Natural cheese scores a hat-trick with diverse flavors, types and textures

Within seven of the natural cheese subcategories, private label, as it has multiple times in the past, notched the No. 1 spot. The two exceptions were in the crumbled cheese category where Athenos zoomed past the other brands with dollar sales of $157 million, a YoY increase of nearly 12%; and Belgioioso, which registered YoY growth of 13.3% and dollar sales of $155 million in the natural cheese, all other, subcategory.

John Crawford, senior vice president for Client Insights-Dairy at Circana, Chicago, points out that private label makes up 49% of the total Natural Cheese category, which is much more competitive than the other categories.

“Several brands make up the other 51%, including Sargento, Kraft, Tillamook, Cabot, etc.,” Crawford says.

Crawford points out that dollar growth in cheese, like many other dairy categories, has been almost entirely driven by inflation — higher prices — over the past two years.

“Recently, in 2023, we have started to see volume rebounding a bit as price increases have eased a bit,” he says. “2024 is starting to look like 2019 with low (1-2%) volume growth with stable prices resulting in 1-2% dollar growth.”

In total U.S. multi-outlets and convenience stores for the 52 weeks ending Aug. 13, Chicago-based market research firm Circana reports that natural cheese — and the diverse types of shredded, chunks, slices, string/stick, crumbled, cubes, ricotta, and all other forms — generated $17.4 billion in dollar sales, a year-over-year (YoY) increase of 7%. Unit-wise, all natural cheese collectively sold 4.3 billion units, a slight 0.3% increase over the prior-year timeframe.

All scoring goals with dollar sales of more than $1 billion were shredded, $6.6 billion, a 7.8% increase; chunks, with $4.4 billion in sales, a YoY growth of 6.6%; slices, $3.1 billion, a 5.6% rise; and string/stick, which climbed 5.8% to $1.5 billion.

Sometimes when a team finishes last, it can reap big benefits when it comes to Draft Day. Such is the case for the Chicago Blackhawks, who although they finished seventh in the NHL Central Division in 2021-2022 (with a record of 28-42-12), that standing enabled the team to acquire hockey phenom, Connor Bedard, who recorded his first assist in the first game of the season with a final score of 4-2 against the Pittsburgh Penguins. The 18-year-old Chicago rookie led all players on his club in shots on goal, recording five in his first game on 11 shot attempts. On the next night, Bedard scored his first goal in Boston.

Also scoring big on game day and with consumers’ tastebuds is the many types and textures of cheese.

Skate like the wind

Dollar sales wise, natural cheese is skating fast with a YoY growth rate of 6.3%, while the price per volume percentage change from a year ago was 5.8%, with consumers now paying $4 a unit, according to Circana. Processed cheese, led by Kraft imitation cheese slices with dollar sales north of $1 billion (7.1% YoY growth), was up 4.1%, while prices per volume were up 8%, or $4.86 a unit.

Consumers, however, don’t seem to mind paying extra for artisanal small batch cheese.

In Dairy Foods’ September Processor/Inside the Plant profile on Renard’s Cheese in Door County, Wis.’s Sturgeon Bay, we met Master Cheesemaker Chris Renard, one of only about 90 professionals worldwide who have earned the prestigious title. He is the creative force behind the hands-on crafting of a wide range of aged and specialty cheeses, including Cheddar, Colby, Monterrey Jack, Farmer’s, Muenster Brick, Colby Jack, Cheese Curds, both fresh and breaded, and String Cheese.

In fact, Chris introduced string cheese to the third-generation family business in 1998. String Cheese, Angel Hair String, Whip String Cheese and Smoked Cheese are now among the dairy company’s most popular brands, winning awards at national competitions.

Internationally, the company’s Old Fashioned Hoop Cheddar, with an overall score of 98.9, scored a “Best in Class” at the 2022 World Championship Cheese Contest, the world’s largest technical cheese competition, in the Traditional Waxed Cheddar, Mild to Medium category. In 2008, its Bandaged Style Cheddar Mild to Medium also garnered a “Best in Class” with a score of 98.25 at the World’s competition.

Chris explains that about 80% of the cheese Renard’s produces, like Farmer’s and Monterrey Jack, are higher moisture cheeses, while 20% of their portfolio is aged cheese — with a 15-year cheddar being the longest aged cheese in storage. The company also produces cheddars aged between one to 10 years.

