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Cheese - US - October 2013

“Growing concerns about the poor nutritional profile of processed cheese can be neutralized by emphasizing the positive benefits of cheese consumption. There is an opportunity for manufacturers to market the high-protein content of a variety of cheeses, as well as their versatile flavors, origins, and greater retail availability.”

– Amanda Topper, Food Analyst

This report looks at the following areas:

  • How will health concerns related to fat and sodium impact the category?
  • How can cheese usage be increased?
  • Will protein prove itself as a positive selling point?

The $21.7 billion cheese category, fueled by strong interest in the natural cheese segment, is well-positioned for growth as consumer interest in a variety of cheeses increase. Although consumers have negative opinions about processed cheeses, sales are still going strong due to a greater variety of flavors and convenient formats. As consumer purchase preferences are increasingly dictated by their health-related concerns, the category is innovating in order to offer low-fat, low-sodium, and more-natural options.

After several years of steady sales, the category is expected to increase in 2013-18. A focus on the protein benefits of cheese, expanded usage occasions, and interest in local and artisan cheese varieties are all opportunities for fueling future category growth.

Mintel here provides a comprehensive analysis of the following factors that have the greatest potential to impact the category’s performance:

  • Rates of cheese usage, and cheese-related habits
  • Reasons for purchasing cheese
  • Attributes that are most important to consumers when purchasing cheese
  • Attitudes and perceptions related to cheese
  • Trends in the marketing of cheese
  • Competition from foodservice options
  • The changing cheese-shopping experience
  • Consumer perceptions of cheese’s health-related attributes

This report covers four main segments of cheese:

Natural cheese: includes all forms (slices, blocks, chunks, cubes, crumbles, shredded, etc); string cheese; Ricotta cheese. Cheeses in this segment are produced directly from milk or whey that has been coagulated, heated, drained, and pressed. It can include the addition of salt and/or flavorings.
Processed Cheese: includes cheese spreads in aerosol cans, squeezable tubes, cheese balls, cheese loafs, and other forms. Imitation cheese is included in this segment. Cheeses in this segment are typically a blend of cheeses that have been mixed and cooked and include additional ingredients such as cream, milk, water or cheese whey.
Cream Cheese/Cream Cheese Spreads: includes brick, soft, whipped, balls, and other forms; may be plain or flavored.
Cottage Cheese
While most cheese is made from cow's milk, cheeses made from goat's milk and other dairy products, as well as nondairy sources, such as soy milk, are also included.

Excluded from this report are yogurt cheese, cheese sauces, and cheese dips. Sales to foodservice, including restaurants and fast food establishments or to food manufacturers also are excluded.

The market size includes prepackaged UPC (Universal Product Code), PLU (price look up), and retailer-coded cheese. It includes sales through retail venues, but excludes sales through restaurants and other foodservice venues and dairies/wholesalers.

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Table of contents

  1. Scope and Themes

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

                      • The market
                        • Cheese category sales to reach $27.1 billion in 2018
                          • Figure 1: Total U.S. sales and fan chart forecast of cheese, at current prices, 2008-18
                        • Natural cheese continues to dominate cheese category sales
                          • Figure 2: Total U.S. retail sales of cheese, by segment, at current prices, 2011 and 2013
                        • Market factors
                          • Rising obesity incidence will demand better-for-you cheese options
                            • Figure 3: Agreement with attitudes about cheese, July, 2013
                          • Key players
                            • Private label and Kraft both major players across cheese segments
                              • Figure 4: MULO sales of cheese, by leading companies, rolling 52 weeks 2012 and 2013
                            • Increase in private label products over time
                              • Figure 5: Cheese product launches, July 2008-13
                            • The consumer
                              • Steady cheese consumption across segments
                                • Figure 6: Household use of cheese, January 2012-March 2013
                              • Positive perceptions about cheese, overall
                                • Figure 7: Agreement with attitudes about cheese, July 2013 (Top 5)
                              • What we think
                              • Issues and Insights

                                  • How will health concerns related to fat and sodium impact the category?
                                    • Issues
                                      • Insight: Manufactures can focus on the positive benefits of cheese
                                        • How can cheese usage be increased?
                                          • Issues
                                            • Insight: Market for dual-usage occasions
                                              • Will protein prove itself as a positive selling point?
                                                • Issues
                                                  • Insight: Manufacturers should play up protein
                                                  • Trend Applications

