Cheese: Natural and Specialty Cheeses in the U.S. and Global Markets

Chapter 1: Executive Summary

Products and Channels Analyzed in This Report

Natural Cheese

Specialty Blended Cheese

Products Outside of Scope

Imitation Cheeses Not Included

The List of Cheeses Is Infinite

Product Classifications in This Report

American

Italian

Hispanic

Other

Common Categorizing Schemes

By Manufacturing

By Cure

By Consistency

Cheese Manufacturing and Marketing

The U.S. Cheese Manufacturing Business

The Cheesemaker

The Cheese Marketer

The Cheesemonger

U.S. Cheese Manufacturing Facilities

Table 1-1: Number of U.S. Plants Producing Cheese, by Type, 1988, 1998 and 2008

Total U.S. Production of Natural Cheese

Table 1-2: Total U.S. Production of Natural Cheese, in Weight by Variety, 1988, 1998 and 2008

Hispanic Cheese Production Shows Triple-Digit Growth

Total U.S. Process Cheese Production Is Down

Table 1-3: Total U.S. Production of Process Cheese Products, in Weight by Type, 1998 vs. 2008

The Market

Retail N&SB Cheese Market $14.1 Billion in 2009 and $16.7B by 2014

Table 1-4: Total U.S. Retail N&SB Cheese Sales, 2005-2014 (in billion dollars)

Private Label Share of Category

Figure 1-1: Share of U.S. Retail N&SB Cheese Sales, Branded vs. Private Label 2009

Share by Fat Content

Figure 1-2: Share of U.S. Retail N&SB Cheese Sales, by Fat Content, 2009

Share by Form

Figure 1-3: Share U.S. Retail N&SB Cheese Sales, by Form, 2009

Share of Hispanic, Organic and Imports Together Are Less Than 5% in 2009. 11

Distribution Channels

Three Distribution Channels

Retail

Location for Overall Retail N&SB Cheese Sales

Higher Cheese Prices Are Not Deterring Sales

Foodservice

Where Foodservice Operators Get Their Cheese

Sandwich Chains Use Mostly Process Cheese

Pizza Is Where Cheese Volumes Move in Foodservice

Ingredient

Suppliers to the Foodservice and Food Processing Channels

The Global Marketplace

Global Cheese Data: Past, Present and Future

Figure 1-4: Global Cheese Production, by Milk Type, 2005

U.S. Leads in Global Cheese Production

Figure 1-5: Share of Global Cheese Production, by Top-10 Countries, 2009

International Cheese Trends

The Consumer

Per Capita Consumption of Natural Cheese

Table 1-5: Total U.S. Per Capita Consumption of Natural Cheese, in Weight, by variety, 1988, 1998 and 2008

Hispanic Cheese Per Capita Consumption Doubles from 98 to 08

U.S. Household Cheese Use

By Fat Content

By Form

By Variety

Trends and Innovations

Beyond Being a Concentrated Source of Milk

The Package Variable

What Goes in the Package

Milk Sourcing

Taste Rules

Better-for-You Is More About Addition than Subtraction

Chapter 2: The Product

Key Issues

Products Analyzed

Definition of the Market

Natural Cheese

Specialty Blended Cheese

Retail

Foodservice

Ingredient

Products Outside of Scope

Imitation Cheeses Not Included

Understanding Cheese

History of Cheese

Will the Real American Cheese Stand Up?

Cheese Making in America

The U.S. Cheese Manufacturing Business

What Is Rennet?

Key Product Players

The Regulators

The Cheesemaker

A Wisconsin Master Cheesemaker

The Cheese Marketer

The Cheesemonger

Product Classifications

The List of Cheeses Is Infinite

Federal Standards of Identity

Product Classifications in This Report

American

Italian

Hispanic

Other

Common Categorizing Schemes

By Manufacturing

Table 2-1: Categorization of Cheese by Manufacturing Process

Distinct Process

Characteristics

Example Cheeses

By Cure

By Consistency

Table 2-2: Federal Standards for Cheeses Classified by Consistency

Other Industry Descriptors

Artisan

Barrel

Block

Specialty

The Grading of Natural Cheese

Packaged Cheese Forms

Ball

Bar/Chunk

Crumble

Cube

Curds

Cylinder/Horn

Diced

Grated

Loaf

Log

Longhorn

Shred

Slice

Spread

String

Wedge

Wheel/Round

Packaging Styles

Natural Rind

Waxed

Cutting the 640

Recent Introduction

Other Cutting Technologies

The Cutting and Packaging Facility

The Importance of the Package

Defining Sustainable Packaging

U.S. Cheese Production

Cheesemakers Don’t Always Market Cheese

Some Cheesemakers Consider Themselves Whey Producers

U.S. Cheese Manufacturing Facilities

Table 2-3: Number of U.S. Plants Producing Cheese, by Type, 1988, 1998 and 2008

Some of the Best Cheese in the World

U.S. Cheesemakers Set New Standard at World Cheese Awards

Total U.S. Production of Natural Cheese

Table 2-4: Total U.S. Production of Natural Cheese, in Weight by Variety, 1988, 1998, and 2008

