Cover Image
市場調查報告書

起士市場 - 中國

Cheese - China - October 2014

出版商 Mintel China 商品編碼 268444
出版日期 內容資訊 英文 146 pages
商品交期: 最快1-2個工作天內
價格
Back to Top
起士市場 - 中國 Cheese - China - October 2014
出版日期: 2014年10月01日 內容資訊: 英文 146 pages
簡介

中國的起士市場雖然可以說是正在急速擴大但消費量本身和歐美相比則遙遙不及,此外中國市場認知度及接受度也未達普及。

本報告詳查中國的起士市場,提供您市場現狀,市場課題,以及消費者趨勢相關的詳細分析,還有目前市場規模估計與未來轉動的市場預測。

第1章 序論

  • 定義
  • 調查手法
  • 簡稱

第2章 摘要整理

  • 市場情形
  • 市場規模及未來預測
  • 市場分類
  • 主要企業品牌
  • 消費者
  • 起士在中國國民接受度如何
  • 不買起士的理由
  • 中國各種起士的暢銷度
  • 消費者在家如何吃起士
  • 起士的想法方面和用法
  • 消費者對起士,牛奶,及優格的看法
  • 起士相關新產品的興趣
  • 重要課題
  • 各製造公司如何將起士的飲食習慣推廣到年輕世代
  • 將起士視作點心推廣到成人層預測將有高度未來性
  • 活用兒童影響力,將起士透過兒童推廣到大人
  • Mintel China的考察

第3章 市場課題和重要點

  • 各製造公司如何將起士的飲食習慣推廣到年輕世代
    • 市場資料
    • 未來預測
  • 將起士視作點心推廣到成人層預測將有高度未來性
  • 活用兒童影響力,將起士透過兒童推廣到大人

第4章 趨勢應用

  • 選方法的指南
  • 大課題
  • 普及到一般大眾

第5章 市場規模及未來預測

  • 重要點
  • 中國起士市場整體銷售量正在急速擴大中
  • 與歐美市場比較的話中國的起士消費落後多少
  • 中國的起士銷售市場預計今後5年將持續急速成長
  • 市場預測手法

第6章 市場分類

  • 重要點
  • 起士塊和薄片起士領域達到量方面的最快成長
  • 在銷售額方面是起士塊和cream cheese的成長最快
  • 市場銷售額起士塊領域佔其一半
  • 預計今後起士塊和薄片起士將共同達到快速成長

第7章 市場佔有率

  • 重要點
  • 中國的起士市場跨國公司佔支配性地位
  • 要維持市場佔有率,開發新產品至為重要
  • 國內企業為了維繫消費者選擇低價格策略

第8章 誰推動創新

  • 重要點
  • 兒童起士佔新產品銷售數大半
  • 新產品中沒調味起士佔有率擴大中
  • 各製造公司持續在中國市場推出新口味
  • Arla試圖配合中國人的喜好開發起士
  • Mengniu推出適合搭配葡萄酒食用的燻製起士

第9章 主要製造商和品牌

第10章 消費者趨勢 - 中國人對起士的接受度

第11章 消費者趨勢 - 不買起士的理由

第12章 消費者趨勢 - 中國各種起士的暢銷度

第13章 消費者趨勢 - 消費者在家如何吃起士

第14章 消費者趨勢 - 起士的想法方面和用法

  • 重要點
  • 為提高銷售額需要大力宣傳起士相關的知識
  • 針對麵包店/甜品店拓展起士銷售的可能性
  • 為了成人層(特別是成人男性)消費者的訴求,開發調味起士產品
  • 對起士的購買者來說脂肪含量多是一大顧慮
  • 由於設立未包裝的起士櫃讓廠商可直接對消費者宣傳起士

第15章 消費者趨勢 - 消費者對起士,牛奶,及優格的看法

第16章 消費者趨勢 - 起士相關新產品的興趣

附錄

本網頁內容可能與最新版本有所差異。詳細情況請與我們聯繫。

目錄

image1

"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

Table of Contents

1. Introduction

  • Definition
  • Methodology
  • Abbreviations

2. Executive Summary

  • The market
  • Market size and forecast
    • Figure 1: Retail market size of cheese in China, by volume, 2009-19
    • Figure 2: Retail market size of cheese in China, by value, 2009-19
  • Market segmentation
    • Figure 3: Share of retail value of cheese in China, by segment, 2012-19
  • Companies and brands
    • Figure 4: Share of value in China's cheese retail market, by company, 2012-13
  • The consumer
  • How well cheese is accepted by Chinese
    • Figure 5: Cheese purchasing rate, July 2014
  • Reasons for not buying cheese
    • Figure 6: Reasons for not buying cheese, July 2014
  • Popularity of different cheese products in China
    • Figure 7: Usage frequency of different types of cheese, July 2014
  • How consumers eat cheese at home
    • Figure 8: Ways to eat cheese at home, July 2014
  • Attitudes towards and usage behaviour of cheese
    • Figure 9: Consumer attitudes towards and usage behaviour of cheese, July 2014
  • Consumers' perceptions of cheese, milk and yoghurt
    • Figure 10: Consumer perception of cheese, milk & yoghurt, July 2014
  • Interests in cheese product innovations
    • Figure 11: Consumer interests in cheese product innovations, July 2014
  • Key issues
  • 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
  • What we think