                                                      • Trend: Objectify
                                                        • Figure 8: Borden’s Friends of Elsie website, 2013
                                                      • Trend: Sense of the Intense
                                                        • Mintel Futures: Brand Intervention
                                                        • Market Size and Forecast

                                                          • Key points
                                                            • Strong sales as consumers crave bolder, natural, cheeses
                                                              • Flavor innovation and health benefits to fuel future category growth
                                                                • Sales and forecast of market
                                                                  • Figure 9: Total U.S. FDMx sales of cheese, at current prices, 2008-18
                                                                  • Figure 10: Total U.S. FDMx sales of cheese, at inflation-adjusted prices, 2008-18
                                                                • Fan chart forecast
                                                                    • Figure 11: Total U.S. sales and fan chart forecast of cheese, at current prices, 2008-18
                                                                • Market Drivers

                                                                  • Key points
                                                                    • Low expected inflation rate
                                                                      • Figure 12: Consumer price index for all urban consumers: dairy and related products, June 2008-13
                                                                    • Obesity defined as a disease
                                                                      • Declining number of households with children
                                                                        • Figure 13: Households, by presence of own children, 2002-12
                                                                    • Competitive Context

                                                                      • Key points
                                                                        • Away-from-home spending on the rise
                                                                          • Cheese adding flavor, product appeal to foodservice items
                                                                            • Restaurant cheese offerings focus on sharing occasions
                                                                            • Segment Performance

                                                                              • Key points
                                                                                • Processed, cottage cheeses experience steeper declines
                                                                                  • Sales of cheese, by segment
                                                                                    • Figure 14: Total U.S. retail sales of cheese, by segment, at current prices, 2011 and 2013
                                                                                • Segment Performance – Natural Cheese

                                                                                  • Key points
                                                                                    • Natural cheese maintains its large share of the category
                                                                                      • Figure 15: Attributes associated with cheese – natural cheese, by gender, July 2013
                                                                                      • Figure 16: BelGioso Print Ad, July 2013
                                                                                    • Sales and forecast of natural cheese
                                                                                      • Figure 17: Total U.S. FDMx sales and forecast of natural cheese, at current prices, 2008-18
                                                                                  • Segment Performance – Processed Cheese

                                                                                    • Key points
                                                                                      • Convenience and low-cost appeal will boost future sales growth
                                                                                        • Figure 18: Attributes associated with cheese – processed cheese, by gender, July 2013
                                                                                      • Sales and forecast of processed cheese
                                                                                        • Figure 19: Total U.S. FDMx sales and forecast of processed cheese, at current prices, 2008-18
                                                                                    • Segment Performance – Cream Cheese/Cream Cheese Spreads

                                                                                      • Key points
                                                                                        • Smooth sales growth predicted for cream cheese
                                                                                          • Figure 20: Attributes associated with cheese – cream cheese/cream cheese spreads, by gender, July 2013
                                                                                        • Sales and forecast of cream cheese/cream cheese spreads
                                                                                          • Figure 21: Total U.S. FDMx sales and forecast of cream cheese/cream cheese spreads, at current prices, 2008-18
                                                                                      • Segment Performance – Cottage Cheese

                                                                                        • Key points
                                                                                          • Slow-moving sales can be revitalized with functional marketing
                                                                                            • Figure 22: Attributes associates with cheese–cottage cheese, by gender, July 2013
                                                                                          • Sales and forecast of cottage cheese
                                                                                            • Figure 23: Total U.S. FDMx sales and forecast of cottage cheese, at current prices, 2008-18
                                                                                        • Retail Channels

                                                                                          • Key points
                                                                                            • Supermarkets preferred, but smaller chains have competitive advantage
                                                                                              • Figure 24: Cheese retail channels, July 2013
                                                                                              • Figure 25: Total U.S. retail sales of cheese, by channel, at current prices, 2011-13
                                                                                            • Marginal sales growth in supermarkets
                                                                                              • Figure 26: Total U.S. supermarket* sales of cheese, at current prices, 2008-13
                                                                                            • Big cheese in small channels
                                                                                              • Figure 27: Total U.S. sales of cheese, through other channels, at current prices, 2008-13
                                                                                          • Retail Channels – Natural Supermarkets

                                                                                            • Key points
                                                                                              • Insights
                                                                                                • Sales of cheese in the natural channel
                                                                                                  • Figure 28: Natural supermarket sales of cheese, at current prices, 2011-13*
                                                                                                  • Figure 29: Natural supermarket sales of cheese at inflation-adjusted prices, 2011-13*
                                                                                                • Natural channel sales of cheese by segment
                                                                                                  • Figure 30: Natural supermarket sales of cheese, by segment, 2011 and 2013*
                                                                                                • Brands of note
                                                                                                  • Natural channel sales of cheese by organic
                                                                                                    • Figure 31: Natural supermarket sales of cheese, by organic, 2011 and 2013*
                                                                                                • Leading Companies

