7
Global cheese report 2021 Consumer insight The top six takeaways
Global cheese report 2021
Consumer insight
The top six takeaways
Our major consumer study takes a deep dive into the global cheese market to explore the impact of the Covid-19 pandemic on consumption and investigates future trends and opportunities. The study explores why, when and where consumers purchase and eat cheese today, and how these patterns might change going forward. It also identifies three key market segments differentiated by consumer attitudes.
Conducted in January and February 2021, the research comprised 4,500 online interviews with consumers in nine countries: Brazil, China, Germany, India, Italy, Russia, South Africa, Turkey and the USA. The format was a quantitative questionnaire of about 25 minutes conducted in the local language. All participants were adults with grocery shopping responsibilities.
Report outline & methodology
Summary insight
Representing a good compromise between health and taste, cheese is benefiting from an increase in at-home consumption occasions.
Global cheese report 2021 / 3
1. Pandemic boosts consumptionConsumers say that their consumption has increased as they spend more time at home during the pandemic. Globally, more than a third (36%) of participants report their consumption has increased, with just 6% saying it has gone down. The highest reported increase is in yellow cheese, with 39% globally saying they are eating more. The lowest is white cheese, but even for this, 29% of consumers globally say they are eating more. Generally, consumers recognise the different types of cheese but don’t associate them with brands or formats.
Geographically, increased consumption is highest in Asia Pacific where 50% report an increase in consumption, and Greater Middle East & Africa where 44% say they are eating more cheese. There are notable variations by country, with India (60%), Turkey (54%), Brazil (46%) and China (41%) topping the lists for reports of consumption growth. Russia was the lowest (18%).
It’s not just about the pandemic. A significant percentage of respondents (32% overall) say their consumption of cheese will also increase in the future – especially in India, China and Turkey. Processed unspreadable cheese shows the highest rate of predicted increased consumption (37%).
2. Consumption occasions increaseMore time spent in the home has also impacted positively on consumption occasions, which are up across the board – particularly in Asia Pacific. Cheese is consumed everywhere throughout the day. In-home snacking is a growing trend, with cheese widely enjoyed while watching TV (up 36%) or when enjoying a drink (up 35%) and mid-morning/mid-afternoon (up 32%). The choice of cheese tends to vary by occasion: for example, yellow cheese with a drink, unspreadable while watching TV and spreadable for a quick lunch.
Main meals are still the most important occasion, however, especially breakfast (eight out of nine countries), mentioned by 47% of participants, although dinner is not far behind (42%).
27
On the other hand, E&CA increased the least
APAC is the cluster where consumption increased the most, followed by GME&A and Americas
U&A Cheese/2021-03
AMERICAS APACTOTAL E&CA GME&A
Q18 Please think about the _______ consumption in the last year, considering any possible changes due to Covid-19 outbreak. Do you think your consumption has Base Total Countries 4520
6 6 8 3 9
58 5842
75
47
36 3650
21
44
% Changes in Consumption due to Covid-19
Increased
Is the Same
Decreased
1. % Changes in cheese consumption due to Covid-19
35
Americas eats it more with a drink, GME&A also for quick lunch
APAC eats cheese more when watching TV and for breakfast, together with GME&A
U&A Cheese/2021-03
AMERICAS APACTOTAL E&CA GME&A
Q31 And you would say that your consumption at home of ______ in these occasions after Covid-19 outbreak has: Base total countries 4520
% CHANGES IN AT HOME CONSUMPTION OCCASIONS
36
35
35
35
34
32
31
30
26
55
59
56
56
54
61
64
64
49
9
5
9
9
12
7
5
7
26
34
36
42
27
34
32
29
29
21
59
59
50
63
55
63
66
66
44
7
5
8
10
11
4
5
5
34
50
46
43
44
42
41
49
41
34
40
48
46
49
44
50
47
52
42
10
6
11
7
13
8
5
7
24
20
14
16
22
20
17
18
17
16
73
83
78
71
72
77
80
79
64
6
3
6
7
8
6
2
5
20
38
47
38
44
36
35
40
38
29
48
46
52
44
46
55
52
51
44
14
7
10
11
18
10
9
11
27
INCREASED STAYED THE SAME DECREASED
When watching TV/Film
For breakfast
When enjoying a drink
As quick lunch when working from home
