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Description

Description

Covered in this report

Estimated at £2.78 billion in 2019, sales of cheese grew by a modest 2.2% over 2014-19. Volume sales are estimated to reach 371 million kg in 2019, this representing the first year of volume growth since 2016, inflation having subdued volumes over the last couple of years.

Cheese is a household staple, with 91% of UK adults eating cheese, 80% doing so weekly. 16-24s are less likely than average to eat cheese, although usage is still very high at 86%. Hard cheese such as cheddar continues to be the most popular type of cheese, with 73% of UK adults having bought it.

"The mature cheese market continues to manage modest sales growth. Cheese benefits from a generally healthy reputation, and for the category’s most ardent users, it manages to merge those healthy notes with a degree of indulgence. Reflecting that notion, the growth that is most pronounced is found in the natural segment, where product freshness and quality are particularly resonating. More processed segments, on the other hand, face a distinct challenge. While nascent innovation in the non-dairy space should be on brands’ radars, younger consumers express interest in dairy-free cheeses, which they perceive as better – for themselves as well as for the planet as a whole."
- William Roberts, Jr, Senior Food & Drink Analyst

This Report looks at the following areas:

  • Category edges toward commoditization
  • Health challenges impact virtually entire category
  • Dairy-free options of particular interest to younger consumers

What's included

What's included

Table of contents

Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • Key takeaways
          • Market overview
            • Figure 1: Total US sales and fan chart forecast of cheese, at current prices, 2014-24
          • The issues
            • Category edges toward commoditization
              • Health challenges impact virtually entire category
                • Figure 2: Sodium, saturated fat concerns, any agree, by Hispanic origin, by generation, August 2019
              • Dairy-free options of particular interest to younger consumers
                • Figure 3: Natural versus dairy-free cheese consumption, by age, August 2019
              • The opportunities
                • Emphasize healthy aspects of cheese among younger consumers
                  • Figure 4: Opinions of cheese’s protein and calcium content, by gender, by age, August 2019
                • Emphasizing eco-friendly and sustainable practices
                  • Figure 5: Sustainability and cheese, any agree, by age, August 2019
                • Novel flavor/varieties could resonate with Hispanic consumers
                  • Figure 6: Select cheese varieties consumed, by Hispanic origin, by generation, August 2019
              • The Market – What You Need to Know

                • Cheese shows signs of maturation
                  • Natural cheese sees growth, as other segments falter
                    • Cheese's wide appeal
                    • Market Size and Forecast

                      • Extremely slow growth borders on stagnation
                        • Figure 7: Total US sales and fan chart forecast of cheese, at current prices, 2014-24
                        • Figure 8: Total US retail sales and forecast of cheese, at current prices, 2014-24
                    • Market Breakdown

                      • Modest gains for natural cheese, stagnation/declines across other segments
                        • Figure 9: Sales of cheese, by segment, 2014-24
                        • Figure 10: Total US retail sales and forecast of cheese, by segment, at current prices, 2014-24
                      • “Other” retail channels make inroads into cheese sales
                        • Figure 11: Total US retail sales of cheese, by channel, at current prices, 2017 and 2019
                    • Market Perspective

                      • The gut health trend is a growing opportunity
                        • Vegan options see significant sales growth
                        • Market Factors

                          • Snacking occasion still has room to grow
                            • Figure 12: Snacking frequency, January 2015 and November 2018
                          • Cheese consumption spans generations
                            • Figure 13: Population aged18+, by age, 2013-23
                        • Key Players – What You Need to Know

                          • Private label cheese maintains significant market share
                            • White cheddar launches fare well
                              • Gut-healthy cheese challenged to overcome expensive reputation
                                • Dairy-free grows, has room for more
                                • Company and Brand Sales of Cheese

                                  • Despite drop in sales, Kraft Heinz maintains market share lead among name brands
                                    • Figure 14: Sales of cheese, by company, 52 weeks ending July 14, 2019
                                    • Figure 15: Multi-outlet sales of cheese, by leading companies, rolling 52 weeks 2018 and 2019
                                • What’s Working?

                                  • Real growth in cream cheese
                                    • White cheddar introductions garnering positive consumer opinions
                                      • Figure 16: White cheddar cheese launches in the US, 2017-19*
                                      • Figure 17: Purchase attributes, white cheddar launches versus cheese launches in the US overall, 2017-19
                                  • What’s Struggling?

