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.
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.
What you get
This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.
Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.
Mintel's proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.
Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.
Market reports provide appendices of data to support the research and insight produced. Our tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.
* This is a sample representation of the report layout and does not reflect the research included in this report.
Why buy from us?
Our reports will provide you with market data, consumer research and competitive intelligence to succeed in your market.
Buy now and you'll have instant access to the information you need to make the right decisions.
Find out what's next in the markets that matter to you: where opportunities lie and what challenges you will face.
A business Superbrand, Mintel is a source you can trust. We have been defining and refining the Market Intelligence mix since 1972.