Plant-based cheese accounted for $233 million in U.S. retail sales in 2022, per Spins data, with 47 million units sold. Its retail dollar and unit sales dipped slightly—2% and 5% respectively—in 2022 after seeing double-digit growth in the previous few years.
The products, made from soy, nuts, peas and other ingredients, still have only 5% household penetration and about 1% of the dairy category, but tout 50% repeat buyers, according to Spins.
Daiya continues to try to build awareness and boost sales with ads that have included homages to film noir and laugh-tracked sitcoms. The brand is pushing “Skeptics” through digital, connected TV and social media buys, in addition to an experiential pop-up recently at Two Boots pizzeria in New York’s West Village.
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