Guest Columns

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Dairy Marketing

The future of cheese: Five key industry trends to watch

Suzanne Fanning

Suzanne Fanning, chief marketing officer for Wisconsin Cheese and executive vice president for Dairy Farmers of Wisconsin, is a guest columnist for Cheese Market News®.

The cheese industry is experiencing dynamic shifts, influenced by evolving consumer preferences and emerging market trends. As we navigate these changes, it’s clear that understanding these shifts is crucial for staying ahead in the marketplace. Drawing from expert analysis of current sales data and consumer behaviors, we’ve identified five key trends that are shaping the future of cheese. These trends highlight challenges and opportunities, offering insights into what’s driving consumer choices and how brands can adapt to meet the growing demand for innovation, authenticity and quality. Here’s a closer look at what we can expect to influence the cheese industry.

• A global cheese renaissance

The cheese industry is experiencing a global renaissance, with international and artisanal cheeses seeing significant growth. Consumers are increasingly drawn to bold and unique flavors, seeking cheeses that offer a more dynamic culinary experience. As people become more adventurous with their palates, cheesemakers across the industry can meet the growing consumer desire for bold, unique flavors with a global flair.

This demand is reflected in impressive retail sales gains for specific cheeses: Paneer saw a 34% increase, Burrata rose by 32.1% and Queso Quesadilla grew by 22.8% in the 52 weeks ending Dec. 1, 2024 (Circana). These trends highlight the powerful global influences shaping modern palates as consumers embrace the diversity and complexity of international cheeses. The shift signals a bright future for the continued expansion of these bold, flavorful varieties across the cheese market.

• Classic comforts take center stage

At the same time, there’s been a resurgence in the popularity of classic comfort cheeses. In 2024, Parmesan led the charge in specialty cheese sales, with Cheddar following closely behind, underscoring the enduring popularity of these classic varieties. Despite the growing interest in bold and innovative flavors, there’s a clear consumer desire to celebrate familiar tastes and heritage-inspired products.

The potential to blend tradition with innovation is vast, offering exciting opportunities to reinvent classic cheeses in creative ways. As consumers continue to seek foods that evoke a sense of nostalgia, the demand for both timeless varieties and innovative expressions of those classics is stronger than ever. By revisiting old-world recipes and elevating them with inventive flavors, the cheese industry has the opportunity to bring nostalgia into the modern era.

• Nurturing meaningful connections through cheese

Food has always brought people together, but today, there’s a deeper focus on the social and emotional connections that food fosters. With one in three consumers saying that social connections are key to feeling well, food has become an important part of building relationships and community. Wisconsin Cheese has embraced this trend through initiatives like Cheeselandia, a virtual community where cheese lovers can connect, share recipes and celebrate Wisconsin’s cheesemaking heritage.

Cheeselandia is more than just a space to discover new cheeses — it’s a place where people build lasting relationships over shared culinary experiences. While Wisconsin’s approach highlights the importance of community, this trend resonates throughout the cheese industry. Sharing cheese can go beyond flavor — it can foster relationships and create lasting memories, making cheese not just a food but a bridge to deeper emotional experiences.

• From star ingredients to star experiences

Today’s consumers expect more than just high-quality ingredients — they want an experience. In 2025, people will prioritize freshness, health benefits and the story behind the products they purchase. A compelling narrative centered around authenticity and craftsmanship helps consumers feel a deeper connection with what they’re eating, and this trend will continue to thrive.

Every cheesemaker in Wisconsin is licensed, and the state’s Wisconsin Master Cheesemaker Program is a mark of excellence, ensuring that every Wisconsin cheese is crafted with the highest quality standards. By crafting narratives highlighting the skill, tradition and authenticity behind their products, cheesemakers are elevating their offerings into “star experiences,” creating a stronger bond with consumers who value quality and the stories that make each bite meaningful.

• Mood-boosting bites

As mental health and well-being take center stage, consumers may turn to foods that support emotional wellness. Cheese, with its rich nutritional profile — high in calcium, protein and tyrosine — can help boost mood, cognitive function and overall emotional well-being. As a result, snackable cheese varieties are becoming more popular, offering consumers a satisfying, mood-boosting treat.

Snackable options like fresh Mozzarella and Gouda offer consumers an accessible way to enjoy cheese while nourishing their bodies and minds. As we move toward 2025, the cheese industry will continue to explore new ways to create products that strike the perfect balance between enjoyment and well-being.

• Conclusion

The cheese industry is shifting in exciting ways, driven by changing consumer preferences and increasing demand for both unique and familiar flavors, authentic craftsmanship and a deeper connection to the foods consumed. To explore these trends in greater detail and learn more about the innovations shaping the future of cheese, I invite you to read the full 2025 Wisconsin Cheese Trends Report at www.wisconsindairy.org/cheesetrends.

CMN

The views expressed by CMN’s guest columnists are their own opinions and do not necessarily reflect those of Cheese Market News®.

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