personal consumption of cheese by gender, marital status, and presence of children
                                                                                                                                                                                                                                                                                    • Figure 87: Personal consumption of cheese, by gender, marital status, and presence of children, February 2009
                                                                                                                                                                                                                                                                                  • Attitudes towards healthfulness of cheese by gender and age
                                                                                                                                                                                                                                                                                      • Figure 88: Attitudes towards healthfulness of cheese, by gender and age, February 2009
                                                                                                                                                                                                                                                                                    • Attitudes towards healthfulness of cheese by gender, marital status, and presence of children
                                                                                                                                                                                                                                                                                      • Figure 89: Attitudes towards healthfulness of cheese, by gender, marital status, and presence of children, February 2009
                                                                                                                                                                                                                                                                                    • Types, forms, and frequency of purchases, by gender, marital status, and presence of children
                                                                                                                                                                                                                                                                                        • Figure 90: Types, forms, and frequency of purchases, by gender, marital status, and presence of children, February 2009
                                                                                                                                                                                                                                                                                    • IRI/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 91: Brand map, selected brands of natural shredded cheese, buying rate by household penetration, 2008*
                                                                                                                                                                                                                                                                                              • Brand leader characteristics
                                                                                                                                                                                                                                                                                                • Key purchase measures
                                                                                                                                                                                                                                                                                                  • Figure 92: Key purchase measures for the top brands of shredded cheese, by household penetration, 2008*
                                                                                                                                                                                                                                                                                                • Natural cheese slices
                                                                                                                                                                                                                                                                                                  • Consumer insights on key purchase measures—natural cheese slices
                                                                                                                                                                                                                                                                                                    • Brand map
                                                                                                                                                                                                                                                                                                      • Figure 93: Brand map, selected brands of natural cheese slices, buying rate by household penetration, 2008*
                                                                                                                                                                                                                                                                                                    • Brand leader characteristics
                                                                                                                                                                                                                                                                                                      • Key purchase measures
                                                                                                                                                                                                                                                                                                        • Figure 94: Key purchase measures for the top brands of cheese slices, by household penetration, 2008*
                                                                                                                                                                                                                                                                                                    • IRI/Builders—Key Household Purchase Measures—Processed Cheese

                                                                                                                                                                                                                                                                                                        • Overview of processed cheese
                                                                                                                                                                                                                                                                                                          • Processed slices
                                                                                                                                                                                                                                                                                                            • Consumer insights on key purchase measures—processed slices
                                                                                                                                                                                                                                                                                                              • Brand map
                                                                                                                                                                                                                                                                                                                • Figure 95: Brand map, selected brands of processed slices, buying rate by household penetration, 2008*
                                                                                                                                                                                                                                                                                                              • Brand leader characteristics
                                                                                                                                                                                                                                                                                                                • Key purchase measures
                                                                                                                                                                                                                                                                                                                  • Figure 96: Key purchase measures for the top brands of processed slices, by household penetration, 2008*
                                                                                                                                                                                                                                                                                                                • Cheese spreads/balls
                                                                                                                                                                                                                                                                                                                  • Consumer insights on key purchase measures—cheese spreads/balls
                                                                                                                                                                                                                                                                                                                    • Brand map
                                                                                                                                                                                                                                                                                                                      • Figure 97: Brand map, selected brands of cheese spreads/balls, buying rate by household penetration, 2008*
                                                                                                                                                                                                                                                                                                                    • Brand leader characteristics
                                                                                                                                                                                                                                                                                                                      • Key purchase measures
                                                                                                                                                                                                                                                                                                                        • Figure 98: Key purchase measures for the top brands of cheese spreads/balls, by household penetration, 2008*
                                                                                                                                                                                                                                                                                                                    • IRI/Builders—Key Household Purchase Measures –Cottage Cheese

                                                                                                                                                                                                                                                                                                                        • Cottage cheese
                                                                                                                                                                                                                                                                                                                          • Consumer insights on key purchase measures—cottage cheese
                                                                                                                                                                                                                                                                                                                            • Brand map
                                                                                                                                                                                                                                                                                                                              • Figure 99: Brand map, selected brands of cottage cheese, buying rate by household penetration, 2008*
                                                                                                                                                                                                                                                                                                                            • Brand leader characteristics
                                                                                                                                                                                                                                                                                                                              • Key purchase measures
                                                                                                                                                                                                                                                                                                                                • Figure 100: Key purchase measures for the top brands of cottage cheese, by household penetration, 2008*
                                                                                                                                                                                                                                                                                                                            • IRI/Builders—Key Household Purchase Measures—Cream Cheese/Cream Cheese Spread

