The cheese market has not fared well in the economic downturn as consumers cut back and traded down. Total U.S. sales were down in 2009 and 2010, and a meager rebound in 2011 is likely due in part to price increases, more so than volume sales.

However, there is promise for the cheese market. Category players have been innovating and focusing efforts where they are best received by consumers. Overall, flavor innovations are showing promise, and when coupled with the versatility message could significantly encourage product use across the segments. Additionally, products that are better for you (BFY) and better for the planet (BFP) will continue to be growth leaders.

The cheese market has not fared well in the economic downturn as consumers cut back and traded down. Total U.S. sales were down in 2009 and 2010, and a meager rebound in 2011 is likely due in part to price increases, more so than volume sales.

However, there is promise for the cheese market. Category players have been innovating and focusing efforts where they are best received by consumers. Overall, flavor innovations are showing promise, and when coupled with the versatility message could significantly encourage product use across the segments. Additionally, products that are better for you (BFY) and better for the planet (BFP) will continue to be growth leaders.

This report provides the reader with essential insights based on current market trends, industry best practices, market data including sales figures at the segment and leading company/brand level, as well as analysis of Mintel’s exclusive custom consumer survey data and Experian Simmons National Consumer Study (NCS) data.

Highlights include:

How to better engage demographics that are not eating enough cheese, including younger adults and households with children

Why private label has succeeded in growing sales beyond merely the cost advantage

How rising food prices and commodity costs may adversely impact the market

Which niche brands are realizing the greatest growth and how others can hitch a ride on that success

How innovators are best responding to consumer trends of flavor varieties and BFY and BFP

How companies can best utilize relatively low-cost marketing efforts to broaden product appeal

Why cheese as a product is particularly sensitive to environmental concerns

Which cheese varieties are most used by consumers, where they purchase cheese, and what motivates them to purchase