Category: Blog
Why Natural Cheese is Powering Category Growth
Natural Cheese Consumption is Growing
Natural cheese has never been more relevant. As US consumers double down on flavor, quality and protein‑forward foods, the segment continues to outperform and set the pace for category growth. For brands and manufacturers, understanding the “why” behind this shift is key to capturing demand and staying ahead of the market.
The Category Powerhouse
According to Mintel’s latest US Cheese Market Dynamics Report (2025), natural cheese continues to dominate retail, accounting for 71% of the cheese market. With an estimated $23.7 billion market size in 2025 and steady growth expected through 2030, natural cheese remains not only the largest segment but also the most resilient.
By contrast, processed cheese is under pressure. Evolving consumer expectations and growing apprehension of “processed foods” have contributed to stagnant or declining performance. For brands and manufacturers navigating these shifts, natural cheese presents a clear path to drive innovation, capture value and unlock long-term growth.
By The Numbers
US: total retail sales and forecast of cheese, by segment, at current prices, 2019-30
Source: Mintel’s US Cheese Market Dynamics Report, 2025
| Natural Cheese | Processed Cheese | |||
| Year | $ million | % change | $ million | % change |
| 2019 | 17,220 | – | 3,689 | – |
| 2020 | 20,301 | +17.9 | 4,281 | +16.1 |
| 2021 | 20,054 | -1.2 | 4,140 | -3.3 |
| 2022 | 21,321 | +6.3 | 4,420 | +6.8 |
| 2023 | 22,167 | +4.0 | 4,444 | +0.5 |
| 2024 | 22,796 | +2.7 | 4,389 | -1.2 |
| 2025 (est) | 23,737 | +4.3 | 4,294 | -2.2 |
| 2026 (fore) | 24,441 | +3.0 | 4,303 | +0.2 |
| 2027 (fore) | 25,169 | +3.0 | 4,300 | -0.1 |
| 2028 (fore) | 25,815 | +2.6 | 4,303 | +0.1 |
| 2029 (fore) | 26,242 | +1.7 | 4,296 | -0.2 |
| 2030 (fore) | 26,625 | +1.5 | 4,316 | +0.5 |
Why Natural Cheese is Powering Category Growth
1. Versatility & Snacking Culture
Cheese has firmly claimed its spot as a go‑to snack. More than half of consumers (56%) report eating cheese as a snack in the past three months,1 and natural cheese formats such as sticks, cubes and single‑serve portions align perfectly with today’s demand for convenient, high‑protein snacks. For retailers and brands, this creates opportunities to expand on-the-go, portion-controlled and multi-pack offerings that fit seamlessly into busy lifestyles.
2. Flavor First
Across the category, flavor remains king. Roughly 30% of cheese consumers cite flavor as the most important purchase driver—outranking format or ingredient considerations.1 With its range of textures, taste profiles and aging possibilities, natural cheese is uniquely positioned to deliver the sensory experience consumers expect from everyday favorites to premium specialty offerings.
3. Innovation & Novelty Capture Younger Consumers
Younger buyers (18–34) are particularly adventurous, with 40% seeking new cheese experiences.1 From bolder flavors to new cuts, blends and functional benefits, natural cheese offers an ideal canvas for innovation. Brands that experiment with global flavors, seasonal offerings and cross-category collaborations can win with trend‑driven consumers and differentiate on shelf.
4. Health & Nutrition Matter—More Than Ever
As high‑protein lifestyles continue to rise, natural cheese’s nutritional profile is a clear advantage. It’s a strong source of protein and calcium. For consumers looking to balance indulgence with wellness, natural cheese is a “better‑for‑you” option compared to processed alternatives.
5. Premiumization & Ingredient Transparency
Premium brands with shorter ingredient lists and strong origin stories are outperforming the market. Simplicity, authenticity and craftsmanship resonate with consumers, especially Millennials and Gen Z. For private label and national brands alike, highlighting clean labels, responsible sourcing and production expertise is an effective way to build trust and justify premium price points.
Why Processed Cheese is Struggling
The processed cheese segment posted a two‑year decline and is projected to remain flat. Key challenges include:
- Concerns about ultra‑processed foods: 34% of U.S. adults cite “highly processed” ingredients as a top concern when buying food.1
- Shifting snacking habits: More consumers prefer natural formats for perceived health and quality.
- Reduced novelty: Innovation in processed cheese has not kept pace with the natural segment.
- Brand loyalty erosion: Younger consumers are less tied to legacy processed cheese brands.
