2020
0
China Cheese Market Report 2020
2021-01-16T03:03:26+00:00
OX990758
3695
132322
[{"name":"Cheese","url":"https:\/\/store.mintel.com\/industries\/food\/dairy\/cheese"}]
Report
en_GB
“The cheese market will continue its growth trajectory as the fastest growing dairy category, albeit from a smaller base. Brands can expand the formats of cheese to place it in…

China Cheese Market Report 2020

£ 3,695 (Excl.Tax)

Description

Providing the most comprehensive and up-to-date information and analysis of the China Cheese market, including the behaviors, preferences and habits of the consumer.

The cheese market has experienced high-velocity growth in the past five years and will continue the growth trajectory as the fastest-growing dairy category.

Thanks to more cheese offerings as an ingredient in other snack categories and foodservice, consumers are starting to accept the unique flavours but remain conflicted on the nutritional value of cheese. Cheese snacks are still more strongly associated with being sweet, and most offerings are targeted at children.

To reach more consumption occasions and convince consumers that it is also suitable for adults, brands may use foodservice as touchpoints to educate consumers on different ways of eating or using cheese. Brands may also use new technologies to process cheese into more snack formats and compete in the widening scope of the snack market instead of against other dairy products.

Read on to discover more details or take a look at all of our China Food and China Drinks market research.

Quickly understand

  • Differentiate in children’s cheese snacks with added functions.
  • Using foodservice channels to increase knowledge of cheese consumption.
  • Adapting ‘light’ ready-to-cook cheese snacks to suit demand of young females.

Covered in this report

Brands and products featured: Yili, Bright, Mengniu / Arla, Milkground, Milkana, Anchor, Suki, Cheerston, Swissmooh, Kiri, ART Exhibition, Reflets De France and more.

Expert analysis from a specialist in the field

Written by Annie Jiang, a leading analyst in the Food & Drink sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

The cheese market will continue its growth trajectory as the fastest growing dairy category, albeit from a smaller base. Brands can expand the formats of cheese to place it in competition with the broadening snack category and target more adult consumers, rather than focusing purely on its nutritional value. Collaborations with foodservice restaurants can introduce new consumption methods to non-consumers and cultivate stronger cooking and baking habits.

Annie Jiang
Food & Drink Analyst

Table of Contents

  1. Overview

    • What you need to know
    • Covered in this Report
    • Excluded
  2. Executive Summary

    • The market
    • Cheese market will continue double-digit growth in the next five years
      • Figure 1: Total China retail value sales and forecast of cheese, 2015-25
      • Figure 2: Total China retail volume sales and forecast of cheese, 2015-25
    • Increased cooking and baking habits will benefit packaged cheese
    • Impact of COVID-19 on cheese
      • Figure 3: Short, medium and long-term impact of COVID-19 on retail sales of cheese, December 2020
    • Companies and brands
    • Mengniu and Arla’s synergy creates robust growth
      • Figure 4: Leading companies’ value share of the cheese market, China, 2019-20
    • International and domestic players alike expanding cheese snack offerings
    • Kiri collaborations introduce consumption methods
    • The consumer
    • Top popular types of cheese remain the same as 2018
      • Figure 5: Consumption frequency, October 2020
    • Growing opportunities in sweet cheese dishes
      • Figure 6: Consumption occasion, October 2020
    • Besides traditional retail channels, leverage the power of foodservice channels to educate consumers and stimulate purchase
      • Figure 7: Purchase channels, October 2020
    • Avoid direct competition with dairy heavyweights and differentiate with bold brand motifs
      • Figure 8: Brands purchased, October 2020
    • Barriers to consumption differ for consumers and non-consumers
      • Figure 9: Barriers to consumption, by consumption frequency, October 2020
    • Consumers are conflicted on the nutrition cheese provides
      • Figure 10: Attitudes towards cheese, October 2020
    • What we think
  3. Issues and Insights

