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The U.S. Cheese Market
Product Type: Market Research Report Publication Date: Jun 01, 2002
 
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SUMMARY

This Packaged Facts report focuses on the $11 billion retail market forcheese, covering mass and specialty products, marketers, and outlets. Featuringextensive sales and consumer data, the report focuses on how market-definingcurrent trends -- the return to comfort food, the marketing of cheese in moreuser-friendly forms and packagings, the targeting of markets such as kids andHispanics, and the increasing adoption of more flavorful, exotic, and premiumcheeses -- are helping to push dollar sales in the cheese market even higher.

Scope And Methodology

Scope of Report

The U.S. cheese market consists of a widely varied group of products thatfall into the primary categories of natural cheese, processed cheese, andimitation cheese. The primary markets for these products are retail sales,foodservice, and commercial. This report covers only the retail segment of thecheese industry. The analysis focuses on sales of cheese through supermarketsand supercenters, which are the primary outlets, excluding foodservice-typesales through deli counters.

 Report Methodology

The information contained in this report was obtained from both primary andsecondary research. Primary research entailed on-site examination of the retailmilieu and consultation with industry sources. Secondary research entaileddata-gathering from relevant trade, business, and government sources, includingcompany literature. Packaged Facts has derived supermarket sales figures fromInformation Resources, Inc. (IRI) InfoScan sales-tracking data. Figures providedon national consumer advertising expenditures are based primarily on CompetitiveMedia Reporting (CMR) data, as reported in the trade press. The analysis ofconsumer demographics derives from the Simmons Market Research Bureau consumersurvey for fall 2001.

