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Cheese - US - May 2010

Cheese eaters are virtually everywhere and the vast majority of Americans eat cheese. However, high dairy commodity costs in 2007 and 2008 drove up retail prices, which in turn impacted the bottom line. Yet when pricing stabilized, consumer purchase behavior clearly did not reflect the trend towards eating and cooking at home.

This report provides in-depth details of the market and what improvements are necessary going forward, including:

  • Why cheese is not selling like it should be, and what is needed to breathe life into the market
  • What can help broaden the consumer demographic scope and drive consumers to eat more cheese
  • What the biggest competitive factors are and how to stave off the threat
  • How to maximize on food trends such as the locavore movement and better-for-you eating
  • The niche products that are bucking downward sales trends and how they set an example for the market

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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

                      • Commodity pricing has the largest impact on overall sales
                        • Competition trumps innovation
                          • The cheese segments
                            • Natural cheese
                              • Processed cheese
                                • Cottage cheese
                                  • Cream cheese/cream cheese spread
                                    • Supermarkets dominate retail
                                      • The consumer
                                        • Cheese consumption
                                          • Types of cheese eaten
                                            • Factors influencing cheese purchase
                                              • Form of cheese bought most often
                                                • Source of cheese – type of store
                                                  • Attitudes to cheese and cheese buying behavior
                                                  • Insights and Opportunities

                                                    • Cheese needs to better fit in with healthy diets
                                                      • Product placement a missed opportunity
                                                        • Emphasize cheese anytime
                                                          • Figure 1: How cheese is eaten, by gender, February 2010
                                                        • Cheese as a snack is a particularly important eating occasion
                                                          • Figure 2: Incidence of eating cheese as a snack and as a healthy snack, 2009
                                                        • Bringing specialty cheese mainstream
                                                          • Figure 3: Types of specialty foods purchased, July 2009
                                                          • Figure 4: Use of natural/organic packaged food/beverage, by age, December 2009
                                                          • Figure 5: Fine dining, last dining occasion cheese/dessert order, by age, December 2009
                                                      • Inspire Insights

                                                          • Trend 1: A Simple Balance for Health
                                                            • What we’ve seen
                                                              • Specifics
                                                                • Implications
                                                                  • Trend 2: Authenticity
                                                                    • What's it about?
                                                                      • What we've seen
                                                                        • Implications – and does authenticity matter?
                                                                        • Market Size and Forecast

                                                                          • Key points
                                                                            • Commodity prices dictate sales results
                                                                              • Recent sales paint a clearer picture
                                                                                • Future growth contingent on moves by large manufacturers
                                                                                  • Total sales and forecast
                                                                                    • Figure 6: Total U.S. retail sales of cheese, at current prices, 2004-14
                                                                                    • Figure 7: Total U.S. retail sales of cheese, at inflation-adjusted prices, 2004-14
                                                                                  • Walmart sales
                                                                                  • Competitive Context

                                                                                    • Cheese found across the board on restaurant menus
                                                                                      • Cheese already built into ready to eat meals at home
                                                                                        • Cheese is a major snack, but many snack options exist
                                                                                          • Figure 8: FDMx sales of healthy snack foods, by segment, 2006 and 2008
                                                                                          • Figure 9: Healthy foods eaten as snacks—6-12-year-olds, December 2007
                                                                                      • Segment Performance

                                                                                        • Key points
                                                                                          • Natural cheese dominates the market, driving results
                                                                                            • Figure 10: FDMx sales of cheese, segmented by type, 2007 and 2009
                                                                                          • Cheese sales at current prices, by segment
                                                                                            • Figure 11: FDMx sales of cheese, at current prices, by segment, 2004-14
                                                                                            • Figure 12: FDMx sales of cheese, by segment, recent rolling 52-week periods, 2008-09
                                                                                        • Segment Performance—Natural Cheese

                                                                                          • Key points
                                                                                            • Missing the opportunity boat
                                                                                              • But smaller players weathering the storm
                                                                                                • Steady ahead
                                                                                                  • Sales and forecast—natural cheese
                                                                                                    • Figure 13: FDMx sales and forecast of natural cheese, at current prices, 2004-14
                                                                                                • Segment Performance—Processed Cheese