Even so, processed cheese continues to play a critical role in foodservice where wellness influences only 11% of meal decisions, as dining out remains more focused on convenience and indulgence (Circana). It will also continue to be a staple in specific applications, such as sauces, stuffed entrées and microwaveable products. While growth projections are limited, snackable formats and flavor innovation present opportunities for processed cheese brands to stay relevant.
Natural Cheese Opportunities for Brands
For retailers, food manufacturers and packaging partners, natural cheese presents strong opportunities across:
- Private label expansion
- Premium product lines
- Snack innovation
- High‑protein and functional formulations
- Foodservice customization
- Ingredient applications for ready‑to‑eat and ready‑to‑heat meals
With private label now holding 52% of natural cheese market share, value‑driven consumers are clearly receptive to private brands and looking for more choice across formats, price points and quality tiers.
Hilmar: Your Partner in Natural Cheese Excellence
At Hilmar, we specialize in producing high‑quality natural cheeses designed for private label, regional and national brands. Our focus is simple: deliver consistent, high‑performing cheese that protects your brand and your margins.
Whether you’re expanding a retail line, innovating a new snack product or optimizing your ingredient supply chain, Hilmar brings the expertise, scale and flexibility to help you move quickly and confidently. Our teams collaborate with you from formulation through packaging to ensure your products perform on shelf, in the kitchen and with consumers.
The Bottom Line
Natural cheese is the engine behind category growth – and the momentum is expected to continue through 2030 and beyond. With strong consumer demand, nutritional advantages and endless innovation potential, it’s the clear growth engine for brands across retail, foodservice and CPG.
Hilmar is here to help you capture that demand with high‑quality, nutritious, reliable natural cheese that elevates your brand and strengthens your business for the long term, and we invite you to explore what’s possible in your portfolio with us.
Sources:
- Mintel US Cheese Market Dynamics Report, 2025
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QiQi Peng
Driving Advancements in Dairy Applications
QiQi Peng has spent more than 15 years at Hilmar, blending scientific expertise with practical solutions to help customers succeed. As applications manager for cheese and ingredients, QiQi leads a team dedicated to improving product performance and supporting innovation across the dairy industry. From developing functional applications to providing technical support, her work ensures customers achieve the highest quality and functionality in their products.
Fun Facts About QiQi
Alma Mater: University of California, Berkeley (undergrad) and Kansas State University (graduate program)
Career Path: QA Lab -> Cheese R&D -> Applications Manager
Favorite Part of Role: Helping customers succeed through science-driven solutions
QiQi’s Journey
From QA Lab to Applications Leadership
QiQi’s career began after earning a B.S. in Chemistry from the University of California, Berkeley and an M.S. in Food Science from Kansas State University. Her education gave her a deep understanding of the science behind dairy, from dairy ingredients to finished products.
Since joining Hilmar in 2010, QiQi has held roles in the QA lab for four years and spent eight years in cheese research & development before stepping into her current leadership position. QiQi describes her role in cheese R&D as a “cheese detective,” focusing on developing new products and improving existing ones through ingredient selection, process optimization and sensory testing. She also provided technical support by analyzing customer feedback and ensuring products meet quality and functionality standards to help customers succeed. The culmination of these experiences honed her analytical thinking, problem-solving skills and collaborative approach—qualities that define her success today.
Role & Impact
As applications manager, QiQi oversees a team that works closely with sales and marketing to address customer requests, support new product launches and troubleshoot technical challenges. They also work with R&D to test product functionality in a variety of applications and a variety of product attributes during the new product development process. Her team focuses on:
- Providing technical expertise for analytical and compositional concerns
- Improving product quality and functionality
- Creating on-trend food and beverage application concepts that showcase Hilmar’s whey protein ingredients
- Collaborating with customers to perfect their food and beverage formulations
“Our goal is simple,” QiQi says. “We are here to increase production yield and improve product qualities to help our customers succeed.”
Industry Trends
QiQi is particularly excited about hydrolyzed whey protein, a trending dairy ingredient that is gaining traction for its dual benefits:
- Nutritional advantages for health-conscious consumers, including a complete amino acid profile and superior digestibility
- Functional support for finished products, enhancing texture and performance
Consumers are showing increasing interest in the value of hydrolyzed whey proteins, particularly for their enhanced digestibility and absorption benefits. This aligns with the broader trend in sports nutrition and protein supplements that is shifting from simply increasing protein quantity to emphasizing protein quality.
