Objective:

To know the preferences and characteristics of cheese consumption in the Toluca Valley and their relationship with the consumption of natural and/or imitation cheese.

Methodology:

A sample size of 663 households was calculated through simple random sampling. A structured survey was applied through digital media and in person at places of recreation in the Toluca Valley.

Results:

Dairy products are consumed daily in 92.2% of the Toluca Valley households. Cheese is the most consumed product in homes with 97.7%. The preferred cheeses are the fresh ones with a mild flavour such as Oaxaca, panela and double cream. The market for this food is dominated by large national and transnational brands that have widely distributed imitation cheeses.

Limitations:

The problem of the overcrowding of imitation cheeses occurs throughout the country, so it is necessary to cover other places of study to have a broader picture of the situation. Although a sample calculation was made through a simple random sample, the choice of the respondents was not random due to the costs and time involved in a study of this magnitude.

Conclusions:

Despite the fact that cheese is the most consumed dairy product in Toluca Valley households, there are distortions in the market where the consumer ends up being the most affected by not being able to recognize between a natural cheese and an imitation, so it is necessary to create strategies for consumers to make informed and conscious purchasing decisions.

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