                                                                                                  • Key points
                                                                                                    • Budget shopper not lured in by cheaper cheese
                                                                                                      • Category success rest on shoulders of one player
                                                                                                        • Sales steady: in the black
                                                                                                          • Sales and forecast—processed cheese
                                                                                                            • Figure 14: FDMx sales and forecast of processed cheese, at current prices, 2004-14
                                                                                                        • Segment Performance—Cottage Cheese

                                                                                                          • Key points
                                                                                                            • Category requires a front line rally
                                                                                                              • Sales hampered by lack of innovation and support
                                                                                                                • Sales and forecast—cottage cheese
                                                                                                                  • Figure 15: FDMx sales and forecast of cottage cheese, at current prices, 2004-14
                                                                                                              • Segment Performance—Cream Cheese/Cream Cheese Spread

                                                                                                                • Key points
                                                                                                                  • Moving beyond the bagel schmear
                                                                                                                    • Sales and forecast—cream cheese/cream cheese spread
                                                                                                                      • Figure 16: FDMx sales and forecast of cream cheese, at current prices, 2004-14
                                                                                                                  • Retail Channels

                                                                                                                    • Key points
                                                                                                                      • Supermarkets retain grip
                                                                                                                        • Retailers an essential component of success going forward
                                                                                                                          • Sales by retail channel 2008-09
                                                                                                                            • Figure 17: U.S. retail sales of cheese, by retail channel, 2008 and 2009
                                                                                                                        • Retail Channels—Supermarket/Food Stores

                                                                                                                          • Key points
                                                                                                                            • Retail prices drive fluctuations
                                                                                                                              • Savvy supermarkets follow trends
                                                                                                                                • Sales through supermarkets/food stores
                                                                                                                                  • Figure 18: U.S. retail sales of cheese at supermarkets/food stores, 2004-09
                                                                                                                              • Retail Channels—Mass and Other

                                                                                                                                • Key points
                                                                                                                                  • A varied story to tell
                                                                                                                                    • Discounting will be a theme
                                                                                                                                      • Sales through mass and other stores
                                                                                                                                        • Figure 19: U.S. retail sales of cheese at mass and other channels, 2004-09
                                                                                                                                    • Retail Channels—Natural Food Stores

                                                                                                                                      • Natural channel/SPINS
                                                                                                                                        • Sales of cheese in the natural channel
                                                                                                                                          • Figure 20: Natural supermarket sales of cheese, at current prices, March 2008-March 2010
                                                                                                                                          • Figure 21: Natural supermarket sales of cheese, at inflation-adjusted prices, March 2008-March 2010
                                                                                                                                        • Implications
                                                                                                                                          • Natural channel sales by segment
                                                                                                                                            • Figure 22: Natural supermarket sales of cheese, by segment, March 2008 and March 2010
                                                                                                                                          • Brand table: Cheese
                                                                                                                                            • Figure 23: Manufacturer brand natural supermarket sales of cheese, March 2008 and March 2010
                                                                                                                                          • Natural channel sales of cheese by organic
                                                                                                                                            • Figure 24: Natural supermarket sales of cheese, organic vs. non-organic, March 2008 and March 2010
                                                                                                                                        • Market Drivers

                                                                                                                                          • Cheese consumption declining
                                                                                                                                              • Figure 25: Per capita consumption of cheese*, 1998-2008
                                                                                                                                            • Perhaps because introductions and claims are down?
                                                                                                                                              • Figure 26: Top ten claims in cheese new product introductions, 2005-10
                                                                                                                                              • Figure 27: Cheese new product introductions, by company, 2005-10
                                                                                                                                            • And people should be eating more cheese at home
                                                                                                                                              • Figure 28: Spending at restaurants compared to last year, November 2008 and October 2009
                                                                                                                                            • Commodity prices
                                                                                                                                              • Figure 29: Per capita cheese availability*, 2000-08
                                                                                                                                              • Figure 30: Average price per pound American and cheddar cheese, 2000-08
                                                                                                                                            • Populations of cheese eaters
                                                                                                                                              • Figure 31: Households, by presence of children, 1999-2009
                                                                                                                                              • Figure 32: Population, by age, 2005-15
                                                                                                                                          • Leading Companies