                                                                                                  • Key points
                                                                                                    • Private label dominates the category
                                                                                                      • Kraft leads but family- and farmer-focused brands experience sales boost
                                                                                                        • Manufacturer sales of cheese
                                                                                                          • Figure 32: MULO sales of cheese, by leading companies, rolling 52 weeks 2012 and 2013
                                                                                                      • Brand Share – Natural Cheese

                                                                                                        • Key points
                                                                                                          • Private label comprises largest market share
                                                                                                            • Manufacturer sales of natural cheese
                                                                                                              • Figure 33: MULO sales of natural cheese, by leading companies, rolling 52 weeks 2012 and 2013
                                                                                                          • Brand Share – Processed Cheese

                                                                                                            • Key points
                                                                                                              • Kraft dominates processed cheese
                                                                                                                • Figure 34: Velveeta Print Ad, January 2013
                                                                                                              • Manufacturer sales of processed cheese
                                                                                                                • Figure 35: MULO sales of processed cheese, by leading companies, rolling 52 weeks 2012 and 2013
                                                                                                            • Brand Share – Cream Cheese/Cream Cheese Spreads

                                                                                                              • Key points
                                                                                                                • Kraft dominates cream cheese sales
                                                                                                                  • Manufacturer sales of cream cheese/cream cheese spreads
                                                                                                                    • Figure 36: MULO sales of cream cheese/cream cheese spreads, by leading companies, rolling 52 weeks 2012 and 2013
                                                                                                                • Brand Share – Cottage Cheese

                                                                                                                  • Key points
                                                                                                                    • Private label leads, but increasing competition from Daisy Brand
                                                                                                                      • Manufacturer sales of cottage cheese
                                                                                                                        • Figure 37: MULO sales of cottage cheese, by leading companies, rolling 52 weeks 2012 and 2013
                                                                                                                    • Innovations and Innovators

                                                                                                                      • Key points
                                                                                                                        • New product introductions return to historic levels
                                                                                                                          • Figure 38: Cheese product launches, by subcategory, July 2008-July 2013
                                                                                                                        • Sharp increase in private label cheese offerings
                                                                                                                          • Figure 39: Cheese product launches, July 2008-13
                                                                                                                        • Goat’s milk making its way into several varieties
                                                                                                                          • Private label, Kraft, lead in new product introductions
                                                                                                                            • Figure 40: Top 10 cheese companies, by new products, June 2012-July 2013
                                                                                                                          • Natural, reduced fat, top claims across subcategories
                                                                                                                            • Figure 41: Top five cheese product claims by subcategory, June 2012-August 2013
                                                                                                                          • Aside from plain, spicy and garlic flavors are hot
                                                                                                                            • Figure 42: Top five cheese flavors, by subcategory, June 2012-August 2013
                                                                                                                            • Figure 43: Treasure Cave Print Ad, July 2013
                                                                                                                          • Dessert flavor pairings have sweet success
                                                                                                                            • The import influence
                                                                                                                            • Marketing Strategies

                                                                                                                              • Overview of the brand landscape
                                                                                                                                • Theme: Using recipes to demonstrate versatility
                                                                                                                                  • Figure 44: Athenos feta print ad, June 2013
                                                                                                                                  • Figure 45: Kraft Singles print ad, July/August 2013
                                                                                                                                  • Figure 46: Kerrygold website, 2013
                                                                                                                                • Theme: Focus on taste and indulgence
                                                                                                                                  • Figure 47: The Laughing Cow, television ad, 2013
                                                                                                                                  • Figure 48: Philadelphia, television ad, 2013
                                                                                                                                • Theme: Nothing but natural
                                                                                                                                  • Figure 49: Sargento, television ad, 2013
                                                                                                                                  • Figure 50: Sargento print ad, May 2013
                                                                                                                                  • Figure 51: Sargento website, 2013
                                                                                                                                  • Figure 52: Tillamook website, 2013
                                                                                                                                  • Figure 53: Kraft Singles, television ad, 2013
                                                                                                                              • Social Media – Cheese