    • Differentiate in children’s cheese snacks with added functions
    • The facts
    • The implications
      • Figure 11: Examples of cheese chips, USA, 2020
    • Use foodservice channels to increase knowledge of cheese consumption
    • The facts
    • The implications
      • Figure 12: Alimentari packaged cheese selection, Shanghai
      • Figure 13: Green & Safe ready-to-cook meal section, Shanghai
    • Adapt ‘light’ ready-to-cook cheese snacks to suit demand of young females
    • The facts
    • The implications
      • Figure 14: Examples of ready-to-cook/semi-finished meal solutions feature cheese ingredients, Taiwan, China, Japan and Qatar, 2020
  4. The Market – What You Need to Know

    • Cheese will continue trajectory as the fastest-growing dairy category
    • Increasing demand for healthy snacking will benefit the cheese market
    • Uncertainty in imports present opportunity to local producers
  5. Market Size and Forecast

    • Cheese steadily grows influence in Chinese diet
      • Figure 15: Retail market value and volume of cheese, China, 2015-20
    • Cheese will be the fastest-growing dairy category
      • Figure 16: Total China retail value sales and forecast of cheese, 2015-25
      • Figure 17: Total China retail volume sales and forecast of cheese, 2015-25
  6. Market Factors

    • Success in localising cheese snack for children spurs market growth in the short run
    • Increased cooking and baking habits at home
    • Incentive to develop local cheese production
      • Figure 18: % share of imported cheese from each country, China, 2019
  7. Key Players – What You Need to Know

    • Foreign players lead the market, but domestic brands quickly gain
    • Mengniu and Arla partnership off to a strong start
    • Further expansions in snackable cheese
  8. Market Share

    • Cheese lollipops drive growth for Savencia and Milkground
      • Figure 19: Leading companies’ value share of the cheese market, China, 2019-20
    • Collaboration with Arla Foods has helped Mengniu strengthen its market position
  9. Competitive Strategies

    • Increasing formats of snackable cheese
      • Figure 20: Yili Drinkable Cheese Original Flavoured Processed Cheese, China, 2020
      • Figure 21: Dr.Cheese product examples
      • Figure 22: Milkana Yi Bei Zhi Shi
      • Figure 23: Arla ASCX cheese dessert
    • Collaborations to highlight cooking and baking occasions
      • Figure 24: Kiri x EVERNAKED double berry cheesecake
      • Figure 25: Advertisement of Kiri x Hema collaboration
    • Leading brands team up
  10. Who’s Innovating?

    • Innovations focus on cheese as an ingredient, not an end product
    • Figure 26: Top 10 sub-categories with cheese and cheese product ingredients, December 2018-November 2020
    • Format innovations
    • Figure 27: Top 10 texture claims of new cheese product launches, China, 2018-20
    • Using REV technology to make cheese chips
    • Figure 28: Moon Cheese Cheddar Believe It cheese snack, US
    • Turn cheese into bite-sized candies
    • Figure 29: Cheese candy product examples, Taiwan, China and Japan, 2019-20
    • Ready-to-cook cheese snacks offer convenience in the kitchen
    • Figure 30: Swift Smoked Mozzarella Cheese Skewer, Brazil, 2020
    • Figure 31: Caseificio Longo Tomino Cheese and Speck Forest-Style Skewer, Italy, 2020
    • Flavour innovations
    • Figure 32: Top 10 flavour components of new cheese product launches, China, 2018-20
    • Partnering with popular children’s snacks
    • Figure 33: Philadelphia Cream Cheese Inspired by Cadbury Caramilk, Australia, 2020
    • Figure 34: Natori Cheetara Pizza Potato Flavour Cheese & Fish Snack, Japan, 2020
    • Plant-based cheese offerings for the lactose intolerant
    • Figure 35: Delishu Cultured Cashew Cheese Product with Sundried Tomato & Oregano, Romania, 2020
  11. The Consumer – What You Need to Know

    • Incidence of cheese consumption increases but popular formats remain unchanged
    • Females drive demand for cheese used in cooking and baking
    • Absolute barriers to consumption and barriers to frequent consumption differ
  12. Consumption Frequency

