Category Analysis: Hispanic Cheese
The Hispanic cheese category is averaging 10 percent annual growth while mainstream cheese sectors remain flat, according to online media sources. Growth is driven by consumers’ desire for more authentic options as they cook at home more often.
Arturo Nava, Sr. Marketing Director of Hispanic Cheese Makers-Nuestro Queso, discussed the rise of Hispanic cheese. “We’re growing fast and so is the Hispanic cheese category. Growth rates are 8 and 9 percent per year, and some of our cheeses are growing at 20 percent. Our challenge is to capitalize on this growth opportunity and maximize our potential.”
He continued, “Another challenge is having the capacity to keep up with the market. We are investing in a new plant to increase our capacity. Innovation is more than a challenge; it’s a strategy. We’ve been developing new formats, like our Oaxaca bites in a convenient snack format. We are a private label company, so we are working with retailers and distributors across the nation to keep up with demand, innovation, and satisfaction at their high volumes. But it’s a good problem to have—managing our growth.”
Sibel Candemir, Chief Marketing Officer at Cacique Foods, shared a similar outlook. “One of the biggest opportunities we see is the continued demand for authentic Mexican cuisine across the United States. Mexican food is the preferred global cuisine among younger generations, with 82% of Millennials and 75% of Gen Z naming it as their favorite.* Yet consumers have historically been met with generic ‘Mexican-style’ cheese blends rather than authentic varieties like Oaxaca, asadero, quesadilla and cotija that deliver the flavor and texture essential to true Mexican cooking.” *According to data included in Datassential, Consumer Preferences, released in June 2022.
“As the nation’s No. 1 brand of Hispanic cheeses, cremas and chorizos, we’re investing in an innovation pipeline designed to bring authentic Mexican products to more consumers. Our mission is to make it easier than ever to prepare Mexican dishes with the authenticity and convenience today’s home cooks expect and deserve,” commented Candemir.
Tropical Cheese, a leading producer and distributor of Latino-targeted dairy products in the US, recently expanded its cheese production by acquiring a new manufacturing location in Maine and related assets of Pineland Farms Dairy Company.
“We are pleased to welcome the Bangor team to Tropical Cheese,” said Victor Mehren, Chief Executive Officer of Tropical Cheese Industries. “The facility provides an important foundation for our future growth. Bangor brings together an experienced workforce, strong connections to Maine’s dairy community, and the infrastructure and room to expand production over time.”
Mexican cuisine ranks as the third most popular food style globally and in the US, according to TasteAtlas. That popularity is fueling interest in Hispanic cheese.
Nava, of Hispanic Cheese Makers-Nuestro Queso, affirmed, “We are seeing crossover of Hispanic cheese to the mainstream. Consumers are discovering cheeses at restaurants—Mexican and Latin are growing—and are trying more cheeses when they cook at home. It’s like Italian cheese was 30-40 years ago. Consumers love the versatility and delicious options of Hispanic cheese like our quesadilla, cotija, fresco and panela.”
Nava outlined the company’s multi-layered strategy to reach new customers. “We attend many trade shows like PLMA and IDDBA. We have strong relationships in the marketplace. We have a great reputation as the Hispanic cheese private label leader. Many people come to us. Our digital platform—website, social media, email marketing—shares different aspects of category knowledge and products. Our category knowledge platform really is about educating customers about the category and attracting them. This differentiates us. We are not just a supplier. We are experts in the category.”
Cacique Foods is reaching new consumers through its “Kitchen to Cocina” campaign.
“The campaign centers on a simple truth: everyone loves Mexican food, but it hasn’t always been easy to recreate restaurant-quality dishes at home. The creative shows how Cacique’s authentic cheeses can transform everyday meals, turning a basic kitchen into a true cocina,” explained Candemir. “We’re supporting the campaign with our largest digital media plan in years, reaching Hispanic and mainstream consumers in both English and Spanish through video advertising across CTV, Meta, YouTube, TikTok and programmatic in-stream video, along with programmatic static display advertising.”
Tropical Cheese is looking beyond the dairy aisle to create a more comprehensive offering. The company acquired Cibao Meat Products, a leading manufacturer of premium Hispanic-style meat products. “This acquisition accelerates Tropical Cheese’s growth by uniting two category leaders in Hispanic foods,” said Vic Mehren, CEO of Tropical Cheese. “With Cibao, we will significantly strengthen our Meats Division, expand our Hispanic foods platform, and broaden our reach across the food industry and Hispanic community. Cibao’s premium ingredients and authentic recipes help us bring more authentic Hispanic foods to more consumers.”