TABLE OF CONTENTS

  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, PrivateLabel, 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 NaturalCheese, 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-LabelShares, 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 ProductCategory, 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, PrivateLabel, 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 BySupermarket Sales, 2001 (Percent And Dollars): 19 Marketers, Private Label
    • Table 4-5: Top U.S. Marketers Of Shredded Natural Cheese By SupermarketSales, 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 BySupermarket 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 BySupermarket 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 BySupermarket Sales, 2001 (Percent And Dollars): 4 Marketers, Private Label
    • Table 4-13: Top U.S. Marketers Of Other Processed Cheese By SupermarketSales, 2001 (Percent And Dollars): 4 Marketers, Private Label
    • Table 4-14: Top U.S. Marketers Of Cheese Spreads/Balls By SupermarketSales, 2001 (Percent And Dollars): 5 Marketers, Private Label
    • Table 4-15: Top U.S. Marketers Of Aerosol/Squeezable Cheese Spreads BySupermarket Sales, 2001 (Percent And Dollars): Kraft, Private Label
    • Table 4-16: Top U.S. Marketers Of Processed Shredded Cheese BySupermarket Sales, 2001 (Percent And Dollars): Kraft, Park Cheese, PrivateLabel
    • 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 MajorSegments, 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. (GroupeLactalis)
    • 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 ProductIntroductions, 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 ProductType: 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 ProductTypes
    • 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): 5Classifications
    • Half Of Households Prefer Individually Wrapped Slices
    • Figure 6-3: Household Usage Rates For American Cheese: By Forms MostOften Used, 2001 (Percent): 4 Classifications
    • Kraft' s Main Competitor Is Private Label
    • Figure 6-4: Household Usage Rates For American Cheese: By Brands MostOften Used, 2001 (Percent): 7 Classifications
    • Table 6-7: Demographic Characteristics Favoring Heavy Use Of AmericanCheese, 2001 (U.S. Households)
    • Table 6-8: Demographic Characteristics Favoring Use Of American CheeseBy Form Most Often Used: Individually Wrapped Slices, 2001 (U.S.Households)
    • Table 6-9: Demographic Characteristics Favoring Use Of American CheeseBy Form Most Often Used: Chunk/Loaf/Block/Wedge, 2001 (U.S. Households)
    • Table 6-10: Demographic Characteristics Favoring Use Of American CheeseBy Form Most Often Used: Pre-Shredded, 2001 (U.S. Households)
    • Table 6-11: Demographic Characteristics Favoring Use Of American CheeseBy Form Most Often Used: Other Pre-Sliced, 2001 (U.S. Households)
    • Table 6-12: Demographic Characteristics Favoring Use Of American CheeseBy Brand Most Often Used: Any Kraft, 2001 (U.S. Households)
    • Table 6-13: Demographic Characteristics Favoring Use Of American CheeseBy Brand Most Often Used: Kraft Singles, 2001 (U.S. Households)
    • Table 6-14: Demographic Characteristics Favoring Use Of American CheeseBy Brand Most Often Used: Kraft Deluxe, 2001 (U.S. Households)
    • Table 6-15: Demographic Characteristics Favoring Use Of American CheeseBy Brand Most Often Used: Kraft Velveeta, 2001 (U.S. Households)
    • Table 6-16: Demographic Characteristics Favoring Use Of American CheeseBy Brand Most Often Used: Borden, 2001 (U.S. Households)
    • Table 6-17: Demographic Characteristics Favoring Use Of American CheeseBy Brand Most Often Used: Land O' Lakes, 2001 (U.S. Households)
    • Table 6-18: Demographic Characteristics Favoring Use Of American CheeseBy 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 MostOften Used, 2001 (Percent): 8 Classifications
    • 48% Of Households Most Often Use Cheddar
    • Figure 6-6: Household Usage Rates For Natural Cheese: By Kinds MostOften Used, 2001 (Percent): 12 Classifications
    • Closer Rivalry Among Natural Cheese Brands
    • Figure 6-7: Household Usage Rates For Natural Cheese: By Brands MostOften Used, 2001 (Percent): 7 Classifications
    • Table 6-19: Demographic Characteristics Favoring Use Of Natural CheeseBy Form Most Often Used: Wedge/Chunk/Stick, 2001 (U.S. Households)
    • Table 6-20: Demographic Characteristics Favoring Use Of Natural CheeseBy Form Most Often Used: Pre-Shredded, 2001 (U.S. Households)
    • Table 6-21: Demographic Characteristics Favoring Use Of Natural CheeseBy Form Most Often Used: Pre-Sliced, 2001 (U.S. Households)
    • Table 6-22: Demographic Characteristics Favoring Use Of Natural CheeseBy Form Most Often Used: Bulk, 2001 (U.S. Households)