                                                                                                                                                                                                                                                                                                                                • Overview of cream cheese/cream cheese spread
                                                                                                                                                                                                                                                                                                                                  • Cream cheese/cream cheese spread (brick)
                                                                                                                                                                                                                                                                                                                                    • Consumer insights on key purchase measures—cream cheese/cream cheese spread (brick)
                                                                                                                                                                                                                                                                                                                                      • Brand map
                                                                                                                                                                                                                                                                                                                                        • Figure 101: Brand map, selected brands of cream cheese/cream cheese spread (brick), buying rate by household penetration, 2008*
                                                                                                                                                                                                                                                                                                                                      • Brand leader characteristics
                                                                                                                                                                                                                                                                                                                                        • Key purchase measures
                                                                                                                                                                                                                                                                                                                                          • Figure 102: Key purchase measures for the top brands of cream cheese/cream cheese spread (brick), by household penetration, 2008*
                                                                                                                                                                                                                                                                                                                                      • Appendix: Simmons Cohorts

                                                                                                                                                                                                                                                                                                                                          • Figure 103: Married couples cohorts
                                                                                                                                                                                                                                                                                                                                          • Figure 104: Single women cohorts
                                                                                                                                                                                                                                                                                                                                          • Figure 105: Single men cohorts
                                                                                                                                                                                                                                                                                                                                      • Appendix: Other Useful Consumer Tables

                                                                                                                                                                                                                                                                                                                                          • Figure 106: Personal consumption of cheese, by household income, February 2009
                                                                                                                                                                                                                                                                                                                                          • Figure 107: Buy cheese from a convenience store—regularly, occasionally or never, by age, February 2009
                                                                                                                                                                                                                                                                                                                                          • Figure 108: Buy cheese from a club store—regularly, occasionally or never, by gender, February 2009
                                                                                                                                                                                                                                                                                                                                          • Figure 109: Buy cheese from a club store—regularly, occasionally or never, by household income, February 2009
                                                                                                                                                                                                                                                                                                                                          • Figure 110: Frequency of eating cheese (meals per week), by gender, February 2009
                                                                                                                                                                                                                                                                                                                                        • Consumption of cream cheese by fat/flavor content and by cohort group
                                                                                                                                                                                                                                                                                                                                          • Figure 111: Household consumption of cream cheese, by fat and flavor, by top and bottom cohort groups, July 2007-September 2008
                                                                                                                                                                                                                                                                                                                                        • Consumption of cream cheese by form and by cohort group
                                                                                                                                                                                                                                                                                                                                          • Figure 112: Household consumption of cream cheese, by type, by top and bottom cohort groups, July 2007-September 2008
                                                                                                                                                                                                                                                                                                                                        • Consumption of grated cheese by cohort group
                                                                                                                                                                                                                                                                                                                                          • Figure 113: Household consumption of grated cheese, by top and bottom cohort groups, July 2007-September 2008
                                                                                                                                                                                                                                                                                                                                        • Consumption of grated cheese by type and by cohort group
                                                                                                                                                                                                                                                                                                                                          • Figure 114: Household consumption of grated cheese, by type, by top and bottom cohort groups, July 2007-September 2008
                                                                                                                                                                                                                                                                                                                                        • Consumption of spreadable cheese by cohort group
                                                                                                                                                                                                                                                                                                                                          • Figure 115: Household consumption of spreadable cheese, by top and bottom cohort groups, July 2007-September 2008
                                                                                                                                                                                                                                                                                                                                        • Consumption of spreadable cheese by form and by cohort group
                                                                                                                                                                                                                                                                                                                                          • Figure 116: Household consumption of spreadable cheese, by form, by top and bottom cohort groups, July 2007-September 2008
                                                                                                                                                                                                                                                                                                                                        • Consumption of spreadable cheese by brand and by cohort group
                                                                                                                                                                                                                                                                                                                                          • Figure 117: Household consumption of spreadable cheese, by brand, by top and bottom cohort groups, July 2007-September 2008
                                                                                                                                                                                                                                                                                                                                      • Appendix: IRI/Builders Panel Data Definitions

                                                                                                                                                                                                                                                                                                                                          • IRI Consumer Network Metrics
                                                                                                                                                                                                                                                                                                                                          • Appendix: Trade Associations

