Cheese - China - October 2014
“China’s cheese market has enjoyed a rapid growth from a very small base over the previous five years. The retail segment is heating up with a CAGR of 37% between 2009 and 2014 in volume terms, even though the total market is still dominated by the non-retail segment. Looking ahead, China’s cheese retail market will continue to grow at double-digit rates - mainly driven by Chinese consumers’ growing knowledge about cheese products and a greater availability of cheese products beyond tier-one cities.
Educating consumers on knowledge about cheese and changing their perception of cheese as being fatty are the top two issues to be tackled by cheese brands. Product innovation and marketing campaigns are key for brands to remain competitive, engage with a wider group of Chinese consumers and increase consumption frequency.
Brands should prioritise the young consumer market (both consumers in their 20s and children) to cultivate cheese consumption habits. In the adult market, cheese for snacking is an opportunity.”
– Hao Qiu, Research Analyst
This report discusses the following key topics:
- How could brands encourage cheese usage among the young generation?
- Cheese for adult snacking has great growth potential
- Marketing cheese for children to parents and leverage children’s influences
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