I wonder what percentage of this is 'American Cheese Product' and not real cheese and is impacted by people wanting the real thing- with imported and artisanal brands becoming more popular. Not even 10 years ago, you probably had 3-4 cheese choices in our local grocery stores, now they have entire cheese delis with dozens of cheeses from all over the world. Old Velveeta just isn't as appealing as an aged English Stilton or Mexican Oaxaca. Even restaurants have scaled back from using Velveeta and are using more real cheese now.