    • Table 6-23: Demographic Characteristics Favoring Use Of Natural CheeseBy Form Most Often Used: String, 2001 (U.S. Households)
    • Table 6-24: Demographic Characteristics Favoring Use Of Natural CheeseBy Form Most Often Used: Ball/Log, 2001 (U.S. Households)
    • Table 6-25: Demographic Characteristics Favoring Use Of Natural CheeseBy Form Most Often Used: Round, 2001 (U.S. Households)
    • Table 6-26: Demographic Characteristics Favoring Use Of Natural CheeseBy Form Most Often Used: Miniature Waxed/Wrapped, 2001 (U.S. Households)
    • Table 6-27: Demographic Characteristics Favoring Use Of Natural CheeseBy Kind Most Often Used: Cheddar, 2001 (U.S. Households)
    • Table 6-28: Demographic Characteristics Favoring Use Of Natural CheeseBy Kind Most Often Used: Mozzarella, 2001 (U.S. Households)
    • Table 6-29: Demographic Characteristics Favoring Use Of Natural CheeseBy Kind Most Often Used: Swiss, 2001 (U.S. Households)
    • Table 6-30: Demographic Characteristics Favoring Use Of Natural CheeseBy Kind Most Often Used: Colby, 2001 (U.S. Households)
    • Table 6-31: Demographic Characteristics Favoring Use Of Natural CheeseBy Kind Most Often Used: Monterey Jack, 2001 (U.S. Households)
    • Table 6-32: Demographic Characteristics Favoring Use Of Natural CheeseBy Kind Most Often Used: Ricotta, 2001 (U.S. Households)
    • Table 6-33: Demographic Characteristics Favoring Use Of Natural CheeseBy Kind Most Often Used: Blue Cheese, 2001 (U.S. Households)
    • Table 6-34: Demographic Characteristics Favoring Use Of Natural CheeseBy Kind Most Often Used: Muenster, 2001 (U.S. Households)
    • Table 6-35: Demographic Characteristics Favoring Use Of Natural CheeseBy Kind Most Often Used: Provolone, 2001 (U.S. Households)
    • Table 6-36: Demographic Characteristics Favoring Use Of Natural CheeseBy Kind Most Often Used: Brie/Camembert, 2001 (U.S. Households)
    • Table 6-37: Demographic Characteristics Favoring Use Of Natural CheeseBy Kind Most Often Used: Gouda, 2001 (U.S. Households)
    • Table 6-38: Demographic Characteristics Favoring Use Of Natural CheeseBy Kind Most Often Used: Havarti, 2001 (U.S. Households)
    • Table 6-39: Demographic Characteristics Favoring Use Of Natural CheeseBy Brand Most Often Used: Kraft, 2001 (U.S. Households)
    • Table 6-40: Demographic Characteristics Favoring Use Of Natural CheeseBy Brand Most Often Used: Cracker Barrel, 2001 (U.S. Households)
    • Table 6-41: Demographic Characteristics Favoring Use Of Natural CheeseBy Brand Most Often Used: Sargento, 2001 (U.S. Households)
    • Table 6-42: Demographic Characteristics Favoring Use Of Natural CheeseBy Brand Most Often Used: Land O' lakes, 2001 (U.S. Households)
    • Table 6-43: Demographic Characteristics Favoring Use Of Natural CheeseBy Brand Most Often Used: Sorrento, 2001 (U.S. Households)
    • Table 6-44: Demographic Characteristics Favoring Use Of Natural CheeseBy Brand Most Often Used: Polly-O, 2001 (U.S. Households)
    • Table 6-45: Demographic Characteristics Favoring Use Of Natural CheeseBy 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): 3Classifications
    • Senior Skew For Brick Cream Cheese
    • Figure 6-9: Household Usage Rates For Cream Cheese: By Forms Most OftenUsed, 2001 (Percent): 3classifications
    • Regular Remains Favorite Over Reduced-Fat
    • Figure 6-10: Household Usage Rates For Cream Cheese: By Variety MostOften Used, 2001 (Percent): 4 Classifications
    • Philadelphia Vs. Private Label
    • Figure 6-11: Household Usage Rates For Cream Cheese: By Brands MostOften Used, 2001 (Percent): 2 Classifications
    • Table 6-46: Demographic Characteristics Favoring Heavy Use Of CreamCheese, 2001 (U.S. Households)
    • Table 6-47: Demographic Characteristics Favoring Use Of Cream Cheese ByForm Most Often Used: Brick, 2001 (U.S. Households)
    • Table 6-48: Demographic Characteristics Favoring Use Of Cream Cheese ByForm Most Often Used: Soft, 2001 (U.S. Households)
    • Table 6-49: Demographic Characteristics Favoring Use Of Cream Cheese ByForm Most Often Used: Whipped, 2001 (U.S. Households)
    • Table 6-50: Demographic Characteristics Favoring Use Of Cream Cheese ByVariety Most Often Used: Regular, 2001 (U.S. Households)
    • Table 6-51: Demographic Characteristics Favoring Use Of Cream Cheese ByVariety Most Often Used: Light/Low-Calorie, 2001 (U.S. Households)
    • Table 6-52: Demographic Characteristics Favoring Use Of Cream Cheese ByVariety Most Often Used: Fat-Free, 2001 (U.S. Households)
    • Table 6-53: Demographic Characteristics Favoring Use Of Cream Cheese ByVariety Most Often Used: Flavored, 2001 (U.S. Households)
    • Table 6-54: Demographic Characteristics Favoring Use Of Cream Cheese ByBrand Most Often Used: Philadelphia, 2001 (U.S. Households)
    • Table 6-55: Demographic Characteristics Favoring Use Of Cream Cheese ByBrand 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): 5Classifications
