Cheese remains a staple in US households, experiencing slow but steady growth, and is expected to reach $36bn in sales by 2029. Younger consumers are keen to explore alternative cheese varieties beyond the classic options, as they are more open to trying new foods in general. This group tends to consume cheese more frequently, viewing it as an affordable everyday treat with health benefits like protein. In contrast, older consumers are generally more conservative, often reserving cheese for specific occasions. Emphasizing cheese’s health benefits, flavor and ability to enhance meals can encourage more frequent consumption across generations and other demographics.
Interest in cheese innovation reflects modern eating habits, particularly through alternative formats like snackable sizes and variety packs. This indicates that while consumers are satisfied with current offerings, they are also open to trying cheese in new ways and on different occasions. Over 30% of cheese consumers seek new ways to use cheese. Providing guidance through the cheese-buying process, along with education and expanding retail options to alternative settings, can make premium and unique cheese varieties more accessible.
This report looks at the following areas:
- Growth trends and market dynamics in the US cheese market
- Reported purchase of cheese types, varieties and formats
- Frequency of cheese occasions
- Associations and occasions of cheese formats
- Factors of importance in cheese purchase
- Interest in cheese innovation
- Consumer attitudes toward cheese
- Trends and opportunities in launch activity for cheese
Cheese is a staple in US households, but there’s room for growth by encouraging consumers to explore alternative flavors, textures and formats across occasions.
Julia Mills, Food & Drink Analyst
Market Definitions
For the purposes of this Report, Mintel has used the following definitions:
- natural cheese: includes all forms (slices, blocks, chunks, cubes, crumbles, shredded), string cheese and 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, and imitation cheese. 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
- cottage cheese
While most cheese is made from cow’s milk, cheeses made from goat’s milk and other dairy products, as well as non-dairy sources such as soy milk, also are included. Excluded from this Report are yogurt cheese, cheese sauces and cheese dips.
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Executive Summary
- What you need to know
- Cheese sales are expected to experience steady gains
- Market predictions
- What consumers want and why
- Opportunities
- Enhance the image of plant-based cheese with familiar ingredients
- Take inspiration from stripped back formulas in plant-based milk
- Graph 1: [no title]
- Get playful with unexpected textures
- Make premium cheeses more approachable through smaller sizes…
- …and pairings with unassuming foods
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Market Dynamics
- Market context
- Market drivers
- Key factors impacting cheese
- Snacking habits heighten potential for daily cheese consumption
- Graph 2: snacking motivations, 2024
- Households’ growth in finances gives cheese a boost
- Graph 3: income growth over the past 12 months, by change in financial situation, 2024
- AI enhances authenticity in non-dairy cheeses
- Shifting demographics alter cheese preferences
- Graph 4: population by race and Hispanic origin, 2018-28
- Will some cheeses face extinction?
- Market size and forecast
- Cheese will continue to remain a household staple
- Cheese sales are on a gradually rising trajectory
- Projected growth of the cheese market to reach $36bn by 2029
- Market segmentation
- Natural cheese dominates the cheese category, holding a majority of share
- Graph 5: market share of cheese, by segment, 2024
- All segments experience some level of upward movement in sales
- Graph 6: [no title]
- Cottage cheese and cream cheese anticipate highest growth rates in the upcoming couple of years
- Market share/brand share
- Private label holds nearly half of the market share, but willingness to upgrade is emerging
- Graph 7: market share of cheese, by leading companies and brands, 2024
- Top brands experience declines amidst overall category growth
- Private label leads the way, but brand success opportunities abound
- Graph 8: market share of natural cheese, by leading companies and brands, 2024
- Brands emphasizing premium production and expanded formats outpace overall sales growth
- Processed cheese brands may need a makeover to stay relevant
- Graph 9: market share of processed cheese, by leading companies and brands, 2024
- Most processed cheese brands experience sales declines
- Philadelphia leads the cream cheese market, but smaller brands have space to succeed
- Graph 10: market share of cream cheese, by leading companies and brands, 2024
- Philadelphia holds 63% of the cream cheese market
- Success of cottage cheese brands fueled by flavor innovation, diverse formats and nutritional focus
- Graph 11: market share of cottage cheese, by leading companies and brands, 2024
- Cottage cheese makes a comeback
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Consumer Insights
- Consumer fast facts
- Cheese consumption
- What you need to know
- Cheese consumption holds steady despite minor declines
- Cream cheese and domestic natural dairy top consumption
- Graph 12: types of cheese eaten in the past three months, 2023-24
- Younger consumers crave variety, older generations stick to tradition
- Graph 13: types of cheese eaten in the past three months, by generation, 2024
- Social media and cultural trends reinvigorate cheese varieties
- Highlight cheese’s role in elevating nutrition and flavor in budget-friendly meals
- Graph 14: types of cheese eaten in the past three months, by household income, 2024
- Value-driven strategies essential in attracting lower-income consumers
- Graph 15: types of cheese eaten in the past three months, by household income, 2024
- Engage female (and male) cream cheese & cottage cheese consumers through positive nutrition
- Graph 16: types of cheese eaten in the past three months, by gender, 2024
- Types of cheese consumed
- What you need to know
- Consumers remain faithful to familiar cheese varieties
- Graph 17: types of cheese eaten in the past three months, 2024
- Handhold Gen Z and Millennials through category exploration
- Graph 18: types of cheese eaten in the past three months, by generation, 2024
