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Private Label Natural and Processed Cheese - US - October 2009

In this report Mintel reviews the markets for natural and processed cheese, including the various sub-segments; reviews how private label is performing against branded products; and how the struggling economy of the last couple of years has shifted household purchases. With natural and processed cheese sales in excess of $10 billion, cheese is not only one of the largest dairy categories but is among the largest consumer packaged goods markets overall. As private label has become more widely accepted, quality has improved, and economic pressures have pushed more consumers to private label, sales have grown. Given these positive pressures, private label will account for some 38% of natural and processed cheese in 2009, and its share has been growing, especially since 2007. This report explores the market for natural and processed cheese, examining branded and private label sales and consumer purchasing, and provides valuable insights into current sales, product trends, and the challenges and opportunities present within the market.

Insights include:

  • Which products and trends have affected sales, including increased segmentation of product lines based on target age group, the expansion of upscale natural products to the mass market, and increased focus on learning elements
  • Which segments and sub-segments are seeing increased market share and the reasons for the shift
  • The role of private label and how it is changing the behavior of dominant brand manufacturers
  • Consumers’ attitude toward cheese products in general, including a closer look at their attitude toward private label, including reasons why they do not buy private label
  • Which racial/ethnic groups have higher usage rates of specific products and what factors influence usage including age and cultural differences
  • Brand penetration of market leaders and private label
  • What features or attributes consumers look for and when they are willing to pay more

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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

                    • Total market at a glance
                      • Private-label market performance
                        • Sub-segment trends
                          • Natural shredded cheese, sales up, PL share up
                            • Natural chunk cheese
                              • Processed cheese slices
                                • Retail channel activity
                                  • Brands vs. Private label
                                    • Slowing innovation
                                      • Overall household usage
                                        • Buying behavior—loyalty high and more buying store brand
                                          • Perception of quality
                                            • Quality and ambivalence holding PL back
                                              • Impact of race on buying trends
                                              • Insights and Opportunities

                                                • Co-branding adds value
                                                  • Private label-based loyalty program
                                                    • Unique uses for cheese—pushing private label
                                                    • Inspire Insights

                                                        • Brand Review
                                                          • What's it about?
                                                            • What we've seen
                                                              • Specifics
                                                                • Implications
                                                                  • End of Everything?
                                                                    • What's it about?
                                                                      • What we've seen
                                                                        • Specifics
                                                                          • Implications
                                                                          • Market Size and Forecast

                                                                            • Key points
                                                                              • Total cheese market at highest point in six years
                                                                                • All cheese—sales and forecast
                                                                                  • Figure 1: FDMx sales and forecast of cheese, at current prices, 2004-14
                                                                                  • Figure 2: FDMx sales and forecast of cheese, at inflation-adjusted prices, 2004-14
                                                                                • Sales of all cheese vs. private-label cheese
                                                                                  • Private label continues to make share gains in total market
                                                                                    • Figure 3: FDMx sales of cheese, total vs private label, 2004-09
                                                                                  • Private-label cheese continues impressive growth streak
                                                                                    • Figure 4: FDMx sales and forecast of private-label cheese, at current prices, 2004-14
                                                                                    • Figure 5: FDMx sales of private-label cheese, at inflation-adjusted prices, 2004-14
                                                                                • Segment Performance—Overview

                                                                                  • Key points
                                                                                    • Major segment trends
                                                                                      • Natural cheese—all-natural cheese vs. private-label natural cheese
                                                                                        • Private-label growth outpacing total natural cheese segment
                                                                                          • Figure 6: FDMx sales of natural cheese, total vs. private label, 2004-09
                                                                                        • Private label continues growth streak
                                                                                          • Figure 7: FDMx sales and forecast of private-label natural cheese, at current prices, 2004-14
                                                                                        • Processed cheese—all processed cheese vs. private-label processed cheese
                                                                                          • Processed cheese sales continue steady climb
                                                                                            • Figure 8: FDMx sales of processed cheese, total vs. private label, 2004-09
                                                                                          • 2009 looks strong for PL processed cheese
                                                                                            • Figure 9: FDMx sales and forecast of private-label processed cheese, at current prices, 2004-14
                                                                                          • Sub-segment trends
                                                                                            • Natural cheese controls private-label cheese market
                                                                                              • Figure 10: FDMx sales of private-label cheese, by segment, 2008 and 2009
                                                                                            • Natural cheese posts gains across all sub-segments
                                                                                              • Figure 11: FDMx private-label sales of natural cheese, by sub-segment, 2008 and 2009
                                                                                            • Processed cheese—nearly all private-label sub-segments showing gains
                                                                                              • Figure 12: FDMx private-label sales of processed cheese, by sub-segment, 2008 and 2009
                                                                                          • Segment Performance—Natural Shredded Cheese

