The U.S. Cheese Market
Jun 1, 2002
390 Pages - Pub ID: LA732562
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  1. Executive Summary
    Scope And Methodology
    • Scope Of Report
    • Report Methodology

    The Products
    • Cheese Manufacturing
    • Three Primary Categories
    • Reduced-Fat Cheeses
    • The “American” Tradition
    • Gourmet And Specialty Cheese
    • Diverse Regulatory Market
    • Packaging And Convenience

    The Market
    • U.S. Cheese Production And Consumption At 3.9 Million Tons
    • Retail Market At $11.1 Billion In 2001
    • Table 1-1: U.S. Retail Sales Of Cheese By Category, 1997-2006 (Dollars): Natural, Processed, Imitation
    • Supermarket Sales At $8.9 Billion
    • Breakdown Of Supermarket Sales
    • Consumption On Upward Track
    • Retail Sales To Reach $14.1 Billion By 2006

    The Marketers
    • Four Tiers Of Marketers
    • Figure 1-1: Share Of U.S. Supermarket Sales Of Cheese: Kraft, Private Label, And Other Marketers, 1997 Vs. 2001 (Percent)
    • Private Label At 36% Of Natural Cheese Sales
    • Kraft At 55% Of Processed Cheese
    • Galaxy At 65% Of Imitation Cheese
    • The Kraft Plateau

    Marketing And Retail Dynamics
    • The Power Of Association
    • Targeting The Hispanic Community
    • 388 New Skus In 2001
    • $140 Million In Advertising Expenditures
    • Skew To Value-Added Products
    • Supermarkets At 81% Of Sales
    • Supercenter Competition
    • Getting Direct

    The Consumer
    • 79% Penetration Level For American Cheese
    • Figure 1-2: Household Usage Rates For Selected Cheese Types, 2001 (Percent): 6 Classifications
    • Basic Consumer Patterns
    • Demographic Overview For American Cheese
    • Demographic Overview For Natural Cheese
  2. The Products
    Introduction
    • Scope Of Market
    • The Discovery Of Cheese
    • Cheese And The Continent
    • Cheese In America
    • Cheese And The 20th Century
    • Cheese Manufacturing: Still Curds And Whey
    • Variables In Manufacturing
    • Varieties Of Milk

    Classifications Of Cheese
    • Three Primary Categories
    • Natural Cheese
    • Soft Cheese
    • Semisoft Cheese
    • Hard Or Firm Cheese
    • Very Hard Or Grating Cheese
    • The Blue Cheeses
    • Processed Cheese
    • Processed Cheese Food
    • Processed Cheese Spread
    • Cold Pack Cheese
    • Cheese Product
    • Imitation Cheese
    • Reduced-Fat Cheese: Labels For Less
    • Classification By Process
    • Curd Particles Matted
    • Curd Particles Separate
    • Bacteria Ripened Throughout Interior
    • Prolonged Curing Period
    • Pasta Filata
    • Mold Ripened Throughout Interior
    • Surface Ripened By Bacteria And Yeasts
    • Surface Ripened By Mold
    • Curd Coagulated By Acid
    • Whey Cheeses Coagulated By Acid And Heat
    • Taking The Cure
    • Seasonal Cheeses

    Cheese Heritage And Pedigree
    • The “American” Tradition
    • The Artisan Alternative
    • South Of The Border Influence
    • Old Country Tradition
    • Gourmet And Specialty Cheese

    The Regulatory Environment
    • Diverse Regulatory Market
    • Import Quotas And Duties
    • Role Of Fda And Usda
    • The Fda And Food Standards
    • Dairy Price Support Programs
    • Soft Cheese Advisory
    • Raw Milk Controversy
    • Filtered Milk Controversy
    • From Niche To National: Usda Organic Standards
    • Rbgh And Gmos

    Packaging And Labeling
    • Packaging Basics
    • Added Convenience
    • Other Packaging Priorities
    • Most Cheese Requires Refrigeration
  3. The Market
    • Figure 3-1: U.S. Retail Sales Of Cheese, 1997-2001 (Dollars)