                                                                                                                                • Key points
                                                                                                                                  • Key social media metrics
                                                                                                                                    • Figure 54: Key social media metrics, Sept. 2013
                                                                                                                                  • Market overview
                                                                                                                                    • Brand usage and awareness
                                                                                                                                      • Figure 55: usage and awareness of selected cheese brands, July 2013
                                                                                                                                    • Interaction with brands
                                                                                                                                      • Figure 56: Interaction with selected cheese brands, July 2013
                                                                                                                                    • Online conversations
                                                                                                                                      • Figure 57: Online conversations on selected cheese brands, by day, Sept. 1, 2012-Aug. 31, 2013
                                                                                                                                    • Where are people talking about cheese brands?
                                                                                                                                      • Figure 58: Online conversations on selected cheese brands, by page type, Sept. 1, 2012-Aug. 31, 2013
                                                                                                                                    • What are people talking about?
                                                                                                                                      • Figure 59: Conversations surrounding selected cheese brands, Sept. 1, 2012-Aug. 31, 2013
                                                                                                                                      • Figure 60: Conversations surrounding selected cheese brands, by day, Sept. 1, 2012-Aug. 31, 2013
                                                                                                                                    • Analysis by brand
                                                                                                                                      • Velveeta
                                                                                                                                        • Figure 61: Social media metrics – Velveeta, Sept. 2013
                                                                                                                                      • The Laughing Cow
                                                                                                                                        • Figure 62: Social Media Metrics – The Laughing Cow, Sept. 2013
                                                                                                                                      • Kraft Singles
                                                                                                                                        • Figure 63: Social media metrics – Kraft Singles Sept. 2013
                                                                                                                                      • Philadelphia Cream Cheese
                                                                                                                                        • Figure 64: Social media metrics – Philadelphia Cream Cheese, Sept. 2013
                                                                                                                                      • Sargento
                                                                                                                                        • Figure 65: Social media metrics – Sargento, Sept. 2013
                                                                                                                                      • Tillamook
                                                                                                                                        • Figure 66: Social media metrics – Tillamook, Sept. 2013
                                                                                                                                    • Cheese Usage

                                                                                                                                      • Key points
                                                                                                                                        • Cheese purchases remain stable
                                                                                                                                          • Figure 67: Cheese habits in the last year, July 2013
                                                                                                                                          • Figure 68: Household use of cheese, January 2012-March 2013
                                                                                                                                          • Figure 69: Household use of natural/imported cheese by kind, January 2012-March 2013
                                                                                                                                          • Figure 70: Household use of American/pasteurized processed cheese, February 2008-March 2013
                                                                                                                                          • Figure 71: Household use of American/pasteurized processed cheese, February 2008-March 2013
                                                                                                                                          • Figure 72: Household use of cottage cheese, February 2008-March 2013
                                                                                                                                        • Presence of children is a strong indicator for use
                                                                                                                                          • Figure 73: Cheese habits in the last year, by presence of children in household, July 2013
                                                                                                                                          • Figure 74: Personal consumption of foods and snacks (string cheese), by age, October 2011-November 2012
                                                                                                                                          • Figure 75: Personal consumption of foods and snacks (cheese cut from chunks), October 2011-November 2012
                                                                                                                                          • Figure 76: Personal consumption of single-serving foods (crackers and cheese), October 2011-November 2012
                                                                                                                                        • Convenient cuts have most value
                                                                                                                                          • Figure 77: Household use of natural/imported cheese by form, by presence of children in household, January 2012-March 2013
                                                                                                                                      • Purchase Factors

                                                                                                                                        • Key points
                                                                                                                                          • Manufacturing method, packaging, most important
                                                                                                                                            • Figure 78: Most important factors when purchasing cheese, July 2013 (Top 5)
                                                                                                                                            • Figure 79: Least important factors when purchasing cheese, July 2013 (Top 5)
                                                                                                                                          • Midwest shoppers more interested in packaging variation, discounts
                                                                                                                                            • Figure 80: Most important factors when purchasing cheese, by region, July 2013
                                                                                                                                        • Cheese-related Habits

                                                                                                                                          • Key points
                                                                                                                                            • Health, price, most influential on cheese purchase habits
                                                                                                                                              • Figure 81: Cheese-related habits, July 2013
                                                                                                                                              • Figure 82: Cheese-related habits, by cheese habits in the last year – more, July 2013
                                                                                                                                          • Attitudes Toward Cheese

