Sorry for interrupting, this website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Learn more
Accept & Close

Cheese - China - November 2012

“Economic growth, reform and soaring consumption over recent years have driven rapid growth in Western restaurants and patisseries, particularly in large- and medium-sized cities. Western fast food and Western desserts such as pasta, hamburgers, pizza and cheesecake are becoming more and more popular, and are in large part responsible for stimulating Chinese people's interest in and taste for cheese. Against this background, sales of cheese at retail have recently enjoyed robust growth. However, per capita consumption in the category in China still trails far behind that in most Western nations. Growth in the cheese market in China is restricted by Chinese people's limited knowledge of the traditional Western dairy product, its strange taste to the Chinese palate and the high retail price of cheese due to supply shortages. The crux of the issue lies in how to incorporate cheese into Chinese people's daily diets. The gulf between per capita spending on cheese between China and Western countries highlights the considerable potential in the market.”

– Nelly Mao – Senior Research Analyst


In this report, we answer the key questions:

  • How can producers widen usage occasions for cheese?
  • How can producers appeal to consumers using a positioning as healthy?
  • How can domestic brands and small brands compete with foreign brands who are the market leaders in the cheese category?
  • How can producers cater to the demand for premium cheese in the Chinese market?
 

What you get

What's included

Why buy from us?

Succeed

Our reports will provide you with market data, consumer research and competitive intelligence to succeed in your market.

Instant Access

Buy now and you'll have instant access to the information you need to make the right decisions.

Opportunities

Find out what's next in the markets that matter to you: where opportunities lie and what challenges you will face.

Trusted

A business Superbrand, Mintel is a source you can trust. We have been defining and refining the Market Intelligence mix since 1972.

Table of contents

  1. Introduction

      • Definition
        • Report structure
          • Abbreviations
          • Executive Summary

            • The market
              • Figure 1: Volume sales for the China cheese market, by channel, 2007-12
              • Figure 2: Retail volume sales of cheese in China, by segment, 2007-12
              • Figure 3: Retail value sales of cheese in China, by segment, 2007-12
            • The forecast
              • Figure 4: Forecast volume sales of cheese at retail, best case, worst case and central forecast, 2007-17
              • Figure 5: Forecast value sales of cheese at retail, best case, worst case and central forecast, 2007-17
            • Companies
              • Figure 6: Share of volume and value retail sales of major cheese producers in China, 2009-11
            • Issues
              • Making cheese a part of Chinese eating habits is key to driving consumption
                • Figure 7: Occasions when cheese has been eaten in the past 12 months, August 2012
              • Cheese's health positioning is maintaining market interest and creating market opportunities
                • Figure 8: Top factors to consider when buying cheese, August 2012
              • International brands lead, local brands have bolstered market share
                • Figure 9: Share of volume and value retail sales of major cheese producers in China, 2009-11
                • Figure 10: Attitudes towards cheese, August 2012
              • Enhancing product quality to create market opportunities
                • Figure 11: Attitudes towards shopping, April 2012
            • Making Cheese a Part of the Chinese Diet is Key to Driving Consumption

              • Issues at a glance
                • Lack of knowledge is a barrier to consumers trying out and using cheese
                  • Figure 12: Cheese consumption per capita, by country (kg), 2005-10
                  • Figure 13: Attitudes towards cheese, August 2012
                • Important role of restaurants and patisseries in educating consumers about cheese
                  • Figure 14: Frequency of eating at fast food restaurants, March 2012
                  • Figure 15: Foods and drinks consumed in foreign fast food restaurants, March 2012
                • The most popular ways to eat cheese are in a sandwich/with biscuits
                  • Figure 16: Occasions cheese has been eaten in the past 12 months in China and the UK, August 2012
                  • Figure 17: Foods and drinks consumed in domestic fast food restaurants, March 2012
                • Making cheese a part of meals, snacking and baking for Chinese people
                  • Main dishes
                    • The cheese block segment continues to dominate the market
                      • Figure 18: Cheese sales at retail in China, by segment, 2007-12
                      • Figure 19: Types of cheese bought in the past 12 months, August 2012
                      • Figure 20: Number of types of cheese bought in the past 12 months, August 2012
                    • New tastes and consumption patterns
                      • Figure 21: Volume retail sales of cheese in China, 2007 and 2012
                      • Figure 22: Occasions on which cheese has been eaten in the past 12 months, by region, August 2012
                      • Figure 23: Occasions on which cheese has been eaten in the past 12 months, by region, August 2012 (continued)
                    • Convenience in packaging and format is important
                      • Figure 24: Factors to consider when buying cheese, by gender and age, August 2012
                      • Figure 25: Attitudes towards cheese, “Convenience”, August 2012
                      • Figure 26: Top ten pack sizes in new product launches in cheese, China, January 2008-March 2012
                    • Cheese as an accompaniment to or ingredient of other foods
                      • Using marketing to foster cheese consumption
                        • Educational marketing
                          • Trying new flavours
                            • What it means
                            • Cheese’s Position as a Healthy Product is Supporting Interest and Creating Opportunities

