This report looks at the following areas:
- Consumer motivation to consume cheese
- Interest in the food applications of different cheese formats
- Innovation concepts related to cheese products
- Influential claims in purchase decision-making
- Attitudes and behaviours towards cheese
Cheese is being reinvented for modern lifestyles, embracing snackification, protein-packed options and family-friendly innovations.
Phurisa Phagudom, Research Analyst – Food and Drink, Thailand
Market Definitions
For the purposes of this Report, Mintel has used the following definitions.
This Report examines consumers’ consumption behaviours and attitudes towards cheese. This includes standalone cheese products including hard cheese & semi-hard cheese, processed cheese, soft cheese & semi-soft cheese, soft cheese desserts, curd & quark, fresh cheese & cream cheeseandcheese-containing products in different food and drink categories.
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EXECUTIVE SUMMARY
- What you need to know
- Key issues covered in this Report
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MARKET LANDSCAPE
- Processed cheese product launches are on the rise
- Graph 1: launches of cheese, by sub-category, 2020-25
- Thai cheese preferences mirror APAC trends as spread and block launches surge
- Graph 2: cheese launches, by format, 2020-25
- Slice cheese dominates as a bread coupler while shredded leads in Italian dishes
- Graph 3: cheese format applications, 2025
- Encouraging higher consumption relies on targeting cheese fans
- Graph 4: cheese consumer segments, 2025
- Cheese application is evolving: exploring cheese shelves and trends in the wild
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INNOVATING FOR CHEESE CHAMPS
- Catering to the Cheese Champs
- Now: appeal to Cheese Champs with ‘made from real milk’ claims
- Graph 5: claims that will most influence consumers’ choice of one cheese product over another, Cheese Champs, 2025
- Now: highlight the authenticity of real milk through source storytelling
- Graph 6: claims that will most influence a consumer’s choice of one cheese product over another, by Cheese Champs, 2025
- Next: elevate standalone cheese to be a convenient staple snacking option
- Graph 7: cheese stick application, 2025
- Next: innovate snacking cheese to satisfy the senses and provide nutritional value
- Graph 8: cheese-related products interested in trying, 2025
- Next: boost appeal of snacking cheeses with platter and inclusion
- Next: integrate exciting cheese ingredients into packaged beverages
- Graph 9: cheese-related products interested in trying, 2025
- Next: offer cheesy drinks in RTD formats
- Next: incorporate cheese into rice meals
- Graph 10: cheese formats application in rice dishes, by Cheese Champs, 2025
- Next: dial up cheesy inclusions in familiar rice dishes
- Future: empower local craftmanship with modern value through artisanal cheese
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SUSTAIN CONSUMPTION WITH HEALTHY CHEESES
- Reduce hesitation from Cheese Casuals by elevating perceived wellness
- Graph 11: consumers motivated to eat cheese for health benefits, Cheese Champs vs Cheese Casuals, 2025
- Now: address Cheese Casuals’ demand by switching focus from no-lactose to low-fat positioning
- Graph 12: claims that will most influence a consumer’s choice of one cheese product over another, by segment, 2025
- Graph 13: cheese launches, by claim, 2020-25
- Now: offer inherently low-fat cheese alternatives
- Now: position cheese as a high-protein essential to fill the daily protein gap
- Now: effectively communicate protein value on product packaging
- Tap into the alternative protein trend with plant-based cheese
- Graph 14: cheese-related products interested in trying, by Cheese Casuals, 2025
- Now: introduce hybrid options, blending plant- and milk-based ingredients
- Next: mask the undesirable taste and texture of plant-based ingredients with flavoured options
- Graph 15: number of new unflavoured/plain and flavoured cheese product launches, 2024-25
- Next: enhance plant-based options with flavours
- Next: introduce functional cheeses for gut health
- Next: expand the horizon of functional cheeses
- Future: incorporate potent nutritional benefits to create cheese-based supplements
- Future: spotlight fibre to promote cheese for longevity
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CHEESE FOR THE FAMILY
- Millennials are gatekeepers shaping cheese choices for the family
- Graph 16: cheese purchase behaviour, 2025
- Tap into opportunities for both kids and older generations
- Graph 17: cheese-related products consumers are interested in when purchasing for others, 2025
- Now: appeal to mothers by emphasising calcium content
- Graph 18: claims that will most influence a parent’s choice of one cheese product over another, 2025
- Now: make cheese a nutritional source of dairy contributing to a balanced meal for children
- Next: make cheese a nutritional top-up for a complete balanced meal
- Cheese for older generations requires nutrition sensitivity
- Graph 19: claims that will most influence a consumer’s choice of one cheese product over another, by age, 2025
- Next: emphasise nutritional value and health benefits to reduce risk of NCDs
- Next: tap into new family occasions for ‘we time’
- Future: A2 cheese may be the tummy-friendly answer for kids and older generations
- Key takeaways
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APPENDIX
- Report definition
- Consumer research methodology
- Generations
- Abbreviations
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