                                                                                            • Key points
                                                                                              • Natural shredded dominates, half is private label
                                                                                                • Natural shredded cheese sales
                                                                                                  • Figure 13: FDMx sales of natural shredded cheese, total vs. private label, 2004-09
                                                                                              • Segment Performance—Natural Chunks

                                                                                                • Key points
                                                                                                  • Total segment and private-label sales continue growth streaks
                                                                                                    • Natural chunks sales
                                                                                                      • Figure 14: FDMx sales of natural chunks, total vs private label, 2004-09
                                                                                                  • Segment Performance—Processed Slices

                                                                                                    • Key points
                                                                                                      • Private-label growth in a declining segment
                                                                                                        • Processed slices sales
                                                                                                          • Figure 15: FDMx sales of processed slices, total vs private label, 2004-09
                                                                                                      • Retail Channels

                                                                                                        • Key points
                                                                                                          • Private-label cheese sales at highest levels in food and “other” outlets with string of percentage gains
                                                                                                            • Channel sales and trends
                                                                                                              • Figure 16: FDMx sales of private-label cheese, 2004-09
                                                                                                          • Retail Channels—Food Retailers

                                                                                                            • Key points
                                                                                                              • Food retailer sales up for fourth year in a row
                                                                                                                • Food retailer share at highest level
                                                                                                                  • Food retailers’ sales
                                                                                                                    • Figure 17: Food retailers’ sales of private-label cheese, total vs. private label, 2004-09
                                                                                                                • Retail Channels—“Other” Retailers

                                                                                                                  • Key points
                                                                                                                    • Cheese growing strongly in “other” retailers, private label gains rapidly
                                                                                                                      • Other retailers’ sales
                                                                                                                        • Figure 18: Other retailers’ sales of private-label cheese, total vs. private label, 2004-09
                                                                                                                    • Brands vs. Private Label—Natural Shredded Cheese

                                                                                                                      • Key points
                                                                                                                        • Private label drives natural shredded cheese growth
                                                                                                                          • Brand and private-label sales
                                                                                                                            • Figure 19: FDMx top brands and private-label sales of natural shredded cheese, 2008 and 2009
                                                                                                                        • Brands vs. Private Label—Natural Chunks

                                                                                                                          • Key points
                                                                                                                            • Natural chunks segment growth led by private label
                                                                                                                              • Brand and private-label sales
                                                                                                                                • Figure 20: FDMx top brands and private-label sales of natural chunks, 2008 and 2009
                                                                                                                            • Brands vs. Private Label—Processed Slices

                                                                                                                              • Key points
                                                                                                                                • Processed cheese slices on the decline, despite PL growth
                                                                                                                                  • Brand and private-label sales
                                                                                                                                    • Figure 21: FDMx top brands and private-label sales of processed slices, 2008 and 2009
                                                                                                                                • Innovation and Innovators

                                                                                                                                  • Pace of new product introductions slows for 2009
                                                                                                                                    • Figure 22: Cheese new product launches, branded vs. private label, January 2005-June 2009
                                                                                                                                  • Private label’s share of new product launches stabilizes
                                                                                                                                    • Figure 23: Cheese new product launches, branded vs. private label, percentage of total cheese introductions, January 2005-June 2009
                                                                                                                                  • Fat content and kosher products among top claims for both branded and private-label products
                                                                                                                                    • Figure 24: Top claims for private-label and branded new cheese products, January 2005-June 2009
                                                                                                                                  • Kosher/lower-fat claim private-label new product introduction examples
                                                                                                                                    • Other new private-label cheese products of note
                                                                                                                                    • Cheese Buying, Brands and Private Label

