Customized Report Service – The mozzarella cheese market in Canada and the United States

December 2019

Summary

According to 2017 figures from the Canadian Dairy Information Centre, Canadian mozzarella cheese production totaled 148,049 tonnes in 2016, and Canadian imports reached 175,536 kilograms (kg) in 2018.

In Canada and the United States, 1,825 products containing mozzarella cheese or ingredients derived from mozzarella were launched in the past four years (2015 to 2018). The top 10 Canadian and US companies launched 273 products containing mozzarella. The Canadian company Western Family introduced 33 new products containing mozzarella, and the US company Kroger launched 45.

The combined number of products launched in the new variety/range extension category and the new packaging category was 1,201 during the period from 2015 to 2018. The top five companies produced 165 new products in total, and 78.4% of all the products containing mozzarella were launched in the ready-meals, meal centres and snacks groups.

Canadian mozzarella cheese imports

Canadian mozzarella cheese imports[1] (kilograms), 2015 to 2018
Variety 2015 2016 2017 2018
Natural Other natural 585,541 804,492 510,778 173,189
Total natural 20,818,385 20,543,172 20,904,840 24,797,697
Processed Grated or powdered 73,672 95,909 80,775 2,347
Total processed 1,361,405 1,704,509 1,672,615 1,587,563
Total imports 22,179,790 22,247,681 22,577,455 26,385,260

Source: Global Affairs Canada

1: The total includes cheese imports under permits only, and excludes cheese admitted under the Imports for Re-export Program and for cruise ship markets

Calculations performed by AAFC-AID, Market Information Section

For a full list of Canadian cheese imports, visit Cheese Imports into Canada by Variety (Year).

Canadian cheese imports were relatively stable over the past four years, with a total volume of 26.4 million kg in 2018, of which mozzarella cheese accounted for 175,536 kg.

However, Canadian imports of mozzarella cheese were down considerably from the previous years, with decreases of 308,848 kg from 2016 to 2017 and 416,017 kg from 2017 to 2018.

Note that there are no data available for Canadian mozzarella cheese exports or for imports by country for this specific type or category of cheese. In addition, we do not have access to trade data for milk and for dairy and cheese products in the United States.

Launches of mozzarella cheese products in North America, 2015 to 2018

In Canada and the United States, 1,825 products containing mozzarella cheese or ingredients derived from mozzarella were launched during the period under review (2015 to 2018). Canadian companies launched a total of 417 products containing mozzarella and US companies launched 1,408 during the same period.

Number of Launches of Products Containing Mozzarella in Canada and the United States, 2015 to 2018
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Description of above image
2015 2016 2017 2018
United States 291 367 371 379
Canada 128 120 74 95

Source: Mintel, 2019

Number of Launches by the Top 10 Canadian and US Brands, 2015 to 2018
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Description of above image
Brand United States Canada
Kroger 45 0
Archer Farms 22 0
Three Bridges 21 0
Member's Mark 21 0
Signature Select 18 0
Marketside 17 0
Giant Eagle 35 0
Great Value 23 18
Western Family 0 33
Co-Op Gold 0 20

Source: Mintel, 2019

The top 10 companies–seven in the United States and three in Canada–launched 273 products containing mozzarella cheese between 2015 and 2018. The Canadian company with the highest number of launches of products containing mozzarella was Western Family, with 33 products; the number one company in the US was Kroger, with 45 mozzarella products.

Launch Types for the Top Five Canadian and US Brands, 2015 to 2018
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Launch Type Kroger Great Value Giant Eagle Western Family Archer Farms
New variety/range extension 16 30 17 12 9
New packaging 28 11 18 21 3
New product 0 0 0 0 1
Relaunch 1 0 0 0 2
New formulation 0 0 0 0 7

Source: Mintel, 2019

The two categories with the highest number of launches of products containing mozzarella ingredients were the new variety/range extension category and the new packaging category. Between 2015 and 2018, the top five companies launched 84 of the 680 new varieties of products containing mozzarella and 81 of the 521 products with new packaging.

Between 2015 and 2018, Western Family relaunched 21 mozzarella products with new packaging and launched 12 new varieties. Kroger repackaged 28 products with a new design and offered 16 new varieties during the same period.

Number of Launches by the Top 10 Canadian and US Brands, 2015 to 2018
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*: Pizzas, lasagna, etc.

**: Hors d'oeuvres, sausages, etc.

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  • Ready-meals and meal centres (Pizzas, lasagna, etc.): 67.8%
  • Snacks: 10.6%
  • Side dishes: 8.3%
  • Dairy products: 6.0%
  • Processed fish, meat and egg products (Hors d'oeuvres, sausages, etc.): 4.1%

Source: Mintel, 2019

In addition, 67.8% of all launches of products containing mozzarella in Canada and the United States were ready-meals and meal centres, whereas snacks accounted for 10.6% of the total number of mozzarella products launched between 2015 and 2018.

Examples of product launches

Chicken Fettuccine
Company Overwaitea Food Group
Brand Western Family
Category Ready-meals and meal centres
Sub-category Ready/cooked meals
Country Canada
Country of manufacture Canada
Distribution type Supermarket
Release date July 2018
Launch type New packaging
Price in local currency Can$1.99
Party Size Meat Lasagna
Company Kroger
Brand Kroger
Category Ready-meals and meal centres
Sub-category Ready/cooked meals
Country United States
Store name Kroger
Distribution type Supermarket
Release date January 2017
Launch type New packaging
Price in local currency US$11.99
Shredded Whole Milk Low-Moisture Mozzarella Cheese
Company Walmart
Brand Great Value
Category Dairy products
Sub-category Soft and semi-soft cheese
Country United States
Store name Walmart
Distribution type Mass merchandise/ hypermarket
Release date May 2018
Launch type New packaging
Product source Shopper
Price in local currency US$1.48
Original Crust Pizza Supreme
Company Giant Eagle
Brand Giant Eagle
Category Ready-meals and meal centres
Sub-category Pizzas
Country United States
Store name Giant Eagle
Distribution type Supermarket
Release date December 2018
Launch type New packaging
Price in local currency US$3.79
Burrata Lemon Zest Herb Ravioli
Company Target
Brand Archer Farms
Category Side dishes
Sub-category Pasta
Country United States
Store name Target
Release date November 2018
Product source Shopper
Launch type New product
Price in local currency US$3.49

Resources

Customized Report Service – The mozzarella cheese market in Canada and the United States
Global Analysis Report

Prepared by: André Ajaltouny

© Her Majesty the Queen in Right of Canada, represented by the Minister of Agriculture and Agri-Food (2019).

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