- Changing societal views of cheese broadens repertoires
- Graph 19: types of cheese eaten in the past three months, by age and household income, 2024
- Trends and social factors drive engagement in female cheese consumers
- Graph 20: types of cheese eaten in the past three months, by gender, 2024
- Frequency of cheese consumption
- What you need to know
- Encourage habitual cheese use through adaptability and refreshed formats
- Graph 21: frequency of cheese consumption, 2024
- Double down on cheese’s nutrition to boost consumption across generations
- Graph 22: frequency of dairy cheese consumption, by generation, 2024
- Lean into inherent health benefits to make cheese a more frequent choice
- Graph 23: percent of cheese launches by select claims, 2019-24
- Demonstrate cheese’s ability to mix up meal times in smaller households
- Graph 24: frequency of dairy cheese consumption, by household size, 2024
- Lower barriers for non-dairy cheese consumption
- Graph 25: frequency of non-dairy cheese consumption, 2024
- Drive frequency of non-dairy cheese through expanded use and formats
- Graph 26: frequency of non-dairy cheese consumption, by generation 2024
- Cheese usage occasions
- What you need to know
- Opportunities open doors for cheese formats to serve new occasions
- Center focus on the strengths of individual cheese formats
- Graph 27: usage occasions by cheese format, 2024
- Put cheese in Gen Z’s snacking consideration set
- Graph 28: cheese formats used as an “away-from-home snack,” by generation, 2024
- Shredded and sliced formats are the cooking go-to
- Graph 29: cheese formats used to “prepare a hot meal,” by generation, 2024
- Graph 30: cheese formats used to “prepare a cold meal,” by generation, 2024
- Consumers fall back on shredded and crumbled cheese to boost flavor
- Graph 31: cheese formats used to “add flavor,” by generation, 2024
- Important factors in cheese purchase
- What you need to know
- Make flavor #1 priority, let other factors serve as differentiators
- Flavor dominates purchase decisions
- Graph 32: factors of importance in cheese purchase, 2024
- Younger generations have a more balanced approach to cheese purchase
- Graph 33: factors of importance in cheese purchase, by generation, 2024
- Female consumers seek flavor in cheese to meet their needs
- Graph 34: factors of importance in cheese purchase, by gender, 2024
- Nutrition and transparency foster trust in parents
- Graph 35: factors of importance in cheese purchase, by parental status, 2024
- Interest in cheese innovation
- What you need to know
- Creative formats unlock new possibilities for cheese
- Going small with cheese formats can make a big impact
- Graph 36: interest in cheese concepts, 2024
- Older consumers play it safe with new innovation, younger consumers are more daring
- Graph 37: interest in cheese concepts, by generation, 2024
- A deep dive: Gen X likes it “cricy,” creamy and spicy
- Graph 38: interest in spicy cheese flavors, by generation, 2024
- Explore alternative formats to enhance accessibility for financially tight consumers
- Graph 39: interest in cheese concepts, by household income, 2024
- Attitudes toward cheese
- What you need to know
- Consumers are open to exploring the category, but may require some direction
- Graph 40: attitudes toward cheese, 2024
- Align cheese to “little treat” culture to attract younger consumers
- Graph 41: attitudes toward cheese, by generation, 2024
- Guide parents with a focus on cheese versatility and nutrition
- Graph 42: attitudes toward cheese, by parental status, 2024
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Innovation and Marketing strategies
- Launch activity and innovation
- Premium cheese get a snackable makeover
- Downsize cheese to upsize its convenience and usability
- Graph 43: [no title]
- Cheese packs a protein punch for snack lovers
- Graph 44: cheese launches by high/added protein claims, 2018-23
- Small changes such as flavor…
- Graph 45: [no title]
- …and size can refresh legacy brands
- Graph 46: perceptions of Kraft Ultra Thick American Cheese Slices compared to all other processed cheeses, 2017-24
- Brands seek inspiration from sophisticated tastes like bourbon and truffle
- Brands don’t shy away from big flavor
- “Cricy,” creamy and spicy, is the new “swicy”
- Brands utilize ethical and sustainability practices to future-proof cheese
- Graph 47: cheese launches by select ethical and environmental claims, 2018-23
- Marketing and advertising
- Subscriptions bring specialty cheeses to everyday consumers
- Brands give consumers a cheese education
- Out-of-the-box use ideas to expand cheese occasions
- Creative selling formats boost accessibility and enhance experience
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Appendix
- Market definition
- Consumer research questions
- Consumer research methodology
- Generations
- Abbreviations and terms
- Forecast methodology
- Forecast fan chart methodology
- Correspondence analysis methodology
- How to read a correspondence map
- The market
- Total retail sales and forecast of cheese, at inflation-adjusted prices
- Average annual household spending on cheese
- Total retail sales of cheese, by segment, at current prices
- Total retail sales and forecast of natural cheese, at current prices
- Total retail sales and forecast of natural cheese, at inflation-adjusted prices
- Value, average price and volume of natural cheese sales
- Total retail sales and forecast of processed cheese, at current prices
- Total retail sales and forecast of processed cheese, at inflation-adjusted prices
- Value, average price and volume of processed cheese sales
- Total retail sales and forecast of cream cheese/cream cheese spreads, at current prices
- Total retail sales and forecast of cream cheese/cream cheese spreads, at inflation-adjusted prices
- Value, average price and volume of cream cheese/cream cheese spreads sales
- Total retail sales and forecast of cottage cheese, at current prices
- Total retail sales and forecast of cottage cheese, at inflation-adjusted prices
- Value, average price and volume of cottage cheese sales
- Total retail sales of cheese, by channel, at current prices
- Total retail sales of cheese, by channel, at current prices, 2022 and 2024
- Supermarket sales of cheese, at current prices
- Sales of cheese through other retail channels, at current prices
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