Customer Value
QiQi and her team are problem-solvers at heart. By optimizing product functionality and improving quality, they help customers innovate and thrive in a competitive market. Their collaborative approach ensures that every solution is tailored to meet specific needs.
QiQi Peng’s dedication to advancing dairy science and supporting customer success reflects Hilmar’s commitment to innovation and collaboration. Her leadership ensures that Hilmar remains a trusted partner for customers seeking quality, functionality and forward-thinking solutions.
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Clear Protein Drinks
A Growing Market Trend
Consumers today are demanding more from their beverages – great taste, convenience and of increasing importance, functional benefits. As consumers look for higher nutritional value from their drinks, clear protein beverages are on the rise. Unlike traditional creamy shakes, these drinks offer a light, refreshing experience that’s easy to digest while also delivering high-quality protein. This format allows for high-protein claims in new beverage categories, such as sparkling waters , protein sodas and juice-based drinks.
According to Mintel, high-protein claims in beverage launches have surged, with 5% of all US drink launches in 2025 making a high/added protein claim, up from just 2% five years ago. Additionally, drinks surpassed foods in protein-related claims for the first time in five years. This trend is fueled by innovations in clear soluble proteins, which allow brands to create transparent, flavorful and stable formulations.
Challenges in Formulating Clear Protein Beverages
Achieving clarity and stability in protein drinks is not easy. Formulators must address several technical considerations:
- Protein Selection: Whey protein isolate (WPI) is the preferred choice for clear beverages due to its high solubility, low fat and lactose, and excellent heat and acid stability. But not all WPIs perform the same. Functional differences in processing can impact clarity, dispersibility and flavor. Selecting a WPI optimized for low pH is essential.
- pH and Heat Processing: Low pH and thermal treatments are challenging for most proteins and can cause denaturation of the protein. Choosing a protein that remains acid-stable and heat-tolerant is critical.
- Sensory Profile: Consumers expect a clean, refreshing taste without chalkiness or off flavors. Foaming issues during mixing can also affect consumer perception for powdered mixes. Find the right WPI that delivers a clean flavor and rapid dispersion with minimal foam to ensure a smooth, refreshing drinking experience.
Why Alternative Proteins Fall Short
Other protein sources such as milk protein, casein and soy protein present significant challenges in low pH systems. They often denaturize in acidic conditions, leading to cloudy beverages. Their lower solubility and heat stability also make them unsuitable for pasteurized or hot-fill processes in RTDs, frequently introducing off-flavors and textures that require masking.
Hilmar 9020: Engineered for Clarity and Performance
Hilmar 9020 is a 90% whey protein isolate specifically designed for protein fortification in low pH beverage applications. Its advanced functional properties make it the ideal solution for formulators seeking clarity, stability and a superior sensory experience.
- Clear in Solution: Hilmar 9020 delivers exceptional clarity in acidic environments, making it ideal for clear ready-to-drink (RTD) and ready-to-mix (RTM) beverages, protein waters and functional sports drinks. Unlike standard proteins that can cause haze or sediment, Hilmar 9020 remains transparent even after thermal processing, ensuring a visually appealing product.
- Superior Dispersibility: One of the biggest challenges in protein beverage formulation is achieving rapid hydration without clumping or excessive foam. Hilmar 9020 disperses quickly and uniformly, reducing mixing time. Its low foaming properties enhance consumer experience in RTM applications where clarity and convenience are key.
- Exceptional Flavor: Hilmar 9020 offers a clean flavor profile that complements fruit-forward and refreshing beverage concepts. This allows formulators to minimize masking agents and maintain a light, crisp taste.
- Heat & Acid Stability: Clear protein beverages often undergo pasteurization or hot-fill processes, which can destabilize proteins. Hilmar 9020 is engineered to withstand these conditions without compromising clarity or texture. Its acid solubility and heat tolerance make it perfect for RTD products.
Applications Beyond Beverages
Hilmar 9020 isn’t just for clear drinks and protein waters. Its versatility also extends to:
- Sports Nutrition: Sports gels and shots.
- Healthy Living: High-protein gummies, gelatin desserts and carbonated protein drinks.
- Healthy Aging: Nutrient-dense RTD beverages designed for older consumers seeking convenient protein solutions.
Why Choose Hilmar 9020
In addition to its advanced functional properties, Hilmar 9020 delivers superior nutritional benefits. It has low lactose and low fat to support clean-label claims and appeal to health-conscious consumers. With complete whey proteins and an excellent amino acid profile, this product is easily digested and provides all the benefits expected from dairy proteins. Hilmar 9020 enables brands to meet the increasing consumer demand for refreshing, high-protein beverages without sacrificing clarity or taste.
