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Cheese - China - November 2016

"The cheese market in China has been growing in a relatively flat pace compared to few years ago, due to the fall in global dairy prices. Low imported price has gained more room for brands to invest in awareness building and run promotions to push trials and consumption in order to compete for shares in the China market, which is beneficial for the category in the long run. Most local dairy giants are having a hard time in the cheese category while French companies are gaining more shares."

Cheryl Ni, Research Analyst: Food & Drink

This report looks at the following areas:

  • Include cheese in city dwellers' daily food routine
  • Stress nutritional benefits and take advantage of packaging to win adults' hearts
  • Pave the way for the growth of natural cheese

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Table of contents

  1. Overview

    • What you need to know
      • Products covered in this report
      • Executive Summary

          • The market
            • Figure 1: Retail market value and volume of cheese, China, 2011-16
            • Figure 2: Best and worst case value sales forecast of retail cheese market value, China, 2011-21
          • Key players
            • Imported champions remain big in the category
              • Chinese manufacturers are facing different situations
                • Localisation can be applied in creative ways
                  • Brands need to keep pace with consumers as they evolve
                    • Figure 3: Leading companies in cheese market, China, 2014-15
                  • The consumer
                    • Cheese in convenient forms dominating the market
                      • Figure 4: Types of cheese bought, by age, August 2016
                      • Figure 5: Ways of eating cheese, August 2016
                    • Natural block cheese consumption requires delicate approach
                      • Figure 6: Attitudes towards cheese, August 2016
                    • Consumers are interested in the category and want to know more
                      • Figure 7: Source of cheese knowledge, August 2016
                    • More attention should be paid to the nutritional value of cheese
                      • Figure 8: Perception towards different types of dairy products, August 2016
                      • Figure 9: Perceptions of protein, August 2016
                    • What we think
                    • Issues and Insights

                      • Include cheese in city dwellers’ daily food routine
                        • The facts
                          • Implication
                              • Figure 10: Product positioned as meal supplement, South Korea, 2016
                            • Stress nutritional benefits and take advantage of packaging to win adults’ hearts
                              • The facts
                                • Implication
                                  • Figure 11: Different claims of the same brand when targeting kids or adults, China, 2016
                                  • Figure 12: Adult products with nutrition claims, esp. calcium, Hong Kong & Japan & UK, 2016
                                  • Figure 13: Products including QR code and social media information, Hong Kong, South Korea and Japan, 2016
                                • Pave the way for the growth of natural cheese
                                  • The facts
                                    • Implication
                                    • The Market – What You Need to Know

                                      • The market has been affected by global dairy price drop
                                        • The rise of the baking trend will lead to growth in cream cheese and grated cheese
                                          • Presence in foodservice channels may help cheese gain status in domestic occasions
                                          • Market Size and Forecast

                                            • The growth of the cheese market has slowed down
                                              • Figure 14: Retail market value and volume of cheese, China, 2011-16
                                            • New Zealand remains ambitious among China’s cheese providers
                                              • Figure 15: Country share of imported cheese, by volume, China, 2015-16
                                            • Cheese market will maintain growth at a slightly slower pace
                                              • Figure 16: Best and worst case forecast of retail cheese market volume, China, 2011-21
                                              • Figure 17: Best and worst case forecast of retail cheese market value, China, 2011-21
                                          • Market Segmentation

                                            • Continuous growth of sliced cheese
                                              • Figure 18: Segment share of cheese products in retail channels, China, 2015-16
                                              • Figure 19: Best and worst case forecast of retail sliced cheese segment value, China, 2011-21
                                            • Baking is the new fashion – Boosting prospects for cream cheese and grated cheese
                                              • Figure 20: Best and worst case forecast of retail cream cheese segment value, China, 2011-21
                                              • Figure 21: Best and worst case forecast of retail grated cheese segment value, China, 2011-21
                                            • Block cheese reaches maturity in kids’ consumption, need to explore adult occasion
                                              • Figure 22: Retail volume and YOY growth of block cheese, China, 2013-16
                                              • Figure 23: Best and worst case forecast of retail block cheese segment value, China, 2011-21
                                              • Figure 24: Attitudes towards cheese, August 2016
                                              • Figure 25: Products featuring unique flavours or convenient forms in adjacent markets, Japan & Hong Kong, 2015-16
                                          • Market Drivers

