China Food

Who is seizing the right to speak in the 100 billion cheese market?

 

奶酪赛道正处风口之下,企业积极入局。

 


目前日本的人均奶酪消费量是2.32kg,而在60年前这一数字是0.2kg。
 
早在上个世纪20年代日本就出现了奶酪产品,但市场上鲜有人问津。
 
这与日本的饮食习惯相关。日本人在历史上并没有广泛食用奶制品的习惯,天然奶酪的独特风味与长期养成的饮食口味难以匹配,酷似肥皂的产品形状与外包装更是让日本民众退避三舍。
 
另一大原因则在于价格。日本最初从欧美进口天然奶酪。由于天然奶酪的低温保存条件难以满足,海运时间又过长,只能选择速度更快的空运。高昂的运输成本使奶酪价格水涨船高,消费人群数量有限。
The cheese industry really improved after the 1964 Tokyo Olympic Games.
 
Height anxiety has plagued the Japanese for a long time. The close appearance of Western players in the Tokyo Olympic Games more intuitively highlights the height difference between the East and the West. As an important high nutritional food for Europeans and Americans, cheese has attracted the attention of the Japanese people.
The year after the end of the Tokyo Olympic Games, the snow printed dairy industry, the leader of Japan’s cheese industry, immediately launched the “champion cheese”, and entered the “school food” menu in the same year to cultivate the habit of eating cheese for primary and secondary school students.
 
In the 1970s, these primary and secondary school students became the first real local cheese consumers in Japan. At this time, when Japan’s economy is taking off, Western food culture is widely popular in Japan. Western foods such as sandwiches and pasta enter convenience stores. Cheese, as an important auxiliary material of Western food, is popular in Japan. Since then, it has gradually penetrated throughout the country.
 
In the 1950s, the entry of cheese into South Korea also encountered the silence of the embryonic stage. After the 1970s, due to the promotion of the government, the import of western culture and the large-scale and standardized operation of farms, the cheese industry also ushered in a period of rapid development in South Korea.
 
At present, the per capita cheese consumption in South Korea has reached 2.91kg.
 
Now, with Japan and South Korea in the East Asian cultural circle and similar eating habits, China is also brewing an outbreak of the cheese industry.  
Hot cheese industry
   
Compared with Japan and South Korea, the domestic cheese industry started later.
 
The production process of cheese is relatively complex, and the production process has strict requirements on temperature and humidity. Domestic dairy enterprises did not have technical advantages in the early stage.
 
Moreover, due to the high cost of cheese, it is necessary to make full use of the by-products produced in the process of cheese production to share the cost and obtain the price advantage. However, whey, as the main by-product, needs professional treatment equipment and high cost. Dairy enterprises also do not have advantages in capital.
 
The most important thing is that when cheese is produced, it will face the embarrassing situation that few people buy it, so the enthusiasm to enter the game is not high.
 
Until 1986, Wandashan Dairy introduced modern professional production equipment from Finland, and China’s cheese industry officially kicked off.
 
However, the domestic market has been highly dependent on imported cheese for a long time, and the import volume accounts for more than 60% of the total cheese.
 
The picture comes from Zhiyan consulting
 
The picture comes from Zhiyan consulting
 
From 2011 to 2020, China’s cheese import volume and import amount showed an overall upward trend. By 2020, China’s cheese import volume was 129300 tons (in this year, the domestic cheese volume was 152800 tons), and the import amount was USD 591 million. Compared with 2019, the growth rates of the two were 12.53% and 13.22%. New Zealand, the European Union, Australia and the United States were the main importers.
 
In terms of per capita consumption, in 2020, China’s per capita cheese consumption will be 0.28kg, significantly lower than the per capita cheese consumption of more than 10kg in the EU and the United States.
 
The diet difference between EU and China is relatively large, and the direct comparison may be biased. However, even compared with Japan and South Korea with similar eating habits, this data is only equivalent to the per capita cheese consumption of Japan in 1966 and South Korea in 1995.
 
At that time, the growth rate of cheese consumption per capita in Japan and South Korea was more than 30%, and between 20% and 30%, which was in the golden development period of the industry. From 2012 to 2020, China’s per capita cheese consumption CAGR was about 19%, lower than Japan with the same per capita cheese consumption level, but close to South Korea.
 