See Hilmar 9020 In Action
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Ben Smith
Elevating Cheesemaking at Hilmar
Ben Smith isn’t just passionate about cheese; he has a deep appreciation for the entire cheesemaking process and those who make it happen. As Hilmar’s cheese product manager, Ben brings over a decade of hands-on experience and a deep commitment to innovation, ensuring customers achieve their conversion process goals. Whether visiting customer facilities, judging at championship cheese contests or collaborating with the Center for Dairy Research, Ben is a familiar face for many in the dairy industry.
Fun Facts About Ben
Years at Hilmar: 9
Alma Mater: Oregon State University (undergrad) and California Polytechnic University (graduate program)
Favorite Hilmar cheese: Habanero Jack because “it’s the perfect level of spice.”
Ben’s Journey
From OSU’s Creamery Team to Hilmar’s Cheese Product Manager
Ben’s interest in cheesemaking began at Oregon State University, where a dairy science elective introduced him to the craft. Encouraged by Dr. Lisbeth Goddick, he joined the creamery team where students are actively involved in the production of student-made ice cream, cheese and honey. This hands-on experience is how he first discovered his passion for cheese. After earning a B.S. in Fermentation Science from OSU, Ben pursued a Master of Professional Studies in Dairy Products Technology at Cal Poly.
His career at Hilmar started in 2016 as a production supervisor in the cheese plant, then progressed to the cheese technical team where he worked on the recipes, and ultimately to his current role as cheese product manager. “Every role at Hilmar prepared me for the next one, and I wouldn’t change any of it,” shares Ben. “I learned so much as a supervisor that I still rely on today and truly value that time on the production floor.”
What Sets Hilmar Apart
“When someone buys cheese from Hilmar, they get access to our support, research knowledge and onsite assistance to ensure their success,” Ben explains. Unlike many suppliers, Hilmar’s team visits customer facilities to observe cheese performance and production processes to gather feedback. This active collaboration between customers, R&D, sales and quality ensures recipes are perfected for specific needs, something that truly sets Hilmar apart.
Industry Trends & Innovation
Ben is particularly excited about smoked cheeses. Hilmar has developed a unique, patented process for naturally smoked cheeses—without artificial flavors or liquid smoke. This innovation delivers an even smoke flavor from inside to out by smoking the curds; a distinction no other cheesemaker can offer. “It’s still relatively new, so we’re having a great time showing it to customers and explaining what makes it unique,” Ben says.
Partnerships & Research
Ben values Hilmar’s strong relationship with the Center for Dairy Research at the University of Wisconsin. As a member of the CDR Industry Team, Hilmar participates in annual forums where research students present cutting-edge projects. These collaborations keep Hilmar—and its customers—at the forefront of dairy science and industry trends.
Ben Smith’s dedication to innovation and collaboration reflects Hilmar’s mission to improve lives through better cheesemaking. From pioneering smoked cheese technology to building strong industry partnerships, Ben ensures customers receive not just exceptional products, but exceptional support throughout the process.
Ben has accepted a new role at Hilmar as the manager – product excellence & customer engagement since this interview.
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WPC, WPI and WPH Explained
Protein Fortification: A Growing Trend
Protein isn’t just for athletes anymore. Today, consumers are seeking protein in everyday foods and beverages—from snacks and bakery items to ready-to-drink beverages and even indulgent treats. This surge in demand is driven by health-conscious lifestyles, weight management goals and the growing recognition of protein’s role in satiety and muscle maintenance.
For manufacturers, this trend represents both an opportunity and a challenge: how to deliver high-quality protein without compromising taste, texture or functionality. Whey protein stands out as a solution because of its superior amino acid profile, versatility and clean dairy origin.
The Basics: What is Whey Protein?
Whey is the liquid byproduct of cheese production, rich in lactose, minerals and high-quality proteins. These proteins are prized for their nutritional profile and functional versatility, making them essential in sports nutrition, health and wellness foods and mainstream consumer products.
Hilmar's Whey Protein Stream
Fresh, Superior-Quality Whey Stream
Our whey originates from our state-of-the-art cheese manufacturing operations, all crafted with our premium milk supply sourced from independent family-owned dairies.
Processing Expertise
We meticulously process the liquid whey, eliminating excess water, carbohydrates and minerals with advanced filtration methods.
Cutting-Edge Innovation
We further process for fractionation, agglomeration and hydrolysis to produce a wide range of functional and highly nutritious protein ingredients.
