Hispanic Cheese Follows Italian Cheese’s Path to Mainstream

Mexican cheeses are moving beyond traditional dishes.

Mexican cheeses are moving beyond conventional dishes and their traditional consumer base. Queso fresco, Oaxaca, Cotija, Panela, and Quesadilla cheeses have long been staples for Hispanic shoppers. Now, greater exposure to Mexican and Latin cuisines through restaurants, travel, social media, and home cooking is broadening their appeal.

Consumers are discovering Oaxaca as a melty addition to pizza and grilled cheese, Cotija as a salty finish for salads and bowls, and queso fresco as a versatile choice well beyond tacos and enchiladas.

“Much like Italian cheeses, the Hispanic cheese segment represents a fast-growing category with broad mainstream adoption and deep multicultural appeal, making it an important destination within the specialty cheese department,” says Umberto Marconi, vice president of marketing at BelGioioso Cheese, in Green Bay, WI.

Deli retailers have an opportunity to turn Mexican cheese from a specialty purchase into an everyday one. The sales potential is significant. Hispanic cheese sales reached $1.12 billion for the 52 weeks ending Jan. 25, 2026, according to Circana data, up 10.7% over the prior year.

DEMAND GROWS

Mexico’s cheesemaking tradition dates to the Spanish conquest, when Europeans introduced dairy cattle, sheep, and goats, along with cheeses such as Manchego.

Over time, Spanish techniques blended with local tastes to create distinctly Mexican varieties. Today, familiar cheeses include queso fresco, queso quesadilla, Panela, Cotija, Oaxaca, queso blanco and queso para freir.

Most Mexican cheese is made from cow’s milk, with an estimated 20 to 40 artisanal varieties produced across the country. Reflecting their growing prominence in the U.S., the American Cheese Society (ACS) added Hispanic cheeses to its competition in 2009. Today, entries compete in three distinct categories: aged, fresh, and cooking or melting cheeses.

“Over the past five years, ACS Judging & Competition has seen meaningful overall growth in entries across its Latin American, Hispanic and Portuguese-style cheese categories,” says Ashley Montoya, interim executive director of the Englewood, CO-headquartered ACS. “Participation has expanded particularly among fresh cheeses and cheeses intended to be heated or melted.”

Demand for Mexican cheeses is growing from two directions. First is the rising Hispanic population, which represents over 20% of the U.S. population, according to July 1, 2025, U.S. Census data. Second, interest is increasing among consumers of all backgrounds.

“Interest in Hispanic cheeses has expanded well beyond Hispanic households in recent years, driven by Americans’ growing love of authentic Mexican cuisine,” says Stefanie Conrad, vice president, brand equity, for Cacique Foods, in Irving, TX.

She adds that Mexican food is now the preferred global cuisine among younger generations, with 82% of Millennials and 75% of Gen Z naming it as their favorite, citing 2022 consumer preference data published by Datassential. “As more consumers try to recreate restaurant-quality Mexican dishes at home, they’re looking for the authentic ingredients that deliver the right flavor, melt, and texture, not just generic ‘Mexican-style’ cheese blends.”

At the same time, usage occasions are expanding.

“Consumers aren’t just using Oaxaca in traditional dishes like quesadillas and enchiladas; they’re incorporating it into pizzas, salads, appetizers, soups, and other everyday meals,” says Roseanne Crave, sales and marketing manager and owner of Crave Brothers Farmstead Cheese, in Waterloo, WI.

“Consumers aren’t just using Oaxaca in traditional dishes like quesadillas and enchiladas; they’re incorporating it into pizzas, salads, appetizers, soups, and other everyday meals.”

— Roseanne Crave, Crave Brothers Farmstead Cheese, Waterloo, WI

As a result, Hispanic cheeses are growing two to 27 times faster than mainstream cheeses as consumers increasingly make a swap, according to Arturo Nava, senior marketing director for Hispanic Cheese Makers, in Chicago, IL. “Queso quesadilla and Oaxaca, for example, are gaining ground on cheddar and mozzarella for melting and cooking. Cotija and queso fresco are increasingly competing with Parmesan and feta for topping and crumbling, while panela and queso blanco are outpacing ricotta and provolone for grilling, salads and snacking.”

WHAT’S HOT

Queso fresco represents about 50% of the pounds produced of the top seven Mexican cheeses, according to IRI data for the 52 weeks ending Dec. 29, 2024, as shared by Hispanic Cheese Makers.