                                                                                                                                            • Key points
                                                                                                                                              • Women more conscious of health, men more interested in price, flavor
                                                                                                                                                • Figure 83: Agreement with attitudes about cheese, by gender, July 2013
                                                                                                                                                • Figure 84: Wisconsin Milk Marketing Board Print Ad, July 2013
                                                                                                                                            • Race and Hispanic Origin

                                                                                                                                              • Key points
                                                                                                                                                • Hispanics buying more across segments, Blacks buy more organic
                                                                                                                                                  • Figure 85: Cheese habits in the last year, by race/Hispanic origin, July 2013
                                                                                                                                                  • Figure 86: Household use of organic cheese, by race/Hispanic origin, January 2012-March 2013
                                                                                                                                                  • Figure 87: Cheese-related habits, by race/Hispanic origin, July 2013
                                                                                                                                                  • Figure 88: Attributes associated with cheese – processed cheese, by race/Hispanic origin, July 2013
                                                                                                                                                  • Figure 89: Cheese retail channels – natural cheese, by race/Hispanic origin, July 2013
                                                                                                                                                  • Figure 90: Agreement with attitudes about cheese, by race/Hispanic origin, July 2013
                                                                                                                                                  • Figure 91: Most important factors when purchasing cheese, by race/Hispanic origin, July 2013
                                                                                                                                                  • Figure 92: Household use of natural/imported cheese by kind, by race/Hispanic origin, January 2012-March 2013
                                                                                                                                              • Consumer Segmentation

                                                                                                                                                    • Figure 93: Cheese clusters, July, 2013
                                                                                                                                                  • Group one: Practical Purchasers
                                                                                                                                                    • Demographics
                                                                                                                                                      • Characteristics
                                                                                                                                                        • Opportunity
                                                                                                                                                          • Group two: Seldom Shoppers
                                                                                                                                                            • Demographics
                                                                                                                                                              • Characteristics
                                                                                                                                                                • Opportunity
                                                                                                                                                                  • Group three: Cheese Connoisseurs
                                                                                                                                                                    • Demographics
                                                                                                                                                                      • Characteristics
                                                                                                                                                                        • Opportunity
                                                                                                                                                                          • Cluster characteristic tables
                                                                                                                                                                            • Figure 94: Target clusters, July 2013
                                                                                                                                                                            • Figure 95: Cheese habits in the last year, by target clusters, July 2013
                                                                                                                                                                            • Figure 96: Cheese-related habits, by target clusters, July 2013
                                                                                                                                                                            • Figure 97: Attributes associated with cheese – natural cheese, by target clusters, July 2013
                                                                                                                                                                            • Figure 98: Attributes associated with cheese – processed cheese, by target clusters, July 2013
                                                                                                                                                                            • Figure 99: Attributes associated with cheese – cream cheese/cream cheese spreads, by target clusters, July 2013
                                                                                                                                                                            • Figure 100: Attributes associated with cheese – cottage cheese, by target clusters, July 2013
                                                                                                                                                                            • Figure 101: Cheese retail channels – natural cheese, by target clusters, July 2013
                                                                                                                                                                            • Figure 102: Cheese retail channels – processed cheese, by target clusters, July 2013
                                                                                                                                                                            • Figure 103: Cheese retail channels – cream cheese/cream cheese spreads, by target clusters, July 2013
                                                                                                                                                                            • Figure 104: Cheese retail channels – cottage cheese, by target clusters, July 2013
                                                                                                                                                                            • Figure 105: Agreement with attitudes about cheese, by target clusters, July 2013
                                                                                                                                                                            • Figure 106: Most important factors when purchasing cheese, by target clusters, July 2013
                                                                                                                                                                            • Figure 107: Least important factors when purchasing cheese, by target clusters, July 2013
                                                                                                                                                                          • Cluster demographic tables
                                                                                                                                                                            • Figure 108: Target clusters, by demographic, July 2013
                                                                                                                                                                          • Cluster methodology
                                                                                                                                                                            • Figure 109: Agreement with attitudes about cheese, by target clusters, July 2013
                                                                                                                                                                        • Correspondence Analysis – Cheese

                                                                                                                                                                          • Methodology
                                                                                                                                                                            • A focus on protein and texture may expand use
                                                                                                                                                                                • Figure 110: Correspondence Analysis, October 2013
                                                                                                                                                                                • Figure 111: Attributes associated with cheese, October 2013
                                                                                                                                                                            • IRI/Builders – Key Household Purchase Measures