    • 9 Out Of 10 Prefer Parmesan
    • Figure 6-13: Household Usage Rates For Grated Cheese: By Varieties MostOften Used, 2001 (Percent): 3 Classifications
    • 2 Out Of 3 Choose Kraft
    • Figure 6-14: Household Usage Rates For Grated Cheese: By Brands MostOften Used, 2001 (Percent): 7 Classifications
    • Table 6-56: Demographic Characteristics Favoring Heavy Use Of GratedCheese, 2001 (U.S. Households)
    • Table 6-57: Demographic Characteristics Favoring Use Of Grated Cheese ByVariety Most Often Used: Parmesan, 2001 (U.S. Households)
    • Table 6-58: Demographic Characteristics Favoring Use Of Grated Cheese ByVariety Most Often Used: Romano, 2001 (U.S. Households)
    • Table 6-59: Demographic Characteristics Favoring Use Of Grated Cheese ByVariety Most Often Used: Italian, 2001 (U.S. Households)
    • Table 6-60: Demographic Characteristics Favoring Use Of Grated Cheese ByBrand Most Often Used: Any Kraft, 2001 (U.S. Households)
    • Table 6-61: Demographic Characteristics Favoring Use Of Grated Cheese ByBrand Most Often Used: Kraft, 2001 (U.S. Households)
    • Table 6-62: Demographic Characteristics Favoring Use Of Grated Cheese ByBrand Most Often Used: Kraft Free, 2001 (U.S. Households)
    • Table 6-63: Demographic Characteristics Favoring Use Of Grated Cheese ByBrand Most Often Used: Sargento, 2001 (U.S. Households)
    • Table 6-64: Demographic Characteristics Favoring Use Of Grated Cheese ByBrand Most Often Used: Colonna, 2001 (U.S. Households)
    • Table 6-65: Demographic Characteristics Favoring Use Of Grated Cheese ByBrand Most Often Used: Frigo, 2001 (U.S. Households)
    • Table 6-66: Demographic Characteristics Favoring Use Of Grated Cheese ByBrand 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): 3Classifications
    • Regular Vs. Reduced-Fat
    • Figure 6-16: Household Usage Rates For Cottage Cheese: By Kinds MostOften Used, 2001 (Percent): 3 Classifications
    • Private Label The Leader
    • Figure 6-17: Household Usage Rates For Cottage Cheese: By Brands MostOften Used, 2001 (Percent): 7 Classifications
    • Table 6-67: Demographic Characteristics Favoring Heavy Use Of CottageCheese, 2001 (U.S. Households)
    • Table 6-68: Demographic Characteristics Favoring Use Of Cottage CheeseBy Kind Most Often Used: Regular, 2001 (U.S. Households)
    • Table 6-69: Demographic Characteristics Favoring Use Of Cottage CheeseBy Kind Most Often Used: Low-Fat, 2001 (U.S. Households)
    • Table 6-70: Demographic Characteristics Favoring Use Of Cottage CheeseBy Kind Most Often Used: Fat-Free, 2001 (U.S. Households)
    • Table 6-71: Demographic Characteristics Favoring Use Of Cottage CheeseBy Brand Most Often Used: Breakstone' s, 2001 (U.S. Households)
    • Table 6-72: Demographic Characteristics Favoring Use Of Cottage CheeseBy Brand Most Often Used: Knudsen, 2001 (U.S. Households)
    • Table 6-73: Demographic Characteristics Favoring Use Of Cottage CheeseBy Brand Most Often Used: Light N' Lively, 2001 (U.S. Households)
    • Table 6-74: Demographic Characteristics Favoring Use Of Cottage CheeseBy Brand Most Often Used: Axelrod' s, 2001 (U.S. Households)
    • Table 6-75: Demographic Characteristics Favoring Use Of Cottage CheeseBy Brand Most Often Used: Hood, 2001 (U.S. Households)
    • Table 6-76: Demographic Characteristics Favoring Use Of Cottage CheeseBy Brand Most Often Used: Friendship, 2001 (U.S. Households)
    • Table 6-77: Demographic Characteristics Favoring Use Of Cottage CheeseBy 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 MostOften Used, 2001 (Percent): 3 Classifications
    • Cheez Whiz Vs. Wispride
    • Figure 6-20: Household Usage Rates For Spreadable Cheese: By Brands MostOften Used, 2001 (Percent): 3 Classifications
    • Table 6-78: Demographic Characteristics Favoring Heavy Use Of SpreadableCheese, 2001 (U.S. Households)
    • Table 6-79: Demographic Characteristics Favoring Use Of SpreadableCheese By Form Most Often Used: Tub/Cup/Jar/Crock, 2001 (U.S. Households)
    • Table 6-80: Demographic Characteristics Favoring Use Of SpreadableCheese By Form Most Often Used: Aerosol, 2001 (U.S. Households)
    • Table 6-81: Demographic Characteristics Favoring Use Of SpreadableCheese By Form Most Often Used: Ball/Log, 2001 (U.S. Households)
    • Table 6-82: Demographic Characteristics Favoring Use Of SpreadableCheese By Brand Most Often Used: Cheez Whiz, 2001 (U.S. Households)
    • Table 6-83: Demographic Characteristics Favoring Use Of SpreadableCheese By Brand Most Often Used: Alouette, 2001 (U.S. Households)
    • Table 6-84: Demographic Characteristics Favoring Use Of SpreadableCheese 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

The U.S. Cheese Market

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