                                                                                                                                      • Key points
                                                                                                                                        • Overall household usage
                                                                                                                                          • Figure 25: Household consumption of various cheeses, by type of cheese, by age and household income, February 2008-March 2009
                                                                                                                                          • Figure 26: Household consumption of various cheeses, by type of cheese, by region, marital status and presence of children, February 2008-March 2009
                                                                                                                                        • Brand vs. private-label usage
                                                                                                                                          • Natural/imported
                                                                                                                                            • Figure 27: Brands of natural/imported cheese eaten in household, by age, February 2008-March 2009
                                                                                                                                            • Figure 28: Brands of natural/imported cheese eaten in household, by household income, February 2008-March 2009
                                                                                                                                          • American/pasteurized processed
                                                                                                                                            • Figure 29: Brands of American/pasteurized processed cheese eaten in household, by age, February 2008-March 2009
                                                                                                                                            • Figure 30: Brands of American/pasteurized processed cheese eaten in household, by household income, February 2008-March 2009
                                                                                                                                          • Grated cheese (in shaker container, can or jar)
                                                                                                                                            • Figure 31: Brands of grated cheese (in shaker container, can or jar) eaten in household, by age, February 2008-March 2009
                                                                                                                                          • Household purchase of store brand cheese by fat level, form and type
                                                                                                                                            • Natural/imported cheese
                                                                                                                                              • Figure 32: Incidence of buying store brand natural/imported cheese (non-processed), by fat level, form and type, February 2008-March 2009
                                                                                                                                            • American cheese
                                                                                                                                              • Figure 33: Incidence of buying store brand American cheese, by fat level, and form, February 2008-March 2009
                                                                                                                                            • Grated cheese
                                                                                                                                              • Figure 34: Incidence of buying store brand grated cheese, by type, February 2008-March 2009
                                                                                                                                          • Personal Purchase

                                                                                                                                            • Types of cheeses bought
                                                                                                                                              • Figure 35: Types of cheeses bought for self/family in past month, by age, July 2009
                                                                                                                                              • Figure 36: Types of cheeses bought for self/family in past month, by household income, July 2009
                                                                                                                                              • Figure 37: Types of cheeses bought for self/family in past month, by presence and number of children, July 2009
                                                                                                                                            • Store brand cheese bought
                                                                                                                                              • Figure 38: Store brand cheese bought for self/family in past month, by age, July 2009
                                                                                                                                              • Figure 39: Store brand cheese bought for self/family in past month, by household income, July 2009
                                                                                                                                              • Figure 40: Store brand cheese bought for self/family in past month, by presence and number of children, July 2009
                                                                                                                                          • Factors Impacting Purchase and Attitudes Towards Private-label Cheese

                                                                                                                                            • The purchase process
                                                                                                                                              • Figure 41: Factors impacting brand choice when buying cheese, by type of cheese (part 1), July 2009
                                                                                                                                              • Figure 42: Factors impacting brand choice when buying cheese, by type of cheese (part 2), July 2009
                                                                                                                                            • Attitudes towards purchasing store brand cheese
                                                                                                                                              • Figure 43: Attitudes towards purchasing store brand cheese, by gender and age, July 2009
                                                                                                                                              • Figure 44: Attitudes towards purchasing store brand cheese, by household income, July 2009
                                                                                                                                              • Figure 45: Attitudes towards purchasing store brand cheese, by presence and number of children in household, July 2009
                                                                                                                                            • Attitudes towards quality of store brand cheese
                                                                                                                                              • Figure 46: Attitudes towards quality of store brand cheese, by gender and age, July 2009
                                                                                                                                              • Figure 47: Attitudes towards quality of store brand cheese, by household income, July 2009
                                                                                                                                              • Figure 48: Attitudes towards quality of store brand cheese, by presence and number of children in household, July 2009
                                                                                                                                          • Reasons for Not Buying Store Brand Cheese

                                                                                                                                              • Figure 49: Reasons for not buying store brand cheese, by gender and age, July 2009
                                                                                                                                              • Figure 50: Reasons for not buying store brand cheese, by household income, July 2009
                                                                                                                                              • Figure 51: Reasons for not buying store brand cheese, by presence and number of children in household, July 2009
                                                                                                                                          • Impact of Race/Hispanic Origin

