New York, February 10, 2010 Move over Velveeta, the increasingly sophisticated American palate
for the 300 varieties of natural and specialty blended cheeses sold in the U.S. will pace future growth in a
$14 billion retail market that is projected to be on fire by 2020, according to Natural and Specialty
Cheeses: The U.S. Market and a Global Perspective, a first-of-its-kind report by market research
publisher Packaged Facts.
The retail natural and specialty blended cheese market showed healthy growth from 2005 to 2009,
posting a compound annual growth rate (CAGR) of 7%. Packaged Facts projects the market will
approach $17 billion by 2014.
Only in the last quarter of the 20th century did most acculturated Americans even know of cheeses such
as asiago, feta, and romano. But the fact is that Americans are on board. They want to explore the world
of cheese and this is the number one driver of growth in the retail sector, says Don Montuori, publisher
of Packaged Facts. Unfortunately, this curiosity synchronized with the recession, so exploration wont
be as aggressive as it could be, but stay tuned.
Sales slowed in 2009 compared to 2008, a sign of recessionary times; however, dollar sales growth was
still positive. Packaged Facts attributes the positive growth to two trends. First, consumers were eating
out less and prepared more foods at home, which benefitted cheese and its usage as an ingredient or
topping in many favorite entrees, sandwiches and side dishes. The natural cheese categorywhich
includes higher-price-point natural cheeses such as brie, havarti, and other imported varieties
benefitted most from this trend, allowing unit sales to remain unchanged despite large price hikes.
Second, reflective of the higher CAGR in the traditionally upscale specialty blended cheese category
(CAGR of 11% compared to 5% for the natural cheese category in 2009), is that consumers view cheese
as an affordable luxury. Even during tough times, items such as gourmet cheese spread made it into
shopping carts, often as a treat to enjoy at home.
Natural and Specialty Cheeses: The U.S. Market and a Global Perspective focuses on the varieties
of natural cheese and specialty blended cheese produced from cows milk and packaged and sold
through U.S. retail channels. The report discusses key trends affecting the marketplace, analyzes trends
driving growth and consumer demographics, and provides insight into the activities of key cheese
marketers and up-and-coming players around the world.
Source: Packaged Facts