Figure 2-1: Total U.S. Production of Natural Cheese, in Weight by Variety, 1988, 1998, and 2008

Cheddar Loses Share to Other Cheeses

Table 2-5: Total U.S. Production of Natural Cheese, Percent Share by Variety, 1988, 1998, and 2008

Figure 2-2: Total U.S. Production of Natural Cheese, Percent Share by Variety, 2008

Other American Cheese Production Share Increases

Table 2-6: Total U.S. Production of Natural American Cheese, Percent Share by Variety, 1998 vs. 2008

Figure 2-3: Total U.S. Production of Natural American Cheese, Percent Share by Variety, 2008

Production of All Natural Italian Cheeses Is Up

Table 2-7: Total U.S. Production of Natural Italian Cheese, in Weight by Variety, 1998 vs. 2008

Table 2-8: Total U.S. Production of Natural Italian Cheese, Percent Share by Variety, 1998 vs. 2008

Figure 2-4: Total U.S. Production of Natural Italian Cheese, Percent Share by Variety, 2008

Hispanic Cheese Production Shows Triple-Digit Growth

Table 2-9: Total U.S. Production of Other Natural Cheese, in Weight by Variety, 1998 vs. 2008

Table 2-10: Total U.S. Production of Natural Italian Cheese, Percent Share by Variety, 1998 vs. 2008

Figure 2-5: Total U.S. Production of Other Natural Cheese, Percent Share by Variety, 2008

Two Leading States in Natural Cheese Production

Table 2-11: Two Leading States in Natural Cheese Production, by Weight by Variety, 2008

Wisconsin Cheeses Captures 43 Awards in 2009 Competition

Total U.S. Process Cheese Production Is Down

Table 2-12: Total U.S. Production of Process Cheese Products, in Weight by Type, 1998 vs. 2008

Figure 2-6: Total U.S. Production of Process Cheese Products, in Weight by Type, 1998 vs. 2008 Source: Based on data obtained through USDA, National Agricultural Statistics Services

Cold-Pack Has Very Small Share of Process Cheese Production

Table 2-13: Total U.S. Production of Process Cheese Products, Percent Share by Type, 1998 vs. 2008

Figure 2-7: Total U.S. Production of Process Cheese Products, Percent Share by Type, 2008

Government Regulations

The Regulatory Environment

USDA Buys Cheese

IDFA and NMPF Propose Collective Label Declaration for UF Milk

Labeling Nomenclature

Provide the Facts: Nutritional Information Musts

Products that Are Exempt

Nutrition Regulations in Foodservice

Health, Nutrient Content and Structure/Function Claims

Significant Scientific Agreement Health Claims

Qualified Health Claims

Nutrient Content Claims

Structure/Function Claims

Sodium Concerns

The Term Natural Is Under Fire

Marketing Label Claims

CLA Presence

Farmstead

Fat Content

Grass Fed

Locally Produced

Organic

No Added Hormones

Omega-3 Fatty Acids

Pasture Grazed

Probiotics

Labeling Allergens

FDA Says Labels Must Identify Certain Color Additives by Name

Raw Milk Concerns Do Not Involve Raw Milk Aged Cheeses

Manufacturing Raw Milk Cheese Becomes Legal in Maryland

Listeria Concerns

Eliminating Zero Tolerance Policy

FDA Issues New Draft Guidance on Listeria that Follows Science, Research

Are You Prepared for a Product Recall?