This also releases a positive signal: China’s cheese market has great potential, and there is still about 6-7 times room for improvement in per capita consumption, mainly in the incremental market.
 
Each kilogram of cheese product is concentrated from 10 kilograms of milk. Cheese can be regarded as “solid milk” that can be eaten, and because the essence of milk is concentrated, its nutritional value is higher than that of liquid milk, and it is known as “milk gold”.
 
Among the rich nutritional elements, the protein content is 5-8 times that of milk, 6-8 times that of calcium milk, 6 times that of vitamin A, and 10 times that of zinc and iron. Through the action of lactic acid bacteria and other microorganisms and enzymes, cheese can be suitable for consumers with lactose intolerance.
 
Throughout the world, the dairy market presents a parallel development trend of function, taste, nutrition and health. The high consumption of cheese is closely related to the high standard of living. It is a product under the upgrading of consumption.
 
Developed countries such as the United States have transformed into a mature market dominated by cheese consumption, with cheese consumption accounting for 60%.
 
Dairy products in Japan and South Korea have also experienced the consumption upgrading of milk powder, liquid milk and solid milk. Cheese, as the leading product in solid milk, plays an important role in this process.
 
The picture is from Western securities
 
In the past 50 years, the consumption of solid milk in Japan has increased by more than 300%. By 2021, the proportion of cheese in solid milk consumption has jumped to 60%.
 
The consumption of solid milk in South Korea increased by more than 600% compared with more than 20 years ago. Cheese accounts for more than 80% of solid milk consumption in 2021.
 
Compared with developed countries, China’s consumption of cheese is not only low, but also liquid milk is the main consumption structure at this stage, and the consumption of cheese accounts for only 4%.
 
However, under the general trend of consumption upgrading, everything is changing. Functional food fire, Z generation pursuing health, nutrition and delicacy is supporting a new consumer market. In 2019, China’s per capita consumption of liquid milk was 24.4kg, the growth rate slowed down, and it was close to the consumption bottleneck. The momentum of switching from “milk drinking era” to “milk feeding era” was gradually obvious.
 
Cheese market BC double end simultaneous volume
   
Cheese has great potential in the Chinese market.
 
First of all, it is extremely rich in varieties. It is known as “one village, one cheese” in France. There are more than 500 cheese varieties in France and more than 300 in Italy. Coupled with the varieties of other countries in Europe and Asia, there are more than 1000 cheese varieties in the world.
 
The remanufactured cheese with natural cheese as raw material can also bring out various flavors to adapt to the taste preferences of consumers in different regions, and reduce the content of fat and salt in the cheese in the remanufactured process, so as to meet the public’s pursuit of healthy food.
 
Secondly, cheese has a wide range of application scenarios. It can not only be an important excipient in Western food, but also the finishing touch in tea and baked goods. It can also be used as snacks, social currency, gifts, etc. it is suitable for a variety of occasions.
 
In addition, cheese is addictive and can be used as a product for long-term consumption.
 
The casein component contained in cheese will release casein enkephalin during digestion, stimulate dopamine, make the human body feel excited and stimulate the desire for cheese. The fat in cheese will also make people feel happy and satisfied, thus repeating this cycle and deepening the desire for cheese.
 
According to the data of Western securities research report, in 2025, the scale of China’s cheese market will reach 28.8-33.3 billion yuan, cagr15.5 billion yuan 2% – 18.6%, of which the retail end and catering end are expected to reach 19.3-20.4 billion yuan and 9.5-12.9 billion yuan respectively, and the CAGR is 17% – 18% and 12% – 19% respectively.
 
However, at present, China’s cheese consumption is about 37 Kai in retail and catering, mainly concentrated in catering.
 
The reason why the retail end has high hopes is that the online Red snacks innovated with cheese have attracted the attention of consumers in recent years and local enterprises have actively arranged; With the infiltration of western culture, the post-90s have become the main force of the new generation of consumption, and are more willing to explore the Western practice of delicious food. Family baking is popular, and broken cheese has become popular in the retail market
 
Among the various factors affecting the growth of C-end cheese market, the driving force of cheese stick is particularly obvious.
 
