The Consumer Cheese Choice

Renewed desire for natural, healthy and snackable foods is keeping the cheese category top of mind for grocery shoppers.

It is all smiles at the cheese counter. Consumption in the section continues to increase, so much so that many retailers are even expanding their selection to keep up with the growing consumer interest.

“Per capita cheese consumption in the U.S. continues to grow and consumers are looking for more variety within the cheese case,” says Sandy Goldberg, vice president, business development for Saputo Cheese USA. “As consumer palates become more sophisticated, they are interested in cheeses with higher flavor profiles and they are willing to experiment more.”

According to the report Cheese US 2014, by Chicago-based Mintel, cheese sales are forecast to hit $26.5 billion by 2019. The report also cites that the top reasons for category growth—including consumer interest in snacking, healthy eating and natural cheeses—align with those sweeping the rest of the grocery store as of late.

“Consumers are looking for quality, natural ingredients, abundant flavors and easy to use options,” says Jamie Wichlacz, marketing manager for BelGioioso Cheese, based in Green Bay, Wis. “They are also interested in knowing about the quality of the milk, how the cheese is made and aged, and connecting with the brand they purchase.”

The report findings echo Wichlacz’s statement, citing that Kraft Naturals and Sargento Naturals sales have increased, supporting the growing consumer trend to move away from processed cheese.

Snacking is another prominent consumer demand—especially among Millennials. Shoppers searching for grab-and-go options will find no shortage of them at the cheese counter. Findings from the report state that 44 percent of consumers aged 18-34, and 43 percent of consumers aged 25-34, indicate they are snacking more often, and offer this as one of their reasons for buying more cheese.

Saputo USA, based in Lincolnshire, Ill., recently introduced Frigo Cheese Heads Cheddar with Parmesan Notes Wisconsin Snacking Cheeses, cheddar cheese with notes of sweet and nutty Parmesan in a snack-size, available in a 10-pack; Frigo Cheese Heads Colby Habanero Wisconsin Snacking Cheeses, Colby cheese sticks infused with jalapeno and habanero peppers; and the Joan of Arc Goat Cheese Medallion Bag; all designed for consumers on the go.

BelGioioso is also adapting its product line to add snacking options. “We have recognized consumers’ needs and have delivered innovative and creative options for consumers to embrace, such as the Fresh Mozzarella Snacking Cheese,” says Wichlacz.

When grocers allow consumers to try before they buy, cheese sales increase, industry observers say. This allows consumers to see if they like the product, as well as determine if it will work for their desired purpose, whether it be a new recipe or as a snack. “Trial strategies, such as offering a range of cuts and sizes including smaller portions to entice people to try new or different cheese offerings, are also effective,” adds Goldberg.