What You Need To Know

While cream cheese and natural cheese are the main consumption choices, there is an interest in imported varieties and dairy alternatives. Brands can fuel interest by showing the range of lesser-known cheeses.

Consumers are eyeing innovation in cheese formats such as snack sizes and variety packs. Brands can present new opportunities for cheese to help consumers explore new experiences.

The cheese market is looking stable but can expect growth from increased consumption, better finances, and a move towards more snacking. Expanding eating occasions and introducing new uses can help brands further grow consumption.

By Jennifer Rodriguez, T. Hasegawa

While cream cheese and natural cheese are the main consumption choices, there is an interest in imported varieties and dairy alternatives. Brands can fuel interest by showing the range of lesser-known cheeses.

Consumers are eyeing innovation in cheese formats such as snack sizes and variety packs. Brands can present new opportunities for cheese to help consumers explore new experiences.

The cheese market is looking stable but can expect growth from increased consumption, better finances, and a move towards more snacking. Expanding eating occasions and introducing new uses can help brands further grow consumption.

By Jennifer Rodriguez, T. Hasegawa

CREAM CHEESE AND DOMESTIC NATURAL DAIRY

TOP CONSUMPTION

Cream cheese and natural dairy cheeses rank high for their versatility and familiarity . Dairy alternatives and imported cheeses have increased, showing consumers’ interest . Educating people about unpopular cheeses can benefit both consumers and brands .

US: Types of Cheese Eaten in the Past 3 Months, % of Consumers, 2024

Cheddar 78%

Mozzarella 78%

Parmesan 68%

Swiss 57%

Provolone 51%

Feta 40%

Blue Cheese 36%

Gouda 33%

Brie 25%

Goat 23%

Base: 1,244 internet users aged 18+ who have eaten natural cheeses in the past three months Source: Kantar Profiles/Mintel, August 2024

FLAVOR DOMINATES PURCHASE DECISIONS

The main factor in cheese purchases is flavor, followed by format and ingredients. Consumers value the initial sensory experience. While a few consider factors such as health and shelf life, flavor draws attention and should, therefore, be prioritized. Brands can still engage consumers through the differentiation of additional factors.

0%

of consumers rank flavor as an important purchase factor

FLAVOR DOMINATES PURCHASE DECISIONS

The main factor in cheese purchases is flavor, followed by format and ingredients. Consumers value the initial sensory experience. While a few consider factors such as health and shelf life, flavor draws attention and should, therefore, be prioritized. Brands can still engage consumers through the differentiation of additional factors.

0%

of consumers rank flavor as an important purchase factor

GOING SMALL WITH CHEESE FORMATS CAN MAKE A SIGNIFICANT IMPACT

Drawn to variety packs and sizes for on-the-go, consumers are fine with current options but still open to new experiences. Consumers can explore new flavor varieties and occasions by changing up cheese formats. Brands can also introduce audiences through flavor innovation, health, and alternative cheeses.

US: Interest in Cheese Concepts, 2024

Snackable Sizes 47%

Variety Packs of Cheese 46%

Sample Size Packs of Premium Cheeses 36%

Spicy Flavors 31%

Spicy Flavors 31%

Artisanal Varieties 27%

Pre-made Charcuterie Boards 24%

Sweet Flavors 23%

Plant-based Alternatives 18%

Base: 1,244 internet users aged 18+ who have eaten natural cheeses in the past three months Source: Kantar Profiles/Mintel, August 2024

EMERGING FLAVORS – FLAVORSCAPE AI

(Ranked 1-10)

1

Fig

2

Olive Oil

3

Almond

4

Artichoke

5

Italian

6

Pumpkin

7

Oregano

8

Coffee (Espresso)

9

Whiskey (Bourbon)

10

Wine (Merlot)

Want to Learn More?

Contact us today to discuss your product development needs, request a sample or a flavor kit.

Get More.

Get More.

*This call may be monitored and recorded for record-keeping, training and quality-assurance purposes.