Cheese - US - June 2012
The cheese market, which didn’t fare well during the economic downturn, turned a corner in 2011 with a sales increase of 6.1%, reaching total U.S. retail sales of $18.9 billion. Sales continue to increase in 2012, not only for private label (which benefited most in the sagging economy as consumers traded down) but also for national brands, and particularly brand leader Kraft. With a rise in input costs, Kraft had to raise its cheese prices, which may account for much of its growth, however.
Consumers’ taste for cheese extends beyond the lures of brand promotions to issues that interest them, such as better-for-you (BFY) products, interesting flavors, and support for sustainable, and thus local, artisan cheeses. Manufacturers and marketers that can align themselves with the interests of consumers will grow their businesses and the category.
This report examines current market trends, industry best practices, and recent consumer thinking from Mintel’s exclusive consumer research, segment insights, and the activities of brand leaders. The analysis provided will help manufacturers, marketers, and retailers determine the best paths to build sales and position themselves as relevant to the market.
- Which factors may hinder the market and how to overcome them
- Which consumer demographics are under-users and how to capture their interest
- How brands can compete with lower-priced private-label offerings
- How private label can extend value beyond price
- Which product claims resonate with consumers and which don’t
- What consumers think of BFY products
- What motivates consumers to buy a particular cheese
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