The U.S. Cheese Market

Published: June 1, 2002 - 390 Pages

Table of Contents

  • 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 U.S. Retail Sales Of Cheese By Category, 1997-2006
      • 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
      • 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
      • Basic Consumer Patterns
      • Demographic Overview For American Cheese
      • Demographic Overview For Natural Cheese
  • 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
      • Processed Cheese
      • Imitation Cheese
      • Reduced-Fat Cheese: Labels For Less
      • Classification By Process
      • 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
  • The Market
    • Market Size And Growth
      • U.S. Cheese Production And Consumption At 3.9 Million Tons
        • Table U.S. Production Of Cheese, 1997-2002
        • Table U.S. Consumption Of Cheese, 1997-2002
      • Per Capita Consumption Of Natural Cheese At 32.5 Pounds
        • Table U.S. Per Capita Consumption Of Cheese, 1990-2000
      • Retail Market At $11.1 Billion In 2001
        • Table U.S. Retail Sales Of Cheese, 1997-2001
      • Natural Cheese Category At $8.2 Billion
        • Table U.S. Retail Sales Of Cheese By Category, 1997 Vs. 2001
      • Supermarket Sales At $8.9 Billion
      • Supermarket Sales Of Natural Cheese At $6.5 Billion
        • Table U.S. Supermarket Sales Of Cheese By Product Category, 1997-2001
      • Cheese Imports At $686 Million
        • Table U.S. Imports And Exports Of Cheese, 1997-2001
    • Market Composition
      • 99.5% Of Cheese Volume Is Domestic
      • Wisconsin At 24% Of U.S. Cheese Production
        • Table Top Five Cheese-Manufacturing States By Volume, 1996-2000
      • Domestic-Style Natural Cheeses At 39% Of Consumption
      • Cheddar Leads In Consumption At 10 Pounds
        • Table U.S. Per Capita Consumption Of Natural Cheese By Variety, 1990 Vs. 2000
      • Branded Cheese At 68% Of Supermarket Sales
      • Full-Fat Cheese At 82% Of Market
      • Natural Cheese At 74% Of Retail Sales
      • Processed Cheese At 27% Share In Supermarkets
      • Chunk Cheese At 32% Of Sales
      • Chunk/Sliced Natural Cheese At 29% Of Sales
        • Table Share Of U.S. Supermarket Sales Of Cheese By Product Type, 1997 Vs. 2001
      • Shredded Cheese At 19% Of Sales
      • Cheddar At 28% Of Natural Cheese Sales
      • Supermarkets Corner 81% Of Retail Market
      • 30% Of Cheese Consumers Are Daily Users
      • 85% Of Southern Households Use American Cheese
        • Table Regionality Of Purchasing By Cheese Type, 2001
      • African-Americans And Hispanics Are Prime Consumers
        • Table Household Usage Of Cheese By Race/Ethnicity: American Vs. Natural, 2001
      • Key Age Bracket Is 35-44
        • Table Household Usage Of Cheese By Adult Age Bracket: American Vs. Natural, 2001
      • Children And Cheese Consumption
        • Table Household Usage Of Cheese By Household Size: American Vs. Natural, 2001
        • Table Household Usage Of Cheese By Age Of Children: American Vs. Natural, 2001
    • Factors To Market Growth
      • Consumption On Upward Track
      • Keeping The Message On Cheese
      • Hispanics In The Spotlight
      • Feeding The New Product Streamlet Me
      • 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
    • Projected Market Growth
      • Retail Sales To Reach $14.1 Billion By 2006
        • Table Projected U.S. Retail Sales Of Cheese, 2001-2006
      • Natural Cheese At $10.9 Billion In 2006
        • Table Projected U.S. Sales Of Cheese By Product Category, 2001-2006
  • The Marketers
    • Marketer Overview
      • Marketers Widely Varied
      • Kraft And Private Label
      • The Second Tier
      • The Third Tier
      • Smaller And Specialized Marketers
        • Table The U.S. Market For Cheese: Selected Marketers And Brands Part 1
        • Table The U.S. Market For Cheese: Selected Marketers And Brands Part 2
        • Table The U.S. Market For Cheese: Selected Marketers And Brands Part 3
        • Table The U.S. Market For Cheese: Selected Marketers And Brands Part 4
        • Table The U.S. Market For Cheese: Selected Marketers And Brands Part 5
        • Table The U.S. Market For Cheese: Selected Marketers And Brands Part 6
    • Marketer Shares
      • Kraft And Private Label Combine For 70% Share
      • 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 Top U.S. Marketers Of Cheese By Supermarket Sales, 2001 (Percent And Dollars): 17 Marketers, Private Label, Other
        • Table Top U.S. Marketers Of Natural Cheese By Supermarket Sales, 2001 (Percent And Dollars): 14 Marketers, Private Label, Other
