Cheese on Trend
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Cheese on Trend Webinar Deck WIP 2 Agenda I. Macro Cheese Consumption Trends Jim Schafer II. Consumer Trends Driving Cheese Kelly Johnson, Brenda Bell III. Bringing to life with concepts Chef Ulrich Koberstein IV. Roundtable Discussion Team V. Q & A Team 3 Macro Cheese Consumption Trends 4 5 U.S. Cheese Consumption is at an all-time high Per Capita Cheese Consumption (lbs.) — U.S. 36.6 35.4 32.9 31.6 29.8 26.8 24.6 22.5 17.5 14.3 11.4 1970 1975 1980 1985 1990 1995 2000 2005 2010 2015 2016* Sources: WMMB, USDA/ERS *Preliminary estimate 5 6 Consumption of Italian and American Cheeses lead growth U.S. Per Capita Cheese Consumption (lbs.) — by Variety 16 15.2 lbs 14 14.3 lbs 12 10 8 6 6.8 lbs 4 2 0 American Italian All Other Cheddar, colby, curds, monterey Mozzarella, parmesan, provolone, Cream cheese, Swiss, Hispanic, jack, other American ricotta, romano, other Italian muenster, blue, other Source: WMMB, USDA/NASS 6 7 Cheese companies are working in 8 categories of new cheeses Flavors Cheese Companies Plan to Innovate in 2018 (%) Smoked Herbs (basil, chives, oregano, etc.) Cheese Blends Hot Pepper Bold Flavors Fruit Nuts Beer/Wine 0 10 20 30 40 50 Source: Dairy Foods Magazine, April 2018, Exclusive Research study; Note: Survey respondents could select more than 1 response 7 8 How do Product and Menu Developers Differentiate with Cheese? Core vs. VA Added Framework Core Cheddar, Pepperjack, Swiss, Provolone, Asiago Value Added Chipotle Cheddar, Colby, Colby Jack, Monterey Jack, Sharp Value Added Cheddar, Smoked Cheddar, Southwest, White Cheddar, Cheeses are Fontina, Gouda, Gruyere, Havarti, Muenster, Mozzarella, differentiators Garlic Herb, Colby Pepperjack, Sriracha Jack, Queso Fresco Source: Sargento Internal Sources, 2018 8 Consumer Trends Driving Cheese 9 Cheese on Trend - Trend Areas Sensory Up In Sensations Smoke Global Flavors Plant Forward Cleaning Up 10 1 Cleaning Up • Culinary Complements • Organic, rbst-Free • IQF Cheese Blends • Packaging Options • White Cheeses 11 11 Portion Control Packaging and Culinary Complements are Examples of Products that Can Help Fight Food Waste 12 • Inherent Positives • Production (hormone • Real People • No artificial ingredients free, cage free, non • Socially Responsible • Short Ingredient lists GMO, antibiotic free, • Higher Purpose organic, pasture raised) • Scale (small batch, local) Clean Labels Clean Production Practices Social Responsibility Source: Hartman H+W Report 2013-2017 13 Source: Nielsen 2017 Clean Label Report 14 Blue Cheese-Almond Shaved Brussel Sprouts Salad Salad with crispy shaved brussels sprouts and spring greens blend topped with shaved apple, toasted almonds and crumbled blue cheese 15 Pimento Studded Bourbon Jerky Snack Tray On-the-go snack tray of cubed Pimento cheese, candied Bourbon beef jerky, vanilla scented almonds and ranch pretzels 16 2 Plant-Forward 17 Plant-Forward – Purposeful Eating 68% eating more produce than they did 5 years ago Datassential Keynote Salad Report 2017 18 Plant-Forward Eating Permits Cheese Cheese leads in growing veggie centric categories Retail Bag Salad Kits With Cheese $ Sales 17% higher than Kits without Cheese Nielsen Total U.S. XAOC - $Millions $587.2 $499.4 $355.5 $208.4 2015 2016 2017 2018 Salad Kits with Cheese Salad Kits