                                                                                                                                            • Key points
                                                                                                                                              • Who moved Kraft’s cheese?
                                                                                                                                                • Sargento floats to the top
                                                                                                                                                  • Private label fails to sustain benefit from recession
                                                                                                                                                    • Sales of leading cheese companies, 2008 and 2009
                                                                                                                                                      • Figure 33: FDMx sales of leading cheese companies, 2008 and 2009
                                                                                                                                                  • Selected Brand Analysis—Natural Cheese

                                                                                                                                                    • Key points
                                                                                                                                                      • Private label price incentives not enough
                                                                                                                                                        • Kraft continues sales and share decline
                                                                                                                                                          • Sargento bucks the decline trend
                                                                                                                                                            • Natural product the natural leaders in the natural segment
                                                                                                                                                              • Natural cheese segment company and brand sales
                                                                                                                                                                • Figure 34: Selected FDMx brand sales of natural cheese in the U.S., 2008 and 2009
                                                                                                                                                            • Selected Brand Analysis—Processed Cheese

                                                                                                                                                              • Key points
                                                                                                                                                                • Kraft flagship is sinking
                                                                                                                                                                  • Bel Brands plays David to the Kraft Goliath
                                                                                                                                                                    • Processed cheese segment company and brand sales
                                                                                                                                                                      • Figure 35: FDMx brand sales of processed cheese in the U.S., 2008 and 2009
                                                                                                                                                                  • Selected Brand Analysis—Cottage Cheese

                                                                                                                                                                    • Key points
                                                                                                                                                                      • 2009 not kind to cottage cheese brands
                                                                                                                                                                        • Innovations, not enough, yet?
                                                                                                                                                                          • Not all is lost: Hope seen with smaller innovators
                                                                                                                                                                            • Cottage cheese segment company and brand sales
                                                                                                                                                                              • Figure 36: FDMx brand sales of cottage cheese in the U.S., 2008 and 2009
                                                                                                                                                                          • Selected Brand Analysis—Cream Cheese/Cream Cheese Spread

                                                                                                                                                                            • Key point
                                                                                                                                                                              • Kraft moves beyond the bagel
                                                                                                                                                                                • Cream cheese/cream cheese spreads segment company and brand sales
                                                                                                                                                                                  • Figure 37: FDMx brand sales of cream cheese/cream cheese spread in the U.S., 2008 and 2009
                                                                                                                                                                              • Innovation and Innovators

                                                                                                                                                                                  • Convenience
                                                                                                                                                                                    • Flavor innovations
                                                                                                                                                                                      • Portioning
                                                                                                                                                                                        • Free from r-BST
                                                                                                                                                                                          • Private label push
                                                                                                                                                                                            • Let’s get the party started
                                                                                                                                                                                              • Better for you
                                                                                                                                                                                              • Brands and the Advertising Landscape

                                                                                                                                                                                                • Overview of the brand landscape
                                                                                                                                                                                                  • Brand Analysis: Kraft
                                                                                                                                                                                                    • Philadelphia Cream Cheese
                                                                                                                                                                                                      • Figure 38: Brand analysis of Philadelphia Cream Cheese, 2010
                                                                                                                                                                                                      • Figure 39: Philadelphia Cream Cheese television ad, 2010
                                                                                                                                                                                                    • Kraft Singles
                                                                                                                                                                                                      • Figure 40: Brand analysis of Kraft Singles, 2010
                                                                                                                                                                                                      • Figure 41: Kraft Singles television ad, 2009
                                                                                                                                                                                                    • Brand analysis: Fromageries Bel
                                                                                                                                                                                                      • Laughing Cow: “Have you laughed today?”
                                                                                                                                                                                                        • Figure 42: Brand analysis of Laughing Cow Light Wedges, 2010
                                                                                                                                                                                                        • Figure 43: Laughing Cow Light Wedges television ad, 2009
                                                                                                                                                                                                      • Boursin
                                                                                                                                                                                                        • Figure 44: Brand analysis of Boursin, 2010
                                                                                                                                                                                                        • Figure 45: Boursin television ad, 2009
                                                                                                                                                                                                      • Brand analysis: Cabot Cheese
                                                                                                                                                                                                          • Figure 46: Brand analysis of Cabot, 2010
                                                                                                                                                                                                          • Figure 47: Cabot television ad, 2010
                                                                                                                                                                                                          • Figure 48: Cabot television ad, 2009
                                                                                                                                                                                                      • Cheese Consumption