“Our best-selling cheese is Ranchero Queso Fresco,” says Cacique Foods’ Conrad. “It has a soft, crumbly texture with a milky, slightly salty flavor and a fresh, tangy twist. Its versatility is what makes it such a favorite: it can be crumbled over tacos, enchiladas, salads, soups and bean dishes, served with warm tortillas and salsa, or even used as a substitute for ricotta or feta in a variety of recipes.”

Queso quesadilla ranks second in volume sales at 20%, per data shared by Hispanic Cheese Makers.

“Quesadilla cheese has a smooth, satisfying melt that adds visual appeal to quesadillas, nachos and sandwiches. Its crisping qualities are excellent compared to others; there is no oily runoff,” says BelGioioso’s Marconi.

In January, the company introduced its Hispanic Selection line, which includes shredded Quesadilla and Oaxaca and grated Cotija. These cheeses are offered in two formats: traditional 8-ounce twist-tie bags and upscale and convenient 5-ounce cups.

Cotija represents 8% of Hispanic cheese pounds sold, with Oaxaca at just over 3%, based on data from Hispanic Cheese Makers.

“We’re also seeing strong momentum behind Cotija — a flavorful grated cheese often compared to parmesan,” says Franz Hofmeister, vice president, Hispanic business for Dairy Farmers of America (DFA), in Kansas City, KS. “Innovation in Hispanic cheeses has largely focused on accessibility and meeting different family occasions, from everyday snacking to large family gatherings. More recently, shredded and grated formats helped deliver convenience to Hispanic shoppers and help new buyers feel more confident in use occasions.”

DFA acquired private-label Hispanic cheese manufacturer W&W Dairy last year, specifically to capitalize on the significant growth rates in this category.

As for Oaxaca, Crave Brothers’ signature hand-tied knot — sold as private label — earned first place in the Cooking Hispanic Cheese Class at the 2026 ACS Judging & Competition. The knot reflects the traditional, authentic presentation of this Mexican-style cheese.

“Our Oaxaca offers a mild, fresh milk flavor with excellent melting characteristics,” says Crave. Knots are available in a variety of sizes, from convenient 8-ounce retail packages to 5-pound deli formats.

Rounding out the top seven Mexican cheeses by pounds are Panela, a fresh, white, semi-soft cheese served sliced, grilled, or crumbled; at 11%, queso blanco, a fresh, mild, creamy unaged cheese; and queso para freir, a firm, mild white cheese. The latter two hold their shape when heated, and each accounts for 4% of pounds.

SELL MORE

The top four ways to sell more Hispanic cheeses in the supermarket deli are to create a clearly defined destination set for these products, sample and show their versatility, cross-merchandise to inspire meal-making, and promote.

“Placement often depends on the retailer, store format and shopper base,” says the DFA’s Hofmeister. “In many mainstream retailers, Hispanic cheeses are set within the dairy or meat department and tend to be grouped with other Hispanic-style cheeses, making the section easy for core shoppers to find while still allowing broader discovery alongside mainstream cheese offerings. In traditional bodegas or specialty retailers, in addition to the dairy set, we often see these cheeses at the deli counter or specialty section where larger sizes are cut to order.”

Tasting can turn curiosity into a purchase, particularly for shoppers unfamiliar with Hispanic cheese varieties, such as Oaxaca, says Crave. “Pair samples with simple preparation ideas that show how Hispanic cheeses work not only in tacos, quesadillas and enchiladas, but also in pizza, grilled cheese, soups and other everyday favorites.”

Cross-merchandising is equally important, she adds. “Merchandise Oaxaca alongside peppers, tomatoes, salsa, enchilada sauce, tortillas, refried beans, avocados, chips and more. Recipe cards and serving suggestions at the point-of-sale help shoppers confidently try something new and often lead to repeat purchases.”

“Holidays and special occasions, like Cinco de Mayo or Hispanic Heritage Month, can offer a natural reason to feature Hispanic cheeses. However, the strongest opportunities are often tied to everyday meal occasions and seasonal uses, such as Cotija for street corn or elote, state and county fair-inspired foods, and summer grilling.”

— Franz Hofmeister, Dairy Farmers of America, Kansas City, KS

Promotions can be effective, especially as shoppers look for value and may switch brands depending on the usage occasion, particularly with varieties like Queso Fresco, says Hofmeister. “At the same time, retailers need to balance promotional activity with profitability, as deep price cuts can quickly erode margins. Holidays and special occasions, like Cinco de Mayo or Hispanic Heritage Month, can offer a natural reason to feature Hispanic cheeses. However, the strongest opportunities are often tied to everyday meal occasions and seasonal uses, such as Cotija for street corn or elote, state and county fair-inspired foods, and summer grilling.”