                                            • Lower imported price may be opportunity for the retail market
                                              • Figure 26: Price change of the top 5 countries that export cheese products to China, 2015-16
                                            • More local players jumping in, to further activate the market
                                              • Exposure to Western culture and diets increases level of acceptance
                                                • Expansion of Western restaurant chains have also made contribution
                                                  • Encourage consumption of natural cheese
                                                    • Figure 27: Product with pairing suggestion on pack, Australia & Japan, 2016
                                                  • Position cheese as a healthy snack or part of meal supplement for adults
                                                    • Figure 28: Limited edition of cheese sets with innovative flavours, Japan, 2016
                                                • Key Players – What You Need to Know

                                                  • Imported champions remain big in the category
                                                    • Chinese manufacturers are facing different situations
                                                      • Brands can be more creative about localisation
                                                        • Consumers should not be the only ones who are evolving
                                                        • Market Share

                                                          • French companies maintain their growth
                                                            • Figure 29: Leading companies in cheese market, China, 2014-15
                                                          • Fonterra catching up, putting a lot focus on China market
                                                            • Large local firms are having a hard time
                                                              • New local player joins the game aggressively
                                                              • Competitive Strategies

                                                                • Blend cheese into traditional Chinese meal occasions as unique ingredients, with stress on health
                                                                    • Figure 30: Naifu Cheese
                                                                    • Figure 31: Cheese dish and products adopting localisation as cooking ingredient, China, Korea & Japan, 2016
                                                                  • Experimental flavours tap into the more sophisticated market
                                                                    • Figure 32: Products claimed to have strong taste, China, Hong Kong & South Korea, 2015-16
                                                                  • Leverage the influential power of social media
                                                                    • Bundle with weight management/health ideas
                                                                    • Who’s Innovating?

                                                                      • New angles to communicate benefits for products targeting kids
                                                                        • Figure 33: Top five claims of kids’ cheese products launched since Jan 2015, Asia Pacific, 2015-16
                                                                        • Figure 34: Kids’ products with new claim directions, China & South Korea, 2016
                                                                      • Blurring segment definition
                                                                        • Figure 35: Products blurring between different forms, China & Hong Kong, 2016
                                                                      • Targeting snacking occasions with innovative, convenient shapes
                                                                        • Figure 36: Cheese products in snack-like shapes, Japan, 2016
                                                                      • Highlighting signature ingredients to deliver local flavours
                                                                        • Figure 37: Japanese cheese products featuring local flavours, Japan, 2016
                                                                        • Figure 38: Cheese recipe/products using yucca and date, UK & Spain, 2016
                                                                    • The Consumer – What You Need to Know

                                                                      • Cheese in convenient formats are dominating the market
                                                                        • Natural block cheese consumption requires delicate approach
                                                                          • Consumers are interested in the category and want to know more
                                                                            • More attention should be paid to the nutrition of cheese
                                                                            • Cheese Preference

                                                                              • The taste of cheese is widely loved in different types of food
                                                                                • Figure 39: Cheese preference, August 2016
                                                                                • Figure 40: Percentage of cheese rejecters (who choose “Dislike it very much”), by age and gender, August 2016
                                                                              • Cheese consumption in Chengdu is still yet to awaken
                                                                                • Figure 41: Percentage of cheese rejecters (who choose “Dislike it very much”), Chengdu, August 2016
                                                                              • Natural cheese has great potential in the near future
                                                                              • Penetration of Cheese