                                                                                                                                                                                                        • Key point
                                                                                                                                                                                                          • How and when cheese is consumed
                                                                                                                                                                                                            • Figure 49: How cheese is eaten, by gender, February 2010
                                                                                                                                                                                                            • Figure 50: How cheese is eaten, by age, February 2010
                                                                                                                                                                                                            • Figure 51: How cheese is eaten, by household income, February 2010
                                                                                                                                                                                                        • Types of Cheese Eaten

                                                                                                                                                                                                          • Key points
                                                                                                                                                                                                            • All cheese
                                                                                                                                                                                                              • Figure 52: Types of cheese eaten, by gender, February 2010
                                                                                                                                                                                                              • Figure 53: Types of cheese eaten, by age, February 2010
                                                                                                                                                                                                              • Figure 54: Types of cheese eaten, by household income, February 2010
                                                                                                                                                                                                              • Figure 55: Types of cheese eaten, by region, February 2010
                                                                                                                                                                                                            • Popular cheese
                                                                                                                                                                                                              • Figure 56: Types of popular cheese eaten, by age, February 2010
                                                                                                                                                                                                              • Figure 57: Types of popular cheese eaten, by household income, February 2010
                                                                                                                                                                                                          • Factors Influencing Cheese Purchase

                                                                                                                                                                                                            • Key points
                                                                                                                                                                                                              • Factors considered “important”
                                                                                                                                                                                                                  • Figure 58: Factors influencing purchase of cheese, by gender, February 2010
                                                                                                                                                                                                                  • Figure 59: Factors influencing purchase of cheese, by age, February 2010
                                                                                                                                                                                                              • Form of Cheese Bought Most Often

                                                                                                                                                                                                                • Key points
                                                                                                                                                                                                                  • Formats purchased driven by type of use
                                                                                                                                                                                                                    • Figure 60: Forms of cheese most often bought, by gender, February 2010
                                                                                                                                                                                                                    • Figure 61: Forms of cheese most often bought, by age, February 2010
                                                                                                                                                                                                                • Source of Cheese – Type of Store

                                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                                    • Mainstream supermarket purchases on the upswing
                                                                                                                                                                                                                      • Figure 62: Type of store where cheese is bought, by frequency, February 2009 and 2010
                                                                                                                                                                                                                    • Impact of age on source of purchase
                                                                                                                                                                                                                      • Figure 63: Frequency of buying of cheese at supermarkets, by age, February 2010
                                                                                                                                                                                                                      • Figure 64: Frequency of buying of cheese at mass/club stores, by age, February 2010
                                                                                                                                                                                                                      • Figure 65: Frequency of buying of cheese at natural retailers, by age, February 2010
                                                                                                                                                                                                                      • Figure 66: Frequency of buying of cheese at selected delis, c-stores and other, by age, February 2010
                                                                                                                                                                                                                    • Impact of household income on source of purchase
                                                                                                                                                                                                                      • Figure 67: Frequency of buying of cheese at supermarkets, by household income, February 2010
                                                                                                                                                                                                                      • Figure 68: Frequency of buying of cheese at mass/club stores, by household income, February 2010
                                                                                                                                                                                                                      • Figure 69: Frequency of buying of cheese at natural retailers, by household income, February 2010
                                                                                                                                                                                                                  • Attitudes Towards Cheese and Cheese Buying Behavior