When chatting with other family members
As a mid-morning/mid-afternoon snack
As a simple meal (lunch/dinner)
As part of a recipe while cooking
When guests visit me at home
2. % Changes in at-home cheese consumption occasions globally
27
On the other hand, E&CA increased the least
APAC is the cluster where consumption increased the most, followed by GME&A and Americas
U&A Cheese/2021-03
AMERICAS APACTOTAL E&CA GME&A
Q18 Please think about the _______ consumption in the last year, considering any possible changes due to Covid-19 outbreak. Do you think your consumption has Base Total Countries 4520
6 6 8 3 9
58 5842
75
47
36 3650
21
44
% Changes in Consumption due to Covid-19
Increased
Is the Same
Decreased
35
Americas eats it more with a drink, GME&A also for quick lunch
APAC eats cheese more when watching TV and for breakfast, together with GME&A
U&A Cheese/2021-03
AMERICAS APACTOTAL E&CA GME&A
Q31 And you would say that your consumption at home of ______ in these occasions after Covid-19 outbreak has: Base total countries 4520
% CHANGES IN AT HOME CONSUMPTION OCCASIONS
36
35
35
35
34
32
31
30
26
55
59
56
56
54
61
64
64
49
9
5
9
9
12
7
5
7
26
34
36
42
27
34
32
29
29
21
59
59
50
63
55
63
66
66
44
7
5
8
10
11
4
5
5
34
50
46
43
44
42
41
49
41
34
40
48
46
49
44
50
47
52
42
10
6
11
7
13
8
5
7
24
20
14
16
22
20
17
18
17
16
73
83
78
71
72
77
80
79
64
6
3
6
7
8
6
2
5
20
38
47
38
44
36
35
40
38
29
48
46
52
44
46
55
52
51
44
14
7
10
11
18
10
9
11
27
INCREASED STAYED THE SAME DECREASED
When watching TV/Film
For breakfast
When enjoying a drink
As quick lunch when working from home
When chatting with other family members
As a mid-morning/mid-afternoon snack
As a simple meal (lunch/dinner)
As part of a recipe while cooking
When guests visit me at home
35
Americas eats it more with a drink, GME&A also for quick lunch
APAC eats cheese more when watching TV and for breakfast, together with GME&A
U&A Cheese/2021-03
AMERICAS APACTOTAL E&CA GME&A
Q31 And you would say that your consumption at home of ______ in these occasions after Covid-19 outbreak has: Base total countries 4520
% CHANGES IN AT HOME CONSUMPTION OCCASIONS
36
35
35
35
34
32
31
30
26
55
59
56
56
54
61
64
64
49
9
5
9
9
12
7
5
7
26
34
36
42
27
34
32
29
29
21
59
59
50
63
55
63
66
66
44
7
5
8
10
11
4
5
5
34
50
46
43
44
42
41
49
41
34
40
48
46
49
44
50
47
52
42
10
6
11
7
13
8
5
7
24
20
14
16
22
20
17
18
17
16
73
83
78
71
72
77
80
79
64
6
3
6
7
8
6
2
5
20
38
47
38
44
36
35
40
38
29
48
46
52
44
46
55
52
51
44
14
7
10
11
18
10
9
11
27
INCREASED STAYED THE SAME DECREASED
When watching TV/Film
For breakfast
When enjoying a drink
As quick lunch when working from home
When chatting with other family members
As a mid-morning/mid-afternoon snack
As a simple meal (lunch/dinner)
As part of a recipe while cooking
When guests visit me at home
35
Americas eats it more with a drink, GME&A also for quick lunch
APAC eats cheese more when watching TV and for breakfast, together with GME&A
U&A Cheese/2021-03
AMERICAS APACTOTAL E&CA GME&A
Q31 And you would say that your consumption at home of ______ in these occasions after Covid-19 outbreak has: Base total countries 4520
% CHANGES IN AT HOME CONSUMPTION OCCASIONS
36
35
35
35
34
32
31
30
26
55
59
56
56
54
61
64
64
49
9
5
9
9
12
7
5
7
26
34
36
42
27
34
32
29
29
21
59
59
50
63
55
63
66
66
44
7
5
8
10
11
4
5
5
34
50
46
43
44
42
41
49
41
34
40
48
46
49
44
50
47
52
42
10
6
11
7
13
8
5
7
24
20
14
16
22
20
17
18
17
16
73
83
78
71
72
77
80
79
64
6
3
6
7
8
6
2
5
20
38
47
38
44
36
35
40
38
29
48
46
52
44
46
55
52
51
44
14
7
10
11
18
10
9
11
27
INCREASED STAYED THE SAME DECREASED
When watching TV/Film
For breakfast
When enjoying a drink
As quick lunch when working from home
When chatting with other family members
As a mid-morning/mid-afternoon snack
As a simple meal (lunch/dinner)
As part of a recipe while cooking
When guests visit me at home
Consumption is up everywhere, particularly in Asia Pacific and Greater Middle East & Africa
Changing consumption patterns show that in-home snacking is a growing trend
3. Taste and health are the main consumption driversCheese is widely seen by consumers as healthy, with 56% of respondents making this association. It’s also seen as very nutritious (51%), and high in protein (42%) and calcium (41%). Indeed, its healthiness is cited as the #2 reason for consumption, although this is far exceeded by tastiness, cited by 25% of respondents – up considerably from 20% in our last global cheese consumer research report conducted in 2018.
