市場調査レポート

チーズ市場 - 中国

Cheese - China - October 2014

発行 Mintel China 商品コード 268444
出版日 ページ情報 英文 146 pages
納期: 即日から翌営業日
価格
本日の銀行送金レート: 1USD=102.18円で換算しております。
Back to Top
チーズ市場 - 中国 Cheese - China - October 2014
出版日: 2014年10月01日 ページ情報: 英文 146 pages
概要

中国のチーズ市場は急速に拡大しているとは言うものの消費量自体は欧米と比べると遙かに少なく、また中国市場での認知度や受け入れられ方は広汎なものとはなっていません。

当レポートは中国におけるチーズ市場について精査しており、市場現況、市場の課題、また消費者動向について詳細な分析を行い、現在の市場規模見積もりと将来に向けての市場予測を提供しています。

第1章 序論

  • 定義
  • 調査手法
  • 略語

第2章 エグゼクティブ・サマリー

  • 市場状況
  • 市場規模および将来予測
  • 市場分類
  • 主要企業とブランド
  • 消費者
  • チーズは中国国民にどのように受け取られているか
  • チーズを買わない理由
  • 中国におけるさまざまなチーズ別の人気度
  • 消費者は家でどのようにチーズを食べるのか
  • チーズに対する考え方と使い方
  • チーズ、牛乳、およびヨーグルトに対する消費者の見方
  • チーズ関連の新製品に対する関心
  • 重要課題
  • メーカー各社はどのようにして若い世代にチーズの食習慣を売り込めるか
  • スナック食品として成人層にチーズを売り込むことは高い将来性が見込める
  • 子供を通じて大人へのチーズのマーケティングを行い子供の影響力を活用する
  • Mintel Chinaの考察

第3章 市場の課題と重要点

  • メーカー各社はどのようにして若い世代にチーズの食習慣を売り込めるか
    • 市場データ
    • 将来予測
  • スナック食品として成人層にチーズを売り込むことは高い将来性が見込める
  • 子供を通じて大人へのチーズのマーケティングを行い子供の影響力を活用する

第4章 トレンド応用

  • 選び方のガイド
  • 大きな課題
  • 一般大衆への普及

第5章 市場規模および将来予測

  • 重要ポイント
  • 中国チーズ市場の総販売量は急速に増大している
  • 欧米市場と比較すると中国のチーズ消費はどれだけ立ち後れているか
  • 中国のチーズ販売市場は今後5年間急速な成長が続く
  • 市場予測手法

第6章 市場分類

  • 重要ポイント
  • ブロックチーズとスライスチーズ分野が量的に最も早い成長を遂げている
  • 売上高についてはブロックチーズとクリームチーズの成長が速い
  • 市場売上高ではブロックチーズ分野がその半分を占める
  • 今後ともブロックチーズとスライスチーズが速い成長を遂げる見込み

第7章 市場シェア

  • 重要ポイント
  • 中国のチーズ市場は多国籍企業が支配的地位に立つ
  • 市場シェアを維持するには新製品開発が重要
  • 国内企業は消費者をつなぎ止めるため低価格戦略を採る

第8章 誰が革新を進ませるのか

  • 重要ポイント
  • 子供向けチーズが新製品発売数の内の大半を占める
  • 新製品の中では味付けしていないチーズがシェアを伸ばしている
  • メーカー各社は中国市場に新しい味を送り込み続けている
  • Arlaは中国人の嗜好に合わせたチーズを開発しようとしている
  • Mengniuはワインに合うように作られたスモークチーズを発売

第9章 主要メーカーとブランド

第10章 消費者動向 - チーズは中国人にどのように受け取られているか

第11章 消費者動向 - チーズを買わない理由

第12章 消費者動向 - 中国におけるさまざまなチーズ別の人気度

第13章 消費者動向 - 消費者は家でどのようにチーズを食べるのか

第14章 消費者動向 - チーズに対する考え方と使い方

  • 重要ポイント
  • 売り上げを高めるためにはチーズについての教育宣伝が大いに必要
  • チーズの販売をベーカリー/デザート店向けに広げて行く可能性
  • 成人層とくに成人男性消費者に訴求するための味付けチーズ製品開発
  • チーズの購入者にとって脂肪成分量が多いことが大きな懸念
  • 包装していないチーズのカウンターを設けることでメーカーは消費者に対して直接教育宣伝できる

第15章 消費者動向 - チーズ、牛乳、およびヨーグルトに対する消費者の見方

第16章 消費者動向 - チーズ関連の新製品に対する関心

付録

このページに掲載されている内容は最新版と異なる場合があります。詳細はお問い合わせください。

目次

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