A Sampling of Recalls

Table 2-14: A Sampling of Recalls, 2004-2009

How a Recall Impacts Consumers and Businesses

A Recall Is Bad; Closure Is Often the End of Business

Chapter 3: The Market

Key Issues

Market Value

Total U.S. Retail N&SB Cheese Market Valued at $ 14.1 Billion

Table 3-1: Total U.S. Retail N&SB Cheese Sales, 2005-2009 (in billion dollars)

Figure 3-1: Total U.S. Retail N&SB Cheese Sales, 2005-2009 (in billion dollars)

Market Composition

Branded Vs. Private Label

Private Label Experiences Double-Digit Compound Annual Growth

Table 3-2: Total U.S. N&SB Retail Cheese Sales, Branded vs. Private Label, 2005-2009 (in million dollars)

In 2009, Private Label N&SB Cheese Had 44% Share of Category

Figure 3-2: Share of U.S. Retail N&SB Cheese Sales, Branded vs. Private Label 2009

Retail N&SB Dollar Sales by Fat Content

Table 3-3: Total U.S. Retail N&SB Cheese Sales, by Fat Content, 2005-2009 (in million dollars)

Figure 3-3: Share of U.S. Retail N&SB Cheese Sales, by Fat Content, 2009

Almost All Retail Forms of N&SB Cheese Show Sales Growth

Table 3-4: Total U.S. Retail N&SB Cheese Sales, by Form, 2005-2009 (in million dollars)

Chunk/Wedge and Shredded Control More than Two-Thirds of Sales

Figure 3-4: Share U.S. Retail N&SB Cheese Sales, by Form, 2009

Hispanic Cheese is Less Than 2% of Dollar Sales

Figure 3-5: Share U.S. Retail N&SB Hispanic Cheese Sales, 2009

Organic Cheese about a $70 Million Retail Market

Figure 3-6: Share U.S. Retail N&SB Organic Cheese Sales, 2009

Service Deli Slices More Than 10% of Retail N&SB Cheese Sales

Figure 3-7: Share U.S. Retail N&SB Service Deli Cheese Sales, 2009

Imports Are a Mere 2.1% of N&SB Retail Cheese Sales

Figure 3-8: Share U.S. Retail N&SB Imported Cheese Sales, 2009

Cheddar is Almost Double Mozzarella in Retail Dollar Sales

Figure 3-9: Share U.S. Retail N&SB Cheese Sales, by Variety, 2009

In Foodservice, Mozzarella Has Almost Half Share of Cheese Use

Figure 3-10: Share U.S. Foodservice N&SB Cheese Use, by Variety, 2009

Projected Market Growth

Innovation and Desire to Explore New Cheeses Drives Growth

Table 3-5: Projected U.S. Retail N&SB Cheese Sales, 2009-2014 (in billion dollars)

Figure 3-11: Projected U.S. Retail N&SB Cheese Sales, 2009-2014 (in billion dollars)

Chapter 4: The Marketers

Key Issues

Overview of Marketers

Maker vs. Marketer

More than 200 Marketers

The Top-Two Marketers

Sargento Is Much More Than Number-Two; It’s Processor of the Year

Leading Chunk/Wedge Players

Tillamook Celebrates 100 Years of Excellence

Lactalis Strong in Retail, Even Though It’s Only about 40% of Its Business

Agri-Mark Determined to Grow Nationally

Hispanic Cheese Leaders

DCI: The Multi-Brand Marketer

Just One Brand: BelGioioso

Beyond the Top-25

Table 4-1: Top-25 U.S. Retail N&SB Chunk/Wedge Cheese Marketers, by Brands and Share of Market, 2009

Sargento Is Number-Two in Shredded Cheese

Fewer Branded Marketers of Shredded Cheese

Table 4-2: Top-10 U.S. Retail N&SB Shredded Cheese Marketers, by Brands and Share of Market, 2009

Sargento Beats Kraft in Slices

Table 4-3: Top-10 U.S. Retail N&SB Sliced Cheese Marketers, by Brands and Share of Market, 2009

Saputo Shines as Number-Three in String Cheese

Organic Snacking Cheese

The String Cheese Specialists

Table 4-4: Top-10 U.S. Retail N&SB String and Similar Cheese Marketers, by Brands and Share of Market, 2009

The Grated Cheese Category Is All About Kraft and Private Label

Table 4-5: Top-5 U.S. Retail N&SB Grated Cheese Marketers, by Brands and Share of Market, 2009