                                                                                                                                                                                • Overview of natural cheese
                                                                                                                                                                                  • Natural shredded cheese
                                                                                                                                                                                    • Consumer insights on key purchase measures – natural shredded cheese
                                                                                                                                                                                      • Brand map
                                                                                                                                                                                        • Figure 112: Brand map, selected brands of natural shredded cheese buying rate, by household penetration, 2012*
                                                                                                                                                                                      • Brand leader characteristics
                                                                                                                                                                                        • Key purchase measures
                                                                                                                                                                                          • Figure 113: Key purchase measures for the top brands of natural shredded cheese, by household penetration, 2012*
                                                                                                                                                                                        • Natural cheese chunks
                                                                                                                                                                                          • Consumer insights on key purchase measures – natural cheese chunks
                                                                                                                                                                                            • Brand map
                                                                                                                                                                                              • Figure 114: Brand map, selected brands of natural cheese chunks buying rate, by household penetration, 2012*
                                                                                                                                                                                            • Brand leader characteristics
                                                                                                                                                                                              • Key purchase measures
                                                                                                                                                                                                • Figure 115: Key purchase measures for the top brands of natural cheese chunks, by household penetration, 2012*
                                                                                                                                                                                              • Natural cheese slices
                                                                                                                                                                                                • Consumer insights on key purchase measures – natural cheese slices
                                                                                                                                                                                                  • Brand map
                                                                                                                                                                                                    • Figure 116: Brand map, selected brands of natural cheese slices buying rate, by household penetration, 2012*
                                                                                                                                                                                                  • Brand leader characteristics
                                                                                                                                                                                                    • Key purchase measures
                                                                                                                                                                                                      • Figure 117: Key purchase measures for the top brands of natural cheese slices, by household penetration, 2012*
                                                                                                                                                                                                  • Appendix – Market Drivers

                                                                                                                                                                                                      • Figure 118: University of Michigan’s index of consumer sentiment (ICS), 2007-13
                                                                                                                                                                                                    • Unemployment
                                                                                                                                                                                                      • Figure 119: U.S. unemployment rate, by month, 2002-13
                                                                                                                                                                                                      • Figure 120: U.S. unemployment and underemployment rates, 2007-13
                                                                                                                                                                                                      • Figure 121: Number of employed civilians in U.S., in thousands, 2007-13
                                                                                                                                                                                                    • Food cost pressures
                                                                                                                                                                                                      • Figure 122: Changes in USDA Food Price Indexes, 2011-14
                                                                                                                                                                                                    • Obesity
                                                                                                                                                                                                      • Figure 123: American adults by weight category as determined by body mass index (BMI), 2008-June 20, 2013
                                                                                                                                                                                                    • Childhood and teen obesity – highest in decades
                                                                                                                                                                                                        • Figure 124: Prevalence of obesity among children and adolescents aged 2-19, 1971-2010
                                                                                                                                                                                                      • Racial, ethnic population growth
                                                                                                                                                                                                          • Figure 125: U.S. population by race and Hispanic origin, 2008, 2013, and 2018
                                                                                                                                                                                                          • Figure 126: Households with children, by race and Hispanic origin of householder, 2012
                                                                                                                                                                                                        • Shifting U.S. demographics
                                                                                                                                                                                                          • Figure 127: U.S. population, by age, 2008-18
                                                                                                                                                                                                          • Figure 128: U.S. households, by presence of own children, 2002-12
                                                                                                                                                                                                      • Appendix – Other Useful Consumer Tables