        • Table Top U.S. Marketers Of Natural (Not Shredded) Cheese By Supermarket Sales, 2001 (Percent And Dollars): 19 Marketers, Private Label
        • Table Top U.S. Marketers Of Shredded Natural Cheese By Supermarket Sales, 2001 (Percent And Dollars): 6 Marketers, Private Label
        • Table Top U.S. Marketers Of Cottage Cheese By Supermarket Sales, 2001 (Percent And Dollars): 7 Marketers, Private Label
        • Table Top U.S. Marketers Of Cream Cheese By Supermarket Sales, 2001 (Percent And Dollars): 2 Marketers, Private Label
        • Table Top U.S. Marketers Of Shelf-Stable Grated Cheese By Supermarket Sales, 2001 (Percent And Dollars): 5 Marketers, Private Label
        • Table Top U.S. Marketers Of Ricotta Cheese By Supermarket Sales, 2001 (Percent And Dollars): 7 Marketers, Private Label
        • Table Top U.S. Marketers Of Refrigerated Grated Cheese By Supermarket Sales, 2001 (Percent And Dollars): 10 Marketers, Private Label
        • Table Top U.S. Marketers Of Processed Cheese By Supermarket Sales, 2001 (Percent And Dollars): 6 Marketers, Private Label, Other
        • Table Top U.S. Marketers Of American Processed Cheese By Supermarket Sales, 2001 (Percent And Dollars): 4 Marketers, Private Label
        • Table Top U.S. Marketers Of Other Processed Cheese By Supermarket Sales, 2001 (Percent And Dollars): 4 Marketers, Private Label
        • Table Top U.S. Marketers Of Cheese Spreads/Balls By Supermarket Sales, 2001 (Percent And Dollars): 5 Marketers, Private Label
        • Table Top U.S. Marketers Of Aerosol/Squeezable Cheese Spreads By Supermarket Sales, 2001 (Percent And Dollars): Kraft, Private Label
        • Table Top U.S. Marketers Of Processed Shredded Cheese By Supermarket Sales, 2001 (Percent And Dollars): Kraft, Park Cheese, Private Label
        • Table 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
      • 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
  • 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 The U.S. Market For Cheese: Selected New Product Introductions, 2001-Spring 2002 Part 1
        • Table The U.S. Market For Cheese: Selected New Product Introductions, 2001-Spring 2002 Part 2
        • Table The U.S. Market For Cheese: Selected New Product Introductions, 2001-Spring 2002 Part 3
        • Table The U.S. Market For Cheese: Selected New Product Introductions, 2001-Spring 2002 Part 4
        • Table The U.S. Market For Cheese: Selected New Product Introductions, 2001-Spring 2002 Part 5
        • Table The U.S. Market For Cheese: Selected New Product Introductions, 2001-Spring 2002 Part 6
    • 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
      • 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 Share Of U.S. Supermarket Sales Of Cheese By Product Type: Branded Vs. Private Label, 2001
        • Table U.S. Supermarket Average Cheese Prices Per Pound By Product Type: Overall Vs. Private Label, 2001
        • Table U.S. Supermarket Cheese Pricing By Product Type: Private-Label Percentage Of Average Price, 2001
        • Table The U.S. Market For Cheese: Representative Retail Prices, 2002
  • The Consumer
    • Consumer Overview
      • Note On Simmons Market Research Bureau Data
      • 79% Penetration Level For American Cheese
      • Basic Consumer Patterns
        • Table Demographic Characteristics Favoring Use Of Cheese By Type: American Cheese, 2001
        • Table Demographic Characteristics Favoring Use Of Cheese By Type: Natural Cheese, 2001
        • Table Demographic Characteristics Favoring Use Of Cheese By Type: Cream Cheese, 2001
        • Table Demographic Characteristics Favoring Use Of Cheese By Type: Grated Cheese, 2001
        • Table Demographic Characteristics Favoring Use Of Cheese By Type: Cottage Cheese, 2001
        • Table Demographic Characteristics Favoring Use Of Cheese By Type: Spreadable Cheese, 2001
    • Consumer Focus: American Cheese
      • 31% Of Households Are Heavy Users Of American Cheese
      • Half Of Households Prefer Individually Wrapped Slices
      • Kraft's Main Competitor Is Private Label
        • Table Demographic Characteristics Favoring Heavy Use Of American Cheese, 2001
        • Table Demographic Characteristics Favoring Use Of American Cheese By Form Most Often Used: Individually Wrapped Slices, 2001
        • Table Demographic Characteristics Favoring Use Of American Cheese By Form Most Often Used: Chunk/Loaf/Block/Wedge, 2001
        • Table Demographic Characteristics Favoring Use Of American Cheese By Form Most Often Used: Pre-Shredded, 2001
        • Table Demographic Characteristics Favoring Use Of American Cheese By Form Most Often Used: Other Pre-Sliced, 2001
        • Table Demographic Characteristics Favoring Use Of American Cheese By Brand Most Often Used: Any Kraft, 2001