    Market Size And Growth
    • U.S. Cheese Production And Consumption At 3.9 Million Tons
    • Table 3-1: U.S. Production Of Cheese, 1997-2002 (Metric Tons)
    • Table 3-2: U.S. Consumption Of Cheese, 1997-2002 (Metric Tons)
    • Per Capita Consumption Of Natural Cheese At 32.5 Pounds
    • Table 3-3: U.S. Per Capita Consumption Of Cheese, 1990-2000 (Pounds)
    • Retail Market At $11.1 Billion In 2001
    • Table 3-4: U.S. Retail Sales Of Cheese, 1997-2001 (Dollars)
    • Natural Cheese Category At $8.2 Billion
    • Table 3-5: U.S. Retail Sales Of Cheese By Category, 1997 Vs. 2001 (Dollars): Natural, Processed, Imitation
    • Supermarket Sales At $8.9 Billion
    • Supermarket Sales Of Natural Cheese At $6.5 Billion
    • Table 3-6: U.S. Supermarket Sales Of Cheese By Product Category, 1997-2001 (Dollars): Natural, Processed, Imitation
    • Cheese Imports At $686 Million
    • Table 3-7: U.S. Imports And Exports Of Cheese, 1997-2001 (Metric Tons)

    Market Composition
    • 99.5% Of Cheese Volume Is Domestic
    • Wisconsin At 24% Of U.S. Cheese Production
    • Table 3-8: Top Five Cheese-Manufacturing States By Volume, 1996-2000 (Pounds): Wisconsin, California, New York, Minnesota, Idaho
    • Figure 3-2: Top Cheese-Producing States By Share Of U.S. Production, 2000 (Percent): Wisconsin, California, New York, Minnesota, Idaho, Other
    • Domestic-Style Natural Cheeses At 39% Of Consumption
    • Figure 3-3: Share Of U.S. Per Capita Consumption By Class Of Natural Cheese, 2000 (Percent): 4 Classes, Other
    • Cheddar Leads In Consumption At 10 Pounds
    • Table 3-9: U.S. Per Capita Consumption Of Natural Cheese By Variety, 1990 Vs. 2000 (Pounds): 13 Varieties
    • Branded Cheese At 68% Of Supermarket Sales
    • Figure 3-4: U.S. Supermarket Sales Of Cheese: Branded Vs. Private-Label Shares, 1997 Vs. 2001 (Percent)
    • Full-Fat Cheese At 82% Of Market
    • Natural Cheese At 74% Of Retail Sales
    • Figure 3-5: Share Of U.S. Retail Sales Of Cheese By Product Category, 1997 Vs. 2001 (Percent): 3 Product Categories
    • Processed Cheese At 27% Share In Supermarkets
    • Figure 3-6: Share Of U.S. Supermarket Sales Of Cheese By Product Category, 2001 (Percent): 3 Product Categories
    • Chunk Cheese At 32% Of Sales
    • Chunk/Sliced Natural Cheese At 29% Of Sales
    • Table 3-10: Share Of U.S. Supermarket Sales Of Cheese By Product Type, 1997 Vs. 2001 (Percent): 13 Product Types
    • Shredded Cheese At 19% Of Sales
    • Cheddar At 28% Of Natural Cheese Sales
    • Supermarkets Corner 81% Of Retail Market
    • Figure 3-7: Share Of U.S. Cheese Sales By Retail Channel, 2001 (Percent): Supermarkets, Supercenters, Other
    • 30% Of Cheese Consumers Are Daily Users
    • 85% Of Southern Households Use American Cheese
    • Table 3-11: Regionality Of Purchasing By Cheese Type, 2001 (Percent): South, Midwest, Northeast, West
    • African-Americans And Hispanics Are Prime Consumers
    • Table 3-12: Household Usage Of Cheese By Race/Ethnicity: American Vs. Natural, 2001 (Percent): White/Not Hispanic, Black, Spanish/Hispanic, Asian
    • Key Age Bracket Is 35-44
    • Table 3-13: Household Usage Of Cheese By Adult Age Bracket: American Vs. Natural, 2001 (Percent)
    • Children And Cheese Consumption
    • Table 3-14: Household Usage Of Cheese By Household Size: American Vs. Natural, 2001 (Percent): One, Two, Three-Four, Five Or More
    • Table 3-15: Household Usage Of Cheese By Age Of Children: American Vs. Natural, 2001 (Percent): From Under 2 To 17

    Factors To Market Growth
    • Consumption On Upward Track
    • Keeping The Message On Cheese
    • Hispanics In The Spotlight
    • Feeding The New Product Stream
    • Natural Cheese At Center Stage
    • Sales Growth In Snack And Kids’ Cheeses
    • The Specialty Cheese Revolution
    • Sales Growth In Flavored Cheese
    • Eyeing The Gift Food Industry
    • 20%-Plus Growth For Organics
    • Mixed Prospects For Reduced-Fat And Other Alternatives
    • Flat Horizon For American Cheese
    • Mixed Blessings From Private Label
    • Figure 3-8: Projected U.S. Retail Sales Of Cheese, 2001-2006 (Dollars)