Why Are There Various Types of Whey Protein?
Different applications demand different performance attributes from their protein source. To meet these needs, processors like Hilmar can tailor the composition and structure of whey proteins through distinct unit operations like ultrafiltration, microfiltration, ion exchange and enzymatic hydrolysis.
This specialization is guided by industry standards so that buyers, formulators and quality teams share a common language. The American Dairy Products Institute (ADPI) is widely recognized as the go to authority for dairy ingredients. ADPI’s ingredient standards define specifications and nomenclature for alignment across the dairy industry. The definitions and distinctions below reflect ADPI-aligned terminology used throughout the market.
The Big Three: Processing and Differences
Whey Protein Concentrate (WPC)
WPC is created through ultrafiltration, a process that selectively removes water and some of the non-protein components such as lactose and minerals, while retaining most of the protein. This results in a dry powder with a protein content of at least 25% protein. WPC 80 (80% protein) is the most common commercial grade for food and beverage formulation.
Because WPC retains more lactose and fat compared to isolates, it offers unique functional benefits. Its composition makes it an excellent choice for cost-sensitive fortification and for applications where texture, mouthfeel and dairy flavor notes are desirable.
Whey Protein Isolate (WPI)
These products contain minimal lactose (<1%) and fat (<1.5%) and reduced minerals. WPI typically has superior solubility and heat stability properties, critical for clear beverages and UHT processing.
The composition of WPI is remarkably clean, resulting in superior functional performance. WPI offers exceptional solubility, even in acidic environments, and heat stability, which is critical for applications such as clear protein beverages and UHT-processed ready-to-drink shakes. WPI is often used by formulators targeting premium sports nutrition, medical foods or low-lactose products.
Whey Protein Hydrolysate (WPH)
WPH begins as either WPC or WPI and is then enzymatically hydrolyzed, a process that breaks peptide bonds within the protein structure. This controlled hydrolysis significantly alters both the nutritional and functional properties of the protein. The degree of hydrolysis (DH) determines the extent of breakdown, resulting in a mixture of protein fragments of varying sizes—intact proteins, polypeptides, oligopeptides, dipeptides and even free amino acids.
These structural changes deliver key benefits: faster absorption, improved digestibility and unique functional behavior in formulations. WPH is particularly valuable in specialized applications such as infant formula, clinical nutrition and sports recovery products, where rapid uptake and reduced allergenicity are critical. However, formulators must manage sensory challenges such as bitterness, which can increase with higher degrees of hydrolysis.
Hilmar WPC Solutions
- Hilmar 8200 — 80% protein with heat stability and gelling properties in multiple food applications.
- Hilmar 8500 — lactose-free 80% protein with high solubility and acid soluble and stable for use in RTD and recovery beverages.
- Hilmar 7000 — 70% protein ideal for milk‑solid replacement and cost‑effective fortification.
- Hilmar 8000 — 80% protein for basic fortification in multiple food applications.
- Hilmar 8010 & 8011— 80% protein agglomerated and instantized with soy or sunflower lecithin for powdered dry mix applications.
Hilmar WPI Solutions
- Hilmar 9020 — 90% protein that is clear in solution with superior dispersibility, low foaming and excellent heat and acid stability: ideal for clear beverages, gels and protein waters.
- PROfunction Adapt — lactose‑free, fat‑free and heat stable; a versatile choice across beverages and functional foods.
- Hilmar 9000 — 90% protein that is heat stable, low foaming, low fat and lactose with a neutral flavor.
- Hilmar 9010 & 9011 —90% protein agglomerated and instantized with soy or sunflower lecithin for quick dispersion in cold water.
Hilmar WPH Solutions
- PROtelyze™ Advance — moderately hydrolyzed 80% protein for better bioavailability, heat stable, acid soluble and stable, and highly soluble with easy digestibility.
- Hilmar 8350 — moderately hydrolyzed 80% protein designed for infant applications, offering high digestibility and antioxidant benefits.
- Hilmar 8360 — moderately hydrolyzed 80% protein that is agglomerated and instantized with soy lecithin, providing high digestibility in powdered applications.
- Hilmar 8390 — 80% protein with a high degree of hydrolysis providing easy absorption, ideal for use in infant formula.
- PROtelyze™ for Bar — low-degree of hydrolysis, low lactose and fat, and clean flavor profile without hydrolysate sensory properties for nutrition bars. Also provides enhanced functionality benefits such as bar softening.
- PROtelyze™ for Powder — low-degree of hydrolysis, agglomerated and instantized with soy lecithin for dry mix applications with clean flavor and rapid dispersibility.