                                                                                                                                            • Overall household usage
                                                                                                                                              • Figure 52: Household consumption of various cheeses, by type of cheese, by race/Hispanic origin and language spoken at home, February 2008-March 2009
                                                                                                                                            • Overall household brand usage
                                                                                                                                              • Figure 53: Brands of natural/imported cheese eaten in household, by race/Hispanic origin, February 2008-March 2009
                                                                                                                                              • Figure 54: Brands of natural/imported cheese eaten in household—Hispanics, by language spoken in the home, February 2008-March 2009
                                                                                                                                              • Figure 55: Brands of American/pasteurized processed cheese eaten in household, by race/Hispanic origin, February 2008-March 2009
                                                                                                                                              • Figure 56: Brands of American/pasteurized processed cheese eaten in household—Hispanics, by language spoken at home, February 2008-March 2009
                                                                                                                                              • Figure 57: Brands of grated cheese (in shaker container, can or jar) eaten in household, by race/Hispanic origin, February 2008-March 2009
                                                                                                                                            • Personal purchase
                                                                                                                                              • Figure 58: Types of cheeses bought for self/family in past month, by race/Hispanic origin, July 2009
                                                                                                                                              • Figure 59: Store brand cheese bought for self/family in past month, by race/Hispanic origin, July 2009
                                                                                                                                            • Attitudes towards purchasing, quality, and reasons for not buying store brand cheese
                                                                                                                                              • Figure 60: Attitudes towards purchasing store brand cheese, by race/Hispanic origin, July 2009
                                                                                                                                              • Figure 61: Attitudes towards quality of store brand cheese, by race/Hispanic origin, July 2009
                                                                                                                                              • Figure 62: Reasons for not buying store brand cheese, by race/Hispanic origin, July 2009
                                                                                                                                          • Custom Consumer Groups

                                                                                                                                                • Figure 63: Satisfaction level and factors influencing cheese-buying decisions, by gender and age, July 2009
                                                                                                                                                • Figure 64: Satisfaction level and factors influencing cheese-buying decisions, by household income, July 2009
                                                                                                                                                • Figure 65: Satisfaction level and factors influencing cheese-buying decisions, by race, July 2009
                                                                                                                                                • Figure 66: Satisfaction level and factors influencing cheese-buying decisions, by marital status, July 2009
                                                                                                                                                • Figure 67: Satisfaction level and factors influencing cheese-buying decisions, by household size, July 2009
                                                                                                                                                • Figure 68: Satisfaction level and factors influencing cheese-buying decisions, by employment, July 2009
                                                                                                                                            • Cluster Analysis

                                                                                                                                                • Discontented private-label critics
                                                                                                                                                  • Private-label minimalists
                                                                                                                                                    • Influenceable cheese-heads
                                                                                                                                                      • Characteristic tables
                                                                                                                                                        • Figure 69: Private-label cheese buyer clusters, July 2009
                                                                                                                                                        • Figure 70: Types of cheeses bought for self/family in past month, by private-label cheese buyer clusters, July 2009
                                                                                                                                                        • Figure 71: Attitudes towards quality of store brand cheese, by private-label cheese buyer clusters, July 2009
                                                                                                                                                        • Figure 72: Satisfaction level and factors influencing cheese-buying decisions, by private-label cheese buyer clusters, July 2009
                                                                                                                                                      • Cluster demographics
                                                                                                                                                        • Figure 73: Private-label cheese buyer clusters, by gender, July 2009
                                                                                                                                                        • Figure 74: Private-label cheese buyer clusters, by age, July 2009
                                                                                                                                                        • Figure 75: Private-label cheese buyer clusters, by household income, July 2009
                                                                                                                                                        • Figure 76: Private-label cheese buyer clusters, by race, July 2009
                                                                                                                                                        • Figure 77: Private-label cheese buyer clusters, by Hispanic origin, July 2009
                                                                                                                                                      • Cluster methodology
                                                                                                                                                      • Appendix: Trade Associations

                                                                                                                                                        Companies Covered

                                                                                                                                                        • Aldi (USA)
                                                                                                                                                        • American Cheese Society
                                                                                                                                                        • BelGioioso Cheese, Inc.
                                                                                                                                                        • Cabot Creamery Cooperative, Inc.
                                                                                                                                                        • Cheese Importers Association of America
                                                                                                                                                        • Greenfield Online
                                                                                                                                                        • International Dairy Foods Association
                                                                                                                                                        • Kraft Foods Inc. (U.S.A.)
                                                                                                                                                        • Lactalis USA
                                                                                                                                                        • Land O'Lakes Inc.
                                                                                                                                                        • National Cheese Institute
                                                                                                                                                        • National Institute of Diabetes and Digestive and Kidney Diseases (NIDDK)
                                                                                                                                                        • National Institutes of Health
                                                                                                                                                        • Private Label Manufacturers Association (PLMA)
                                                                                                                                                        • Sargento Foods Inc.
                                                                                                                                                        • The Kroger Co.
                                                                                                                                                        • Tillamook County Creamery Association
                                                                                                                                                        • U.S. Bureau of Labor Statistics
                                                                                                                                                        • U.S. Department of Agriculture
                                                                                                                                                        • Walmart Stores (USA)

                                                                                                                                                        Private Label Natural and Processed Cheese - US - October 2009

                                                                                                                                                        US $3,995.00 (Excl.Tax)