    Projected Market Growth
    • Retail Sales To Reach $14.1 Billion By 2006
    • Table 3-16: Projected U.S. Retail Sales Of Cheese, 2001-2006 (Dollars)
    • Natural Cheese At $10.9 Billion In 2006
    • Table 3-17: Projected U.S. Sales Of Cheese By Product Category, 2001-2006 (Dollars): Natural, Processed, Imitation
  4. The Marketers
    Marketer Overview
    • Marketers Widely Varied
    • Kraft And Private Label
    • The Second Tier
    • The Third Tier
    • Smaller And Specialized Marketers
    • Table 4-1: The U.S. Market For Cheese: Selected Marketers And Brands

    Marketer Shares
    • Kraft And Private Label Combine For 70% Share
    • Figure 4-1: Share Of U.S. Supermarket Sales Of Cheese: Kraft, Private Label, And Other Marketers, 1997 Vs. 2001 (Percent)
    • Kraft Leads With 38% Share
    • Private Label A Strong Second
    • Second-Tier Marketers
    • Private Label At 36% Of Natural Cheese Sales
    • Kraft At 55% Of Processed Cheese
    • Galaxy At 65% Of Imitation Cheese
    • Table 4-2: Top U.S. Marketers Of Cheese By Supermarket Sales, 2001 (Percent And Dollars): 17 Marketers, Private Label, Other
    • Table 4-3: Top U.S. Marketers Of Natural Cheese By Supermarket Sales, 2001 (Percent And Dollars): 14 Marketers, Private Label, Other
    • Table 4-4: Top U.S. Marketers Of Natural (Not Shredded) Cheese By Supermarket Sales, 2001 (Percent And Dollars): 19 Marketers, Private Label
    • Table 4-5: Top U.S. Marketers Of Shredded Natural Cheese By Supermarket Sales, 2001 (Percent And Dollars): 6 Marketers, Private Label
    • Table 4-6: Top U.S. Marketers Of Cottage Cheese By Supermarket Sales, 2001 (Percent And Dollars): 7 Marketers, Private Label
    • Table 4-7: Top U.S. Marketers Of Cream Cheese By Supermarket Sales, 2001 (Percent And Dollars): 2 Marketers, Private Label
    • Table 4-8: Top U.S. Marketers Of Shelf-Stable Grated Cheese By Supermarket Sales, 2001 (Percent And Dollars): 5 Marketers, Private Label
    • Table 4-9: Top U.S. Marketers Of Ricotta Cheese By Supermarket Sales, 2001 (Percent And Dollars): 7 Marketers, Private Label
    • Table 4-10: Top U.S. Marketers Of Refrigerated Grated Cheese By Supermarket Sales, 2001 (Percent And Dollars): 10 Marketers, Private Label
    • Table 4-11: Top U.S. Marketers Of Processed Cheese By Supermarket Sales, 2001 (Percent And Dollars): 6 Marketers, Private Label, Other
    • Table 4-12: Top U.S. Marketers Of American Processed Cheese By Supermarket Sales, 2001 (Percent And Dollars): 4 Marketers, Private Label
    • Table 4-13: Top U.S. Marketers Of Other Processed Cheese By Supermarket Sales, 2001 (Percent And Dollars): 4 Marketers, Private Label
    • Table 4-14: Top U.S. Marketers Of Cheese Spreads/Balls By Supermarket Sales, 2001 (Percent And Dollars): 5 Marketers, Private Label
    • Table 4-15: Top U.S. Marketers Of Aerosol/Squeezable Cheese Spreads By Supermarket Sales, 2001 (Percent And Dollars): Kraft, Private Label
    • Table 4-16: Top U.S. Marketers Of Processed Shredded Cheese By Supermarket Sales, 2001 (Percent And Dollars): Kraft, Park Cheese, Private Label
    • Table 4-17: Top U.S. Marketers Of Imitation Cheese By Supermarket Sales, 2001 (Percent And Dollars): 2 Marketers, Private Label, Other

    The Competitive Situation
    • The Kraft Plateau
    • Private Label Comes Into Its Own
    • Consolidation And Cooperation
    • Mergers And Acquisitions In Imitation Cheese Category
    • Liquidation Of Suprema Specialties
    • Specialty Cheesemakers On The Rise

    Competitive Profile: Bel/Kaukauna Usa, Inc. (Fromageries Bel, S.A.)
    • Corporate Overview
    • Mixed Sales Results
    • Growth Through Acquisitions