Tastiness is particularly important in Germany (41%), Brazil (31%) and the USA (30%), whereas healthiness rates highest in India (17%), Turkey (16%) and China (15%). Nutrition is China’s strongest association, cited by 64% of respondents. The association with health is particularly strong in Asia Pacific (65%) and Greater Middle East & Africa (60%) – these regions also value cheese highly for its nutrition, protein and calcium. European participants notably value freedom from additives (30% versus the global average of 26%). Finally, when asked what drives their choice of purchase, consumers globally choose taste (48%), freshness (41%) and then price (36%).
4. Plant-based cheese is on the riseThe plant-based cheese market has been transformed since our last global cheese consumer research report in 2018, when it wasn’t even on the radar. Today, it remains a niche product, but one with high potential for growth as awareness grows strongly.
Our 2021 research report shows awareness is highest in Asia Pacific, where plant-based is perceived as fresh, natural and low in calories: 80% of participants have heard of plant-based cheese here and 34% have tried it. Awareness is lowest in Greater Middle East & Africa, but it is still significant, with 57% being aware of it and 18% having tried it. At country level, awareness is lowest in the USA and South Africa, where only around half of consumers have heard of plant-based cheese.
Globally, half of our participants express interest in buying the product, rising to striking highs of 82% in China and 86% in India. Purchase drivers include naturalness, taste, environmental friendliness, freshness and absence of additives.
Global cheese report 2021 / 4
242
E&CA is the least interested
Half of consumers is in some ways interested in buying plant-based cheese, with a peak in APAC (84%)
U&A Cheese/2021-03
AMERICAS APACTOTAL E&CA GME&A
Q43 How interested would you be in buying Plant-based cheese? Base Total Countries 4520
13 181
208
1417
4
20
14
1920
10
24
22
2823
38
25
29
25 23
46
1127
% Interest in buying Plant-based Cheese
Veryinterested
SomewhatInterested
A littleInterested
Not sointerested
Notinterested atall
53 46 84 36 56TOP2
3. % Associations with cheese globally 4. % Interest in buying plant-based cheese
54
Mozzarella and White also to freshness, spreadable to innovative flavors
Cheese is associated with health (esp. White), followed by nutrition (esp. un-spreadable), proteins and calcium
U&A Cheese/2021-03
YELLOW CHEESETOTAL
MOZZARELLAPIZZA CHEESE
WHITE CHEESE
PROCESSEDSPREADABLE
PROCESSEDUN-SPREADABLE
Q34. Which of the following features do you associate with ____ Base total countries 4520
% ASSOCIATIONS WITH CHEESE
56
51
42
41
34
32
26
23
18
16
It’s healthy
It’s very nutritious
It’s high in protein
It’s high in calcium
It’s fresh (no processed)
Variety of innovative flavours
It does not have additives
Has a low salt content
It does not trigger allergies
Innovative formats
56
50
43
42
33
31
24
22
19
16
55
47
42
42
38
25
29
26
17
15
67
51
43
40
41
25
29
22
17
10
47
49
35
32
32
39
24
25
19
16
56
56
45
44
29
39
26
21
19
22
62
Use ease (esp. Spreadable), flavour (esp. Mozzarella), nutrition follows
The first reason mentioned for consuming cheese is the taste, esp. for yellow cheese, followed by health (White)
U&A Cheese/2021-03
TOTALYELLOW CHEESE
MOZZARELLA PIZZA CHEESE
WHITE CHEESE
PROCESSEDSPREADABLE
PROCESSEDUN-SPREADABLE
It is tasty
It is healthy
It is easy to eat/use
It adds flavour to my dishes
It is nutritious
It is rich in proteins
It is light
It is versatile
It is the one my kids like
25
13
11
11
11
10
8
7
5
28
12
11
12
10
10
5
7
5
27
11
9
16
10
7
6
9
4
24
19
9
8
11
9
11
5
4
27
9
15
10
8
9
11
6
3
19
13
13
9
13
12
6
8
6
% REASONS FORCONSUMPTION
Q20 Now we will show a list of reasons that people find important for consuming ___. Please rank 5 of the following reasons, based on what you believe is more important Base Total Countries: 4520 1st mention
% Reasons for consumption globally
Cheese is widely seen as healthy and nutritious, but tastiness is the leading consumption driver Significant interest in plant-based cheese shows high potential growth for the category
5. Transparency is keyQuality and safety are important to consumers everywhere. Interest in the cheese production process and a preference for natural ingredients are also high. Interest in production is notably strong in Asia Pacific, with 61% of participants saying they are “very interested”. At country level, India (96%), China (89%) and South Africa and Brazil (both 83%) express the strongest interest in cheese production.