BC-USA Is Number-Three in Crumbled Cheese

Leading Marketers to Foodservice and Food Processing

Leprino Owns Mozzarella

Grande Is Number-Two in Mozzarella

Three Cheddar Leaders All Are in the Whey Business

Minor Cheddar Suppliers

Private Label Marketers

Chapter 5: Retail Overview

Key Issues

Retail Distribution

Retail Distribution Methods

Direct Delivery Advantages

The Cost of Face-To-Face Business

Advantages of Warehouse Delivery

Smaller Marketers Work through Brokers

Distribution Is Second Highest Cost Next to Production

Electronic Data Aids in Restocking

Sargento Invests in Warehouse Distribution Software

Retail Outlets

The Retail Environment

Retailers Speak Out

Shopping Options Are Plentiful

Changing Channels

Supermarkets

Supercenters

C-Stores

Club Stores

Dollar Stores

Online Shopping

Figure 5-1: Point Reyes Farmstead Cheese Internet Specials for Christmas 2009

Location for Overall Retail N&SB Cheese Sales

Figure 5-2: Share of U.S. Retail N&SB Cheese Sales, by Channel, 2009

The Leading Retailers

Getting Your Product in with the Leaders

The Leaders Sell More than Food

Club Stores

Table 5-1: Top-20 U.S. Retailers that Sell Cheese, by Major Retail Banners, Dollar Sales and Private Label Cheese Brands, 2008 or Fiscal 2008

Target Dedicated to Growing Private Label Foods Lines

Private Label Leaders

The New Kid on the Block

Could Generic Make a Comeback?

Recent Private Label Introductions

A&P Goes Artisan

Aldi Spreads its Signature

Giant Eagle Goes Gourmet

Trader Joe’s Gets Baked

Food Channel Predicts 2010 the Year of the Grocery Store

Despite Economy, Retailers Grow Upscale Cheese Department

Specialty Retailers Are Investing in Cheese, Too

The Cheese Store

Managing Cheese Case Space

Dairy-Case Cheese

Self-Serve Deli Cheese Case or Counter

Retailers’ Marketing and Promotion Programs

Wisconsin Cheese Toolbox and Interactive Website

Carving Out a Cheese Claus

Experian Simmons Consumer Shopping Analysis

Experian Simmons Consumer Survey

Where Cheese Users Shop for Particular Cheese

By Fat Content

Table 5-2: U.S. Households Using Natural Cheese by Varying Fat Contents: Comparing National Retail Chain Shopped, by Index, 2009

By Form

By Variety

Table 5-3: U.S. Households Using Natural Cheese by Varying Form: Comparing National Retail Chain Shopped, by Index, 2009

Table 5-4: U.S. Households Using Natural Cheese by Varying Variety, Comparing National Retail Chain Shopped, by Index, 2009

By Brand

ITable 5-5: U.S. Households Using Select Brands of Natural Cheese in the Past Seven Days, Comparing National Retail Chain Shopped, by Index, 2009

Specialty Blended Cheese

Table 5-6: U.S. Households Using Select Specialty Blended Cheeses by Varying Form, Comparing National Retail Chain Shopped, by Index, 2009

Comparative Pricing

Higher Cheese Prices Are Not Deterring Sales

Comparative Cheese Pricing

Table 5-7: U.S. Natural and Specialty Blended Cheese Pricing Comparison: Suggested Retail Price of Select Products, 2009

Table 5-8: U.S. Natural Shredded Low-Moisture Part-Skim Mozzarella Cheese Pricing Comparison, Branded vs. Unbranded, 2009

Table 5-9: U.S. Natural Chunk Medium or Sharp Cheddar Cheese Pricing Comparison, Branded vs. Unbranded, 2009

Table 5-10: U.S. Natural Deli-Style Sliced Swiss Cheese Pricing Comparison, Branded vs. Unbranded, 2009

Table 5-11: U.S. Natural String/Stick Low-Moisture Part-Skim Mozzarella Cheese Pricing Comparison, Branded vs. Unbranded, 2009

Table 5-12: Club Store vs. Supermarket Prices for Select Cheese Products, 2009

What Do Cheesemongers Charge?

Chapter 6: Foodservice Overview

Key Issues

Overview of Foodservice Channel

Status of the Foodservice Industry

Calculating Restaurant Performance Index

Recovery in 2010 Will Come in Third Quarter

Trends for 2010

The Cheese Foodservice Business

Ingredient Varieties

Foodservice Cheese Claims

Where Foodservice Operators Get Their Cheese

Cheese Suppliers to Foodservice Distributors

Leading Distributors

Table 6-1: Top-Five U.S. Foodservice Distributors, Dollar Sales and Number of Distribution Centers, 2009

Sysco Corp

U.S. Foodservice, Inc.

Gordon Food Service, Inc.

Performance Food Group Co.