3. Issues and Insights

  • How could brands encourage cheese usage among the young generation
  • The facts
  • The implications
  • Cheese for adult snacking has great growth potential
  • The facts
  • The implications
    • Figure 12: Examples of yoghurt-like soft cheese dessert products, China, 2014
    • Figure 13: Examples of cheese products innovations for snacking, global, 2013-14
  • Marketing cheese for children to parents and leverage children's influences
  • The facts
  • The implications
    • Figure 14: Examples of cheese innovations on packaging and shapes to attract children, China and Poland, 2014

4. Trend Applications

  • Guiding Choice
    • Figure 15: Example of consumer education through packaging, China, 2014
  • The Big Issue
    • Figure 16: Examples of low fat cheese products, China, 2013-14
  • Minimise Me

5. Market Size and Forecast

  • Key points
  • China's total cheese market volume has been growing rapidly
    • Figure 17: Total market size of cheese in China, by volume, 2009-14
    • Figure 18: Volume of China's cheese import, 2011-14
  • How far behind China cheese consumption is compared to western markets
    • Figure 19: Total market volume consumption per capita, China, Japan, US and UK, 2012
  • China's cheese retail market will continue to boost in next five years
    • Figure 20: Retail market size of cheese in China, by volume, 2009-19
    • Figure 21: Retail market size of cheese in China, by value, 2009-19
  • Forecast methodology

6. Market Segmentation

  • Key points
  • Block cheese and sliced cheese grew fastest in volume terms
    • Figure 22: Retail market value of cheese in China, by segment, 2009-14
  • While block cheese and cream cheese grew faster in value terms
    • Figure 23: Retail market value of cheese in China, by segment, 2012-14
  • Block cheese segment accounts for half of the retail market value
    • Figure 24: Share of retail value of cheese in China, by segment, 2012-19
  • Block cheese and sliced cheese are expected to grow faster
    • Figure 25: Retail market volume of cheese in China, by segment, 2014-19

7. Market Share

  • Key points
  • China's cheese market is dominated by multi-national players
    • Figure 26: Share of value in China's cheese retail market, by company, 2012-13
  • New product development is key to maintaining market share
  • Domestic players adopted a lower pricing strategy to attract consumers
    • Figure 27: Share of volume in China's cheese retail market, by company, 2012-13

8. Who's Innovating

  • Key points
  • Cheese for children dominated new product launches
    • Figure 28: Examples of new cheese products for children, China, 2014
  • Unflavoured cheese takes up share among new product launches
  • Brands keep bringing new flavours to China's market
    • Figure 29: Share of different flavours in new cheese product launches, China, Sep 2013-Aug 2014
    • Figure 30: Examples of cheese products with new flavours, China, 2014
  • Arla looks to develop cheese to suit Chinese palates
  • Mengniu introduced smoked cheese intended to go with wine
    • Figure 31: Examples of cheese products designed to go with alcohols, China, 2014

9. Companies & Brands

  • Bongrain SA
  • Products
  • Fonterra Co-operative Group
  • Products
  • Bright Dairy & Food
  • Products
  • Group Bel
  • Products
  • China Mengniu Dairy
  • Products

10. The Consumer - How Well Cheese is Accepted by Chinese

  • Key points
  • A big gap between buying products containing cheese and cheese itself
    • Figure 32: Cheese purchasing rate, July 2014
  • The 30-49-year-old females are more likely to be cheese buyers
    • Figure 33: Cheese purchasing rate, by gender and age group, July 2014
  • Men in their 20s are more inclined to buy products containing cheese
  • Income drives cheese consumption
    • Figure 34: Cheese purchasing rate, by demographics, July 2014
  • Shanghai and Chengdu have the lowest purchasing rates of cheese
    • Figure 35: Cheese purchasing rate, by city, July 2014

11. The Consumer - Reasons for Not Buying Cheese

  • Key points
  • Great potential for brands to overcome market barriers through product innovation and market education
    • Figure 36: Reasons for not buying cheese, July 2014
  • Fatty image of cheese puts consumers off
    • Figure 37: reasons for not buying cheese, by gender, age group and tier, July 2014
    • Figure 38: Examples of low fat cheese products, China, 2013-14
  • Innovating cheese to be paired with Chinese food
    • Figure 39: Examples of cheese that can be paired with local food, Japan, 2013
  • Educating Chinese consumers on how to use cheese
    • Figure 40: Example of consumer education through packaging, China, 2014
    • Figure 41: Example of outdoor adverts of cheese products, China, 2014
    • Figure 42: reasons of not buying cheese, by city, July 2014
  • Opportunities exist for cheese and utensils bundle packs

