US Cheeses in Southeast Asia’s menus

THE U.S. Dairy Export Council (USDEC) represents the global trade interests of U.S. dairy farmers, processors, cooperatives and exporters, mainly to expand demand for U.S. dairy products worldwide. With offices in key regions, USDEC acts as a global ambassador for American dairy. Managed by USDEC, the USA Cheese Guild is a marketing and educational organization that promotes the diversity of US-made cheeses to chefs, distributors, retailers, and consumers through a variety of marketing programs in nine international markets.

 

At Food & Hospitality Asia (FHA) 2026, FoodPacific Manufacturing Journal caught up with USDEC Regional Director, Southeast Asia, Ms. Dali Ghazalay to talk about the rising demand  for diverse cheese varieties among Asians.

 

 

Ms. Dali Ghazalay, Regional Director, Southeast Asia U.S. Dairy Export Council 

 

How has cheese become a prominent ingredient in Asia?

The growth of cheese consumption is reflected in the strength of the foodservice sector. In 2025, across the six key markets in Southeast Asia, consumer foodservice market was valued at approximately US$158 billion (up 3.2% from the year before), according to Euromonitor. This could likely be driven by contextual market factors such as rising urbanization, and an increasingly global exposure to food choices while eating out.

 

Historically, cheese consumption in the region was concentrated in Western dishes such as pizza, burgers, sandwiches, pasta, and desserts. While these remain important drivers, cheese has evolved beyond its traditional role and is now being used in a wider variety of Asian cuisines, bakery products, beverages, snacks, and fusion concepts.

 

This shift is being driven by changing consumer preferences, particularly among younger consumers who are more open to experimentation and global food trends. Social media has also accelerated the popularity of innovative cheese applications, helping introduce consumers to new flavors, textures, and culinary experiences.

 

Today, cheese has become a mainstream ingredient across Southeast Asia. Whether in foodservice, retail, or food manufacturing, operators increasingly view cheese as a versatile ingredient that enhances flavor, texture, indulgence, and menu differentiation.

 

Referring to USDEC’s custom consumption tracker, could you share how cheese consumption trends differ across various parts of Southeast Asia?

According to USDEC’s custom consumption tracker for Southeast Asia among urban, middle to high income consumers, nearly nine in ten (88%) reported having cheese within the past three months, either through retail purchases or foodservice occasions. There are variations to this consumption figure by market ranging from 96% in the Philippines to 81% in Thailand.

 

Taste and enjoyment remain the primary drivers of consumption. Among consumers who were able to identify the cheese varieties consumed, mozzarella and cheddar were most mentioned, likely due to their versatility which render them suitable to be used in both Western dishes and Asian-inspired creations.

 

Mozzarella is commonly associated with meltability and stretch, making it a favored choice for pizza, baked dishes, and snacks. Meanwhile, cheddar is widely recognised for its familiar flavour profile that works well across foodservice, bakery, retail, and ready-to-eat formats. However, as consumers are exposed to a wider variety of cheeses and cuisines, it is likely to spur interest in exploring different cheese varieties, flavours, and applications.

 

With grated and powdered formats up 77%, could this mean that cheese is consumed more as an ingredient than a snack (example: cheese sticks, processed slices) among Asians?

Across categories – from grated and powdered to sliced and processed – cheese imports have grown in the region. While a significant proportion of this is driven by demand from food manufacturers and food service operators, the increase reflects the expanding role of cheese in consumers’ diets. While businesses are using cheese to create new products and menu offerings, consumers are increasingly incorporating cheese into everyday meals, As innovation continues across the category, cheese is becoming more deeply embedded in daily consumption habits.

 

It is also important to note that different cheese formats serve different consumer needs and occasions. Grated, shredded and powdered cheeses offer convenience and functionality for cooking, meal preparation, and product development, making them particularly attractive for foodservice and manufacturing applications. At the same time, sliced, processed, and snack-oriented cheese formats are popular among consumers seeking convenience and portability.

 

The diversity of USA Cheeses is particularly relevant in this context. With a broad portfolio spanning different textures, flavours, and functional characteristics, USA Cheeses offer solutions for applications ranging from snacking and retail to bakery, food manufacturing, and foodservice innovation.