Reinhart FoodService

Foodservice Chains

Top-25 Restaurant Chains

Top-10 Contract Chains

Sandwich Chains Use Mostly Process Cheese

Table 6-2: Top-25 U.S. Restaurant Chains that Purchase Cheese, Ranked by Dollar Sales, Fiscal 2008

Table 6-3: Top-10 U.S. Contract Chains that Buy Cheese, Ranked by Dollar Sales, Fiscal 2008

Pizza Is Where Cheese Volumes Move in Foodservice

The Next Big Trend in Pizza: Neapolitan

Using Locally Produced Cheese

Top-10 Pizza Chains

Table 6-4: Top-10 U.S. Pizza Chains that Buy Cheese, Ranked by Dollar Sales, Fiscal 2008

Focus on Value Drive’s Pizza Chain Growth

Rising Cheese Prices Might Dampen Promotions

Ethnic-Themed Foodservice

Table 6-5: Top-10 U.S. Italian Chains that Buy Cheese, Ranked by Dollar Sales, Fiscal 2008

Table 6-6: Top-10 U.S. Mexican Full-Service Chains that Buy Cheese, Ranked by Dollar Sales, Fiscal 2008

Table 6-7: Top-10 U.S. Mexican Fast-Food and Quick-Service Chains that Buy Cheese, Ranked by Dollar Sales, Fiscal 2008