12. The Consumer - Popularity of Different Cheese Products in China

  • Key points
  • Cheese in snack packs/mini portions and cream cheese are most consumed types
    • Figure 43: Usage frequency of different types of cheese, July 2014
  • Expanding usage occasions of sliced cheese to encourage consumption
  • Usage of grated cheese is limited by weak usability in Chinese cooking
  • 20-29-year-old cheese buyers use cheese more frequently
    • Figure 44: Usage frequency of different types of cheese, by age, July 2014

13. The Consumer - How Consumers Eat Cheese at Home

  • Key points
  • Making western food is still the top usage
    • Figure 45: Ways to eat cheese at home, July 2014
  • But cheese is also increasingly consumed as a snack
    • Figure 46: Ways to eat cheese at home, by demographics, July 2014
  • Narrower usage among consumers in their 40s
    • Figure 47: Repertoire analysis of ways to eat cheese at home, by age, July 2014
  • Untapped potential for cheese products to go with alcohols

Figure 48: Examples of cheese products designed to go with alcohols, China, Sweden and Japan, 2013-14

14. The Consumer - Attitudes Towards and Usage Behaviour of Cheese

  • Key points
  • Education about cheese is much needed to increase sales
    • Figure 49: Consumer attitudes towards and usage behaviour of cheese, July 2014
  • Potential to extend cheese sales over to bakeries/dessert stores
  • Developing flavoured cheese products to appeal to adults, particularly male consumers
    • Figure 50: Agreement on "I prefer cheese products with original flavour rather than those with added flavours (eg strawberry, banana)", by gender, July 2014
  • High fat content is a big concern among cheese buyers
  • Counters of unpacked cheese enables brands to educate consumers in person
    • Figure 51: Agreement on "I have bought unpacked cheese (ie portions cut from cheese block and sold by weight) in the last six months", by gender and age, July 2014

15. The Consumer - Consumers' Perceptions of Cheese, Milk and Yoghurt

  • Key points
  • Methodology
  • Brands could set analogy to improve consumers' perception of cheese
    • Figure 52: Consumer perception of cheese, milk & yoghurt, July 2014
  • Promoting cheese's energy boosting property in snacking occasions
    • Figure 53: Consumer perception of cheese, milk and yoghurt - "suitable for energy boosting", by status of children in the household, July 2014
  • Enhance the digestion perception

Figure 54: Examples of cheese products with digestive claims, global, 2013-14 Promoting the multi-usage of cheese

16. The Consumer - Interests in Cheese Product Innovations

  • Key points
  • Functional health benefits and packaging attract the highest interest
    • Figure 55: Consumer interests in cheese product innovations, July 2014
  • Cheese with children's body development benefits to target Chinese parents
  • Women have greater purchase intention of low fat cheese
    • Figure 56: Low-fat cheese products with explicit low fat mentions on packaging, the UK, July 2014
  • Added health benefits can be nice plus-one
    • Figure 57: Examples of cheese with fortified nutrition, global, 2014
  • Developing mini-packs to fit single use occasions
  • Innovating cheese to be mixed with Chinese cooking
  • Offering greater variety and convenience to consumers
    • Figure 58: Example of cheese in variety packs, China, 2014
    • Figure 59: Examples of cheese bundled with snacks, France & UK, 2014

17. Appendix - Market Size and Forecast

  • Figure 60: Total market size of cheese in China, by volume, 2009-14
  • Figure 61: Retail market size of cheese in China, by value, 2009-19
  • Figure 62: Retail market size of cheese in China, by volume, 2009-19

18. Appendix - The Consumer - How Well Cheese is Accepted by Chinese

  • Figure 63: Cheese purchasing rate, July 2014
  • Figure 64: Cheese purchasing rate, by demographics, July 2014

19. Appendix - The Consumer - Reasons for not Buying Cheese

  • Figure 65: Reasons for not buying cheese, July 2014
  • Figure 66: Most popular reasons for not buying cheese, by demographics, July 2014
  • Figure 67: Next most popular reasons for not buying cheese, by demographics, July 2014

20. Appendix - The Consumer - Popularity of Different Cheese Products in China

  • Figure 68: Usage frequency of different types of cheese, July 2014
  • Figure 69: Usage frequency of different types of cheese - Block cheese, by demographics, July 2014
  • Figure 70: Usage frequency of different types of cheese - Cheese in snack packs/mini portions, by demographics, July 2014
  • Figure 71: Usage frequency of different types of cheese - Sliced cheese, by demographics, July 2014
  • Figure 72: Usage frequency of different types of cheese - Shredded cheese, by demographics, July 2014
  • Figure 73: Usage frequency of different types of cheese - Powdered cheese, by demographics, July 2014
  • Figure 74: Usage frequency of different types of cheese - Cream cheese, by demographics, July 2014

