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Search Wisconsin Cheese

Proprietary Market Research

The Market Research Department at WMMB conducts numerous studies and analyses on cheese trends, cheese consumption and cheese sales across all marketing channels: retail, foodservice and food processing.

However, these reports are proprietary, and may only be released to Wisconsin dairy companies or businesses that have a working relationship with the Wisconsin Milk Marketing Board in advancing the growth of the Wisconsin Dairy Industry.

The following studies, described below, may be of particular interest to you as a retailer. If so, please indicate which
report(s) you would like to see by checking the appropriate checkboxes and fill out your contact information at the bottom of the page. There is no charge for these reports.


Annual Cheese Production Summary, 2010
  This summary covers trends in cheese production between 2000 and 2010. It looks at total cheese production in the U.S. as a whole, Wisconsin, and the top eight states, and examines production share by variety for the U.S. and Wisconsin. Specialty cheese production in the U.S. and Wisconsin is also included.
Cheese Flavor Analysis, 2009
  This analysis examines the retail market for flavored cheese. It includes: an overview of factors driving flavor trends in the food industry in general, as well as forecasts on what to expect in 2009; an examination of volume sales of exact weight flavored cheese in traditional grocery stores from 2003-2007 in aggregate, as well as by variety and form; an overview of exact weight sales trends for 53 individual flavor segments, covering volume sales, dollar sales, and average price per pound; additional exact weight sales detail on Mexican, the largest flavor segment; and a look at new flavored cheese products that have been introduced during 2003-2008.

Detailed chart sets, similar to the charts included for the Mexican segment, can be provided for the remaining 52 individual flavor segments upon request.
Cheese Imports, Exports, and the U.S. Cheese Supply, 2000-2010
  This analysis uses trade data from the USDA/Foreign Agricultural Service to examine trends in cheese imports and exports through 2010 and into the first eight months of 2011. Import and export volume and growth trends are covered in total as well as broken out by country and variety for the top ten countries. In addition, imports are examined as a segment of total domestic cheese usage, while exports are examined as a segment of total domestic cheese production. (See Notes View for the commentary in the report, and see the data file in the appendix for all of the data behind the report as well as additional detail.)
Cheese Snack Report, 2009
  Snacking is already a popular American pastime, and cheese is well-positioned to capture a larger slice of this growing segment. Retail cheese snack items have displayed stronger sales growth than that of the total retail cheese category. Opportunities are highlighted for cheese snacks in both the retail and foodservice channels, and in underdeveloped consumer demographic groups. This inclusive report offers questions and concepts to chew on such as:

-- Is your cheese conveniently snackable?
-- Who's eating your cheese snacks, who's not, and why?
-- Are consumers aware that your cheese snack is a healthy choice?
-- What additional outlets may help grow your cheese snack sales?
Food Industry Trends, 2010
  This overview of current trends affecting the food industry covers these topics: Economic Outlook; National Economy; National Dairy Industry; Wisconsin Dairy Industry; Consumer Trends; Retail and Foodservice Comparisons; Retail Trends; Foodservice Trends; and Food Processing Trends.
In-Home Cheese Consumption Trends, March 2010
  This report, requested by WMMB from The NPD Group, illustrates cheese consumption and usage trends in-home through November 2009. The data are based upon household diaries collected annually by 2,000 households representing about 5,000 individuals. Contents illustrate consumption and rebound during current and previous recessions, the effect of penetration and eating rates on cheese consumption trends, consumption trends by form (e.g., chunk, shred, sliced etc.), by lifestyle and by individual demographic factors (e.g., age, income, household size), by day of week, by dish position (e.g., entrée, side dish, appetizer etc.) as well as the top host foods by cheese forms and varieties.
Organic Cheese Trends, 2003-2007
  The latest Organic Cheese analysis examines exact weight organic cheese volume, share, distribution and pricing, nationally and by eight regions in traditional grocery stores, drilling down to imitation and milk-based organic cheese segments for 2003 through 2007 to illuminate the factors driving the trends. The analysis also examines sales of imitation and milk-based organic cheese by cheese variety and by brand.
Private Label Cheese Trends, 2003-2007
  The Private Label Cheese Trends 2003 - 2007 report examines sales, share, price, distribution and velocity trends for exact weight Private Label cheese varieties sold in traditional grocery stores, including comparisons with Branded cheese. It also evaluates geographic opportunities for Private Label cheese. Beginning with an overview of general Private Label trends, it ends by noting potential implications for Wisconsin Cheese manufacturers and marketers in the Private Label market.
Random Weight Cheese Trends, 2010
  This analysis uses FreshLook Marketing Group's random weight database to examine random weight cheese sales at the grocery store, both at the total U.S. and regional levels, from 2006 to 2009. It illustrates how volume is allocated among different varieties of cheese and how sales volume by variety differs among eight major geographic regions. Additionally, it compares information from the random weight cheese database to exact weight grocery retail cheese sales data from SymphonyIRI Group, Inc., illustrating which varieties are more heavily skewed toward random weight sales and which gain a larger share of their volume as exact weight sales in the grocery store.
Retail Cheese Migration Study, 2010 vs. 2009
  Find new distribution and promotion opportunities with the Retail Channel Migration study, which illustrates how purchasing for the total exact weight cheese category, as well as 43 cheese varieties/variety aggregates, changed from 2009 to 2010 among the following retail outlets: traditional grocery stores, supercenters, mass merchandisers, club stores, specialty stores and an aggregate of drug stores, dollar stores and convenience/gas stores.