Ingredients and provenance emerge as the most important production factors, particularly in Asia Pacific (with 79% saying they are interested). There is also a strong interest in heat treatments and sterile production in this region. At country level, India is particularly interested in ingredients, while China and Turkey show the strongest focus on sterile production.
As a medium for sharing such information, packaging is favoured more by Italy and China – although China’s most favoured media overall are video and social media, as is the case in India.
6. Environmentally friendly packaging is valuedEnvironmentally friendly packaging matters to consumers in all the countries we surveyed. Globally, 69% feel it is relevant to them, placing it fourth as a desirable product attribute, after “ready to eat”, “nutritious” and “free from added preservatives”. It scores highest in Asia Pacific (81%) followed by Greater Middle East & Africa (76%). Individual country responses range from 85% in India, closely followed by Brazil, Turkey and China, with the lowest on 49%.
Convenient packaging also rates highly across countries. There is some variation in the perceived value of environmentally-friendly packaging depending on the cheese, with mozzarella scoring highest.
Global cheese report 2021 / 5
224
…followed by GME&A
Consumers are very interested in cheese production process, esp. APAC
U&A Cheese/2021-03
AMERICAS APACTOTAL E&CA GME&A
Q39 How interested are you to know about the cheese production process? Base Total Countries 4520
2 4 1 2 16 8
18 6
1517
5
2213
3334
31
37
29
4437
61
32
51
% Interest in Cheese production process
Veryinterested
SomewhatInterested
A littleInterested
Not sointerested
Not interestedat all
77TOP2 71 92 69 80
252
Environmentally friendly package is more relevant for Mozzarella
Nutritious is more relevant for spreadable and un-spreadable, that overall finds more claims relevant
U&A Cheese/2021-03
TOTAL
Q46 Please indicate which one is more relevant for you on a scale from 1 to 5, where 1 means it is not relevant at all while 5 that it is very relevant.Base Total countries 4520
% CLAIMS EVALUATIONTOP2
YELLOW CHEESE
MOZZARELLA AND PIZZA CHEESE
WHITE CHEESE
PROCESSEDSPREADABLE
PROCESSEDUN-SPREADABLE
82
81
81
69
69
67
67
64
63
54
51
46
Ready to eat
Nutritious
Free from Added Preservatives
Environmentally Friendly Package
Convenient Packaging
Organic
High/Added Protein
Low/No/Reduced Fat
Low/No/Reduced Allergen
Low/No/Reduced Lactose
Gluten Free
Vegan/No Animal Ingredients
82
80
80
70
67
65
66
62
63
54
51
45
82
81
80
72
71
68
67
64
63
54
50
48
82
79
82
65
65
64
63
58
62
46
46
38
82
84
82
68
66
66
66
64
63
52
50
43
82
84
80
72
73
73
73
71
66
64
56
53
5. % Interest in cheese production
6. % Claims evaluation globally
There is a striking level of interest in production everywhere, especially in Asia Pacific
Environmental and convenient packaging attributes rate highly globally
1. Innovative Cheese Explorers (53%) Very fond of cheese, they like to search for innovations and novelties, to experiment with new tastes, flavours or textures and consequently consume a large variety of cheeses. They pay attention to how cheese is produced and are open to trying and buying new types of cheese, such as plant-based or cheeses with different flavours. This group is the largest overall, particularly dominating in India (77%) and China (73%).
2. Selective Consumers (17%) This group consumes fewer types of cheese than the Innovative Explorers, but they purchase it very frequently. Even if more selective, they are interested in cheese characteristics and how it is produced, and are open to try something new, like plant-based cheese. This group is particularly strong in Germany (25%) and Italy (23%).