 

How is USA Cheese positioned in terms of nutrition and health benefits?

One of the defining characteristics of USA Cheese is that it is "unbound by tradition”. While U.S. cheesemakers draw on centuries of cheesemaking heritage, they are also known for continuously pushing the boundaries of innovation, creating new varieties, flavor profiles, and functional characteristics that respond to changing consumer and industry needs.

 

The United States has built a global reputation for combining craftsmanship with science, technology, and research. Dairy research centers in the United States are developing new ways to satisfy consumer demand with new cheese prototypes and processes that allow better control over production, safety, shelf life and flavour, while expanding the range of products available to customers around the world.

 

This spirit of innovation has also given rise to distinctively American cheeses and creative varieties, providing foodservice operators and manufacturers with a broad portfolio that supports product development and menu differentiation. For foodservice operators and manufacturers, cheeses from the USA is valued for its consistency, functionality, versatility, and ability to support innovation across a wide range of applications.

 

From a nutrition perspective, cheese remains a nutrient-dense food that provides high-quality protein, calcium, phosphorus, and essential vitamins. Fat soluble vitamins are retained in the curd during cheese manufacturing, making cheese a significant source of vitamin A. As consumers increasingly seek foods that deliver both enjoyment and nutritional value, cheese continues to play an important role as part of a balanced diet.

 

Scientific evidence indicates that cheese helps protect against dental cavities and can be part of dietary patterns to reduce the risk of major chronic diseases, such as osteoporosis and cardiovascular diseases. In child nutrition, cheese provides energy and nutrients needed for growth and development, supports bone health and protects teeth.

 

How is USDEC supporting growth of USA Cheese in the region?

USDEC supports the growth of USA Cheese in Southeast Asia by working across the entire value chain—from importers and distributors to manufacturers, retailers, chefs, and foodservice operators. Our role is to build awareness, understanding, and confidence in USA Cheeses by demonstrating their quality, versatility, and performance across a wide range of applications.

 

Through the U.S. Center for Dairy Excellence (CDE) in Singapore, USDEC provides technical expertise, application support, and innovation resources to help businesses develop new products and menu concepts using USA dairy ingredients. This includes chef collaborations, product development workshops, training programs, and application trials tailored to local market needs.

 

USDEC also works closely with industry partners to identify emerging consumer trends and growth opportunities, helping businesses leverage the versatility of USA Cheeses across foodservice, bakery, retail, and food manufacturing sectors. Through trade shows, business matching initiatives, educational programs, and market development activities, USDEC connects regional buyers with U.S. suppliers and helps facilitate long-term commercial partnerships.

 

Ultimately, our goal is to support sustainable market growth by ensuring customers have access not only to a reliable supply of high-quality USA Cheeses, but also to the technical expertise, innovation capabilities, and market insights needed to succeed in an evolving food landscape.

 

What are the takeaways from your participation in FHA this year?

Our participation in FHA this year reinforced the growing role of cheese in Southeast Asia's foodservice landscape and the strong interest in USA Cheeses among industry stakeholders. We saw encouraging engagement from chefs, importers, distributors, retailers, and food manufacturers, many of whom were looking for ingredients that can help them innovate, differentiate their offerings, and respond to evolving consumer preferences.

 

One of the key takeaways was the increasing appetite for cheese applications beyond traditional Western formats. Through our chef-led experiences and conversations with visitors, we observed strong interest in how cheeses can be incorporated into Asian dishes, bakery products, snacks, and fusion concepts. This highlights the growing opportunity for USA Cheeses to support culinary creativity and menu innovation across the region.

 

We were also encouraged by the positive response to the breadth and versatility of USA Cheeses. Many visitors were surprised by the wide variety of cheeses available from the United States and the ways they can deliver both functional benefits and unique flavour experiences. This reinforces the importance of continuing education and engagement to help customers unlock the full potential of USA Cheeses.

 

Finally, FHA reaffirmed the value of bringing together U.S. suppliers and regional buyers on a single platform. The quality of conversations and new connections made during the show demonstrates continued momentum for USA Cheese in Southeast Asia. We look forward to building on these relationships and supporting our partners through technical expertise, innovation, and market development initiatives in the years ahead.