Comparisons across outlets and measures for the top ten cheese varieties in grocery, as well as detailed slide sets for total cheese and the top six cheese varieties (Natural Cheddar, Cheese Product, Plain Cream Cheese, Mozzarella, String Mozzarella and All Other Blends/Variety Packs) are included, along with summaries and implications for each variety.

The total data file is also included in the Appendix so that any of the remaining 37 cheese varieties may be examined in similar detail.
Retail Cheese Topline Report, 2010
  Approximately 10.7 billion pounds of cheese were sold throughout all channels in the U.S. in 2010 (including export). The retail channel captured about 40% of these cheese sales. Within the retail channel, traditional grocery stores accounted for nearly 64% of cheese sales. This report provides an overview of domestic grocery sales of cheese in 2010. It includes data from cheese sold as exact weight as well as random weight products, and illustrates topline trends for cheese types, varieties, and forms.
The Hispanic Cheese Market, 2004
  This report focuses primarily on the recent growth in retail grocery sales of Hispanic cheeses, at the variety level. Random weight sales are broken out by region, while exact weight sales are examined at the market level. Additionally, the geographic distribution of the Hispanic population, broken out by country of origin, is covered. This allows readers to identify target markets for specific Hispanic cheese varieties based on both current sales trends and the location of likely consumers for each variety. Opportunity markets for a number of select Hispanic cheese varieties are illustrated utilizing this data.
The Kosher Cheese Market, 2004-2008
  This report examines sales trends for kosher exact weight cheeses sold in traditional grocery stores by variety and form, with comparisons to non-kosher exact weight cheese varieties. In addition, causal data -- price, promotion, and distribution -- are used to help determine underlying growth drivers. Geographies with potential sales opportunities for each kosher variety are highlighted.
Wisconsin Equity Label Test - Masked Abbreviated Version, 2011
  This abbreviated version of the PowerPoint deck includes only the methodology and the conclusions/ recommendations section of the full report.
Wisconsin Equity Label Test - Masked Brand, 2011
  The objective of this consumer test was to determine the impact of Wisconsin Cheese equity on a cheese brand by testing four different label treatments on a yellow 8oz Sharp Cheddar branded block of cheese with 300 on-line respondents using four label test treatments:
-- Wisconsin Name and Logo
-- Wisconsin Name Only
-- Wisconsin Logo Only
-- No Wisconsin Identification

Each package, shown in the context of a stated weighted average base price per unit for the respondent’s appropriate market area, was tested on purchase interest, overall quality, expected taste, difference from other Sharp Cheddars, overall appeal, ability to catch the eye on the shelf and overall value.

Additional questions included ability to recall the state in which the particular brand of cheese was made; preference for a symbol on the package that clearly identifies that it is from Wisconsin and for those who recalled seeing a logo, a series of randomized communication elements regarding the logo.

Last, consumers were queried on agreement with the following statements:
-- When I see Wisconsin on the label, I know that I am buying a high quality cheese.
-- Wisconsin is a place that is naturally perfect for making cheese, and that makes Wisconsin cheeses taste especially good.
-- Cheeses made in Wisconsin win more awards than any other state, so I feel confident that I'm buying the best.
-- Wisconsin cheese makers have perfected the art of cheese making, creating hundreds of varieties, forms and flavors of cheese, so I can buy Wisconsin for most of my cheese needs.



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Annual Cheese Production Summary, 2010
Cheese Flavor Analysis, 2009
Cheese Imports, Exports, and the U.S. Cheese Supply, 2000-2010
Cheese Snack Report, 2009
Food Industry Trends, 2010
In-Home Cheese Consumption Trends, March 2010
Organic Cheese Trends, 2003-2007
Private Label Cheese Trends, 2003-2007
Random Weight Cheese Trends, 2010
Retail Cheese Migration Study, 2010 vs. 2009
Retail Cheese Topline Report, 2010
The Hispanic Cheese Market, 2004
The Kosher Cheese Market, 2004-2008
Wisconsin Equity Label Test - Masked Abbreviated Version, 2011
Wisconsin Equity Label Test - Masked Brand, 2011
 
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