    Competitive Profile: Cabot Creamery (Agri-Mark, Inc.)
    • Corporate Overview
    • The Flavor King

    Competitive Profile: Cacique Usa (Cacique, Inc.)
    • Corporate Overview
    • Product Lines
    • Distribution Concentrated To Hispanic Population
    • Settlement With Stella Foods
    • From Humble Roots To High Tech

    Competitive Profile: Crystal Farms (Michael Foods, Inc.)
    • Corporate Overview
    • The Formula: Dsd + Value Pricing
    • Sales Growth Across Segments

    Competitive Profile: Dairy Farmers Of America (Dfa)
    • Corporate Overview
    • Borden Unburdens Dairy Division
    • Borden And Beyond

    Competitive Profile: Galaxy Nutritional Foods, Inc.
    • Corporate Overview
    • Brand Lines
    • Product Introductions
    • Pizza Roots And Extensions

    Competitive Profile: Horizon Organic Dairy (Horizon Organic Holding Corp.)
    • Corporate Overview
    • Organic Options
    • “You Are What You Drink” Campaign

    Competitive Profile: Kraft Foods, Inc. (Philip Morris Cos., Inc.)
    • Corporate Overview
    • 100 Major Brands
    • American Cheese At One-Third Of Supermarket Sales
    • Figure 4-2: Supermarket Sales Of Kraft Brand Cheeses: Shares By Major Segments, 2001 (Percent): 4 Major Segments, Other
    • Decline In Cheese Sales
    • The Wal-Mart Factor
    • New Product Philosophy
    • Marketing Initiatives

    Competitive Profile: Land O’lakes, Inc.
    • Corporate Overview
    • The History Of Land O’lakes
    • Current Cheese Line-Up
    • $30 Million “Simple Goodness” Campaign

    Competitive Profile: National Dairy Holdings L.P.
    • Corporate Overview
    • History Of Heluva Good
    • Current Cheese Line-Up

    Competitive Profile: Saputo, Inc.
    • Corporate Overview
    • Growth Through Acquisitions
    • The Rise And Fall Of Estrella
    • Retail, Foodservice, And Industrial Distributors
    • Sales And Launches

    Competitive Profile: Sargento Foods, Inc.
    • Corporate Overview
    • Staking A Claim With Shredded
    • Sargento In The 1990s
    • Current Cheese Line-Up
    • Carving Out A Section For Sliced
    • A Recall To Forget
    • Slide-Rite To Spur Shredded Sales
    • Launch Of Sargento Reserve

    Competitive Profile: Sorrento Lactalis, Inc./Lactalis Usa, Inc. (Groupe Lactalis)
    • Corporate Overview
    • The Italian Connection
    • Sorrento Product Development And Marketing
    • The French Connection

    Competitive Profile: Tillamook County Creamery Association
    • Corporate Overview
    • Overview Of Operations
    • Product Line-Up
    • Tillamook For Latinos
  5. V. Marketing And Retail Dynamics
    Marketing And New Product Trends
    • The Power Of Association
    • Targeting The Hispanic Community
    • 388 New Skus In 2001
    • Resealable And Sales Growth
    • Snack Power
    • Mixing It Up
    • It’s The Flavor
    • Provenance And Pedigree
    • Accentuating The Positive
    • Beyond Cheese
    • Table 5-1: The U.S. Market For Cheese: Selected New Product Introductions, 2001-Spring 2002

    Consumer Advertising And Promotion
    • $140 Million In Advertising Expenditures
    • Kraft Advertising At $63 Million
    • $40 Million For Powering Up Cheese
    • Sargento And Land O'lakes At $7.9 Million Advertising Level
    • Cheese Ads A Feast For The Eyes
    • Skew To Value-Added Products
    • The Shape Of Snacking
    • Focus On Flavor
    • Delivering On Calcium
    • Cashing In Coupons
    • Recipes Included
    • All Together Now
    • Sweepstakes And Merchandise Offers
    • Kraft’s Meltaway And Play Promotion
    • For Women And Moms
    • For Hispanic Consumers
    • Samples Of Consumer Advertising

    Trade Advertising And Promotion
    • Trade Ads: Products On Parade
    • Trade Promotions
    • The Trade Show Arena

