2021
0
China Cheese Market Report 2021
2022-01-11T03:13:18+00:00
OX1049369
3695
146709
[{"name":"Cheese","url":"https:\/\/store.mintel.com\/industries\/food\/dairy\/cheese"}]
Report
en_GB
“Consumers’ perception of cheese has improved since 2014, thanks to the popularity of kids’ cheese. For kids, cheese is still regarded more as a functional food, especially for calcium and…

China Cheese Market Report 2021

£ 3,695 (Excl.Tax)

Report Summary

“Consumers’ perception of cheese has improved since 2014, thanks to the popularity of kids’ cheese. For kids, cheese is still regarded more as a functional food, especially for calcium and protein supplementation, thus differentiating products by fortified nutrition will help to differentiate. For young adult consumers, snack-ish formats, innovations among flavour and texture are crucial to win the battle in the future.”

– Pepper Peng, Research Analyst

Key issues covered in this Report

  • The penetration of kids’ cheese and normal cheese products
  • Key factors when consumers buy cheese
  • Why consumers buy kids’ cheese and what traits they would pay more for
  • How do consumers’ perceptions of different dairy products change?
  • How policies will influence the development of the cheese market in the future

Table of Contents

  1. Overview

    • What you need to know
      • Key issues covered in this Report
        • Covered in this Report
          • Excluded
          • Executive Summary

              • The market
                • Figure 1: Total retail market value of cheese market, China, 2016-26
              • Companies and brands
                • Figure 2: Leading companies in cheese market, by value share*, China, 2020-21
              • The consumer
                • Over half of 90s to GenZ consumers buy kids’ cheese for themselves
                  • Figure 3: Penetration of different cheese products, by generations, 2021
                • Purchase factors differed for kids and adults purchasing kids’ cheese
                  • Figure 4: Significantly different purchasing factors, by consumers who have bought cheese products for children, 2021
                • Regional flavours are more preferred than classic ones
                  • Figure 5: Selected attitudes towards cheese, 2021
                • Kids’ cheese is more like a functional food
                  • Figure 6: Reasons of buying kids’ cheese, 2021
                • Better perception of cheese
                  • Figure 7: % points change towards perception of cheese, 2014 and 2021
                • What we think
                • Issues and Insights

                  • Boost cheese’s nutritional credentials with fortified attributes
                    • The facts
                      • The implications
                        • Figure 8: Examples of cheese with fortified nutrition, 2020-21
                        • Figure 9: Examples of kids’ cheese with fortified nutrition, China, 2021
                      • Leverage snack formats to target young adults
                        • The facts
                          • The implications
                            • Figure 10: New launches targeted at adult consumers in China, 2021
                            • Figure 11: Examples of new launched cheese snacks, Australia and USA, 2020-21
                            • Figure 12: Examples of new launched cheese snacks, Japan, 2021
                            • Figure 13: Miao Zhi Ka Zhi Cui, Yili, China, 2021
                          • Specified kids’ cheese by age ranges is on the wish list
                            • The facts
                              • The implications
                                • Figure 14: Examples of new launched cheese snacks, South Korea, 2020-21
                                • Figure 15: Examples of new launched cheese flavoured baby meals, Japan and Australia, 2020-21
                            • The Market

                              • Market Size and Forecast

                                • The market is mainly driven by consumption volume
                                  • Figure 16: Total retail market value of cheese market, China, 2016-26
                                  • Figure 17: Total retail market volume of cheese market, China, 2016-2026
                                • Over 20% value CAGR growth forecasted in 2021-26
                                • Market Factors

                                  • The new National Food Safety Standard Cheese
                                    • The first domestic group standard for children’s snacks
                                      • Kids’ cheese products are highly homogeneous
                                        • Figure 18: Comparison of best sellers in kids’ cheese stick products, China
                                    • Market Share

                                      • Shanghai Ground Foods keeps narrowing gap with Sevencia
                                        • Figure 19: Leading companies in cheese market, by value share*, China, 2020-21
                                      • Mengniu bets on Arla and ambient cheese
                                        • An array of dairy players are marching into the cheese market
                                        • Marketing Activities

                                          • Mengniu joins hands with world champion to target young female
                                            • Figure 20: Mengniu Cheese Revolution targeting at young adult consumers
                                          • Milkfly searches for endorsement of professional third-party
                                            • Figure 21: Meeting Daisy cooperating with professional third-party, China, 2021
                                          • Milkground sponsors TV series to target work occasion
                                            • Figure 22: Milkground sponsors TV series
                                        • New Product Trends