Compared with the previous generation of parents, the post-80s and 90s Baoma group has less rejection of children’s snacks, will take the initiative to buy snacks for children, and has higher requirements and purchase desire for the nutrition, health and safety of children’s snacks. On the basis of safety and health, cheese stick has the dual attributes of leisure snacks and nutritional supplement, which is suitable for children’s consumption scenes.
 
In addition, children’s taste preferences and eating habits are easy to develop. Children’s cheese ushers in a development bonus period. According to the prediction of Everbright Securities, in the cheese market, the market space of low-temperature cheese stick is expected to be 20 billion yuan and that of normal temperature cheese stick is expected to be 30 billion yuan, which has rich imagination space.
 
In the future, with the new generation of children becoming the main force of consumption, the whole cheese industry driven by cheese sticks will usher in a new wave of growth.
 
The b-end market can not be underestimated.
 
Just as each generation has its own way of living, each generation also has its own way of eating. Under the fast-paced urban life, eating habits are being redefined.
 
Ruixing, Xi tea, miyue ice city, Naixue’s tea, tea Yan Yuese and other coffee and milk tea brands accelerated their expansion. The milk cream in Matcha latte, cheese in tea, cream and milk cover of thick taro treasure tea all contain remanufactured cheese.
 
As an important raw material for new tea, the rapid development of tea industry has promoted the penetration of cheese in young groups.
 
The above logic also applies to the promotion of cheese in western catering, baking dessert and convenience store industries. Pizza, salad, sandwich, cheesecake, cheese ribs, cheese baked rice… The trend of cheese is hitting consumers with the power of catering.
 
Cheese market competition pattern
   
In the initial stage of the domestic cheese market, foreign brands have more advantages in technology, capital, brand and sales, so they enter the market earlier, and seize the Chinese cheese market by developing dealers in China, OEM production for Chinese brands, or directly building factories and localization development in China. Briggs & Stratton, ANGA, kraft and other overseas brands have long ranked among the top 10 in China’s cheese market.
 
The picture is from Zhongtai securities
This situation changed in 2018. This year, the market share of miaokolando reached 3.9%, ranking sixth.
 
Although the top 5 brands are all overseas brands, the market performance after the launch of the cheese stick by miaokolando still makes more local enterprises realize that the effect of consumer market education has been remarkable, the domestic cheese market is maturing, and Chinese dairy enterprises have a competitive edge in terms of technology and localization.
 
Therefore, Yili, miaofei, liangpin shop, adopting a cow and other domestic dairy enterprises have arranged the cheese industry one after another, and used their own advantages to compete with miaokelan in the field of cheese sticks.
 
But overall, the domestic cheese market is still in its infancy, and the industry competition is not fierce.
 
At the C-end, Miaoke Lando is still a very bright brand among many participants, and has achieved 25 times of revenue growth in the cheese business in five years.
 
In 2008, miaokolando entered the cheese field through cooperation with the French cheese brand health ran group. Until 10 years later, miaokolando launched its popular product cheese stick, and the company entered the fast lane of development. The proportion of cheese stick in the total revenue of the company’s cheese business has increased from 47% in 2018 to 67% in 2020, and has become the largest single product of the revenue source of mecolanto cheese.
 
In terms of products, miaokolando cheese stick has been upgraded six times so far. It is more sensitive to the taste preference of the local market than most competitors, and has launched a variety of flavors such as fruits and vegetables, cheese, chocolate, ice cream and so on.
 
On the one hand, this makes Miaoke Lando not only meet the diversified needs of children, but also realize that it is not greasy to eat and cultivate long-term consumption habits; On the other hand, the brand has completed the creation of a product matrix covering medium and high-end products, so as to improve the profit margin of the enterprise with the effect of scale.
 
Before 2018, the cheese stick market was monopolized by the foreign brand baijifu, but the channel did not sink, maintaining the “high cold” image of only laying large supermarkets.
 
And Miaoke Lando just focuses on the channel. Its executives once said frankly that “small shops on the street, bakeries, schools, Internet cafes and cinemas, as long as there is a cold air cabinet, those who can cooperate will cooperate, and as long as they can shop down, they will continue to shop down”.
 