                                                                                                                                                                                                                    • Key points
                                                                                                                                                                                                                      • Standard or specialty cheese in home
                                                                                                                                                                                                                        • Figure 70: Incidence of standard or specialty cheese in home, by gender, age and household income, February 2010
                                                                                                                                                                                                                      • Interest in new varieties
                                                                                                                                                                                                                        • Figure 71: Interest in new cheese varieties, by gender, age and household income, February 2010
                                                                                                                                                                                                                      • Purchase of individually-wrapped and low fat cheese
                                                                                                                                                                                                                        • Figure 72: Purchase of individually-wrapped and low fat cheese, by gender, age and household income, February 2010
                                                                                                                                                                                                                      • Cheese as a gift
                                                                                                                                                                                                                        • Figure 73: Purchasing cheese as a gift, by gender, age and household income, February 2010
                                                                                                                                                                                                                      • Cheese and drink pairings
                                                                                                                                                                                                                          • Figure 74: Attitudes towards cheese and drink parings, by age and household income, February 2010
                                                                                                                                                                                                                      • Interest in Eating Less Dairy/Cheese in the Interest of The Environment

                                                                                                                                                                                                                          • Figure 75: Interest in reducing dairy/cheese consumption in order to help reduce carbon dioxide emissions, February 2010
                                                                                                                                                                                                                      • Lactose Intolerance

                                                                                                                                                                                                                        • Incidence of lactose intolerance
                                                                                                                                                                                                                          • Figure 76: Incidence of lactose intolerance, by, age and region, February 2010
                                                                                                                                                                                                                        • Impact on cheese eating of lactose intolerance
                                                                                                                                                                                                                          • Figure 77: Cheese eating habits of the lactose intolerant, February 2010
                                                                                                                                                                                                                      • Cheese Consumption by Race and Hispanic Origin

                                                                                                                                                                                                                        • Incidence of lactose intolerance
                                                                                                                                                                                                                          • Figure 78: Incidence of lactose intolerance, by race/Hispanic origin, February 2010
                                                                                                                                                                                                                        • How and when cheese is consumed
                                                                                                                                                                                                                          • Figure 79: How cheese is eaten, by race/Hispanic origin, February 2010
                                                                                                                                                                                                                        • Types of cheese eaten
                                                                                                                                                                                                                          • Figure 80: Types of cheese eaten, by race/Hispanic origin, February 2010
                                                                                                                                                                                                                        • Where cheese is purchased
                                                                                                                                                                                                                          • Figure 81: Frequency of buying of cheese at supermarkets, by race/Hispanic origin, February 2010
                                                                                                                                                                                                                          • Figure 82: Frequency of buying of cheese at mass/club stores, by race/Hispanic origin, February 2010
                                                                                                                                                                                                                          • Figure 83: Frequency of buying of cheese at natural retailers, by race/Hispanic origin, February 2010
                                                                                                                                                                                                                          • Figure 84: Frequency of buying of cheese at selected other small retailers, by race/Hispanic origin, February 2010
                                                                                                                                                                                                                      • Cluster Analysis

                                                                                                                                                                                                                          • Tasters
                                                                                                                                                                                                                            • Demographics
                                                                                                                                                                                                                              • Characteristics
                                                                                                                                                                                                                                • Opportunity
                                                                                                                                                                                                                                  • Connoisseurs
                                                                                                                                                                                                                                    • Demographics
                                                                                                                                                                                                                                      • Characteristics
                                                                                                                                                                                                                                        • Opportunity
                                                                                                                                                                                                                                          • The Timid
                                                                                                                                                                                                                                            • Demographics
                                                                                                                                                                                                                                              • Characteristics
                                                                                                                                                                                                                                                • Opportunity
                                                                                                                                                                                                                                                  • Cluster characteristics
                                                                                                                                                                                                                                                    • Figure 85: Cheese clusters, February 2010
                                                                                                                                                                                                                                                    • Figure 86: Types of cheese eaten, by cheese clusters, February 2010
                                                                                                                                                                                                                                                    • Figure 87: Factors influencing purchase of cheese, by cheese clusters, February 2010
                                                                                                                                                                                                                                                    • Figure 88: Purchasing cheese as a gift, by cheese clusters, February 2010
                                                                                                                                                                                                                                                  • Cluster demographics
                                                                                                                                                                                                                                                    • Figure 89: Cheese clusters, by gender, February 2010
                                                                                                                                                                                                                                                    • Figure 90: Cheese clusters, by age group, February 2010
                                                                                                                                                                                                                                                    • Figure 91: Cheese clusters, by household income, February 2010
                                                                                                                                                                                                                                                    • Figure 92: Cheese clusters, by race, February 2010
                                                                                                                                                                                                                                                    • Figure 93: Cheese clusters, by Hispanic origin, February 2010
                                                                                                                                                                                                                                                  • Cluster methodology
                                                                                                                                                                                                                                                  • Custom Consumer Groups: Kids and families

