The Tej Terémtánács, in partnership with the Dairy Association and Product Council, have conducted research into Hungarian consumer habits and preferences regarding cheese. The study found that 92% of the population consumes cheese at least once a month, with 58% consuming it several times a week. Price and type of cheese are the most significant factors in purchasing decisions, with Hungarian origin being a key criterion for 20% of respondents. The average household spends HUF 6,000 on cheese per month. The research also highlighted the positive associations with cheese, such as pleasure and care, and noted improvements in consumer knowledge about cheese. It revealed that Trappist cheese is highly popular, but there has been increased trial of less known varieties during the COVID period. The research underscores the need for clearer definitions of cheese terms, promotion of the diversity of Hungarian cheeses, and increased awareness of the Sajtsív trademark.