without Cheese Source: Nielsen Total US xAOC, 52 week periods ending January 19 Cheese Varieties Have a Role In Plant-Forward Eating Over 26% Veggie Burgers Smashburger - Spicy Cowboy Black Contain Cheese Bean Burger: Grilled garlic jalapenos, applewood smoked Incidence of Cheese Varieties on Veggie Burgers bacon, cheddar, haystacks onions and BBQ sauce Cheddar 26% ----------------------------------------------- Swiss 12% Red Robin - Gourmet Veggie Pepper Jack 12% Burger: ancient-grain-and-quinoa Jack Cheese 11% veggie patty is piled high with Swiss American 11% cheese and lightly fried, Parmesan- Mozzarella 8% sprinkled mushrooms Provolone 6% ----------------------------------------------- White Castle - The Impossible Bleu Cheese 4% Sliders: smoked cheddar cheese, Smoked Cheese 4% pickles, onion, and served on the Goat Cheese 3% brand’s signature bun. Feta 3% 20 Sources: Datassential Inclusions Infuse Plants and Flavor Into Cheese Fiesta Pepper Jack • Cranberry White Cheddar • Sun Dried Tomato Basil • Garlic Herb • Colby Pepper Jack • Habanero • Pepper Jack • Pimento Cheese • Ghost Pepper Cheese 21 Harvest Burger Our great tasting Harvest Burger is a savory blend of real vegetables, including roasted corn and green peppers, wholesome grains, cheese, and cracked black pepper. Grilled to perfection, the patty has a crispy, caramelized coating and is topped with fresh-cut lettuce, juicy tomatoes, onions and your choice of condiments served on a brioche bun. 22 Harvest Burger express screen source: Datassential SCORES™ norms reflect comparison to all items PRODUCT SCORES (AMONG: TOTAL) 100 = max possible score 69 92 88 93 unbranded uniqueness frequency draw PI n=304 n=304 n=229 n=229 definitely or probably extremely or very would order the item would visit somewhere would buy unique all the time just for this item 47% 51% 22% 50% 50 88 87 89 versus other burger 23 4 Cheese Stuffed Roasted Vegetables Roasted and stuffed mushrooms, peppers and tomatoes with a blend of Cheddar, Mozzarella, Monterey Jack and Parmesan cheeses 24 4 Cheese Stuffed Roasted Vegetables express screen source: Datassential SCORES™ norms reflect comparison to all items PRODUCT SCORES (AMONG: TOTAL) 100 = max possible score unbranded67 86 91 64 PI uniqueness frequency draw n=304 n=304 n=230 n=230 definitely or probably extremely or very would order the item would visit somewhere would buy unique all the time just for this item 47% 48% 23% 42% 71 84 93 76 versus other appetizer & side 25 3 Global Flavors Alpine Style Cheeses Bold Flavor Varieties Mediterranean Cheeses Traditional Hispanic Cheeses 26 Alpine-Style Cheeses – excellent melting cheeses, perfect for kicking up your grilled cheese or other hot sandwiches! Asiago Cheese Gouda Cheese Havarti Cheese Gruyere Cheese Fontina Cheese Emmental Cheese 27 Mediterranean Cheeses - Varieties like Feta, Goat, Authentic Italian are witnessing growth, are appealing to fast growing demographic segments and have a variety of uses across products Parmesan Cheese Feta Cheese Goat Cheese 28 Bold Flavor Varieties - From Sriracha Jack to Habanero Pepper Jack, Cheese is the perfect vehicle to deliver bold flavors 29 Jalapeño remains the largest flavor segment in the retail cheese category, though other hot peppers (beyond jalapeño, habanero and chipotle) are gainingRetail Cheeseground. Sales