Market Trends: Cheese

Chapter 1: Executive Summary

• Scope
• Methodology
• The Market
  • Table 1-1: Retail Sales of Cheese in the U.S.
  • Table 1-2: U.S. Retail Market Sales of Cheese, Summary, 1999-2009
  • The Marketers
  • Table 1-3: IRI-Tracked Sales and Market Share of Top 10 Marketers
• Key Market Trends
  • Natural Cheese Gains On Low Carb Fever
  • Competition Drives Product Innovation
  • Table 1-4: Top 10 Cheese Flavors in U.S., 2003
  • The Convenience Factor
  • Rising Dairy Prices Push Prices Higher
• Market Outlook
  • Hispanic Population Growth, Consumption Patterns Buoy Cheese
  • Table 1-5: Demographic Characteristics Favoring Household Consumption of Natural Cheese
  • Specialty Cheese To Gain Further Ground
  • Bolder Cheese Varieties Hold The Key For Retailers

Chapter 2: The Market

• The Product
• Definition
• Categories
• The Market Overview
  • Cheese Production
  • Table 2-1: Total Cheese Production, 1999 - 2003
  • Table 2-2: Processed American Cheese Production, 2000 - 2003
  • Table 2-3: Cheddar Cheese Production, 2000 - 2003
  • Leading State Producers: Wisconsin And California
  • Figure 2-1: Top Cheese Producing States, 2003
  • Table 2-4: California % Production-By Type, 2003 Cheese Consumption
  • Figure 2-3: Per Capita Cheese Consumption, 1999-2002 Cheese Sales
  • Figure 2-4: U.S. Retail Market Sales of Cheese, 1999-2003, and Annual Percentage Change in Sales The Natural Cheese Category
  • Table 2-5: IRI-Tracked Sales Of Natural Cheese, By Forms
  • Figure 2-5: U.S. Cheese Market, Share of Market by Segment, 2004 Processed Cheese Figure 2-6: Changes in Mass-Market Composition of Cheese Category Sales, 1999 vs. 2004
  • Table 2-6: IRI-Tracked Sales of Processed Cheese Forms, 2001 - 2004 A Word On Imitation Cheese
  • Table 2-7: IRI-Tracked Sales of Imitation Cheese
• Market Trends And Recommendations
  • Low-carb Fever Continues, Albeit Somewhat Abated
  • Table 2-8: Sales of Select High-Carb vs. Low-Carb Foods, 2003
  • Health Is Motivating Factor
  • The Convenience Factor: Packaging Holds the Key
  • Table 2-9: Select Packaging Developments
  • Competition Drives Product Innovation
  • Table 2-10: Top 10 New Product Introductions By Flavor in U.S., 2003
  • Retailers Embracing Private Label Programs
  • Targeting Specific Consumer Segments
  • Specialty Cheese to Gain Further Ground
  • Fluctuations in Milk Prices Could Spoil the Party
  • Table 2-11: Retail Milk Price, 1999-2004
• Market Projections
  • Table 2-12: Compound Annual Growth Rates of U.S. Retail Sales of Cheese
  • Figure 2-7: Projected U.S. Retail Market Sales of Cheese, 2004-2009