                              • Issues at a glance
                                • Is cheese a healthy food?
                                  • Figure 27: Factors to consider when buying cheese, August 2012
                                • Low-fat cheese is one of the most widely consumed cheese types
                                  • Figure 28: Frequency of having cheese in the past 12 months, by type, August 2012
                                  • Figure 29: Attitudes towards cheese, August 2012
                                  • Figure 30: Frequency of having cheese in the past 12 months, by gender, age and presence of children, August 2012
                                • Strengthening health functions will increase consumer interest
                                  • Figure 31: Attitudes towards cheese, “Health”, August 2012
                                  • Figure 32: Top ten new cheese product claims in China, 2007-12
                                • Promoting health benefits to reach the children's cheese segment
                                  • Figure 33: Most popular types of cheese eaten in the past 12 months, by presence of children in household, August 2012
                                  • Figure 34: Other types of cheese eaten in the past 12 months, by presence of children in household, August 2012
                                  • Figure 35: Factors to consider when buying cheese, by presence of children in household, August 2012
                                  • Figure 36: Top ten claims in new cheese products for children aged 0-4 and 5-12, 2007-12
                                • What it means
                                • International Brands Lead, Local Brands have Bolstered Market Share

                                  • Issues at a glance
                                    • Foreign brands lead the market but domestic brands are gradually catching up
                                      • Figure 37: Share of volume and value retail sales of major cheese producers in China, 2009-11
                                    • Consumer passion for foreign brands is foreign producers' main driver for growth
                                      • Figure 38: Per capita consumption of dairy products in China, 2008-10
                                      • Figure 39: Top ten new dairy and cheese product claims, 2007-12
                                    • Domestic brands are gradually establishing large-scale local production to increase or guarantee the stability and sustainability of their production
                                      • Chinese brands lead the way in new product development
                                        • Figure 40: New product launches in the Chinese cheese market, by brand, 2007-12
                                        • Figure 41: Top ten flavours of new cheese launches, by brand, 2007-12
                                        • Figure 42: Attitudes towards cheese, August 2012
                                      • Domestic brands: greater diversity in product range
                                        • Figure 43: Key Chinese brands’ cheese product ranges, 2012
                                      • Domestic producers use aggressive promotion to drive mass-market growth
                                        • Figure 44: Cheese brands bought in the past 12 months, by gender and age, August 2012
                                        • Figure 45: Factors to consider when buying cheese, by gender and age, August 2012
                                      • Small brands rely on their specialisation in certain cheese varieties, provenance and formats to target niche markets
                                        • Figure 46: Repertoire of cheese brands bought in the past 12 months, August 2012
                                        • Figure 47: Attitudes towards cheese, August 2012
                                      • What it means
                                      • Driving Market Growth with Premiumisation and Enhancing Product Quality

                                        • Issues at a glance
                                          • Market domination by imported cheese pinpoints the importance of quality
                                            • Figure 48: Total value of cheese, 2010 and 2011
                                          • Consumer focus on brand, country of origin and quality indicates the importance of quality
                                            • Figure 49: Factors considered when buying cheese, August 2012
                                            • Figure 50: Attitudes towards cheese, August 2012
                                            • Figure 51: Attitudes towards shopping (any agree), August 2012
                                          • Foreign brands focus on outstanding quality
                                            • Chinese producers can leverage local traditions and features to build or improve perception of quality
                                              • Instilling quality into brands and products and creating a premium image
                                                • Communicating quality with lifestyle aspirations
                                                  • Figure 52: Attitudes towards cheese, August 2012
                                                • What it means
                                                • The Future of the Market