                                                                                                                                                                                                                                                    • Kids’ cheese consumption
                                                                                                                                                                                                                                                        • Figure 94: Children’s consumption of cheese, by gender, April 2007-June 2008 and April 2008-June 2009
                                                                                                                                                                                                                                                      • Factors influencing cheese purchase
                                                                                                                                                                                                                                                          • Figure 95: Factors influencing purchase of cheese, by presence of children, February 2010
                                                                                                                                                                                                                                                        • Source of cheese
                                                                                                                                                                                                                                                            • Figure 96: Type of store where cheese is bought, by presence of children, Part 1, February 2010
                                                                                                                                                                                                                                                            • Figure 97: Type of store where cheese is bought, by presence of children, Part 2, February 2010
                                                                                                                                                                                                                                                          • Attitudes towards cheese and cheese buying behavior
                                                                                                                                                                                                                                                            • Buying for children
                                                                                                                                                                                                                                                                • Figure 98: Impact of children on cheese buying, by presence of children, February 2010
                                                                                                                                                                                                                                                              • Purchase of individually-wrapped and low fat cheeses
                                                                                                                                                                                                                                                                  • Figure 99: Purchase of individually-wrapped and low fat cheeses, by presence of children, February 2010
                                                                                                                                                                                                                                                                • Interest in new varieties
                                                                                                                                                                                                                                                                    • Figure 100: Interest in new cheese varieties, by presence of children, February 2010
                                                                                                                                                                                                                                                                • 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 101: Brand map, selected brands of processed slices, buying rate by household penetration, 2009*
                                                                                                                                                                                                                                                                          • Brand leader characteristics
                                                                                                                                                                                                                                                                            • Key purchase measures
                                                                                                                                                                                                                                                                              • Figure 102: Key purchase measures for the top brands of processed slices, by household penetration, 2009*
                                                                                                                                                                                                                                                                            • Cheese spreads/balls
                                                                                                                                                                                                                                                                              • Consumer insights on key purchase measures – cheese spreads/balls
                                                                                                                                                                                                                                                                                • Brand map
                                                                                                                                                                                                                                                                                  • Figure 103: Brand map, selected brands of cheese spreads/balls, buying rate by household penetration, 2009*
                                                                                                                                                                                                                                                                                • Brand leader characteristics
                                                                                                                                                                                                                                                                                  • Key purchase measures
                                                                                                                                                                                                                                                                                    • Figure 104: Key purchase measures for the top brands of cheese spreads, by household penetration, 2009*
                                                                                                                                                                                                                                                                                • IRI/Builders—Key Household Purchase Measures Natural Cheese