        • Table Demographic Characteristics Favoring Use Of American Cheese By Brand Most Often Used: Kraft Singles, 2001
        • Table Demographic Characteristics Favoring Use Of American Cheese By Brand Most Often Used: Kraft Deluxe, 2001
        • Table Demographic Characteristics Favoring Use Of American Cheese By Brand Most Often Used: Kraft Velveeta, 2001
        • Table Demographic Characteristics Favoring Use Of American Cheese By Brand Most Often Used: Borden, 2001
        • Table Demographic Characteristics Favoring Use Of American Cheese By Brand Most Often Used: Land O'Lakes, 2001
        • Table Demographic Characteristics Favoring Use Of American Cheese By Brand Most Often Used: Private Label, 2001
    • Consumer Focus: Natural Cheese
      • Upscale Profile For Chunk And Bulk Cheeses
      • 48% Of Households Most Often Use Cheddar
      • Closer Rivalry Among Natural Cheese Brands
        • Table Demographic Characteristics Favoring Use Of Natural Cheese By Form Most Often Used: Wedge/Chunk/Stick, 2001
        • Table Demographic Characteristics Favoring Use Of Natural Cheese By Form Most Often Used: Pre-Shredded, 2001
        • Table Demographic Characteristics Favoring Use Of Natural Cheese By Form Most Often Used: Pre-Sliced, 2001
        • Table Demographic Characteristics Favoring Use Of Natural Cheese By Form Most Often Used: Bulk, 2001
        • Table Demographic Characteristics Favoring Use Of Natural Cheese By Form Most Often Used: String, 2001
        • Table Demographic Characteristics Favoring Use Of Natural Cheese By Form Most Often Used: Ball/Log, 2001
        • Table Demographic Characteristics Favoring Use Of Natural Cheese By Form Most Often Used: Round, 2001
        • Table Demographic Characteristics Favoring Use Of Natural Cheese By Form Most Often Used: Miniature Waxed/Wrapped, 2001
        • Table Demographic Characteristics Favoring Use Of Natural Cheese By Kind Most Often Used: Cheddar, 2001
        • Table Demographic Characteristics Favoring Use Of Natural Cheese By Kind Most Often Used: Mozzarella, 2001
        • Table Demographic Characteristics Favoring Use Of Natural Cheese By Kind Most Often Used: Swiss, 2001
        • Table Demographic Characteristics Favoring Use Of Natural Cheese By Kind Most Often Used: Colby, 2001
        • Table Demographic Characteristics Favoring Use Of Natural Cheese By Kind Most Often Used: Monterey Jack, 2001
        • Table Demographic Characteristics Favoring Use Of Natural Cheese By Kind Most Often Used: Ricotta, 2001
        • Table Demographic Characteristics Favoring Use Of Natural Cheese By Kind Most Often Used: Blue Cheese, 2001
        • Table Demographic Characteristics Favoring Use Of Natural Cheese By Kind Most Often Used: Muenster, 2001
        • Table Demographic Characteristics Favoring Use Of Natural Cheese By Kind Most Often Used: Provolone, 2001
        • Table Demographic Characteristics Favoring Use Of Natural Cheese By Kind Most Often Used: Brie/Camembert, 2001
        • Table Demographic Characteristics Favoring Use Of Natural Cheese By Kind Most Often Used: Gouda, 2001
        • Table Demographic Characteristics Favoring Use Of Natural Cheese By Kind Most Often Used: Havarti, 2001
        • Table Demographic Characteristics Favoring Use Of Natural Cheese By Brand Most Often Used: Kraft, 2001
        • Table Demographic Characteristics Favoring Use Of Natural Cheese By Brand Most Often Used: Cracker Barrel, 2001
        • Table Demographic Characteristics Favoring Use Of Natural Cheese By Brand Most Often Used: Sargento, 2001
        • Table Demographic Characteristics Favoring Use Of Natural Cheese By Brand Most Often Used: Land O'Lakes, 2001
        • Table Demographic Characteristics Favoring Use Of Natural Cheese By Brand Most Often Used: Sorrento, 2001
        • Table Demographic Characteristics Favoring Use Of Natural Cheese By Brand Most Often Used: Polly-O, 2001
        • Table Demographic Characteristics Favoring Use Of Natural Cheese By Brand Most Often Used: Heluva Good, 2001
  • Addresses Of Selected Marketers And Industry Organizations
    • Industry Organizations

Abstract

This Packaged Facts report focuses on the $11 billion retail market for cheese, covering mass and specialty products, marketers, and outlets. Featuring extensive sales and consumer data, the report focuses on how market-defining current trends -- the return to comfort food, the marketing of cheese in more user-friendly forms and packagings, the targeting of markets such as kids and Hispanics, and the increasing adoption of more flavorful, exotic, and premium cheeses -- are helping to push dollar sales in the cheese market even higher.

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