                                                    • Figure 53: Forecast value sales of cheese at retail, best case, worst case and central forecast, 2007-17
                                                    • Figure 54: Forecast value and volume sales of cheese at retail, best case, worst case and central forecast, 2007-17
                                                    • Figure 55: Forecast value sales of cheese at retail, best case, worst case and central forecast, 2012-17
                                                    • Figure 56: Forecast volume sales of cheese at retail, best case, worst case and central forecast, 2012-17
                                                • Appendix – Occasions When Cheese Has Been Eaten in the Past 12 Months

                                                    • Figure 57: Occasions when cheese has been eaten in the past 12 months, August 2012
                                                    • Figure 58: Most popular occasions when cheese has been eaten in the past 12 months, by demographics, August 2012
                                                    • Figure 59: Next most popular occasions when cheese has been eaten in the past 12 months, by demographics, August 2012
                                                • Appendix – Frequency of Eating Cheese in Past 12 Months

                                                    • Figure 60: Frequency of eating cheese in past 12 months, August 2012
                                                    • Figure 61: Frequency of eating cheese in past 12 months, August 2012 (continued)
                                                    • Figure 62: Frequency of eating low-fat/fat-free cheese in past 12 months, by demographics, August 2012
                                                    • Figure 63: Frequency of eating low-fat/fat-free cheese in past 12 months, by demographics, August 2012 (continued)
                                                    • Figure 64: Frequency of eating cream cheese in past 12 months, by demographics, August 2012
                                                    • Figure 65: Frequency of eating cream cheese in past 12 months, by demographics, August 2012 (continued)
                                                    • Figure 66: Frequency of eating cottage cheese in past 12 months, by demographics, August 2012
                                                    • Figure 67: Frequency of eating cottage cheese in past 12 months, by demographics, August 2012 (continued)
                                                    • Figure 68: Frequency of eating cheddar cheese in past 12 months, by demographics, August 2012
                                                    • Figure 69: Frequency of eating cheddar cheese in past 12 months, by demographics, August 2012 (continued)
                                                    • Figure 70: Frequency of eating goat’s cheese in past 12 months, by demographics, August 2012
                                                    • Figure 71: Frequency of eating goat’s cheese in past 12 months, by demographics, August 2012 (continued)
                                                    • Figure 72: Frequency of eating Gouda cheese in past 12 months, by demographics, August 2012
                                                    • Figure 73: Frequency of eating Gouda cheese in past 12 months, by demographics, August 2012 (continued)
                                                    • Figure 74: Frequency of eating Camembert in past 12 months, by demographics, August 2012
                                                    • Figure 75: Frequency of eating Camembert in past 12 months, by demographics, August 2012 (continued)
                                                    • Figure 76: Frequency of eating mozzarella cheese in past 12 months, by demographics, August 2012
                                                    • Figure 77: Frequency of eating mozzarella cheese in past 12 months, by demographics, August 2012 (continued)
                                                    • Figure 78: Frequency of eating feta cheese in past 12 months, by demographics, August 2012
                                                    • Figure 79: Frequency of eating feta cheese in past 12 months, by demographics, August 2012(continued)
                                                    • Figure 80: Frequency of eating Parmesan cheese in past 12 months, by demographics, August 2012
                                                    • Figure 81: Frequency of eating Parmesan cheese in past 12 months, by demographics, August 2012 (continued)
                                                    • Figure 82: Frequency of eating blue cheese in past 12 months, by demographics, August 2012
                                                    • Figure 83: Frequency of eating blue cheese in past 12 months, by demographics, August 2012 (continued)
                                                    • Figure 84: Frequency of eating Brie cheese in past 12 months, by demographics, August 2012
                                                    • Figure 85: Frequency of eating Brie cheese in past 12 months, by demographics, August 2012 (continued)
                                                    • Figure 86: Frequency of eating Edam cheese in past 12 months, by demographics, August 2012
                                                    • Figure 87: Frequency of eating Edam cheese in past 12 months, by demographics, August 2012 (continued)
                                                    • Figure 88: Frequency of eating ricotta cheese in past 12 months, by demographics, August 2012
                                                    • Figure 89: Frequency of eating ricotta cheese in past 12 months, by demographics, August 2012 (continued)
                                                    • Figure 90: Frequency of eating other type of cheese in past 12 months, by demographics, August 2012
                                                    • Figure 91: Frequency of eating other type of cheese in past 12 months, by demographics, August 2012 (continued)
                                                • Appendix – Repertoire Analysis – Usage of Cheese by Type

