Cheese
Discover untapped opportunity in global cheese markets
Our 2025 global cheese consumer study set out to decode how consumers actually navigate the cheese category. It combines ethnographic research across multiple countries with a large-scale survey of more than 9,000 respondents across key global markets. What emerges is a category with universal appeal, yet critical knowledge gaps.
Key findings include:
- Cheese is part of everyday life
Consumers love cheese, and they also perceive it as a healthy option. 84% of them consider its protein levels a key health benefit.
- Cheese is a multi-occasion product
While 71% of consumers say they want to try new options, most stick to what they know. Reasons include difficulty understanding the category and the risk of buying something new and not liking it.
- A critical knowledge gap
The term “processed cheese” has strong negative associations in terms of health, yet only around 29% of consumers say they understand what it is.
Take a deeper dive into one of the world’s most-loved food categories
From mozzarella and cheddar to the role of cheese in pizza experiences, our global proprietary study unpacks the nuances of consumer behavior and preferences across markets, occasions, and cheese types.
Finn Wulff, Head of Consumer Insights at Novonesis.
Finn Wulff brings more than two decades of global marketing and commercial leadership across B2B and FMCG industries. He specializes in translating complex biosolutions into clear, customer-focused value propositions, helping organizations commercialize innovation and drive market adoption.
With extensive experience and international roles spanning Europe and Asia, he has led major product launches, strategic transformation initiatives and cross-functional teams across the full value chain, from R&D to sales. Known for his strong communication skills and customer-centric approach, Finn combines data-driven insights with commercial acumen to shape impactful marketing strategies. Follow Finn
For insights to help take your cheese brands to the next level, get in touch.