                                    • Cottage cheese fails to leverage health potential
                                    • What to Watch

                                      • Gut-healthy cheese opportunity but an expensive perception
                                          • Figure 18: Cheese launches in the US with prebiotics or probiotics, 2016-19
                                          • Figure 19: Analysis of consumer opinions of prebiotic/probiotic cheeses, versus all cheeses launched in the US, 2017-19
                                        • Plant-based cheese will move beyond vegan claims
                                          • Figure 20: Vegan/vegetarian cheese launches in the US, by claim, 2016-19
                                        • Environmental benefits will reframe dairy-free
                                        • Consumer – What You Need to Know

                                          • Cheese consumption widespread, but somewhat stagnant overall
                                            • Dairy-free playing significant role among younger consumers
                                              • Snack occasion well positioned for growth
                                                • Expand purchase by increasing usage potential
                                                  • Driving cheese purchase with multiple attributes
                                                    • Cheese's healthy benefits resonate with consumers
                                                      • Snack sizes could introduce novel flavors/varieties
                                                        • Sustainability and younger consumers
                                                        • Cheese Consumption

                                                          • Widespread cheese usage
                                                            • Figure 21: Cheese consumption, August 2019
                                                          • Traditional options broadly resonate, while dairy-free lures a fifth of younger
                                                            • Figure 22: Cheese consumption, by age, August 2019
                                                          • Parents, especially fathers, consume a broader repertoire of cheeses
                                                            • Figure 23: Cheese consumption, by parental status, by gender, August 2019
                                                        • Cheese Consumption Frequency

                                                          • Consumption frequency shows dairy-free dedication
                                                            • Figure 24: Cheese consumption frequency, August 2019
                                                          • Young men are the most engaged and diversified targets
                                                            • Figure 25: Cheese consumption frequency, by gender, by age, August 2019
                                                        • Cheese Varieties Consumed

                                                          • Cheddar remains most popular, followed by mozzarella and Parmesan
                                                            • Figure 26: Cheese varieties consumed, August 2019
                                                          • Higher-income households reach for a mix of mainstream and distinct cheeses
                                                            • Figure 27: Cheese varieties consumed, by household income, August 2019
                                                          • Hispanic Millennials enjoy a broad cheese repertoire
                                                            • Figure 28: Cheese varieties consumed, by Hispanic origin, by generation, August 2019
                                                        • Consumption by Format

                                                          • Format tied to ultimate usage
                                                            • Figure 29: Cheese consumption by format, August 2019
                                                          • Convenience products resonate with younger adults
                                                            • Figure 30: Cheese consumption by format, by age, August 2019
                                                        • Cheese Usage

                                                          • Expanding usage occasions
                                                            • Figure 31: Cheese usage, August 2019
                                                          • Usages vary by age
                                                            • Figure 32: Cheese usage, by gender, by age, August 2019
                                                          • Cheese snackers seek bolder flavors, clean nutrition
                                                            • Figure 33: Cheese considerations, by cheese usage occasions, August 2019
                                                        • Attributes Associated with Cheese

                                                          • Health factors prove a key driver for cheese
                                                            • Figure 34: Cheese attributes, August 2019
                                                          • Young men less cognizant of nutritional benefits
                                                            • Figure 35: Cheese attributes, by gender, by age, August 2019
                                                          • Cheese enthusiasts embrace both the healthy and indulgent sides
                                                            • Figure 36: Cheese attributes, by repertoire of usage occasions, August 2019
                                                          • All cheese types have strong ties to healthy snacking
                                                            • Figure 37: Cheese attributes, by cheese consumption, August 2019
                                                        • Cheese Choice Drivers

                                                          • Brands resonate, with a lesser role for health and flavor
                                                            • Figure 38: Drivers of cheese consumption, August 2019
                                                          • Cheese type dictates the importance of brand
                                                            • Figure 39: Cheese considerations, by cheese consumption, August 2019
                                                          • Multiple drivers in unison to widen cheese’s appeal
                                                            • Figure 40: TURF – Drivers of cheese choice, August 2019
                                                        • Health and Cheese

                                                          • Health benefits may counter health concerns
                                                            • Figure 41: Health perceptions of cheese, August 2019
                                                          • Younger consumers altruistic dairy concerns could have longer term impact
                                                            • Figure 42: Health opinions of cheese, any agree, by age, August 2019
                                                          • Hispanics more likely concerned about dairy and to turn to dairy-free
                                                            • Figure 43: Health opinions of cheese, any agree, by Hispanic origin, by generation, August 2019
                                                        • Specific Health Attributes of Cheese

