China's taste for cheese growing fast say experts

Demand for cheese is anticipated to grow swiftly in China as consumers come to regard it as a nutritious snack, according to a report by GlobalData, a London-based data and analytics company.

The value of the domestic cheese market is expected to grow from a forecasted $1.06 billion in 2020 to $1.96 billion in 2025, a surge of nearly 85 percent, the study noted.

Zheng Lihong, an innovation researcher at GlobalData, said: "Dairy products are considered a healthy and essential food in China. Our research shows that 32 percent of consumers in China are trying to increase their dairy intake as much as possible and 47 percent of consumers are trying to consume a moderate amount."

The data was based on 2020 Market Pulse Consumer Survey Results, which compiled responses of 900 China consumer representatives nationally.

"In China, cheese products targeted at children are the most popular," Zheng said. "One of the reasons for this is that the younger generation, those born in the 80s and 90s, are becoming parents and look for more nutritious offerings for their children."

Cheese is a natural source of calcium and protein, and these two nutrients are viewed as important for a child's height and muscle growth. In fact, most cheese products aimed at children come with a high calcium and protein tag, usually in the form of a stick-shape or even on a stick－like an ice lolly-for easier child-friendly consumption, the research indicated.

The findings showed that the biggest cheese consumers in China in the past were in areas with ethnic minorities, such as Mongolia, with the biggest cheese producers found in Inner Mongolia. People visiting Inner Mongolia would buy cheese as a gift to take home. However, with the growth of the market, the study said cheese products have become mainstream and are no longer only bought by tourists.

China's average cheese consumption is still relatively low, especially compared to neighboring countries like Japan and South Korea. According to the Organisation for Economic Co-operation and Development, Japan's cheese consumption per capita is 2.35kg, while China is lagging at 0.3kg.

Zheng said, "GlobalData's research suggests similar findings, in which historically, Japan has led in value-terms of cheese consumption; however, in the past few years, demand has skyrocketed in China, with the forecast growth expected to quickly accelerate, largely due to the possible health benefits associated with cheese consumption."

Dong Xuemin, a 40-year-old businesswoman from Hangzhou, has been a regular cheese buyer after sampling it during a trip abroad.

"I was offered to try the cheese along with crackers and grapes when I was visiting my friend in London, and surprisingly both my daughters and I instantly fell in love with the unusual taste," Dong said.

Since then, on average Dong has been spending 500 Chinese yuan ($76) a month on this "imported snack". "I do believe as more and more Chinese go abroad, they will have the opportunity to come across cheese, and the growth in the Chinese market will continue," she added.