Adding Cheese to the Menu

Dairy Checkoff Increases Cheese Use

Fast-Food and Quick-Service Innovations

Dunkin’ Donuts

McDonald’s

Potbelly

New Casual Dining Offerings

Friday’s “Three For” Deal

Applebee’s Neighborhood Grill and Bar

School Menus

Rosen’s Perfect Pizza

Good-for-You Filled Pasta

DMI Believes Low-Fat Cheese Has a Home in Schools

Appeal to USDA

Fine-Dining Cheese Opportunities

Old Hickory Statehouse

What’s Hot on Menus

Internet Chef Survey

Appetizers

Table 6-8: Trends in Appetizers, by Chef Ranking

Entrées/Main Dishes

Table 6-9: Trends in Entrées/Main Dishes, by Chef Ranking

Sides/Starches

Table 6-10: Trends in Sides/Starches, by Chef Ranking

Kids’ Meals

Table 6-11: Trends in Kids’ Meals, by Chef Ranking

Breakfast/Brunch

Table 6-12: Trends in Breakfast/Brunch, by Chef Ranking

Desserts

Table 6-13: Trends in Desserts, by Chef Ranking

Ethnic Cuisine

Table 6-14: Trends in Ethnic Cuisine, by Chef Ranking

Culinary Themes

Table 6-15: Trends in Culinary Themes, by Chef Ranking

Chapter 7: Ingredient Overview

Key Issues

The Cheese Ingredients Business

Ingredient Varieties

Prepared Foods Cheese Claims

Figure 7-1: Celeste Original Pizza

Figure 7-2: Weight Watchers Smart Ones Artisan Creations Pizza

Suppliers to the Food Industry

Sargento’s Custom Melts Line

Figure 7-3: Sargento Custom Melts

Opportunities for Cheesemakers

Ingredient Applications

The Opportunities Are Infinite

Frozen Pizza Is Number-One

Leading Frozen Pizza Marketers

Frozen Cheese Pizza Is So Much More than Mozzarella

Figure 7-4: Freschetta Naturally Rising 4-Cheese Pizza

Kraft Exiting Pizza

The Deal

Nestlé Will Be Largest Ingredient Customer for Cheesemakers

Frozen Dinner and Entrée Leaders

Regional and Niche Players

Ethnic Players

Natural and Organic Marketers

Recent Introductions Including Cheese

Figure 7-5: Stouffer’s Corner Bistro Grilled Mesquite-Style Chicken Panini

Figure 7-6: Five Cheese & Spinach Flatbread Melts

Frozen Appetizers and Snacks

Frozen Breakfast Foods

Chapter 8: Global Marketplace

Key Issues

International Dairy Overview

The Ups and Downs of Global Milk Prices

Milk Made Into Cheese

Prices Rebound

USDA’s Wrap Up for 2009

Forecast for the Global Cheese Market

Global Cheese Data: Past, Present and Future

Figure 8-1: Global Cheese Production, by Milk Type, 2005

U.S. Leads in Global Cheese Production

Figure 8-2: Share of Global Cheese Production, by Top-10 Countries, 2009

Look at the Trend, Not the Actual Figures

Table 8-1: Cheese Production: Summary for Select Countries, 2005-2010

Table 8-2: Cheese Consumption: Summary for Select Countries, 2005-2010

Table 8-3: Cheese Imports: Summary for Select Countries, 2005-2010

Table 8-4: Cheese Exports: Summary for Select Countries, 2005-2010

Per Capita Consumption

A Note on the States’ Northern Neighbors

Quebec Cheesemakers Celebrate

Canadians Love Cheddar

Import and Export Details

U.S. Exports and Imports

Share of World Cheese Exports

American Specialty Cheeses in Europe

Table 8-5: Top-20 U.S. Export Markets, 2008

Table 8-6: U.S. Share of World Cheese Exports, 1990-2008

Global Competitive Landscape

Overview

A Global Note on Process Cheese

Global Process Cheese Growth Keeps Cheddar Volumes Steady

Competitive Profile: Agropur Cooperative, Longueil, Quebec, Canada

Overview

North and South American Expansion Efforts

More U.S. Additions

A Short 18 Months in Drummondville

Recent Innovations

Competitive Profile: Arla Foods amba, Viby, Denmark

Overview

Buying and Selling Businesses to Grow Stronger in Dairy

Middle East: Stay Away Danes

Is the Meadow Still Green in Iowa?

Investing in Wisconsin-made Cheese

Competitive Profile: Bongrain SA, Viroflay, France

Overview

Growing Business in Europe

Competitive Profile: Fonterra Cooperative Group Ltd., Auckland, New Zealand

Overview

Dedicated to the Middle East and Asia

Cheese for Asians

Figure 8-3: Chesdale Chocolate Cheese

Mostly an Ingredients Business in the States

Recent Innovations

Figure 8-4: The Perfect Grater

Figure 8-5: Weight Watchers Cheese & Cracker Snack Packs

Competitive Profile: Fromageries Bel SA, Paris, France

Overview

Purchasing Successful Cheese Brands

Targeting the States

Innovation through Flavor

Convenience Packaging

Competitive Profile: Emmi AG, Lucerne, Switzerland

Overview

Growing in Italy and France

Acquiring Wisconsin Cheesemaker

Management Reorganization

Extending the Aging Cave

Already Out of the Cave

Figure 8-6: Reibkäse

Innovations Introduced at Anuga 2009

New Raclette

Cheese Platters

Figure 8-7: Emmi Cheese Platters

Process Cheese Lives and Livens Up

Figure 8-8: Emmi Swiss Originals Assortment

Competitive Profile: Groupe Lactalis, Laval, France

Overview

New Products

Figure 8-9: Steak de Fromage

Competitive Profile: Saputo, Inc., Saint Léonard, Quebec, Canada

Overview

Growth Through Efficient Acquisitions

Recent U.S. Purchases

Expanding Overseas

Cheese R&D Efforts

Specialty Cheese Line Extensions

Lactose-Free Cheese

Competitive Profile: Valio Ltd., Helsinki, Finland

Overview

Value-Added Innovations

Lactose-free Cheese

Name Change in States to Strengthen Valio Name Overseas

Trends and Innovations

An Overview from Anuga 2009

Ethnic and Combination Flavors in Process Cheese

Figure 8-10: Lactima Exclusive

Figure 8-11: Bergpracht Ethnic Spreads

Single-Serve/On-the-Go Packaging

Figure 8-12: Cheez’ Pucks

Figure 8-13: Snackateers

Convenience Packaging

Figure 8-14: Primula Deli Soft Cheese

Figure 8-15: Eru Cheese Spread

Figure 8-16: Pilgrims Choice Truckles

Addition of Functional Ingredients

Breaded, No-Melt Cheese as Meat Substitute

Figure 8-17: Saganaki

Figure 8-18: Hot Heart

Easy Fondue Kits

Figure 8-19: Knirps OfenKäse

Lactose-Free

Figure 8-20: Minus L

Lower Fat

Figure 8-21: Scottish Pride Light

Sustainable (Organic, Fair-Trade, Etc.)