21. Appendix - The Consumer - Ways to Eat Cheese at Home

  • Figure 75: Ways to eat cheese at home, July 2014
  • Figure 76: Most popular ways to eat cheese at home - Making food, by demographics, July 2014
  • Figure 77: Next most popular ways to eat cheese at home - Making food, by demographics, July 2014
  • Figure 78: Ways to eat cheese at home - Eating as a snack, by demographics, July 2014
  • Figure 79: Ways to eat cheese at home, by usage frequency of different types of cheese - Block cheese, July 2014
  • Figure 80: Ways to eat cheese at home, by usage frequency of different types of cheese - Cheese in snack packs/mini portions, July 2014
  • Figure 81: Ways to eat cheese at home, by usage frequency of different types of cheese - Sliced cheese, July 2014
  • Figure 82: Ways to eat cheese at home, by usage frequency of different types of cheese - Shredded cheese, July 2014
  • Figure 83: Ways to eat cheese at home, by usage frequency of different types of cheese - Powdered cheese, July 2014
  • Figure 84: Ways to eat cheese at home, by usage frequency of different types of cheese - Cream cheese, July 2014

22. Appendix - The Consumer - Repertoire Analysis of Ways to Eat Cheese at Home

  • Figure 85: Repertoire of ways to eat cheese at home, July 2014
  • Figure 86: Repertoire of ways to eat cheese at home, by demographics, July 2014
  • Figure 87: Ways to eat cheese at home, by repertoire of occasions of having cheese at home, July 2014

23. Appendix - The Consumer - Attitudes Towards and Usage Behaviour of Cheese

  • Figure 88: Consumer attitudes towards and usage behaviour of cheese, July 2014
  • Figure 89: Most popular consumer attitudes and usage behaviour of cheese, by demographics, July 2014
  • Figure 90: Next most popular consumer attitudes and usage behaviour of cheese, by demographics, July 2014

24. Appendix - The Consumer - Consumer Perception of Cheese, Milk and Yoghurt

  • Figure 91: Consumer perception of cheese, milk and yoghurt, July 2014
  • Figure 92: Most popular consumer perception of cheese, milk and yoghurt - Cheese, by demographics, July 2014
  • Figure 93: Next most popular consumer perception of cheese, milk and yoghurt - Cheese, by demographics, July 2014
  • Figure 94: Other consumer perception of cheese, milk and yoghurt - Cheese, by demographics, July 2014
  • Figure 95: Most popular consumer perception of cheese, milk and yoghurt - Milk, by demographics, July 2014
  • Figure 96: Next most popular consumer perception of cheese, milk and yoghurt - Milk, by demographics, July 2014
  • Figure 97: Other consumer perception of cheese, milk and yoghurt - Milk, by demographics, July 2014
  • Figure 98: Most popular consumer perception of cheese, milk and yoghurt - Yoghurt, by demographics, July 2014
  • Figure 99: Next most popular consumer perception of cheese, milk and yoghurt - Yoghurt, by demographics, July 2014
  • Figure 100: Other consumer perception of cheese, milk and yoghurt - Yoghurt, by demographics, July 2014
  • Figure 101: Consumer perception of cheese, milk and yoghurt, by penetration of cheese, July 2014

25. Appendix - The Consumer - Consumer Interests in Cheese Product Innovations

  • Figure 102: Consumer interests in cheese product innovations, July 2014
  • Figure 103: Consumer interests in cheese product innovations - Cheese in small packs for one-time use, by demographics, July 2014
  • Figure 104: Consumer interests in cheese product innovations - Cheese bundled with snacks, by demographics, July 2014
  • Figure 105: Consumer interests in cheese product innovations - Cheese designed to go with alcohol, by demographics, July 2014
  • Figure 106: Consumer interests in cheese product innovations - Cheese that can be mixed with Chinese style food, by demographics, July 2014
  • Figure 107: Consumer interests in cheese product innovations - Cheese in variety packs, by demographics, July 2014
  • Figure 108: Consumer interests in cheese product innovations - Cheese with added calcium, by demographics, July 2014
  • Figure 109: Consumer interests in cheese product innovations - 'Light'/Low fat cheese, by demographics, July 2014
  • Figure 110: Consumer interests in cheese product innovations - Cheese good for cardiovascular system, by demographics, July 2014
  • Figure 111: Consumer interests in cheese product innovations - Cheese specifically designed for children's body development, by demographics, July 2014
  • Figure 112: Consumer interests in cheese product innovations, by penetration of cheese, July 2014
Back to Top