                                                          • Protein plays a big role in cheese’s healthy reputation
                                                            • Figure 44: Opinions of certain healthy aspects associated with cheese, August 2019
                                                          • Cheese’s saturated fat of distinct concern to Black consumers
                                                            • Figure 45: Opinions of certain healthy aspects associated with cheese, any agree, by race, August 2019
                                                          • Health concerns also among Hispanic Millennials
                                                            • Figure 46: Opinions of certain healthy aspects associated with cheese, any agree, by Hispanic origin, by generation, August 2019
                                                        • Cheese Use Attitudes

                                                          • Consumers looking for portability and new ways to enjoy
                                                            • Figure 47: Using cheese, August 2019
                                                          • Parents seek convenient and diverse snack options
                                                            • Figure 48: Using cheese, any agree, by parental status, August 2019
                                                        • Sustainability and Cheese

                                                          • Environmental concerns about dairy not at the forefront for consumers
                                                            • Figure 49: Sustainability and cheese, August 2019
                                                          • The stage is set for eco-friendly consumers to grow
                                                            • Figure 50: Sustainability and cheese, any agree, by age, August 2019
                                                          • Sustainable messaging resonating with Hispanic consumers
                                                            • Figure 51: Sustainability and cheese, any agree, by Hispanic origin, by generation, August 2019
                                                        • Cheese by Food and Drink Consumer Segmentation

                                                          • Food and drink consumer segmentation
                                                              • Figure 52: Food/drink consumer segmentation of cheese, August 2019
                                                            • Driving Quality Seekers with freshness and flavor
                                                              • Figure 53: Health-related opinions of cheese, by food/drink consumer segmentation, August 2019
                                                            • Adventure Eaters seek unique experiences
                                                              • Figure 54: Drivers of cheese consumption, by food/drink consumer segmentation, August 2019
                                                            • Convenience motivates Time Savers
                                                              • Figure 55: Single-serve cheese packaging as a driver, by food/drink consumer segmentation, August 2019
                                                            • Value Chasers could expand their usage occasions
                                                              • Figure 56: Cheese usage, by food/drink consumer segmentation, August 2019
                                                          • Appendix – Data Sources and Abbreviations

                                                            • Data sources
                                                              • Sales data
                                                                • Fan chart forecast
                                                                  • Consumer survey data
                                                                    • Abbreviations and terms
                                                                      • Abbreviations
                                                                      • Appendix – The Market

                                                                          • Figure 57: Total US sales and forecast of cheese, at inflation-adjusted prices, 2014-24
                                                                          • Figure 58: Total US retail sales and forecast of cheese, by segment, at current prices, 2014-24
                                                                          • Figure 59: Total US retail sales of cheese, by segment, at current prices, 2017 and 2019
                                                                          • Figure 60: Total US retail sales and forecast of natural cheese, at current prices, 2014-24
                                                                          • Figure 61: Total US retail sales and forecast of natural cheese, at inflation-adjusted prices, 2014-24
                                                                          • Figure 62: Total US retail sales and forecast of processed cheese, at current prices, 2014-24
                                                                          • Figure 63: Total US retail sales and forecast of processed cheese, at inflation-adjusted prices, 2014-24
                                                                          • Figure 64: Total US retail sales and forecast of cream cheese/cream cheese spreads, at current prices, 2014-24
                                                                          • Figure 65: Total US retail sales and forecast of cream cheese/cream cheese spreads, at inflation-adjusted prices, 2014-24
                                                                          • Figure 66: Total US retail sales and forecast of cottage cheese, at current prices, 2014-24
                                                                          • Figure 67: Total US retail sales and forecast of cottage cheese, at inflation-adjusted prices, 2014-24
                                                                      • Appendix – Retail Channels

                                                                          • Figure 68: Total US retail sales of cheese, by channel, at current prices, 2014-19
                                                                          • Figure 69: US supermarket sales of cheese, at current prices, 2014-19
                                                                          • Figure 70: US sales of cheese through other retail channels, at current prices, 2014-19
                                                                      • Appendix – Key Players

                                                                          • Figure 71: Multi-outlet sales of cheese, by leading companies, rolling 52 weeks 2018 and 2019
                                                                          • Figure 72: Multi-outlet sales of natural cheese, by leading companies and brands, rolling 52 weeks 2018 and 2019
                                                                          • Figure 73: Multi-outlet sales of processed cheese, by leading companies and brands, rolling 52 weeks 2018 and 2019
                                                                          • Figure 74: Multi-outlet sales of cream cheese/spreads, by leading companies and brands, rolling 52 weeks 2018 and 2019
                                                                          • Figure 75: Multi-outlet sales of cottage cheese, by leading companies and brands, rolling 52 weeks 2018 and 2019

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