                                                                                                                                                                                                          • Figure 129: Cheese-related habits, by region, July 2013
                                                                                                                                                                                                          • Figure 130: Cheese-related habits, by gender and age, July 2013
                                                                                                                                                                                                          • Figure 131: Cheese-related habits, by cheese habits in the last year – any purchase, July 2013
                                                                                                                                                                                                          • Figure 132: Agreement with attitudes about cheese, by cheese habits in the last year – any purchase, July 2013
                                                                                                                                                                                                          • Figure 133: Attributes associated with cheese – natural cheese, by race/Hispanic origin, July 2013
                                                                                                                                                                                                          • Figure 134: Attributes associated with cheese – cream cheese/cream cheese spreads, by race/Hispanic origin, July 2013
                                                                                                                                                                                                          • Figure 135: Attributes associated with cheese – cottage cheese, by race/Hispanic origin, July 2013
                                                                                                                                                                                                          • Figure 136: Cheese retail channels – cream cheese/cream cheese spreads, by race/Hispanic origin, July 2013
                                                                                                                                                                                                          • Figure 137: Cheese retail channels – cottage cheese, by race/Hispanic origin, July 2013
                                                                                                                                                                                                          • Figure 138: Cheese retail channels – processed cheese, by race/Hispanic origin, July 2013
                                                                                                                                                                                                          • Figure 139: Agreement with attitudes about cheese, by gender and age, July 2013
                                                                                                                                                                                                          • Figure 140: Most important factors when purchasing cheese, by gender and age, July 2013
                                                                                                                                                                                                          • Figure 141: Least important factors when purchasing cheese, by gender and age, July 2013
                                                                                                                                                                                                          • Figure 142: Least important factors when purchasing cheese, by race/Hispanic origin, July 2013
                                                                                                                                                                                                          • Figure 143: Household use of natural/imported cheese, by household income, January 2012-March 2013
                                                                                                                                                                                                          • Figure 144: Household use of organic cheese, by age, January 2012-March 2013
                                                                                                                                                                                                          • Figure 145: Household use of natural/imported cheese, by gender, January 2012-March 2013
                                                                                                                                                                                                          • Figure 146: Household use of cream cheese, by gender, January 2012-March 2013
                                                                                                                                                                                                          • Figure 147: Household use of spread cheese, by gender, January 2012-March 2013
                                                                                                                                                                                                          • Figure 148: Household use of American/pasteurized processed cheese, by age, January 2012-March 2013
                                                                                                                                                                                                          • Figure 149: Household use of American/pasteurized processed cheese, by household use of natural/imported cheese, January 2012-March 2013
                                                                                                                                                                                                          • Figure 150: Household use of cream cheese, by presence of children in household, January 2012-March 2013
                                                                                                                                                                                                          • Figure 151: Household use of cream cheese by type, by presence of children in household, January 2012-March 2013
                                                                                                                                                                                                          • Figure 152: Household use of cottage cheese by type, by presence of children in household, January 2012-March 2013
                                                                                                                                                                                                          • Figure 153: Household use of spread cheese, by presence of children in household, January 2012-March 2013
                                                                                                                                                                                                          • Figure 154: Household use of spread cheese by type, by presence of children in household, January 2012-March 2013
                                                                                                                                                                                                          • Figure 155: Household use of American/pasteurized processed cheese, by presence of children in household, January 2012-March 2013
                                                                                                                                                                                                          • Figure 156: Household use of grated cheese, by race/Hispanic origin, January 2012-March 2013
                                                                                                                                                                                                          • Figure 157: Household use of grated cheese by type, by race/Hispanic origin, January 2012-March 2013
                                                                                                                                                                                                          • Figure 158: Household use of organic cheese, by household income, January 2012-March 2013
                                                                                                                                                                                                          • Figure 159: Household use of natural/imported cheese, by household use of American/pasteurized processed cheese, January 2012-March 2013
                                                                                                                                                                                                          • Figure 160: Household use of cream cheese, February 2008-March 2013
                                                                                                                                                                                                          • Figure 161: Household use of spread cheese, February 2008-March 2013
                                                                                                                                                                                                          • Figure 162: Household use of natural/imported cheese, February 2008-March 2013
                                                                                                                                                                                                          • Figure 163: Household use of grated cheese, February 2008-March 2013
                                                                                                                                                                                                          • Figure 164: Household use of organic cheese, February 2010-March 2013
                                                                                                                                                                                                          • Figure 165: Personal consumption of foods and snacks (cheese cut from chunks), by age, October 2011-November 2012
                                                                                                                                                                                                          • Figure 166: Personal consumption of single-serving foods (crackers and cheese), by age, October 2011-November 2012
                                                                                                                                                                                                          • Figure 167: Household use of cream cheese, by race/Hispanic origin, January 2012-March 2013
                                                                                                                                                                                                          • Figure 168: Household use of cream cheese by type, by race/Hispanic origin, January 2012-March 2013
                                                                                                                                                                                                          • Figure 169: Household use of cottage cheese, by race/Hispanic origin, January 2012-March 2013
                                                                                                                                                                                                          • Figure 170: Household use of cottage cheese by type, by race/Hispanic origin, January 2012-March 2013
                                                                                                                                                                                                          • Figure 171: Household use of spread cheese, by race/Hispanic origin, January 2012-March 2013
                                                                                                                                                                                                          • Figure 172: Household use of spread cheese by type, by race/Hispanic origin, January 2012-March 2013
                                                                                                                                                                                                          • Figure 173: Household use of American/pasteurized processed cheese, by race/Hispanic origin, January 2012-March 2013
                                                                                                                                                                                                          • Figure 174: Household use of American/pasteurized processed cheese by type, by race/Hispanic origin, January 2012-March 2013
                                                                                                                                                                                                          • Figure 175: Household use of natural/imported cheese, by race/Hispanic origin, January 2012-March 2013
                                                                                                                                                                                                          • Figure 176: Household use of natural/imported cheese by type, by race/Hispanic origin, January 2012-March 2013
                                                                                                                                                                                                          • Figure 177: Household use of natural/imported cheese by form, by race/Hispanic origin, January 2012-March 2013
                                                                                                                                                                                                          • Figure 178: Personal consumption of foods and snacks (cheese cut from chunks), by race/Hispanic origin, October 2011-November 2012
                                                                                                                                                                                                          • Figure 179: Personal consumption of single-serving foods (crackers and cheese), by race/Hispanic origin, October 2011-November 2012
                                                                                                                                                                                                      • Appendix – Social Media – Cheese