Chapter 3: The Marketers

• Figure 3-1: Share Percentage of Top Cheese Marketers
• Figure 3-2: U.S. Cheese Market Composition, by Marketer Strata, 2004
• Four Tiers of Marketers
  • Top Tier Marketer Profile: Kraft Foods Inc.
  • Table 3-1: Krafts Cheese Brand Portfolio
  • Table 3-2: Top 20 Kraft Cheese Products in the U.S., by IRI-Tracked Revenue
  • Figure 3-3: IRI-Tracked Sales of Kraft Foods Cheese Products, 1999-2004
  • Krafts Global Health & Wellness Initiatives
  • Krafts Strategic Initiatives
  • Top Tier Marketer Profile: Private Label
  • Table 3-3: IRI-Tracked Private Label Cheese Sales, by Variety, 2001-2004
  • Table 3-4: Top-15 Cheese Brands/Varieties, Tracked by IRI Sales, 1999-2004
  • Second Tier Marketer Profile: Sargento Food Company
  • Performance
  • Figure 3-4: IRI-Tracked Sales of Sargento Food Company Inc., 1999-2004
  • Table 3-5: IRI-Tracked Sales Sargento Cheese Products, 2001-2004
  • Second Tier Marketer Profile: Tillamook County Creamery Association
  • Performance
  • Figure 3-5: IRI-Tracked Sales of Tillamook County Cheese Products, 1999-2004
  • Table 3-6: IRI-Tracked Sales Tillamook County Cheese, 2001-2004
  • Second Tier Marketer Profile: Saputo Cheese USA Inc.
  • Figure 3-6: IRI-Tracked Sales of Saputo Cheese USA, Inc., 1999-2004
  • Table 3-7: Saputo Cheese USA Inc. Cheese Varieties
  • Second-Tier Marketer Profile: American Dairy Brands (Borden)
  • Table 3-8: IRI-Tracked Sales of American Dairy Brands (Borden) Cheese Categories, 2001-2004
  • Second Tier Marketer Profile: Land O Lakes Inc.
  • Figure 3-7: IRI-Tracked Sales of Land O Lakes Inc. Cheese, 1999 - 2004
  • Table 3-9: IRI-Tracked Sales Land O Lakes Cheese, by Category, 2001 - 2004
  • Second Tier Marketer Profile: Bel Kaukauna U.S.A. Inc.
  • Figure 3-8: IRI-Tracked Sales of Bel Kaukauna U.S.A. Cheese, 1999 - 2004
  • Table 3-10: IRI-Tracked Sales of Bel Kaukauna U.S.A. Products, 2001-2004
  • Figure 3-9: IRI-Tracked Sales of Lactalis U.S.A. Cheese, 1999 - 2004
  • Table 3-11: IRI-Tracked Sales of Lactalis U.S.A. Cheese Brands, 2001-2004
  • Third Tier Marketer Profile: Bongrain Cheese U.S.A.
  • Figure 3-10: IRI-Tracked Sales Bongrain Cheese U.S.A., 1999 - 2004
  • Table 3-12: IRI-Tracked Sales Bongrain Cheese U.S.A. Brands, 2001 - 2003
  • Fourth Tier Marketer Profile: Schreiber Foods
  • Performance
  • Figure 3-11: IRI-Tracked Sales of Schreiber Foods Cheese, 1999-2004
  • Fourth Tier Marketer Profile: Swissrose International Inc.
  • Figure 3-12: IRI-Tracked Sales of Swissrose International, 1999-2004

Chapter 4: Marketing Dynamics

• Overview
• Key Industry Initiatives
  • Retailers Reorganize Shelf Space for Cheese
  • Seasonality
  • Sampling
  • Marketing, Advertising and Promotions On The Rise
  • Table 4-1: Percentage Volume Sold Through Promotions For 52 Weeks Ending June, 2004
  • Krafts Promotion Evaluator
  • Tillamook County Creamery Targets Hispanics
  • Cheese of The Month Program
  • Americas Greatest Cheese Recipe Awards
  • Interesting Initiatives
• New Product Introductions
  • Table 4-2: Selected New Cheese Product Introductions, 2003-2004
  • Table 4-3: The US Cheese Market: Selected Other Cheese Product Introductions, 2003-2004

Chapter 5: The Consumer

• Fast Times at the Dairy
• The Simmons Survey
  • Note on Simmons Survey Data and Figures
  • Preferences By Cheese Types
  • Figure 5-1: Household Consumption Cheese, by Type
  • Individually Wrapped Slices Most Popular
  • Figure 5-2: Household Consumption of Cheese, By Form
  • Most Adults Eat ? Pound Of Cheese Weekly
  • Table 5-1: Weekly Consumption of Cheese, by Form
  • Full-Fat Cheeses Dominate
  • Table 5-2: Consumer Preference of Cheese Type, by Fat Content
• Consumer Preferences for Natural Cheese
  • Middle-Age Adults Top Consumers
  • Figure 5-3: Natural Cheese Consumption by Age
  • Table 5-3: Natural Cheese Consumption Indices, by Brand and Age
  • Natural Cheese Consumption Patterns By Race/Ethnicity
  • Table 5-4: Natural Cheese Consumption Indices, by Brand and Race/Ethnicity
  • Women Buy the Cheese
  • Figure 5-4: Natural Cheese Consumption by Gender
  • Table 5-5: Natural Cheese Brand Preference, by Gender
  • No Skew Based on Household Income
  • Figure 5-5: Natural Cheese Consumption by Household Income
  • Table 5-6: Natural Cheese Brand Preference By Income
• American Processed Cheese
  • Younger Households Like the Process
  • Figure 5-6: American Processed Cheese Consumption, By Age
  • Table 5-7 Preference For American Processed Cheese Brands, by Age
  • Whites Are Main Consumers of Processed Cheese
  • Figure 5-7: American Processed Cheese Consumption Patterns, By Race/Ethnicity
  • Table 5-8: American Processed Cheese Brand Preference, By Race/Ethnicity
  • High Income Households Eschew Processed Cheese
  • Figure 5-8: American Processed Cheese Consumption Patterns, by Household Income
  • Table 5-9: American Processed Cheese Brand Preference, by Income