                                                                                                                                                                                                                                                                                                                                            Companies Covered

                                                                                                                                                                                                                                                                                                                                            • American Cancer Society (ACS)
                                                                                                                                                                                                                                                                                                                                            • Atkins Nutritionals, Inc.
                                                                                                                                                                                                                                                                                                                                            • Bel/Kaukauna USA
                                                                                                                                                                                                                                                                                                                                            • Cabot Creamery Cooperative, Inc.
                                                                                                                                                                                                                                                                                                                                            • Cacique, Inc.
                                                                                                                                                                                                                                                                                                                                            • Cheese Importers Association of America
                                                                                                                                                                                                                                                                                                                                            • ConAgra Foods, Inc
                                                                                                                                                                                                                                                                                                                                            • Costco Wholesale Corporation
                                                                                                                                                                                                                                                                                                                                            • Dairy Farmers of America Inc.
                                                                                                                                                                                                                                                                                                                                            • Dean Foods Company
                                                                                                                                                                                                                                                                                                                                            • Deans Foods
                                                                                                                                                                                                                                                                                                                                            • Facebook, Inc.
                                                                                                                                                                                                                                                                                                                                            • Food Marketing Institute
                                                                                                                                                                                                                                                                                                                                            • Fromageries Bel S.A.
                                                                                                                                                                                                                                                                                                                                            • General Mills Inc
                                                                                                                                                                                                                                                                                                                                            • Green & Black's Ltd
                                                                                                                                                                                                                                                                                                                                            • Greenfield Online
                                                                                                                                                                                                                                                                                                                                            • Hershey Company, The
                                                                                                                                                                                                                                                                                                                                            • Horizon Organic
                                                                                                                                                                                                                                                                                                                                            • Hy-Vee, Inc
                                                                                                                                                                                                                                                                                                                                            • International Dairy Foods Association
                                                                                                                                                                                                                                                                                                                                            • J. Sainsbury
                                                                                                                                                                                                                                                                                                                                            • Kemps LLC
                                                                                                                                                                                                                                                                                                                                            • Kmart Corporation
                                                                                                                                                                                                                                                                                                                                            • Kraft Foods Inc. (U.S.A.)
                                                                                                                                                                                                                                                                                                                                            • Lactalis USA
                                                                                                                                                                                                                                                                                                                                            • Land O'Lakes Inc.
                                                                                                                                                                                                                                                                                                                                            • Maple Leaf Foods
                                                                                                                                                                                                                                                                                                                                            • National Cheese Institute
                                                                                                                                                                                                                                                                                                                                            • National Institute of Diabetes and Digestive and Kidney Diseases (NIDDK)
                                                                                                                                                                                                                                                                                                                                            • National Institutes of Health
                                                                                                                                                                                                                                                                                                                                            • National Restaurant Association (NRA)
                                                                                                                                                                                                                                                                                                                                            • Organic Valley Family of Farms
                                                                                                                                                                                                                                                                                                                                            • Rachel's Organic Dairy
                                                                                                                                                                                                                                                                                                                                            • Rondele Acquisition Llc
                                                                                                                                                                                                                                                                                                                                            • SAM's Club
                                                                                                                                                                                                                                                                                                                                            • Sara Lee Bakery Group
                                                                                                                                                                                                                                                                                                                                            • Sargento Foods Inc.
                                                                                                                                                                                                                                                                                                                                            • Shamrock Farms
                                                                                                                                                                                                                                                                                                                                            • Subway
                                                                                                                                                                                                                                                                                                                                            • Taco Bell Corp.
                                                                                                                                                                                                                                                                                                                                            • Target Corporation
                                                                                                                                                                                                                                                                                                                                            • Tesco (US)
                                                                                                                                                                                                                                                                                                                                            • The Kroger Co.
                                                                                                                                                                                                                                                                                                                                            • Tillamook County Creamery Association
                                                                                                                                                                                                                                                                                                                                            • Trader Joe's Company Inc
                                                                                                                                                                                                                                                                                                                                            • U.S. Bureau of Labor Statistics
                                                                                                                                                                                                                                                                                                                                            • U.S. Bureau of the Census
                                                                                                                                                                                                                                                                                                                                            • U.S. Department of Agriculture
                                                                                                                                                                                                                                                                                                                                            • Walmart Stores (USA)
                                                                                                                                                                                                                                                                                                                                            • Whole Foods Market Inc

                                                                                                                                                                                                                                                                                                                                            Cheese - US - May 2009

                                                                                                                                                                                                                                                                                                                                            £3,199.84 (Excl.Tax)