The public’s growing interest in gourmet and artisanal foods also is driving demand in the $1.4 billion blue cheese market, according to Portland, Ore.-based Allied Market Research. The research firm prognosticates a compound annual growth rate (CAGR) of 4.3% from 2023 to 2032 and annual sales of $2.2 billion by 2032.

Despite the fact that crafting blue cheese necessitates meticulous environmental conditions and skilled craftsmanship due to its labor-intensive and time-consuming endeavor, the report states that market growth is being driven by an increase in demand for nutrient rich food, more availability and accessibility, and product innovation and flavor variations.

Sometimes referred to as “the best cheese you never heard of,” raclette is a cow’s milk cheese with a creamy texture and a salty, slightly sweet, slightly nutty flavor similar to Gruyere. With origins in the Swiss Alps, Raclette, which is named for the grill it’s prepared on, while not as well-known as its cousin, fondue, this gooey, aromatic semi-hard cheese is growing in popularity across the globe, the company says.

In September, Valio USA, a subsidiary of Finland-based Valio Ltd., released four cheese offerings designed to elevate charcuterie boards and home snacking under its Finlandia label, according to the Parsippany, N.J.-based company, which has been producing cheeses and butters with the highest quality natural ingredients for more than a century.

The additions consist of two non-GMO spreadable cheeses, which can serve as a topping for sandwiches or crackers, and two hard cheeses with a firm, grainy texture that are each aged for 10 months. Spreadable varieties include Original and Chanterelle Mushroom, along with Forte Aged and Gran Regale Aged hard cheese options.

"Food lovers are looking for easy ways to liven up their meals, and our new cheeses take Finlandia classics up a notch,” says Mari Meriluoto, Valio’s director of marketing and business development. “Our Spreadable Cheese gets a sophisticated twist with our Chanterelle Mushroom flavor, while our Aged Cheese, produced using traditional Italian methods, bring a new option to home cooks for pastas and more.”

A power play for snacks

With the holidays soon to be here, appetizers, many consisting of dairy products like cubed cheese, meats and crackers, cheese balls, cheese spreads, cream cheese and sour cream dips, egg nog and more, along with charcuterie boards and desserts made with mascarpone cheese (think coffee-flavored tiramisu), will be part of many festive occasions involving indulgent snacking.

In total U.S. multi-outlets for the 52 weeks ending Aug. 13, Circana data suggests that cheese spreads/balls don't need a power play to help in scoring. With dollar sales of $574 million, a decline of just 0.2%, naturally soft cheese spreads bring a wide array of textures and flavors to the wonderful world of cheese.

And not all cheese is made from cow’s milk. “Chévre,” with means “goat” and “goat cheese” in French, is bright, tart, tangy and clean-tasting. In celebration of National Goat Cheese Month (August), LaClare Creamery, Malone, Wis., expanded its fresh goat cheese line with three new flavor varieties: Chili Lime, Mediterranean and a seasonally available Pumpkin, each offered in 4-ounce logs for a suggested retail price of $4.49 per log.

On-the go snacking continues to have a large impact on the cheese category. “Natural Cheese String/Stick (snack) represents 9% of total Natural Cheese dollars,” Circana’s Crawford says. “String/Stick is up 5.1% in dollars but down 1.0% in volume. So, behind overall Natural Cheese growth rates.”

Spreadable and dip varieties of cheese also continues to resonate in the marketplace with new products being released. Sartori Cheese, makers of artisan cheese in Plymouth, Wis., launched its first BellaVitano Spread and Dip varieties in combination with its savory BellaVitano cheese in two flavors: Merlot, a rich, creamy cheese dip highlighted with the berry and plum notes of a robust red wine; and Garlic & Herb, a herbaceous cheese dip crafted with the spicy warmth of garlic, the brightness of lemon zest and the earthy taste of parsley.

Exclusively available at Publix stores, the Spread & Dip products give customers new ways to enjoy BellaVitano cheese as a flavorful sandwich spread or a dip for chips, crackers and veggies.

“At Sartori, we’re always exploring new ways to push the boundaries of flavor and product innovation,” says Sartori Cheese CEO Bert Sartori. “We’re excited to introduce these two new Spread & Dip flavors in a way that does justice to the signature BellaVitano taste our customers know and love.”

Just as Chicago Blackhawks fans are clamoring for a winning season, consumers are clamoring for more cheese, please. DF