Hilmar Has You Covered
We understand that protein innovation is more than just supplying ingredients—it’s about enabling success in formulation, processing and market differentiation. Our portfolio of whey protein solutions spans concentrates, isolates and hydrolysates, each designed to meet precise performance requirements for solubility, clarity, heat stability, texture and nutritional profile.
We’d love to partner with you to solve formulation challenges, optimize processing conditions and accelerate product development. Whether you’re developing next-generation nutrition solutions or expanding into new categories, our whey protein technologies and application know-how help you stay ahead in a competitive landscape.
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Iswandi Jarto
Innovating Dairy Through Research and Engineering
For 17 years, Iswandi Jarto has been a driving force behind Hilmar’s innovation. As research engineering manager, he supports Hilmar’s cheese and ingredients business by facilitating the development of new products, technologies and processes that meet the evolving needs of customers. From design and bench experiments to pilot plant trials and full-scale commercialization, Iswandi’s passion for R&D ensures Hilmar stays ahead in dairy ingredient innovation.
Fun Facts About Iswandi
Years at Hilmar: 17
Alma Mater: University of Wisconsin - Madison
Favorite Hobby in College: Playing broomball
Iswandi’s Journey
A Journey Fueled by Curiosity
Iswandi’s academic foundation starts in his home country, Indonesia, where he graduated from high school. He went on to pursue a B.S. in Chemical Engineering and an M.S. in Food Science, both from the University of Wisconsin – Madison.
His love for research began early and he sought out any R&D opportunities he could find from the time he was an undergraduate, conducting many independent studies and research projects with various professors. From investigating the mechanical behavior of different polymers to exploring lipid chemistry, Iswandi’s curiosity as a student spanned from non-food to food-related topics.
That curiosity led him to Hilmar in 2009 when he first joined the research & development team as a research engineer. Iswandi has spent his career advancing dairy science and technology, progressively taking on roles of greater responsibility within R&D as he expanded his contributions to the team.
What It Takes To Innovate
Developing new functional ingredients isn’t easy—it’s a process of trial, error and iteration “It takes a lot of work, but it’s fun! As a dear colleague of mine used to say, that’s why it’s called re-search,” Iswandi says. Success requires:
- Deep knowledge of dairy systems and protein chemistry
- Understanding plant capabilities and unit operations
- Aligning innovation with customer needs and applications
Role & Impact
As research engineering manager, Iswandi:
- Designs and supervises experiments at bench, pilot and commercial scale
- Develops new or improved processes for milk-derived food ingredients
- Identifies technical knowledge gaps and builds solutions to elevate performance
- Collaborates across teams to ensure successful product development
“Success only happens when we collaborate with others,” he emphasizes.
Partnering for Progress
Iswandi partners with the product research teams and customers to ensure Hilmar’s product portfolio delivers the functionality needed to meet the growing needs of our customers.
In addition to customers, Iswandi and his team work closely with universities and research centers, funding graduate projects that advance dairy science and build future talent. These partnerships provide fundamental insights that benefit Hilmar, the industry and customers alike.
Industry Trends That Inspire
Iswandi is excited about the growing focus on clean labels and nutrition.
“We work with milk ingredients that are fundamentally nutritious. There’s so much potential to unlock new ingredients and share accurate nutrition information with the public.”
Iswandi Jarto’s dedication to research and collaboration reflects Hilmar’s commitment to innovation and customer success. His work ensures Hilmar continues to lead the way in developing dairy ingredients that meet the demands of today’s health-conscious consumers.
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Cheese and Whey Protein Trends
Key Trends You Can’t Ignore in 2025
From Gen Z cheese lovers to the rise of sports nutrition and GLP-1-friendly products, discover how Hilmar helps formulators stay ahead of evolving consumer demands.
Why Tracking Trends Matters
At Hilmar, we keep a close eye on consumer and industry trends in cheese and whey protein. By understanding where the market is headed, we help formulators and brands develop innovative products that meet evolving consumer needs and drive growth.
Cheese Consumption Is Rising Among Younger Generations
Cheese remains a staple for younger consumers. In 2024, 25% of Gen Z and Millennials ate cheese daily, compared to just 13% of Baby Boomers. These consumers view cheese as affordable and essential, signaling strong demand regardless of income level. The outlook is bright, with cheese retail value sales projected to grow 14% to $36 billion by 2029.¹
- Natural cheese ranks among the top three dairy categories for Gen Z (Circana)
- 30% of U.S. shoppers use dairy-based cheese as a meat protein alternative (Innova)
American-style and Italian-style cheeses dominate U.S. consumption, accounting for over 80% of natural cheese sales.2 Cheddar and Mozzarella lead the way thanks to their versatility and familiar taste. With 20 styles of Cheddar and Monterey Jack and four Mozzarella options in our cheese portfolio, Hilmar is committed to helping you deliver the flavors consumers love.