    • Cheese format consumption remains unchanged
      • Figure 36: Consumption frequency, October 2020
    • Females more likely to frequently consume sliced and mini/snacking block cheese
      • Figure 37: Consumption frequency – Select formats, “once a week or more”, by gender and age, October 2020
    • Market responds to rising ‘suitable for children’ claims
      • Figure 38: Consumption frequency – “Once a week or more”, by family structure, October 2020
      • Figure 39: Top 10 claims of new hard cheese & semi-hard cheese, processed cheese, soft cheese & semi-soft cheese and fresh cheese & cream cheese product launches, China, 2018-20
  13. Consumption Occasion

    • Cheese-inspired sweet dishes on the rise
      • Figure 40: Consumption occasion, October 2020
    • Females of different ages have their sweet and savoury preferences
      • Figure 41: Consumption occasion – “As an ingredient in making a sweet dish (eg cheesecake, pastry)”, by gender and age, October 2020
      • Figure 42: Homemade cheese snacks
      • Figure 43: Consumption occasion – “As an ingredient in cooking a savoury dish”, by gender and age, October 2020
    • High-personal-income consumers may be more demanding on flavour notes
      • Figure 44: Consumption occasion – Select occasions, by personal income level, October 2020
      • Figure 45: Reflets de France Five Cheese Platter, France, 2020
      • Figure 46: Infographic of S.Engine instant coffee pods
      • Figure 47: Screenshots of KOL videos on cheese-related knowledge
    • Frequent consumers pair cheese with salad, meat and alcohol
      • Figure 48: Consumption occasion, by consumption frequency (ranked in order of difference), October 2020
  14. Purchase Channels

    • Drive sales through collaborations with foodservice channels
      • Figure 49: Purchase channels, October 2020
    • Target singles in convenience stores/grocery stores
      • Figure 50: Purchase channels – “Convenience stores/grocery stores”, by family structure, October 2020
    • High-frequency consumers strongly prefer gourmet stores and fresh grocery ecommerce
      • Figure 51: Purchase channels – By consumption frequency (ranked in order of difference), October 2020
  15. Brands Purchased

    • Three dairy giants lead in brand recognition
      • Figure 52: Brands purchased, October 2020
    • Gender preferences in cheese brands
      • Figure 53: Brands purchased – Select brands, by gender, October 2020
    • Switching between brands is common
      • Figure 54: Brands purchased – Select brands, by select brand users, October 2020
  16. Barriers to Consumption

    • Nutrition, instead of taste, is key barrier to frequent consumption
      • Figure 55: Barriers to consumption, by consumption frequency, October 2020
    • Dietary preferences, taste and lactose intolerance are absolute barriers to consumption
      • Figure 56: Barriers to consumption – Select statements, by consumption frequency, October 2020
      • Figure 57: Examples of regional cheese dishes
      • Figure 58: Mascarpone cheese tofu
    • Young females especially concerned about fat and cholesterol
      • Figure 59: Barriers to consumption – Select statements, by gender and age, October 2020
  17. Attitudes towards Cheese

    • Consumers acknowledge both sides of the coin in terms of nutrition
      • Figure 60: Attitudes towards cheese, October 2020
    • Children’s cheese can feature probiotics
    • High-income consumers more likely to buy into health benefits of cheese
      • Figure 61: Attitudes towards cheese – Select statements, by personal income level, October 2020
      • Figure 62: Average nutritional content of new cheese launches, China, December 2018-November 2020
    • Consumers of natural cheese more likely to be swayed by taste
      • Figure 63: Agreement of select perceptions of cheese, by brands purchased, October 2020
  18. Appendix – Market Size and Forecast

      • Figure 64: Total market value of cheese, China, 2015-25
      • Figure 65: Total market volume of cheese, China, 2015-25
  19. Appendix – Methodology and Abbreviations

    • Methodology
    • Abbreviations

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