                                                                                • Convenient forms of cheese products are largely embraced
                                                                                  • Figure 42: Types of cheese bought, August 2016
                                                                                • Young consumers and parents are buying more cheese
                                                                                  • Figure 43: Types of cheese bought, by age, August 2016
                                                                                • Regional differences demand customised marketing plans
                                                                                  • Figure 44: Types of cheese bought, by city, August 2016
                                                                              • Ways of Eating Cheese

                                                                                • Convenient ways are popular, while consumers in their 30s value health a lot
                                                                                  • Figure 45: Ways of eating cheese, August 2016
                                                                                • Further development of snacking occasions is needed
                                                                                  • North and south regions prefer different ways of eating cheese
                                                                                  • Knowledge of and Preferences for Cheese

                                                                                    • Higher sophistication is widely observed compared to 2014
                                                                                      • Figure 46: Knowledge about cheese, August 2016
                                                                                    • The dominant processed cheese has “trained” consumers’ palate
                                                                                      • Figure 47: Attitudes towards cheese, August 2016
                                                                                    • Opposite opinions of different generations towards flavours/textures
                                                                                      • Figure 48: Attitudes towards cheese, by age, August 2016
                                                                                      • Figure 49: Women’s attitudes towards cheese, by age, August 2016
                                                                                  • Source of Cheese Knowledge

                                                                                    • Packaging and food related media are essential sources of knowledge
                                                                                      • Figure 50: Source of cheese knowledge, August 2016
                                                                                    • Socio-economic status may affect the choice of knowledge source
                                                                                      • Figure 51: Top 5 sources of cheese knowledge, by educational level, August 2016
                                                                                  • Nutritional Value of Cheese

                                                                                    • Cheese’s nutritional value is underrated compared to other dairy products
                                                                                      • Figure 52: Perception of different types of dairy products, August 2016
                                                                                    • Young females are less confident with cheese
                                                                                      • Figure 53: Young females’ perception of cheese, by age, August 2016
                                                                                    • Protein is widely known as source of energy
                                                                                      • Figure 54: Perception about protein, August 2016
                                                                                  • Meet the Mintropolitans

                                                                                    • More sophisticated lovers of cheese, high interest in natural block cheese
                                                                                      • Figure 55: Types of cheese bought, August 2016
                                                                                    • Wide and balanced knowledge of cheese
                                                                                      • Figure 56: Source of cheese knowledge, August 2016
                                                                                  • Appendix – Market Size and Forecast

                                                                                      • Figure 57: Value sales of China’s cheese retail market, 2011-21
                                                                                      • Figure 58: Volume sales of China’s cheese retail market, 2011-21
                                                                                  • Appendix – Market Segmentation

                                                                                      • Figure 59: Value sales of China’s cheese retail market, by segment, 2011-21
                                                                                      • Figure 60: Best and worst case forecast of retail block cheese segment value, China, 2011-21
                                                                                      • Figure 61: Best and worst case forecast of retail cream cheese segment value, China, 2011-21
                                                                                      • Figure 62: Best and worst case forecast of retail grated cheese segment value, China, 2011-21
                                                                                      • Figure 63: Best and worst case forecast of retail sliced cheese segment value, China, 2011-21
                                                                                      • Figure 64: Volume sales of China’s cheese retail market, by segment, 2011-21
                                                                                      • Figure 65: Best and worst case forecast of retail block cheese segment volume, China, 2011-21
                                                                                      • Figure 66: Best and worst case forecast of retail cream cheese segment volume, China, 2011-21
                                                                                      • Figure 67: Best and worst case forecast of retail grated cheese segment volume, China, 2011-21
                                                                                      • Figure 68: Best and worst case forecast of retail sliced cheese segment volume, China, 2011-21
                                                                                  • Appendix – Methodology, Definition, and Abbreviations

                                                                                    • Methodology
                                                                                      • Fan chart forecast
                                                                                        • Abbreviations

                                                                                        Companies Covered

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

                                                                                        Cheese - China - November 2016

                                                                                        US $3,990.00 (Excl.Tax)