                                                                                                                                                                                                                                                                                    • Overview of natural cheese
                                                                                                                                                                                                                                                                                      • Natural cheese (shredded)
                                                                                                                                                                                                                                                                                        • Consumer insights on key purchase measures – natural cheese (shredded)
                                                                                                                                                                                                                                                                                          • Brand map
                                                                                                                                                                                                                                                                                            • Figure 105: Brand map, selected brands of natural cheese (shredded), buying rate by household penetration, 2009*
                                                                                                                                                                                                                                                                                          • Brand leader characteristics
                                                                                                                                                                                                                                                                                            • Key purchase measures
                                                                                                                                                                                                                                                                                              • Figure 106: Key purchase measures for the top brands of natural cheese (shredded), by household penetration, 2009*
                                                                                                                                                                                                                                                                                            • Natural cheese (chunks)
                                                                                                                                                                                                                                                                                              • Consumer insights on key purchase measures – natural cheese (chunks)
                                                                                                                                                                                                                                                                                                • Brand map
                                                                                                                                                                                                                                                                                                  • Figure 107: Brand map, selected brands of natural cheese (chunks), buying rate by household penetration, 2009*
                                                                                                                                                                                                                                                                                                • Brand leader characteristics
                                                                                                                                                                                                                                                                                                  • Key purchase measures
                                                                                                                                                                                                                                                                                                    • Figure 108: Key purchase measures for the top brands of natural cheese (chunks), by household penetration, 2009*
                                                                                                                                                                                                                                                                                                  • Natural cheese (slices)
                                                                                                                                                                                                                                                                                                    • Consumer insights on key purchase measures – natural cheese (slices)
                                                                                                                                                                                                                                                                                                      • Brand map
                                                                                                                                                                                                                                                                                                        • Figure 109: Brand map, selected brands of natural cheese (slices), buying rate by household penetration, 2009*
                                                                                                                                                                                                                                                                                                      • Brand leader characteristics
                                                                                                                                                                                                                                                                                                        • Key purchase measures
                                                                                                                                                                                                                                                                                                          • Figure 110: Key purchase measures for the top brands of natural cheese (slices), by household penetration, 2009*
                                                                                                                                                                                                                                                                                                      • IRI/Builders—Key Household Purchase Measures Cream Cheese/Cream Cheese Spread

                                                                                                                                                                                                                                                                                                          • Cream cheese/cream cheese spread
                                                                                                                                                                                                                                                                                                            • Consumer insights on key purchase measures – cream cheese/cream cheese spread (brick)
                                                                                                                                                                                                                                                                                                              • Brand map
                                                                                                                                                                                                                                                                                                                • Figure 111: Brand map, selected brands of cream cheese/cream cheese spread (brick), buying rate by household penetration, 2009*
                                                                                                                                                                                                                                                                                                              • Brand leader characteristics
                                                                                                                                                                                                                                                                                                                • Key purchase measures
                                                                                                                                                                                                                                                                                                                  • Figure 112: Key purchase measures for the top brands of cream cheese/cream cheese spread (brick), by household penetration, 2009*
                                                                                                                                                                                                                                                                                                                • Cream cheese/cream cheese spread (soft)
                                                                                                                                                                                                                                                                                                                  • Consumer insights on key purchase measures – cream cheese/cream cheese spread (soft)
                                                                                                                                                                                                                                                                                                                    • Brand map
                                                                                                                                                                                                                                                                                                                      • Figure 113: Brand map, selected brands of cream cheese/cream cheese spread (soft), buying rate by household penetration, 2009*
                                                                                                                                                                                                                                                                                                                    • Brand leader characteristics
                                                                                                                                                                                                                                                                                                                      • Key purchase measures
                                                                                                                                                                                                                                                                                                                        • Figure 114: Key purchase measures for the top brands of cream cheese/cream cheese spread (soft), by household penetration, 2009*
                                                                                                                                                                                                                                                                                                                    • IRI/Builders—Key Household Purchase Measures Cottage Cheese

                                                                                                                                                                                                                                                                                                                        • Cottage cheese
                                                                                                                                                                                                                                                                                                                          • Consumer insights on key purchase measures – cottage cheese
                                                                                                                                                                                                                                                                                                                            • Brand map
                                                                                                                                                                                                                                                                                                                              • Figure 115: Brand map, selected brands of cottage cheese, buying rate by household penetration, 2009*
                                                                                                                                                                                                                                                                                                                            • Brand leader characteristics
                                                                                                                                                                                                                                                                                                                              • Key purchase measures
                                                                                                                                                                                                                                                                                                                                • Figure 116: Key purchase measures for the top brands of cottage cheese, by household penetration, 2009*
                                                                                                                                                                                                                                                                                                                            • Appendix: Other Useful Consumer Tables