                                                    • Figure 92: Repertoire by type of cheese eaten in past 12 months, August 2012
                                                    • Figure 93: Repertoire by type of cheese eaten in past 12 months, by demographics, August 2012
                                                • Appendix – Types of Cheese Bought in the Past 12 Months

                                                    • Figure 94: Types of cheese bought in the past 12 months, August 2012
                                                    • Figure 95: Most popular types of cheese bought in the past 12 months, by demographics, August 2012
                                                    • Figure 96: Next most popular types of cheese bought in the past 12 months, by demographics, August 2012
                                                • Appendix – Repertoire Analysis – Types of Cheese Bought

                                                    • Figure 97: Repertoire of types of cheese bought in the past 12 months, August 2012
                                                    • Figure 98: Repertoire of types of cheese bought in the past 12 months, by demographics, August 2012
                                                • Appendix – Top Factors Considered When Buying Cheese

                                                    • Figure 99: Top factors to consider when buying cheese, August 2012
                                                    • Figure 100: Most popular top factors to consider when buying cheese, by demographics, August 2012
                                                    • Figure 101: Next most popular top factors to consider when buying cheese, by demographics, August 2012
                                                    • Figure 102: Other top factors to consider when buying cheese, by demographics, August 2012
                                                • Appendix – Cheese Brands Bought in the Past 12 Months

                                                    • Figure 103: Cheese brands bought in the past 12 months, August 2012
                                                    • Figure 104: Most popular cheese brands bought in the past 12 months, by demographics, August 2012
                                                    • Figure 105: Next most popular cheese brands bought in the past 12 months, by demographics, August 2012
                                                    • Figure 106: Most popular cheese brands bought in the past 12 months, by demographics, August 2012
                                                • Appendix – Repertoire Analysis – Cheese Brands Bought

                                                    • Figure 107: Repertoire of cheese brands bought in the past 12 months, August 2012
                                                    • Figure 108: Repertoire of cheese brands bought in the past 12 months, by demographics, August 2012
                                                • Appendix – Attitudes Towards Cheese

                                                    • Figure 109: Attitudes towards cheese, August 2012
                                                    • Figure 110: Agreement with the statements ’I would like to see a wider choice of healthier cheeses’ and ‘Cheese is a good source of calcium’, by demographics, August 2012
                                                    • Figure 111: Agreement with the statements ’Cheese is an indulgent treat’ and ‘Cheese makes a good dessert’, by demographics, August 2012
                                                    • Figure 112: Agreement with the statements ’I would like to be more confident in trying different types of cheeses’ and ‘I prefer cheese with lighter taste’, by demographics, August 2012
                                                    • Figure 113: Agreement with the statements ’It is worth paying more for branded varieties’ and ‘I limit how much cheese I eat because it's high in fat’, by demographics, August 2012
                                                    • Figure 114: Agreement with the statements ’Processed cheese is too artificial’ and ‘I don't mind having cheese in my meal when dining out, but tend to not eat it at home’, by demographics, August 2012
                                                    • Figure 115: Agreement with the statements ’I prefer imported cheese to local ones’ and ‘The convenience of sliced/grated cheese is worth paying more for’, by demographics, August 2012
                                                    • Figure 116: Agreement with the statements ’ Own-label cheese tastes as good as branded’ and ‘I do not like the taste of low-fat cheese’, by demographics, August 2012
                                                    • Figure 117: Agreement with the statement ’I prefer the taste of stronger flavours’, by demographics, August 2012
                                                    • Figure 118: Most popular attitudes towards cheese (any agree), by demographics, August 2012
                                                    • Figure 119: Next most popular attitudes towards cheese (any agree), by demographics, August 2012
                                                    • Figure 120: Other attitudes towards cheese (any agree), by demographics, August 2012

                                                Companies Covered

                                                To learn more about the companies covered in this report please contact us.

                                                Cheese - China - November 2012

                                                £3,195.84 (Excl.Tax)