The field of cheese marketing refers to the generation, distribution, and consumption of cheese and cheese products throughout the world. It incorporates all types of cheese, be it direct from milk through fermentant, coagulant, and ripening. Besides the number and variation in its taste and softness, many people love cheese because of its nutritional value; it contains protein calcium, and vitamins. Changers affecting this market have been noted to include a preference for convenience foods, dietary changes in the direction of high protein and calcium, and advances in cheese making.