    Retail Trends
    • Distribution Networks
    • Supermarkets At 81% Of Sales
    • Figure 5-1: Share Of U.S. Cheese Sales By Retail Channel, 2001 (Percent): Supermarkets, Supercenters, Other
    • Cheese Buyers Average $68.59 In Category Spending
    • Supporting The Cheese Category
    • Cross-Sector Competition
    • The Name Brand Vs. Private-Label Battle
    • Supermarket Margins Average 37%
    • Average Supermarket Cheese Price At $3.43 A Pound
    • Retail Pricing: Skus And Samplers
    • Getting Direct
    • Table 5-2: Share Of U.S. Supermarket Sales Of Cheese By Product Type: Branded Vs. Private Label, 2001 (Percent): 14 Classifications
    • Table 5-3: U.S. Supermarket Average Cheese Prices Per Pound By Product Type: Overall Vs. Private Label, 2001 (Dollars): 13 Product Types
    • Table 5-4: U.S. Supermarket Cheese Pricing By Product Type: Private-Label Percentage Of Average Price, 2001 (Percent): 13 Product Types
    • Table 5-5: The U.S. Market For Cheese: Representative Retail Prices, 2002
  6. The Consumer
    Consumer Overview
    • Note On Simmons Market Research Bureau Data
    • 79% Penetration Level For American Cheese
    • Figure 6-1: Household Usage Rates For Selected Cheese Types, 2001 (Percent): 6 Classifications
    • Basic Consumer Patterns
    • Table 6-1: Demographic Characteristics Favoring Use Of Cheese By Type: American Cheese, 2001 (U.S. Households)
    • Table 6-2: Demographic Characteristics Favoring Use Of Cheese By Type: Natural Cheese, 2001 (U.S. Households)
    • Table 6-3: Demographic Characteristics Favoring Use Of Cheese By Type: Cream Cheese, 2001 (U.S. Households)
    • Table 6-4: Demographic Characteristics Favoring Use Of Cheese By Type: Grated Cheese, 2001 (U.S. Households)
    • Table 6-5: Demographic Characteristics Favoring Use Of Cheese By Type: Cottage Cheese, 2001 (U.S. Households)
    • Table 6-6: Demographic Characteristics Favoring Use Of Cheese By Type: Spreadable Cheese, 2001 (U.S. Households)

    Consumer Focus: American Cheese
    • 31% Of Households Are Heavy Users Of American Cheese
    • Figure 6-2: Household Usage Rates For American Cheese, 2001 (Percent): 5 Classifications
    • Half Of Households Prefer Individually Wrapped Slices
    • Figure 6-3: Household Usage Rates For American Cheese: By Forms Most Often Used, 2001 (Percent): 4 Classifications
    • Kraft's Main Competitor Is Private Label
    • Figure 6-4: Household Usage Rates For American Cheese: By Brands Most Often Used, 2001 (Percent): 7 Classifications
    • Table 6-7: Demographic Characteristics Favoring Heavy Use Of American Cheese, 2001 (U.S. Households)
    • Table 6-8: Demographic Characteristics Favoring Use Of American Cheese By Form Most Often Used: Individually Wrapped Slices, 2001 (U.S. Households)
    • Table 6-9: Demographic Characteristics Favoring Use Of American Cheese By Form Most Often Used: Chunk/Loaf/Block/Wedge, 2001 (U.S. Households)
    • Table 6-10: Demographic Characteristics Favoring Use Of American Cheese By Form Most Often Used: Pre-Shredded, 2001 (U.S. Households)
    • Table 6-11: Demographic Characteristics Favoring Use Of American Cheese By Form Most Often Used: Other Pre-Sliced, 2001 (U.S. Households)
    • Table 6-12: Demographic Characteristics Favoring Use Of American Cheese By Brand Most Often Used: Any Kraft, 2001 (U.S. Households)
    • Table 6-13: Demographic Characteristics Favoring Use Of American Cheese By Brand Most Often Used: Kraft Singles, 2001 (U.S. Households)
    • Table 6-14: Demographic Characteristics Favoring Use Of American Cheese By Brand Most Often Used: Kraft Deluxe, 2001 (U.S. Households)
    • Table 6-15: Demographic Characteristics Favoring Use Of American Cheese By Brand Most Often Used: Kraft Velveeta, 2001 (U.S. Households)
    • Table 6-16: Demographic Characteristics Favoring Use Of American Cheese By Brand Most Often Used: Borden, 2001 (U.S. Households)
    • Table 6-17: Demographic Characteristics Favoring Use Of American Cheese By Brand Most Often Used: Land O' Lakes, 2001 (U.S. Households)
    • Table 6-18: Demographic Characteristics Favoring Use Of American Cheese By Brand Most Often Used: Private Label, 2001 (U.S. Households)