Substituting Animal Fat with Vegetable Fat

Figure 8-22: Alto

Healthy Pizza

Chapter 9: The Consumer

Key Issues

Consumption Trends

Per Capita Consumption of Natural Cheese

Table 9-1: Total U.S. Per Capita Consumption of Natural Cheese, in Weight, by Variety, 1988, 1998 and 2008

Figure 9-1: Total U.S. Per Capita Consumption of Natural Cheese, in Weight, by Variety, 1988, 1998 and 2008

Mozzarella and Other Italian Gain Share from Cheddar

Table 9-2: Total U.S. Per Capita Consumption of Natural Cheese, Percent Share, by Variety, 1988, 1998 and 2008

Figure 9-2: Total U.S. Per Capita Consumption of Natural Cheese, Percent Share, by Variety, 2008

Other American Cheese Consumption Share Increases

Table 9-3: Total U.S. Per Capita Consumption of Natural American Cheese, Percent Share, by Variety, 1988, 1998 and 2008

Figure 9-3: Total U.S. Per Capita Consumption of Natural American Cheese, Percent Share, by Variety, 2008

Consumption of All Natural Italian Cheeses Is Up

Table 9-4: Total U.S. Per Capita Consumption of Natural Italian Cheese, in Weight, by Variety, 19988, 1998 and 2008

Table 9-5: Total U.S. Per Capita Consumption of Natural Italian Cheese, Percent Share, by Variety, 1988, 1998 and 2008

Figure 9-4: Total U.S. Per Capita Consumption of Natural Italian Cheese, Percent Share, by Variety, 2008

Hispanic Cheese Per Capita Consumption Doubles from 98 to 08

Table 9-6: Total U.S. Per Capita Consumption of Other Natural Cheese, in Weight, by Variety, 1988, 1998 and 2008

Table 9-7: Total U.S. Per Capita Consumption of Other Natural Cheese, Percent Share, by Variety, 1988, 1998 and 2008

Figure 9-5: Total U.S. Per Capita Consumption of Other Natural Cheese, Percent Share, by Variety, 2008

Experian Simmons Consumer Usage Analysis

Experian Simmons Consumer Survey

Trends in Natural Cheese Usage

By Fat Content

Table 9-8: U.S. Households Using Natural Cheese: Comparing Fat Contents, by Percent, 2005-2009

By Form

Table 9-9: U.S. Households Using Natural Cheese: Comparing Form, by Percent, 2005-2009

By Variety

Table 9-10: U.S. Households Using Natural Cheese: Comparing Variety, by Percent, 2005-2009

Specialty Blended Cheese

Table 9-11: U.S. Households Using Select Specialty Blended Cheeses: Comparing Form, by Percent, 2005-2009

Using Demographic Indices

Populations Using Any Natural Cheese

Table 9-12: U.S. Household Demographics that Favor and Resist Use of Any Natural Cheese, by Index, 2009

Fat Content as Attraction or Deterrent

Table 9-13: : U.S. Demographics that Favor and Resist Use of Natural Cheese: Comparing Fat Contents, by Index, 2009

What Forms of Cheese are Preferred by Different Demographics

Table 9-14 U.S. Demographics that Favor and Resist Use of Natural Cheese: Comparing Forms, by Index, (Wedge, Chunk or Stick; Shredded; Sliced), 2009

Table 9-15: U.S. Demographics that Favor and Resist Use of Natural Cheese: Comparing Forms, by Index, (String; Round; Miniature — Waxed or Wrapped), 2009

What Varieties of Cheese are Preferred by Different Demographics

Table 9-16: U.S. Demographics that Favor and Resist Use of Natural Cheese: Comparing Varieties, by Index, (Blue, Brie/Camembert, Cheddar and Colby), 2009

Table 9-17: U.S. Demographics that Favor and Resist Use of Natural Cheese: Comparing Varieties, by Index, (Feta, Gouda, Havarti and Jarlsberg), 2009

Table 9-18: U.S. Demographics that Favor and Resist Use of Natural Cheese: Comparing Varieties, by Index, (Monterey Jack, Mozzarella, Muenster and Parmesan/Romano), 2009

Table 9-19: U.S. Demographics that Favor and Resist Use of Natural Cheese: Comparing Varieties, by Index, (Pepper Jack, Provolone, Ricotta and Swiss), 2009

Consumer Attitudes and Opinions

Innovation Will Drive Per Capita Cheese Consumption

Consumer Attitudes and Opinions Favoring or Resisting Natural Cheese Use

Table 9-20: U.S. Consumer Attitudes and Opinions of Natural Cheese: Comparing Fat Contents, by Index, 2009

Consumer Considerations When Purchasing a New Food

Americans Love New Products

Healthier Options in Food and Beverage

Natural vs. Organic

But Are They Buying New Products?

Where Do They Decide to Make Purchases?

Consumers Are Looking for Better-For-You Options

Are Cheese Shoppers Brand Loyal?