3. Traditional Cheese Lovers (30%)This group is very traditional in their consumption, tending to mainly consume the same types of cheese, enjoying it both on its own and in recipes. They are less interested in the production process and are not really open to trying new things or experimenting. This is the largest group in the USA and Russia (both 47%).
Introducing the three types of cheese consumersBased on the responses in our research study, we have divided the market into three segments
255
Then there’s a portion that is more selective, but is open to innovation
Half of consumers is very into cheese and likes to experiment, while 1/3 is more anchored to their habits
U&A Cheese/2021-03
Innovative Cheese
Explorers53%
Very fond of cheese, they like to search for innovations and novelties, to experiment new tastes, flavours or textures and
consequently consume a large variety of cheeses. They Pay attention to how cheese is produced and are open
to try and buy new types of cheese, like plant-based.
Selective Cheese
Consumers17%
Not really cheese addicted, they consume less types of cheesebut they purchase it very frequently. Even if more selective, they are interested in cheese characteristics and how it is produced and are open to try something new, like plant-based cheese.
A segmentation is used to split a broad target market into subsets of consumers that have, or are perceived to have, common needs, interests and priorities. This segmentation was done in two steps:First step: decision on which variables would be used. A typical segmentation is based on needs, attitudes and behaviors → Attitudes towards cheese in Q35; Interest in production processin Q39; Interest in Buying plant-based cheese in Q43Second step: appropriate analytic technique applied → Cluster analysis, which is a group of multivariate techniques whose primary purpose is to identify structures in the data by placing themost similar observations into groups. It groups respondents based upon attributes that make them similar.
Traditional Cheese Lovers
30%
In love with cheese, they enjoy eating cheese also in recipes. They are very traditional in their consumption, consuming
mainly always the same types of cheese and not really open to try new things and to experiment.
53
17
30
Segment share(%)
General1
Selective cheese consumers are mainly in Germany and Italy
India and China have the highest incidence of innovative cheese explorers, USA and Russia of traditional lovers
U&A Cheese/2021-03
53
77
73
60
60
56
45
39
36
34
17
13
17
12
14
13
23
25
17
18
30
10
10
28
26
31
32
36
47
47
TOTAL
INDIA
CHINA
BRAZIL
TURKEY
SOUTH AFRICA
ITALY
GERMANY
USA
RUSSIA
Innovative Cheese
Explorers
Selective Cheese
ConsumersSegment Share % Traditional
Cheese Lovers
Global cheese report 2021 / 6
255
Then there’s a portion that is more selective, but is open to innovation
Half of consumers is very into cheese and likes to experiment, while 1/3 is more anchored to their habits
U&A Cheese/2021-03
Innovative Cheese
Explorers53%
Very fond of cheese, they like to search for innovations and novelties, to experiment new tastes, flavours or textures and
consequently consume a large variety of cheeses. They Pay attention to how cheese is produced and are open
to try and buy new types of cheese, like plant-based.
Selective Cheese
Consumers17%
Not really cheese addicted, they consume less types of cheesebut they purchase it very frequently. Even if more selective, they are interested in cheese characteristics and how it is produced and are open to try something new, like plant-based cheese.
A segmentation is used to split a broad target market into subsets of consumers that have, or are perceived to have, common needs, interests and priorities. This segmentation was done in two steps:First step: decision on which variables would be used. A typical segmentation is based on needs, attitudes and behaviors → Attitudes towards cheese in Q35; Interest in production processin Q39; Interest in Buying plant-based cheese in Q43Second step: appropriate analytic technique applied → Cluster analysis, which is a group of multivariate techniques whose primary purpose is to identify structures in the data by placing themost similar observations into groups. It groups respondents based upon attributes that make them similar.
Traditional Cheese Lovers
30%
In love with cheese, they enjoy eating cheese also in recipes. They are very traditional in their consumption, consuming
mainly always the same types of cheese and not really open to try new things and to experiment.
53
17
30
Segment share(%)
“Cheese has been an essential part of our diet for centuries and it is set to remain so for many years to come. People are becoming more adventurous in terms of taste and texture, and we have the facility to accommodate this, ensuring that there is no compromise on the overall quality of the end result.”Fred Griemsmann, Vice President Cheese & Powder Systems, Tetra Pak
Tetra Pak, Protects What’s Good and are trademarks belonging to the Tetra Pak Group. www.tetrapak.com
© Tetra P
ak Intern
ational S
.A. 20
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