    Consumer Focus: Natural Cheese
    • Upscale Profile For Chunk And Bulk Cheeses
    • Figure 6-5: Household Usage Rates For Natural Cheese: By Forms Most Often Used, 2001 (Percent): 8 Classifications
    • 48% Of Households Most Often Use Cheddar
    • Figure 6-6: Household Usage Rates For Natural Cheese: By Kinds Most Often Used, 2001 (Percent): 12 Classifications
    • Closer Rivalry Among Natural Cheese Brands
    • Figure 6-7: Household Usage Rates For Natural Cheese: By Brands Most Often Used, 2001 (Percent): 7 Classifications
    • Table 6-19: Demographic Characteristics Favoring Use Of Natural Cheese By Form Most Often Used: Wedge/Chunk/Stick, 2001 (U.S. Households)
    • Table 6-20: Demographic Characteristics Favoring Use Of Natural Cheese By Form Most Often Used: Pre-Shredded, 2001 (U.S. Households)
    • Table 6-21: Demographic Characteristics Favoring Use Of Natural Cheese By Form Most Often Used: Pre-Sliced, 2001 (U.S. Households)
    • Table 6-22: Demographic Characteristics Favoring Use Of Natural Cheese By Form Most Often Used: Bulk, 2001 (U.S. Households)
    • Table 6-23: Demographic Characteristics Favoring Use Of Natural Cheese By Form Most Often Used: String, 2001 (U.S. Households)
    • Table 6-24: Demographic Characteristics Favoring Use Of Natural Cheese By Form Most Often Used: Ball/Log, 2001 (U.S. Households)
    • Table 6-25: Demographic Characteristics Favoring Use Of Natural Cheese By Form Most Often Used: Round, 2001 (U.S. Households)
    • Table 6-26: Demographic Characteristics Favoring Use Of Natural Cheese By Form Most Often Used: Miniature Waxed/Wrapped, 2001 (U.S. Households)
    • Table 6-27: Demographic Characteristics Favoring Use Of Natural Cheese By Kind Most Often Used: Cheddar, 2001 (U.S. Households)
    • Table 6-28: Demographic Characteristics Favoring Use Of Natural Cheese By Kind Most Often Used: Mozzarella, 2001 (U.S. Households)
    • Table 6-29: Demographic Characteristics Favoring Use Of Natural Cheese By Kind Most Often Used: Swiss, 2001 (U.S. Households)
    • Table 6-30: Demographic Characteristics Favoring Use Of Natural Cheese By Kind Most Often Used: Colby, 2001 (U.S. Households)
    • Table 6-31: Demographic Characteristics Favoring Use Of Natural Cheese By Kind Most Often Used: Monterey Jack, 2001 (U.S. Households)
    • Table 6-32: Demographic Characteristics Favoring Use Of Natural Cheese By Kind Most Often Used: Ricotta, 2001 (U.S. Households)
    • Table 6-33: Demographic Characteristics Favoring Use Of Natural Cheese By Kind Most Often Used: Blue Cheese, 2001 (U.S. Households)
    • Table 6-34: Demographic Characteristics Favoring Use Of Natural Cheese By Kind Most Often Used: Muenster, 2001 (U.S. Households)
    • Table 6-35: Demographic Characteristics Favoring Use Of Natural Cheese By Kind Most Often Used: Provolone, 2001 (U.S. Households)
    • Table 6-36: Demographic Characteristics Favoring Use Of Natural Cheese By Kind Most Often Used: Brie/Camembert, 2001 (U.S. Households)
    • Table 6-37: Demographic Characteristics Favoring Use Of Natural Cheese By Kind Most Often Used: Gouda, 2001 (U.S. Households)
    • Table 6-38: Demographic Characteristics Favoring Use Of Natural Cheese By Kind Most Often Used: Havarti, 2001 (U.S. Households)
    • Table 6-39: Demographic Characteristics Favoring Use Of Natural Cheese By Brand Most Often Used: Kraft, 2001 (U.S. Households)
    • Table 6-40: Demographic Characteristics Favoring Use Of Natural Cheese By Brand Most Often Used: Cracker Barrel, 2001 (U.S. Households)
    • Table 6-41: Demographic Characteristics Favoring Use Of Natural Cheese By Brand Most Often Used: Sargento, 2001 (U.S. Households)
    • Table 6-42: Demographic Characteristics Favoring Use Of Natural Cheese By Brand Most Often Used: Land O’lakes, 2001 (U.S. Households)
    • Table 6-43: Demographic Characteristics Favoring Use Of Natural Cheese By Brand Most Often Used: Sorrento, 2001 (U.S. Households)
    • Table 6-44: Demographic Characteristics Favoring Use Of Natural Cheese By Brand Most Often Used: Polly-O, 2001 (U.S. Households)
    • Table 6-45: Demographic Characteristics Favoring Use Of Natural Cheese By Brand Most Often Used: Heluva Good, 2001 (U.S. Households)