Cheese Shopper Trivia

The Service Deli Cheese Shopper

What’s Important and What’s Not When Deciding on a Cheese Purchase

The Specialty Food Shopper

The Hispanic Consumer

Figure 9-6: Projected U.S. Population and Hispanic Population Growth, Percent Growth, 2005-2015

Hispanic Population Attitudes

The Term Hispanic Is Not All-Encompassing

National Origins Are Very Diverse, But Mexico Rules

Figure 9-7: U.S. Hispanic Population Breakdown by Country of Origin, Percent Share, 2000

Who Are These “Other Hispanics” Coming to the United States?

Flavor Preferences by Country of Origin

Hispanic Spending

Phone Study Looks at Hispanics’ Attitudes Toward Private Label

Hispanics at All Income Levels Buying Private Brands

Experian Simmons Hispanic Cheese User Highlights

Table 9-21: U.S. Hispanic Households Using Natural Cheese: Comparing Fat Content, Form and Variety, by Index, 2009

The All-American Private Label Consumer

Impact of Income Level on Private Label Purchases

The Sustainable Consumer

Changing Habits

Giving Back

Lower-Fat Cheese Consumer

Some Consumers View Cheese as a Comfort Food

Figure 9-8: Which Salty Snack is Your Favorite, by Generation, 2009

Cheese Evokes the Most Passion Among Different Generations

Chapter 10: Trends & Innovations

Key Issues

Trends Driving Innovation

Beyond Being a Concentrated Source of Milk

The Package Variable

What Goes in the Package

Milk Sourcing

Taste Rules

Better-for-You Is More About Addition than Subtraction

Low-Fat Cheese Development Advancements

Cholesterol-Reduction Technology

Flavoring Goes High Tech

A Few Comments on Probiotic Cheese

New Product Innovations

Private Label: Not Always Innovative, But Always a Good Value

A&P Goes Artisan

Aldi Spreads its Signature

Giant Eagle Goes Gourmet

Kroger Adds Cheese Store Concept

Meijer Markets the Gold

Trader Joe’s Gets Baked

Figure 10-1: Trader Joe’s Fondue Brie

Other Noteworthy Private Label Introductions

Table 10-1: Noteworthy Private Label N&SB Cheese Introductions, 2008-2009

When the Package, Form or Size Are the Innovation

The Many Forms of Mozzarella

Brie Changes Shape, Too

Figure 10-2: Président Brie Log

Smaller Packaging for Upscale Cheeses

Figure 10-3: Roth Käse Great American Cutting Board

Portion Control for Snacking

Figure 10-4: Sonoma Creamy Jack Sensible Gourmet Snacks

Curds: The Original Snacking Cheese

A New Type of Jerky

Sandwich Helpers

Meat Marketers Now Marketing Cheese, Too

Sensational Slices

Weight Management Slices

Figure 10-5: Weight Watchers Cheese Slices

Salad Toppers

Made for the Grill

What’s for Dessert? Cheese

Figure 10-6: Kelly’s Kitchen Pumpkin Pie Bite-Size Cheese Balls

Bold and Beautiful

Figure 10-7: Sartori Bella Vitano

Made in Wisconsin Using Bold Dutch Spice

Figure 10-8: Marieke Clove/Cumin Gouda

The Cheese Came Crumbling Down

Figure 10-9: Alouette Crumbles

Spread It On

Figure 10-10: Alouette Sweet & Spicy Pepper Medley Cheese Spread

Figure 10-11: Kaukauna Extremely Creamy Cheese Spread

Ethnic Spreads

Figure 10-12: Président Spreadable Feta

Exports Arrive

Figure 10-13: Collier’s Welch Cheddar

Figure 10-14: Old Amsterdam Gouda

Many Are Avoiding rBGH, Rather than Going Organic

But Organic Is Still Active…and Sometimes Raw and with Probiotics

Figure 10-15: Next Generation Organic Dairy Probiotic Cheese

Other Organic Roll Outs

Grass-fed Grows

Figure 10-16: Grass Point Farms Grass-fed Cheese

Extra, Extra

Figure 10-17: Borden Essentials String Cheese

With Protective Antioxidants

Figure 10-18: Cabot 50% Reduced Fat Cheddar Cheese with Omega-3

DHA

Sargento: Convenience Drives Innovation

Figure 10-19: Sargento Holiday Cheese Shapes

For Foodservice Only

Making Cheese to Survive

Worth a Mention

And Worth a Lot

Appendix: U.S. Cheesemakers and Marketers

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