                                                                                                                                                                                                                                                                                                                                • Figure 117: Types of cheese eaten, by marital status, February 2010
                                                                                                                                                                                                                                                                                                                                • Figure 118: Types of cheese eaten, by level of education, February 2010
                                                                                                                                                                                                                                                                                                                                • Figure 119: Types of popular cheese eaten, by gender, February 2010
                                                                                                                                                                                                                                                                                                                                • Figure 120: Factors influencing purchase of cheese, by region, February 2010
                                                                                                                                                                                                                                                                                                                                • Figure 121: Factors influencing purchase of cheese, by gender, February 2010
                                                                                                                                                                                                                                                                                                                                • Figure 122: Factors influencing purchase of cheese, by age, February 2010
                                                                                                                                                                                                                                                                                                                                • Figure 123: Factors influencing purchase of cheese, by household income, February 2010
                                                                                                                                                                                                                                                                                                                                • Figure 124: Factors influencing purchase of cheese, by race/Hispanic origin, February 2010
                                                                                                                                                                                                                                                                                                                                • Figure 125: Factors influencing purchase of cheese, by region, February 2010
                                                                                                                                                                                                                                                                                                                                • Figure 126: Factors influencing purchase of cheese, by gender and presence of children, February 2010
                                                                                                                                                                                                                                                                                                                                • Figure 127: Factors influencing purchase of cheese, by presence of children, February 2010
                                                                                                                                                                                                                                                                                                                                • Figure 128: Forms of cheese most often bought, by number of people in household, February 2010
                                                                                                                                                                                                                                                                                                                                • Figure 129: Forms of cheese most often bought, by region, February 2010
                                                                                                                                                                                                                                                                                                                            • Appendix: IRI/Builders Panel Data Definitions

                                                                                                                                                                                                                                                                                                                                • IRI Consumer Network Metrics
                                                                                                                                                                                                                                                                                                                                • Appendix: Trade Associations

                                                                                                                                                                                                                                                                                                                                  Companies Covered

                                                                                                                                                                                                                                                                                                                                  • Aldi (USA)
                                                                                                                                                                                                                                                                                                                                  • American Cheese Society
                                                                                                                                                                                                                                                                                                                                  • Applegate Farms
                                                                                                                                                                                                                                                                                                                                  • BelGioioso Cheese, Inc.
                                                                                                                                                                                                                                                                                                                                  • Cheese Importers Association of America
                                                                                                                                                                                                                                                                                                                                  • Dunkin' Brands
                                                                                                                                                                                                                                                                                                                                  • Facebook, Inc.
                                                                                                                                                                                                                                                                                                                                  • Food and Drug Administration
                                                                                                                                                                                                                                                                                                                                  • Greenfield Online
                                                                                                                                                                                                                                                                                                                                  • Harris Teeter, Inc
                                                                                                                                                                                                                                                                                                                                  • Institute of Food Technologists (IFT)
                                                                                                                                                                                                                                                                                                                                  • International Dairy Foods Association
                                                                                                                                                                                                                                                                                                                                  • Kmart Corporation
                                                                                                                                                                                                                                                                                                                                  • Kraft Foods Inc.
                                                                                                                                                                                                                                                                                                                                  • McDonald's U.S.A.
                                                                                                                                                                                                                                                                                                                                  • 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
                                                                                                                                                                                                                                                                                                                                  • Safeway Inc
                                                                                                                                                                                                                                                                                                                                  • Sara Lee Corporation
                                                                                                                                                                                                                                                                                                                                  • Trader Joe's Company Inc
                                                                                                                                                                                                                                                                                                                                  • U.S. Bureau of Labor Statistics
                                                                                                                                                                                                                                                                                                                                  • U.S. Department of Agriculture
                                                                                                                                                                                                                                                                                                                                  • Unilever USA
                                                                                                                                                                                                                                                                                                                                  • Walmart Stores (USA)
                                                                                                                                                                                                                                                                                                                                  • Weight Watchers International Inc.
                                                                                                                                                                                                                                                                                                                                  • Whole Foods Market Inc

                                                                                                                                                                                                                                                                                                                                  Cheese - US - May 2010

                                                                                                                                                                                                                                                                                                                                  US $3,995.00 (Excl.Tax)