Sports Nutrition Goes Mainstream
Sports nutrition is no longer niche—it’s a booming, fragmented market. 86% of consumers associate whey protein with sports nutrition, making it the most appealing protein ingredient. And with 96% of global consumers purchasing a sports nutrition product in the past six months, many of whom are not athletes, the opportunity is huge.³
Protein consumption continues to rise: In 2022, 59% of consumers said they try to consume protein, increasing to 70% in 2025.⁴ And for the first time, “good source of protein” is the most common criteria used by Americans to define a healthy food.4 Beyond muscle health, consumers are seeking benefits for gut health, cognitive health, and weight management—areas where whey protein excels. Containing all nine essential amino acids, whey protein delivers complete nutrition for today’s wellness-focused lifestyles.
A Spotlight on Sports Nutrition¹
of global consumers have purchased a sports nutrition product over the last 6 months
of global consumers think sports nutrition products have helped with their health goals
of buyers of sports nutrition products use them as an aid to boost their general health
Innovation Opportunities with GLP-1 Users
The rise of GLP-1 medications for weight management is reshaping eating habits. These consumers prioritize high-protein options to maintain satiety and energy while controlling calories. As overall food intake declines, the demand for nutrient-dense, protein-forward products grows—creating a unique innovation opportunity.
Hilmar offers high-quality whey protein ingredients with exceptional functionality, clean taste, and proven nutritional benefits. Whether you’re adapting existing formulations or creating new products tailored to GLP-1 users, Hilmar provides the expertise and solutions to help you lead in this emerging market.
Sources:
- Mintel US Cheese Report, October 2024
- USDA, Cheese per Capita Consumption, November 2024
- FMCG Gurus A Spotlight on Sports Nutrition – Global Report, 2024
- IFIC Food & Health Survey, 2025
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Chantelle Coelho: Leading Technical Excellence in Cheesemaking
Chantelle Coelho
Leading Technical Excellence in Cheesemaking
Chantelle Coelho’s passion for dairy started on her family’s dairy farm in Modesto, California. Today, as a cheese technical manager at Hilmar, she channels that lifelong connection into driving innovation and technical excellence across Hilmar’s cheese operations. Her leadership ensures that every product meets the highest standards of quality, taste and functionality.
Fun Facts About Chantelle
Alma Mater: California Polytechnic University
Career Path: Dairy Farm -> Cheese Plant Supervisor -> Technical Team
Favorite Hilmar cheese: Hickory Smoked Gouda—crafted using Hilmar’s patented process for a rich, lasting flavor.
Chantelle’s Journey
From Dairy Farm to Technical Leadership
Chantelle’s time on the farm gave her a comprehensive understanding of the entire dairy process from start to finish. Eager to learn more, she earned a B.S. in Dairy Science from California Polytechnic University, San Luis Obispo. Her deep-seated passion for the dairy industry ultimately led her to join Hilmar eight years ago as a cheese plant supervisor, where she discovered her fascination with the intricate processes behind cheese production. She later transitioned to the Technical Services team and now leads technical team members across all three of Hilmar’s manufacturing sites.
Chantelle reflects that “it has been a rewarding journey to apply my knowledge and passion for dairy in my role at Hilmar, where I continue to learn and contribute to the industry’s advancement.”
Role & Impact
As Cheese Technical Manager, Chantelle focuses on:
- Product Performance – Ensuring cheese meets customer expectations in every application.
- Process Optimization – Improving efficiency and consistency across operations.
- Technical Problem-Solving – Addressing challenges with innovative solutions.
- Project Support – Driving continuous improvement initiatives.
Her leadership empowers the team to achieve technical excellence and deliver value to customers through innovation.
Customer Collaboration
Chantelle and her team work closely with our cheese customers to provide:
- Customization – Tailored solutions for flavor profiles and conversion capabilities.
- Innovation – Developing new cheese varieties and enhancing existing ones.
- Partnership – Building strong relationships to understand customer needs and challenges.
“We see our customers as partners,” Chantelle explains. “By fostering collaboration, we create solutions that drive mutual success.”
