In China, with the improvement of family consumption ability, parents have higher requirements on the nutritional level of children’s diet. Children’s cheese stick is not only high in nutrition, but also suitable for children’s taste and shape, so it has become a popular snack for modern babies. Cheese sticks can be seen on billboards in offline supermarkets, online shopping malls and even elevator buildings.
At present, China’s cheese market is highly dependent on imports, and foreign brands dominate. According to Euromonitor data statistics, China’s cheese market CR3 in 2019 is 36.78%, and all of them are foreign-funded brands, which are French Milkana (22.7%), La Vache qui rit (7.7%) and Anchor (6.4%). From the perspective of China’s local brands, Milkround has the highest market share, with a market share of 4.8%, while Mengniu, Guangming and Sanyuan, the traditional dairy leaders, accounts for 2.8%, 0.9% and 0.9% respectively.
In recent years, leisure dairy snacks with health, delicious, convenient and many other advantages, become a hot category in the market. By seizing this “outlet” skillfully, Milkround has created gratifying achievements and become a leading enterprise in China’s cheese market through occupying trend category space, strengthening product research and development, broadening channel layout, and enhancing brand publicity. From November 7, 2020 to December 4, 2020, the sales volume of Milkround cheese has reached 33.8% nationwide.
Because cheese is relatively strange to most Chinese people, they don’t have the habit of eating cheese. On the contrary, the consumption of liquid milk is more than that of dry dairy products. Further extending to the more subdivided children’s cheese market, the demand is very small, and the actual sales volume is not big enough. Therefore, China’s overall cheese consumption is still in the cultivation period, with retail sales accounting for only 1.5% of China’s dairy consumption in 2018. In addition, China’s cheese consumption is still limited to high-end consumer groups and ethnic minority areas, and there is still a big gap compared with foreign popular consumption, but this is not a good opportunity?
The demand of Chinese consumers for dairy products is gradually changing to short shelf life, zero additives and high nutritional value. Cheese is gradually accepted by Chinese consumers with its high nutritional value. The proportion of cheese consumption in dairy products in China has increased from 0.5% in 2009 to 1.6% in 2019, which has more than tripled and is still in the process of continuous and rapid improvement.
Although the current Chinese cheese industry is only 10 billion, with the steady increase of the size of dairy industry and the upgrading of dairy consumption to cheese, the market size of Chinese cheese can reach hundreds of billion.
At present, the pain point of Chinese cheese industry mainly lies in consumers’ cognition.