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SUMMARY
Abstract
This report provides stakeholders-marketers, manufacturers, distributors and retailers-in the cheese industry with analysis and insights that can help them make informed decisions in positioning marketing messages, new product launches, and retail strategies that can help invigorate sales in the market. Such insights include:
- Why cheese sales are growing at alternate channels such as convenience and drug stores
- Why only one segment is growing and the other three are declining
- Understanding the influence of population shifts in the U.S. on the cheese industry
- Influence of per capita cheese consumption trends on the market
- Relevance of innovation to market growth
- How pricing strategy influences manufacturers
TABLE OF CONTENTS
Table of Contents
- Scope and Themes
- What you need to know
- Definition
- Abbreviations and terms
- Abbreviations
- Terms
- Executive Summary
- A mature commoditized market struggling to grow
- Specialty cheese and natural cheese are bright spots
- Convenience and adaptability trends shape market
- Hispanic and black usage--and population growth--drives market
- Private-label infiltration pressures prices
- Natural cheese leads at FDM; processed cheese declines
- Kraft out in front with 36% of total sales
- Supermarkets hold 75% market share, but price erosion takes toll
- The cheese consumer
- Cheese, by type and form
- Natural versus American cheese
- Cream cheese
- Cottage cheese
- Grated cheese
- Spread cheese
- Interest in new cheese types and packaging/dispensing innovations
- Interest in cheese packaging and retail concepts
- Cheese, dieting, and cooking
- Market Drivers
- Cheese is a mature market
- Increase in per capita consumption drives modest growth in the market
- Figure 1: Per capita consumption of cheese, 2000-05
- Growth in population
- Figure 2: U.S. population and projections, by age, 2001-11
- Product innovations gain traction
- Specialty cheese contributes to growth
- Children influence the market positively--but only for certain types of
cheeses
- Figure 3: Household consumption of natural and processed cheese in the
last seven days, by presence of children in the household, May 2005-June 2006
- Figure 4: Households with children under age 18 present, 2001-05
- Population diversity favors cheese market
- Figure 5: Household usage of cheese, by type, by race/ethnicity, May
2005-June 2006
- Figure 6: Household consumption of natural and processed cheese in the
last seven days, by type, by volume, by race/ethnicity, May 2005-June 2006
- Figure 7: Population, by race and Hispanic origin, 2001-11
- Natural and organic claims draw consumer attention
- Market Size and Trends
- Market size
- Figure 8: Total U.S. retail sales of cheese, at current and constant
prices, 2001-06
- Figure 9: FDM* dollar and volume sales and price fluctuation in cheese
market, 2001-06
- Market trends
- Figure 10: New product introductions, by product claim, 2001-06
- Figure 11: New product introduction, by flavors, 2001-06
- Market Segmentation
- Introduction
- Figure 12: Cheese sales through FDM*, segmented by type, 2004 and 2006
- Natural cheese
- Figure 13: FDM* sales of natural cheese, at current and constant prices,
2001-06
- Natural cheese sales by form
- Figure 14: FDM* sales of natural cheese, by form, 2004 and 2006
- Processed cheese
- Figure 15: FDM* sales of processed cheese, at current and constant
prices, 2001-06
- Processed cheese sales by form
- Figure 16: FDM* sales of processed cheese, by form, 2004 and 2006
- Cottage cheese
- Figure 17: FDM* sales of cottage cheese, at current and constant prices,
2001-06
- Cream cheese
- Figure 18: FDM* sales of cream cheese, at current and constant prices,
2001-06
- Supply Structure
- Figure 19: Top five states producing cheese in the U.S., 2005
- Foreign trade
- Figure 20: Imports of cheese, by country, 2001-06
- Figure 21: Exports of cheese, by country, 2001-06
- Companies and brands
- Figure 22: FDM* sales of major manufacturers in the condiments market in
the U.S., 2005 and 2006
- Natural cheese
- Figure 23: Selected brand sales and market share of natural cheese at
FDM* in the U.S., 2005 and 2006
- Processed cheese
- Figure 24: Selected brand sales and market share of processed cheese at
FDM* in the U.S., 2005 and 2006
- Cottage cheese
- Figure 25: Selected brand sales and market share of cottage cheese at
FDM* in the U.S., 2005 and 2006
- Cream cheese
- Figure 26: Selected brand sales and market share of cream cheese at FDM*
in the U.S., 2005 and 2006
- Brands versus private labels
- Figure 27: Private-label and branded product sales of cheese at FDM,
2005 and 2006
- Figure 28: FDM* price of private label and branded cheese, by type, 2006
- Company profiles
- Kraft Foods Inc.
- Sargento Foods
- Groupe Lactalis
- Tillamook Country Creameries
- BelGioioso Cheese, Inc.
- Advertising and Promotion
- California Milk Advisory Board
- Figure 29: California Milk Advisory Board-- Happy Cows, television clip,
2006
- Figure 30: California Milk Advisory Board-- Happy Cows II, television
clip, 2006
- Cabot Creamery Cooperative
- Figure 31: Cabot cheddar, television clip, 2006
- Kraft Food Inc.