Industry Insights
One surprising fact Chantelle shares:
“Cheese is crawling with bacteria—but the good kind! To start the process of making cheese, we use a curated blend of bacteria strains called starter cultures. These aid in the cheesemaking process by developing lactic acid, which can help create various flavors, develop body/texture and play a role in the ripening process for aged cheeses.”
She’s also excited about the industry’s growing focus on sustainable practices, including ethical sourcing, waste reduction and animal welfare initiatives like Hilmar’s LEADS program.
Chantelle Coelho’s dedication to technical excellence and sustainable practices reflects Hilmar’s commitment to improving lives through better cheesemaking. Her leadership ensures that Hilmar continues to innovate while meeting the evolving needs of customers and the industry.
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What Is The Hilmar Way?
A Shared Commitment to People, Quality and Progress
In the dairy industry, success depends on trust, consistency and the ability to adapt. At Hilmar, we believe those strengths come from knowing who we are and staying grounded in the values that have shaped us from the very beginning. We call this The Hilmar Way — a mindset that guides the way we work, how we treat people and how we contribute to the communities and industries we serve.
The Hilmar Way is not a slogan. It’s a reflection of our purpose, our culture and our belief that real progress happens when people come together with integrity and shared intention. It is what united us as one community, the motivation behind our everyday actions and the lens through which we make decisions and move forward together.
A Purpose Rooted in People and Possibility
Our purpose is simple and sincere:
Improving Lives together.
We believe dairy is a force for good. It nourishes families, supports local economies and fuels innovation across the global food system. Whether we’re helping customers develop new products, partnering with farmers and suppliers or investing in community programs, we use the power and promise of dairy to improve the lives of everyone we touch.
This purpose keeps us grounded. It reminds us that our success is tied to the well‑being of the people around us — our employees, our neighbors and our partners across the world.
A Vision Built on Excellence at Scale
Our vision is clear:
To be the best in the world at efficiently producing functional cheese and whey ingredients at scale.
We pursue this vision with humility and determination. We focus on doing good work with good people to produce something of real value. Excellence is not a finish line. It’s a daily commitment to learning, improving and refining our craft every day. Our teams work hard to master the science, engineering and care required to deliver consistent, high‑quality ingredients that help our customers succeed.
When we raise the bar, our customers benefit. When our customers benefit, our communities and our industry grow stronger. In this way, every improvement we make inside Hilmar creates a ripple of value well beyond our doors.
Values That Shape How We Work
Teamwork
We accomplish more when we support one another. Collaboration strengthens our culture, sparks new ideas and helps us solve problems with creativity and care.
Integrity
We believe in honesty, humility, responsibility and sustainability. Trust is earned through transparency and consistent actions.
Excellence
We are passionate about quality in everything we do. We strive to exceed expectations without cutting corners because our customers and communities depend on us to get it right.
Improvement
We look for better ways to operate, better ways to serve and better ways to contribute to the world around us. Small, steady improvements add up to meaningful change.
Relationship
We invest in long‑term relationships with customers, suppliers, employees and neighbors. Strong relationships build strong communities and a resilient industry.
How We Work Toward Shared Success
These values are not just internal principles. They are signals to our partners about what they can expect when they work with Hilmar. The Hilmar Way comes to life through three commitments that guide our efforts every day.
Three Commitments
Cultivate an Exceptional Culture
We want Hilmar to be a place where people feel respected, supported and proud of the work they do. A strong culture helps us attract great people and deliver consistent results. At the heart of this culture there are six foundations: Belong, Grow, Care, Lead, Perform and Empower. These principles guide how we show up for one another and how we bring The Hilmar Way to life each day.
Set the Standard in Operational Excellence
We work hard to be a reliable partner by focusing on safety, quality and continuous improvement. Our goal is to be the benchmark for world‑class dairy processing, using data, innovation and disciplined processes to deliver consistent and dependable results.
Wow the Customer
We strive to understand our customers’ needs and deliver solutions that help them succeed. From product performance to service and support, we aim to exceed expectations in ways that are meaningful, measurable and lasting.
Why The Hilmar Way Matters
We share The Hilmar Way openly because it reflects the kind of company we strive to be every day — steady, dependable and committed to doing what’s right. Our neighbors, partners and customers deserve to know what we stand for and how we approach our work.
By staying true to our purpose and values, we seek to strengthen local economies and contribute to a more resilient global food system. The Hilmar Way is not about being perfect. It’s about showing up with integrity, learning from every experience and working together to achieve our purpose of Improving Lives Together.
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