    Consumer Focus: Cream Cheese
    • 21% Of Households Are Heavy Users Of Cream Cheese
    • Figure 6-8: Household Usage Rates For Cream Cheese, 2001 (Percent): 3 Classifications
    • Senior Skew For Brick Cream Cheese
    • Figure 6-9: Household Usage Rates For Cream Cheese: By Forms Most Often Used, 2001 (Percent): 3classifications
    • Regular Remains Favorite Over Reduced-Fat
    • Figure 6-10: Household Usage Rates For Cream Cheese: By Variety Most Often Used, 2001 (Percent): 4 Classifications
    • Philadelphia Vs. Private Label
    • Figure 6-11: Household Usage Rates For Cream Cheese: By Brands Most Often Used, 2001 (Percent): 2 Classifications
    • Table 6-46: Demographic Characteristics Favoring Heavy Use Of Cream Cheese, 2001 (U.S. Households)
    • Table 6-47: Demographic Characteristics Favoring Use Of Cream Cheese By Form Most Often Used: Brick, 2001 (U.S. Households)
    • Table 6-48: Demographic Characteristics Favoring Use Of Cream Cheese By Form Most Often Used: Soft, 2001 (U.S. Households)
    • Table 6-49: Demographic Characteristics Favoring Use Of Cream Cheese By Form Most Often Used: Whipped, 2001 (U.S. Households)
    • Table 6-50: Demographic Characteristics Favoring Use Of Cream Cheese By Variety Most Often Used: Regular, 2001 (U.S. Households)
    • Table 6-51: Demographic Characteristics Favoring Use Of Cream Cheese By Variety Most Often Used: Light/Low-Calorie, 2001 (U.S. Households)
    • Table 6-52: Demographic Characteristics Favoring Use Of Cream Cheese By Variety Most Often Used: Fat-Free, 2001 (U.S. Households)
    • Table 6-53: Demographic Characteristics Favoring Use Of Cream Cheese By Variety Most Often Used: Flavored, 2001 (U.S. Households)
    • Table 6-54: Demographic Characteristics Favoring Use Of Cream Cheese By Brand Most Often Used: Philadelphia, 2001 (U.S. Households)
    • Table 6-55: Demographic Characteristics Favoring Use Of Cream Cheese By Brand Most Often Used: Private Label, 2001 (U.S. Households)

    Consumer Focus: Grated Cheese
    • 39% Of Households Are Light Users Of Grated Cheese
    • Figure 6-12: Household Usage Rates For Grated Cheese, 2001 (Percent): 5 Classifications
    • 9 Out Of 10 Prefer Parmesan
    • Figure 6-13: Household Usage Rates For Grated Cheese: By Varieties Most Often Used, 2001 (Percent): 3 Classifications
    • 2 Out Of 3 Choose Kraft
    • Figure 6-14: Household Usage Rates For Grated Cheese: By Brands Most Often Used, 2001 (Percent): 7 Classifications
    • Table 6-56: Demographic Characteristics Favoring Heavy Use Of Grated Cheese, 2001 (U.S. Households)
    • Table 6-57: Demographic Characteristics Favoring Use Of Grated Cheese By Variety Most Often Used: Parmesan, 2001 (U.S. Households)
    • Table 6-58: Demographic Characteristics Favoring Use Of Grated Cheese By Variety Most Often Used: Romano, 2001 (U.S. Households)
    • Table 6-59: Demographic Characteristics Favoring Use Of Grated Cheese By Variety Most Often Used: Italian, 2001 (U.S. Households)
    • Table 6-60: Demographic Characteristics Favoring Use Of Grated Cheese By Brand Most Often Used: Any Kraft, 2001 (U.S. Households)
    • Table 6-61: Demographic Characteristics Favoring Use Of Grated Cheese By Brand Most Often Used: Kraft, 2001 (U.S. Households)
    • Table 6-62: Demographic Characteristics Favoring Use Of Grated Cheese By Brand Most Often Used: Kraft Free, 2001 (U.S. Households)
    • Table 6-63: Demographic Characteristics Favoring Use Of Grated Cheese By Brand Most Often Used: Sargento, 2001 (U.S. Households)
    • Table 6-64: Demographic Characteristics Favoring Use Of Grated Cheese By Brand Most Often Used: Colonna, 2001 (U.S. Households)
    • Table 6-65: Demographic Characteristics Favoring Use Of Grated Cheese By Brand Most Often Used: Frigo, 2001 (U.S. Households)
    • Table 6-66: Demographic Characteristics Favoring Use Of Grated Cheese By Brand Most Often Used: 4-C, 2001 (U.S. Households)

