Cheese lost a bit of ground in search interest over the past year, but consumers are not turning away completely, rather – they are tuning in more intentionally.
Cheese remains a staple in the American diet, despite a slight 1.7% decline YoY in popularity, generating an average of 371.8 million monthly searches on Google and TikTok, according to data from Spate, which analyzes consumer search behavior across both platforms.
Searches from May 2024 to April 2025 compared to the same period the previous year show a slight dip in overall category interest; however, the data points to a shift in consumer preferences toward health, indulgence, and global flavors.
Dairy innovation
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From indulgence to intention
One of the notable highlights from Spate’s data is the surge in searches connecting cheese to health and functional wellness.
Queries linking cheese to “high protein” diets rose by nearly half a million (+4,966 YoY), while searches for “protein” more broadly grew by 2,738. Searches referencing “PCOS” (Polycystic Ovary Syndrome) increased by 6,007, however, research on dairy consumption and inflammation linked to PCOS is sparse according to one study.
At the center of this movement is cottage cheese, which saw a 3,375K increase in searches.
Fueled in part by viral TikTok recipes and health influencers, cottage cheese is being reimagined as a high-protein, hormone-friendly food, according to Spate. From ice cream alternatives to savory meal toppers, this traditional staple is finding new relevance among consumers seeking balance, satiety and foods that support specific dietary goals.
Indulgence still reigns in foodservice
At the same time, cheese’s traditional role as a comfort food remains intact – especially in foodservice settings, per Spate. Branded search interest soared for fast-casual favorites like Chili’s (+17.1 million), Taco Bell (+9.1 million), and Buldak spicy noodles (+6.3 million), pointing to cheese’s continued pull as a flavor-forward, creamy topping.
These increases suggest that while consumers may be reconsidering cheese in their home routines for health benefits, they are still embracing its indulgent side when dining out or seeking bold flavors, according to Spate.
Global cheese sees a lift
Even within a mature category like cheese, specific subtypes are experiencing notable gains. Swiss cheese (+9,266), mascarpone (+6,846) and feta (+6,301) all recorded strong YoY search growth, according to Spate. These cheeses offer versatility and global appeal – whether it is mascarpone adding richness to desserts, or feta bringing Mediterranean tang to salads and bowls.
This renewed interest in culturally diverse cheeses reflects broader consumer curiosity about global flavors and the rise of cross-cultural cooking at home. It also signals an opportunity for brands to spotlight authenticity, origin stories and culinary creativity, according to Spate.
Dietz & Watson aims to make cheese ‘approachable for everyone’
As consumer interest in premium and bold flavors grows, meat and cheese manufacturer Dietz & Watson leans into a flavor strategy that balances comfort with curiosity.
The brand draws inspiration from consumer preferences and deli counter behavior to develop its range of flavored cheeses, like habanero & jalapeño cheddar cheese, bacon ranch New York state cheddar cheese and Havarti cheese with dill, explained Jeff Kampa, certified cheese specialist and salumiere at Dietz & Watson.
“We’ve always done a really great job of providing shoppers with choice,” said Kampa. “It’s about offering premium products in formats people already love.”
By using familiar cheese bases, such as cheddar or havarti, as vehicles for more adventurous flavors, Dietz & Watson is able to lower the barrier to trial and appeal to both traditionalists and curious consumers alike, Kampa said.
This concept of “familiar formats with novel twists” also plays into broader themes of comfort and accessibility for the company, Kampa explained.
“This year’s theme seems to be approachability and comfort,” said Kampa, noting that consumers still want excitement, but with a sense of familiarity or safety.
Dietz & Watson also is addressing demand for convenience by offering grab-and-go cheese options that mirror the quality of products behind the deli glass. From pre-sliced and cubed cheeses to single-serve pickle pouches, Kampa said the brand aims to meet modern snacking habits while catering to both interactive and independent grocery shoppers.
“Our goal is to make premium meats and cheeses approachable for everyone,” he added.
