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October 25, 2024
Comments from Our CEO
COREY SCOTT, CEO
As we transition from the summer season to tailgating, school activities, and ramping up for the holiday season, consumers seek creative recipe options. Midwest Dairy spends time evaluating emerging trends. We share this exclusive information with our partners, who can use it in the marketplace to connect with consumers. Recently, cheese consumption in the United States reached an all-time high of nearly 42 pounds per person annually, according to U.S. Department of Agriculture (USDA) data. Data shows an ever-
increasing variety of flavors and forms continues to draw consumer attention to the category. In response to increasing consumer demand, new product introductions are rising in the following areas: 1. Health and wellness claims, specifically gluten-free, high-protein, and
natural 2. Snacking and portion control across more flavors and forms, especially
gouda and cheese bars 3. More affordable options, particularly from private label brands 4. Animal welfare-related claims 5. Environmental claims such as recycling and zero carbon
Midwest Dairy’s retail and foodservice partners are capitalizing on this growing trend in cheese. For example, this summer, Marco’s Pizza launched its Fiery Flavors limited-time offer, featuring an innovative spicy cheese using the “Real Dairy. Real Fresh.” tagline and the Undeniably Dairy logo to drive incremental dairy sales. Additionally, retail partners recognize that promoting cheese drives sales in other categories. This fall, several tailgating-themed promotions have showcased the versatility of cheese for football celebrations. Recipes featuring cheese often include other products, making this a promotional “win” for retailers and dairy farmers. Midwest Dairy’s partners show how consumers can enjoy the cheese they love by delivering a delicious dairy experience that makes them want to return for more. That’s the sweet spot for incremental growth!