    Consumer Focus: Cottage Cheese
    • 18% Of Households Are Heavy Users Of Cottage Cheese
    • Figure 6-15: Household Usage Rates For Cottage Cheese, 2001 (Percent): 3 Classifications
    • Regular Vs. Reduced-Fat
    • Figure 6-16: Household Usage Rates For Cottage Cheese: By Kinds Most Often Used, 2001 (Percent): 3 Classifications
    • Private Label The Leader
    • Figure 6-17: Household Usage Rates For Cottage Cheese: By Brands Most Often Used, 2001 (Percent): 7 Classifications
    • Table 6-67: Demographic Characteristics Favoring Heavy Use Of Cottage Cheese, 2001 (U.S. Households)
    • Table 6-68: Demographic Characteristics Favoring Use Of Cottage Cheese By Kind Most Often Used: Regular, 2001 (U.S. Households)
    • Table 6-69: Demographic Characteristics Favoring Use Of Cottage Cheese By Kind Most Often Used: Low-Fat, 2001 (U.S. Households)
    • Table 6-70: Demographic Characteristics Favoring Use Of Cottage Cheese By Kind Most Often Used: Fat-Free, 2001 (U.S. Households)
    • Table 6-71: Demographic Characteristics Favoring Use Of Cottage Cheese By Brand Most Often Used: Breakstone's, 2001 (U.S. Households)
    • Table 6-72: Demographic Characteristics Favoring Use Of Cottage Cheese By Brand Most Often Used: Knudsen, 2001 (U.S. Households)
    • Table 6-73: Demographic Characteristics Favoring Use Of Cottage Cheese By Brand Most Often Used: Light N’ Lively, 2001 (U.S. Households)
    • Table 6-74: Demographic Characteristics Favoring Use Of Cottage Cheese By Brand Most Often Used: Axelrod’s, 2001 (U.S. Households)
    • Table 6-75: Demographic Characteristics Favoring Use Of Cottage Cheese By Brand Most Often Used: Hood, 2001 (U.S. Households)
    • Table 6-76: Demographic Characteristics Favoring Use Of Cottage Cheese By Brand Most Often Used: Friendship, 2001 (U.S. Households)
    • Table 6-77: Demographic Characteristics Favoring Use Of Cottage Cheese By Brand Most Often Used: Private Label, 2001 (U.S. Households)

    Consumer Focus: Spreadable Cheese
    • 12% Of Households Are Heavy Users
    • Figure 6-18: Household Usage Rates For Spreadable Cheese, 2001 (Percent): 5 Classifications
    • Variations By Spreadable Cheese Form
    • Figure 6-19: Household Usage Rates For Spreadable Cheese: By Form Most Often Used, 2001 (Percent): 3 Classifications
    • Cheez Whiz Vs. Wispride
    • Figure 6-20: Household Usage Rates For Spreadable Cheese: By Brands Most Often Used, 2001 (Percent): 3 Classifications
    • Table 6-78: Demographic Characteristics Favoring Heavy Use Of Spreadable Cheese, 2001 (U.S. Households)
    • Table 6-79: Demographic Characteristics Favoring Use Of Spreadable Cheese By Form Most Often Used: Tub/Cup/Jar/Crock, 2001 (U.S. Households)
    • Table 6-80: Demographic Characteristics Favoring Use Of Spreadable Cheese By Form Most Often Used: Aerosol, 2001 (U.S. Households)
    • Table 6-81: Demographic Characteristics Favoring Use Of Spreadable Cheese By Form Most Often Used: Ball/Log, 2001 (U.S. Households)
    • Table 6-82: Demographic Characteristics Favoring Use Of Spreadable Cheese By Brand Most Often Used: Cheez Whiz, 2001 (U.S. Households)
    • Table 6-83: Demographic Characteristics Favoring Use Of Spreadable Cheese By Brand Most Often Used: Alouette, 2001 (U.S. Households)
    • Table 6-84: Demographic Characteristics Favoring Use Of Spreadable Cheese By Brand Most Often Used: Wispride, 2001 (U.S. Households)

    Appendix I: Examples Of Consumer And Trade Advertising And Promotions
    Appendix II: Addresses Of Selected Marketers And Industry Organizations
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