Cheese - US - June 2012
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- June 2012
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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.
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