Miao Ke Lan Duo is laying channels and seizing the market with a strong attitude. It not only has national and regional KA, convenience stores, mother and baby stores and other diversified sales channels at the retail end; At the same time, cooperate with large chain catering brands such as damelor, Haidilao, salia and 85 ° C at the catering end.
 
Online, the brand covers mainstream platforms such as tmall, jd.com, Suning Tesco and pinduoduo, and expands new retail platforms such as HEMA fresh food, dingdong buy vegetables, daily excellent fresh food, honey bud and youzan.
 
Another important reason why it can stand on the cheese stick within three years is its strong investment in brand marketing.
 
In addition to the three IP cooperation of Wangwang team, baokemeng and Doraemon, it shapes the familiarity and emotional dependence of Baoma and children, so as to promote the purchase; Miao kelando also aimed at white-collar mothers and signed a powerful actor Sun Li as the brand spokesman to deepen consumers’ minds with the brand advertisement of “choose Miao kelando for cheese”.
 
In addition, it also cooperated with focus media to attract middle-class consumer groups with ubiquitous elevator media and expand the number of users.
 
At present, Miaoke Lando is realizing the anti super of big brother baijifu. According to its official introduction, the market share of Melco Lando in the cheese industry has increased from 3.9% in 2018 to 30.9% in 2021, exceeding the 25% market share of baguiffe.
 
Anja is the leader in the b-end, with a market share of 60-70%.
 
When it comes to ANGA, we have to mention its parent company, Fonterra. Fonterra is the core dairy supplier of major catering chain brands in the world.
 
In 2001, Fonterra officially entered the domestic market and distributed through local designated dealers, but the channel coverage and sinking effect were not obvious, and there were problems of high communication cost and complex procurement process.
 
This situation turned for the better in 2016. Fonterra launched the brand of “Anja professional dairy partner” specially serving the b-end catering channel, breaking the original distribution system and building its own channel. The business model has also changed from simply selling imported butter and cheese products to providing customized solutions for customers in the catering industry from product publicity, pricing and promotion to back kitchen.
 
At the same time, build a sales team, improve goods preparation, establish a cold chain distribution center, build a cold chain distribution system, establish a purchase and order system, and establish a logistics team to improve the efficiency of all links.
 
In 2019, Anja launched the strategy of “integration of Chinese and Western catering”, increased the layout of Chinese food channels, successively launched ice bread series, cheese moon cakes, milk cover beer, cheese shrimp slide and other products, and cooperated with new tea brands.
 
In addition, it also promoted popular products (such as mozzarella cheese) originally only for catering to consumers, and launched ANGA high calcium cheese stick to layout the C-end market.
 
At present, Anka’s catering business has reached 372 cities in China, serving more than 78000 catering outlets, forming a sales network covering most parts of the country. Products facing the C-end choose to distribute goods through tmall, jd.com, HEMA and other channels.
 
In terms of marketing, Anja launched strategic cooperation with HEMA to launch the channel exclusive brand “daily fresh” fresh milk; Jointly create a headline news bottle with today’s headlines, so that milk can be launched in the form of information; Jointly launched the “Louis chess bottle” with the British Museum to create the image of the brand “art”; In the little red book, you can get the reputation of consumers with grass planting notes
 
At present, its cheese products account for more than 50% of the domestic pizza market, with strong revenue growth in baking, meals, drinks and other channels.
 
Fonterra’s catering service revenue in Greater China in fy2020 was NZ $1.592 billion, a year-on-year increase of 33.1%, CAGR in fy2016-2020 was 23.6%, and the revenue in the first half of fy2021 was NZ $1.555 billion.
 
The cheese track is under the wind, the active entry of enterprises will further open the market space, and the cultivation of the eating habits of a new generation of cheese consumers is also laying a solid foundation for a new wave of growth in the industry in the future. The dawn of the cheese industry is coming.
Author: Da Jun; Source: consumer (ID: xiaofeijie316), reprint authorized. Reprint authorization and media business cooperation: Amy (wechat: 13701559246);
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