                                                                                                                                                                                                          • Figure 180: Brand usage or awareness, July 2013
                                                                                                                                                                                                          • Figure 181: Kraft singles usage or awareness, by demographics, August 2013
                                                                                                                                                                                                          • Figure 182: Sargento usage or awareness, by demographics, August 2013
                                                                                                                                                                                                          • Figure 183: Philadelphia Cream Cheese usage or awareness, by demographics, August 2013
                                                                                                                                                                                                          • Figure 184: The Laughing Cow usage or awareness, by demographics, August 2013
                                                                                                                                                                                                          • Figure 185: Tillamook usage or awareness, by demographics, August 2013
                                                                                                                                                                                                          • Figure 186: Velveeta usage or awareness, by demographics, August 2013
                                                                                                                                                                                                        • Activities done
                                                                                                                                                                                                          • Figure 187: Activities done, August 2013
                                                                                                                                                                                                          • Figure 188: Kraft Singles – activities done, by demographics
                                                                                                                                                                                                          • Figure 189: Sargento – activities done, by demographics, August 2013
                                                                                                                                                                                                          • Figure 190: Philadelphia Cream Cheese – activities done, by demographics, August 2013
                                                                                                                                                                                                          • Figure 191: The Laughing Cow – activities done, by demographics, August 2013
                                                                                                                                                                                                          • Figure 192: Tillamook – activities done, by demographics, August 2013
                                                                                                                                                                                                          • Figure 193: Velveeta – activities done, by demographics, August 2013
                                                                                                                                                                                                        • Online conversations
                                                                                                                                                                                                          • Figure 194: Online conversations on selected cheese brands, by day, Sept. 1, 2012-Aug. 31, 2013
                                                                                                                                                                                                          • Figure 195: Online conversations on selected cheese brands, by page type, Sept. 1, 2012-Aug. 31, 2013
                                                                                                                                                                                                          • Figure 196: Conversations surrounding selected cheese brands, Sept. 1, 2012-Aug. 31, 2013
                                                                                                                                                                                                          • Figure 197: Conversations surrounding selected cheese brands, by day, Sept. 1, 2012-Aug. 31, 2013
                                                                                                                                                                                                          • Figure 198: Conversations surrounding selected cheese brands, by page type, Sept. 1, 2012-Aug. 31, 2013
                                                                                                                                                                                                      • Appendix – Information Resources Inc. Builders Panel Data Definitions

                                                                                                                                                                                                          • Information Resources Inc. Consumer Network Metrics
                                                                                                                                                                                                          • Appendix – Trade Associations

                                                                                                                                                                                                            Companies Covered

                                                                                                                                                                                                            • Aldi (USA)
                                                                                                                                                                                                            • American Cheese Society
                                                                                                                                                                                                            • Dairy Farmers of America Inc.
                                                                                                                                                                                                            • Fromageries Bel S.A.
                                                                                                                                                                                                            • Kraft Foods Inc.
                                                                                                                                                                                                            • Kraft Foods Inc. (U.S.A.)
                                                                                                                                                                                                            • Lactalis USA
                                                                                                                                                                                                            • Michael Foods Inc.
                                                                                                                                                                                                            • Saputo Cheese USA Inc.
                                                                                                                                                                                                            • Sargento Foods Inc.
                                                                                                                                                                                                            • Tillamook County Creamery Association
                                                                                                                                                                                                            • Walmart Stores (USA)

                                                                                                                                                                                                            Cheese - US - October 2013

                                                                                                                                                                                                            £3,199.84 (Excl.Tax)