- Figure 32: Kraft Philadelphia Jammin swirls cream cheese, television
clip, 2006
- Figure 33: Kraft Natural Crumbled cheese, television clip, 2006
- Figure 34: Kraft Velveeta cheese, television clip, 2006
- Figure 35: Kraft singles slices, television clip, 2006
- Sargento Food Company
- Figure 36: Sargento Bistro Natural Shredded Cheese, television clip, 2006
- Figure 37: Sargento sliced cheese, television clip, 2006
- Retail Distribution
- Introduction
- Figure 38: U.S. retail sales of cheese, by channel, 2004 and 2006
- Supermarkets
- Figure 39: U.S. supermarket sales of cheese, at current and constant
prices, 2001-06
- Mass merchandisers, warehouse clubs and supercenters
- Figure 40: U.S. mass merchandisers' sales of cheese, at current and
constant prices, 2001-06
- Convenience stores and gas stations
- Figure 41: U.S. convenience stores' and gas stations' sales of cheese,
at current and constant prices, 2001-06
- The Consumer: Usage of Cheese
- Introduction
- Consumption of cheese
- Summary
- Household cheese consumption: 2004 vs. 2006
- Figure 42: Household consumption of cheese, by type, 2004 and 2006
- Personal cheese consumption
- Figure 43: Personal consumption of cheese, December 2006
- Personal cheese consumption, by type
- Figure 44: Personal consumption of cheese, by gender, December 2006
- Figure 45: Personal consumption of cheese, by age, December 2006
- Figure 46: Personal consumption of cheese, by income, December 2006
- Figure 47: Personal consumption of cheese, by race/ethnicity, December
2006
- Figure 48: Personal consumption of cheese, by region, December 2006
- The Consumer: Natural Cheese and American Cheese
- Introduction
- Summary
- Cheese, by type and form
- Natural versus American cheese
- Types and forms eaten
- Natural cheese
- Figure 49: Types of natural/imported cheese eaten, 2004 and 2006
- American cheese
- Figure 50: Types of American/processed cheese eaten, by race/ethnicity,
May 2005-June 2006
- Eating occasions, by type of cheese
- Natural and American cheese: a topline comparison
- Figure 51: Cheese eating ocassions, natural and American cheese,
December 2006
- Natural cheese
- Figure 52: Natural cheese eating ocassions, by race/ethnicity, December
2006
- Figure 53: Natural cheese eating ocassions, by age, December 2006
- American cheese
- Figure 54: American cheese eating ocassions, by gender, December 2006
- Figure 55: American cheese eating ocassions, by income, December 2006
- Figure 56: American cheese eating ocassions, by race/ethnicity, December
2006
- Health attitudes toward cheese
- Figure 57: Health attitudes toward natural and American cheese, December
2006
- Figure 58: Health attitudes toward natural cheese, by age, December 2006
- American cheese
- Figure 59: Health attitudes toward American cheese, by age, December 2006
- The Consumer: Other Types of Cheese
- Introduction
- Summary
- Cream cheese
- Cottage cheese
- Grated cheese
- Spread cheese
- Cream cheese
- Figure 60: Types of cream cheese eaten, by race/ethnicity, May 2005-June
2006
- Cottage cheese
- Figure 61: Types of cottage cheese eaten, by age, May 2005-June 2006
- Grated cheese
- Figure 62: Types of grated cheese eaten, by race/ethnicity, May
2005-June 2006
- Spread cheese
- Figure 63: Types of spread cheese eaten, by race/ethnicity, May
2005-June 2006
- The Consumer: Emerging Cheese Types, Packaging, and Retailing
- Introduction
- Summary
- Interest in new cheese types and packaging/dispensing innovations
- Interest in cheese packaging and retail concepts
- Interest in new cheese types and packaging/dispensing methods
- Figure 64: Interest in new cheese types and packaging/dispensing
methods, December 2006
- Cheese packaging and retail concepts
- Figure 65: Interest in cheese packaging and retail concepts, by gender,
December 2006
- Figure 66: Interest in cheese packaging and retail concepts, by age,
December 2006
- Figure 67: Interest in cheese packaging and retail concepts, by
race/ethnicity, December 2006
- Figure 68: Interest in cheese packaging and retail concepts, by region,
December 2006
- The Consumer: Cheese, Dieting, and Cooking
- Introduction
- Diet, healthy eating, and home cooking
- Diet and healthy eating
- Figure 69: Personal consumption of cheese types, by diet and healthy
eating preference, December 2006
- Cooking at home
- Figure 70: Personal consumption of cheese types, by home cooking
preferences, December 2006
- Dieters' and cooks' interest in cheese product introductions and graters
- Figure 71: Usage of natural shredded cheese with seasoning, by desire to
cook at home, December 2006
- Figure 72: Interest in natural cheese blends with dressing, by desire to
cook at home, December 2006
- Figure 73: Interest in natural shredded cheese w/extra ingredients, by
diet and cooking preferences, December 2006
- Figure 74: Interest in shredded cheese grater, by cooking preferences,
December 2006
- Figure 75: Interest in multi-type cheese slice packs, by diet and
cooking preferences, December 2006
- Future and Forecast
- Future trends
- Fortified cheese may drive growth in the market
- Despite maturity status, the market holds growth potential by meeting
evolving consumer needs
- Low-fat cheese may get increased attention due to taste improvement
- Demographic influences
- Population growth
- Figure 76: U.S. population and projections, by age, 2001-11
- Positive influence of Hispanic population growth on the market
- Figure 77: Population, by race and Hispanic origin, 2001-11
- Figure 78: Per capita consumption of total cheese and Hispanic cheese,
2000-05
- Organic cheese will drive small growth
- Market forecast
- Cheese
- Figure 79: Forecast of total U.S. sales of cheese, at current and
constant prices, 2006-11
- Natural cheese
- Figure 80: Forecast of U.S. FDM sales of natural cheese, at current and
constant prices, 2006-11
- Processed cheese
- Figure 81: Forecast of U.S. FDM sales of processed cheese, at current
and constant prices, 2006-11
- Cottage cheese
- Figure 82: Forecast of U.S. FDM sales of cottage cheese, at current and
constant prices, 2006-11
- Cream cheese
- Figure 83: Forecast of U.S. FDM sales of cream cheese, at current and
constant prices, 2006-11
- Forecast Factors
- Appendix: Trade Associations
- Appendix: New Product Briefs
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