by Flavor Segment Top Flavor Segments 2016-2017 Fastest Growing Flavor Segments 2016-2017 (million lbs.) Growth (thousand lbs.) Growth Jalapeno 53 3.7% Peppercorn 712 69.1% AO Hot Pepper 45 0.7% Vanilla 617 59.6% Smoked 43 11.0% Cayenne 176 45.0% Herb excl. Dill 27 0.5% Pesto 152 28.2% Pimento 26 7.1% Alcohol excl. Wine 847 27.6% Taco 24 1.4% Bacon 3,407 26.1% Berry 19 2.1% Cheesecake 2,435 24.6% Habanero 15 1.2% Chocolate/Fudge 93 24.4% Onion 12 1.8% Roasted 604 16.4% Garlic 11 2.7% Mushroom/Truffle 226 15.3% Source: IRI Custom WMMB Database; MULO+C; Exact weight Products Only 30 Bold Flavor Varieties Witnessing Growth in Foodservice Variety % Restaurant % Growth vs % Growth vs 4 Penetration YAGO YAGO Pepper Jack 15.8% +3.2% +18.5% Pimento 3.1% +0.1% +66% Beer Cheese 1.8% +20.5% +128.7% Jalapeno Cheddar 1.6% +31.2% +100.5% Herbed Goat 1.1% +6.1% +43.6% Source: Datassential MenuTrends Direct, 2018 31 Traditional Hispanic Cheeses - cue authenticity & are becoming more popular as our country continues to move toward a multicultural majority. Manchego Queso Blanco Cotija Asadero 32 Hispanic cheeses (such as Cotija, Queso Fresco, Asadero) are experiencing stronger than average growth Hispanic Cheese Sales at Retail (million lbs.) Share of category Volume Sales Annual Percent Growth1 2017 8.2% 7.0% 7.2% 7.2% 2.7% 6.5% 101.3 87.4 94.6 76.6 81.6 1.1% 1.0% Total Cheese Hispanic Non-Hispanic 2013 2014 2015 2016 2017 Cheese Cheese 1Compound Annual Growth Rate Source: IRI Custom WMMB Database; MULO+C; Exact weight and random weight combined 33 Traditional Hispanic Varieties Witnessing Growth in Foodservice Variety % Restaurant % Growth vs % Growth vs 4 Penetration YAGO YAGO Queso 15.3% +6.3% +22.8% Queso Fresco 5.3% +13.8% +74.8% Cotija 4.6% +2.4% +77.3% Manchego 3.0% -1.2% +24.9% Chihuahua 2.2% -0.8% +18.1% Queso Blanco 1.2% +9.2% +67.1% Source: Datassential MenuTrends Direct, 2018 34 Loaded India Curry Potato Nachos Spicy curry fries and tater tots loaded with tandoori chicken, curry Cheddar sauce, Sriracha Jack cheese, cilantro and pickled red onions 35 Flame Grilled Cheese Tacos South of the border tacos stuffed with flame grilled Queso Fresco cheese and topped with chipotle crema and avocado 36 4 Up In Smoke Source: IRI Custom WMMB Database; MULO+C; Exact weight Products Only 37 Specificity of Smoke Flavor in Cheese is Climbing SMOKED CHEESE 2016 Rising RISING Smoked Gouda Emerging Smoked Cheddar Smoked Swiss Smoked Provolone Smoked Gruyere Smoked Mozzarella 38 Smoked Flavored Ingredients Enhance Food SAFE & ADVENTUROUS SMOKED CHEESE can provide a flavor bridge for products Smoke cheese is a safe place It has a dual purpose of mixing Its flavors and notes marry for product development and up the everyday eating experience well across most platforms menu exploration, it’s edgy and bringing a premium feel to ranging from fresh and without being polarizing upscale a classic prepared and frozen foods 600 Product Launches with Smoke Flavors # of Items 400 200 CAGR 16.5% 0 2014 2015 2016 2017 Source: Innova Market Research, U.S. Product Launches with Smoke Flavor, excludes Meat, Fish and Egg categories 39 Where Smoke Cheese Flavor Innovation is Heading Generic Smoke Specific Smoke More Wood Types Call-outs Cheese Flavors in like Maple and Snacks and Seasoning carriers migrating to Pizza, Burgers and e.g.