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Global cheese producers pursue a bigger wedge

Mintel is predicting a wave of new product launches, global influences, formats, and eating occasions in the cheese category in 2026.

Global shoppers’ cheese consumption is shifting, transforming its position as a staple ingredient and in emerging eating occasions, the market intelligence agency writes in the article “What’s driving cheese industry innovation across global markets?”

Yet, despite its evolution, cheese remains as popular as ever and is poised for growth. According to Statista data, the cheese market revenue stood at $298.72 billion in 2025.

Growing at a rate of 6.21% annually over the next five years, the category teeters towards reaching the almost $300 billion mark by 2030.

Despite its growth trajectory, global manufacturers need to be aware of market differences and incorporate them into their product launches.

Sizeable opportunities to favour familiar and explore experimentation

Globally, cheese remains a staple product – but its position within markets varies significantly, influenced by culture, economics, and changing attitudes to health and sustainability.

Producers wanting a wedge of the action will be exploring exciting new formats, cross-category collaborations, and eating experiences.

Positioning cheese as a meat alternative, its presence in international and fusion products, elevating lunch options with portable cheese snacks, and creating indulgent cheese moments in desserts are all among the new formulations and campaigns that will shape the category this year.

Everyday eating behaviours, if the price is right

In North American and European markets, such as the US, UK, and Germany, cheese is a common component of consumers’ everyday eating behaviours, with many eating it daily.

These markets exhibit some of the world’s highest per capita consumption and robust spending.

However, inflation has altered consumption habits, particularly among lower-income households and younger shoppers, affecting how much and how often they buy cheese. Private-label and value-tier products have emerged as alternatives to branded options.

With cheese demand high, for manufacturers in these mature markets, the focus in 2026 will be less on generating demand and more on exploring formats, usage occasions and conveying value. Manufacturers can leverage popular cheese flavours, types, and occasions to boost their products’ profiles, aligning with market tastes and demands.

In Germany and the UK, marketers promote cheese as a flexible ingredient in international and fusion dishes. Asian, Middle Eastern, and flavour-inspired formats are leading cuisines. Cheese is also proving popular as a meat alternative.

In France and Germany, it is hailed as a centre-of-the-plate protein, with cheese mince, grillable cheese, and cheese patties appealing to vegan and flexitarian consumers.

Expanding the cheese experience, one spend at a time

Japan and Thailand show a very different picture. In Japan, for instance, per capita cheese consumption remains low, with just 4% of consumers eating cheese daily and most seeing it as an occasional dietary addition rather than a staple.

However, a preference for national brands and processed cheese leads to higher spending. Over 26% of shoppers in Japan reduce their cheese consumption, however, when prices increase. Due to these rising costs, cheese is no longer considered a staple in the country.

Manufacturers in Japan can appeal to consumers – especially younger generations – and encourage higher consumption by highlighting the nutritional and functional benefits of cheese in everyday meals and snacks. Format shifts are also likely to appeal, with portion-focused options and portable cheese snacks growing in demand.

Japan is also leading in new product development (NPD) for dessert cheese and cheese sweets, including cheesecakes, cheese jellies, and cheese-flavoured ice creams. To cater to shoppers’ health and wellness demands, producers are positioning new releases in the permissible indulgence category through low-calorie and low-carb claims.

In Thailand, there is a growing appetite for cheese. Although it is not a staple of daily consumption, the category is gaining cultural familiarity in the fast-growing market.

According to Mintel data, more than four-fifths of shoppers in Thailand say they eat cheese. However, many of these are deemed a “Cheese Casuals” consumer, whereby their consumption habits are staple but remain steady.

Younger demographics drive experimentation with ingredients, trends, and occasions, offering manufacturers opportunities to launch new products. Consumers who fall into the “Cheese Champs” category offer the greatest potential, as these shoppers actively engage with premium products, new textures, bold flavours, and convenient snacking formats.

Growing the value and frequency of consumption in the cheese category in Thailand hinges on producers developing fun, engaging, flavour-forward, and portable products. Flavoured plant-based cheeses are tipped as a winning strategy, with 39% of consumers showing interest in them, according to Mintel.

As vegan cheese formulations’ ingredients help mask unappealing tastes and textures, they can encourage trial and repeat consumption and respond to consumers’ desire for daily alternatives.