                                          • Overview of cheese market in China
                                            • Figure 23: The top 10 claim categories of new launches in cheese market, China, Jan 2019 – Nov 2021
                                          • New launches in baby & toddlers market is buoyant too
                                            • Figure 24: Children and babies & toddlers claims of new launches in cheese market, China, Jan 2019 – Nov 2021
                                          • Average nutrients increased obviously in 2019-21
                                            • Figure 25: Average nutrients of new launches in cheese market, China, Jan 2019 – Nov 2021
                                          • Ambient cheese is growing
                                            • Figure 26: Storage type of new launches in cheese market, China, Jan 2019 – Nov 2021
                                          • Plus and functional claims are prosperous fortification attributes
                                            • Figure 27: Plus claims of new launches in cheese market, China, Jan 2019 – Nov 2021
                                            • Figure 28: Functional claims of new launches in cheese market, China, Jan 2019 – Nov 2021
                                            • Figure 29: Plant-based claim of new launches in cheese market, by region, Jan 2016 – Nov 2021
                                            • Figure 30: The top 10 cheese markets with plant-based claim of new launches in Asia Pacific, Jan 2016 – Nov 2021
                                        • The Consumer

                                          • Cheese Penetration

                                            • Kids’ cheese is sharing the limelight
                                              • Figure 31: Penetration of different cheese products, 2021
                                            • Over half of 90s-born to GenZ consumers buy kids’ cheese for themselves
                                              • Figure 32: Penetration of different cheese products, by generations, 2021
                                            • Mid-West region now is a blue ocean
                                              • Figure 33: Penetration of different cheese products, by region, 2021
                                              • Figure 34: Rubin (乳饼) from Dali Yangji Rushan Food Co., Ltd (大理杨记乳扇食品有限公司), China
                                          • Purchasing Factor

                                            • Milk source is the most important purchasing factor
                                              • Figure 35: Purchasing factors, 2021
                                              • Figure 36: Purchasing factor – TURF Analysis
                                            • Purchase factors varied for kids/adult consuming kids’ cheese
                                              • Figure 37: Significantly different purchasing factors, 2021
                                            • Taste seekers are more likely to sacrifice nutrition
                                              • Figure 38: Significantly different purchasing factor*, by attitudes towards cheese, 2021
                                          • Attitudes towards Cheese

                                            • Cheese is more valued than other dairy products
                                              • Figure 39: Selected attitudes towards cheese, 2021
                                              • Figure 40: Selected attitudes towards cheese, by consumer groups, 2021
                                            • The optimal target group for cheese products in on-premise channels
                                              • Figure 41: Selected attitudes towards cheese, 2021
                                              • Figure 42: Selected attitudes towards cheese – CHAID analysis
                                            • High interests in regional flavours
                                              • Figure 43: Selected attitudes towards cheese, 2021
                                              • Figure 44: Selected attitudes towards cheese, by consumer groups, 2021
                                          • Reasons of Buying Kids’ cheese

                                            • Kids’ cheese is more like a functional food
                                              • Figure 45: Reasons of buying kids’ cheese, 2021
                                              • Figure 46: Reasons of buying cheese products for children, by ranks, 2021
                                            • Different motivations when purchasing for kids/adults
                                              • Figure 47: The main reason for buying kids’ cheese, by buying for children only or for adults only, 2021
                                            • Consumption purpose varied among different generations
                                              • Figure 48: The main reason for buying kids’ cheese, by generations, 2021
                                              • Figure 49: The main reason for buying kids’ cheese, by generations, 2021
                                          • Trading Up Interests for Children

                                            • Organic and fortified nutrition offers opportunity to trade up
                                              • Figure 50: Trading up interests of cheese products for children, 2021
                                              • Figure 51: Trading up features for kids’ cheese – TURF Analysis
                                            • Organic is crucial for premium kids’ cheese
                                              • Figure 52: Organic cheese stick from Arla, Mengniu, China, 2021
                                              • Figure 53: Trading up interests of kids’ cheese, by buying for children or for adults, 2021
                                            • Ambient and products specified by age are new opportunities
                                            • Perception of Cheese

                                              • Better impression on cheese
                                                • Figure 54: Perception of different dairy products – Correspondence Analysis
                                                • Figure 55: % points change towards perception of cheese, 2014 and 2021
                                                • Figure 56: % points difference with milk on selected features, 2014 and 2021
                                              • Cheese should do more to differentiate from yogurt
                                                • Figure 57: Perception of yogurt*, by attitudes towards cheese, 2021
                                            • Appendix – Market Size and Forecast

                                                • Figure 58: Total retail value sales and forecast of cheese, China, 2016-26
                                                • Figure 59: Total retail volume sales and forecast of cheese, China, 2016-26
                                            • Appendix – Methodology and Abbreviations

                                              • Methodology
                                                • TURF Analysis
                                                  • CHAID Analysis
                                                    • Correspondence Analysis
                                                      • Abbreviations

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