Global cheese report 2021 - Consumer insight The top six takeaways - Tetra Pak
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Consumer insight
Global cheese
report 2021
The top six takeaways
Report outline 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.
& methodology 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.
Summary insight Conducted in January and February 2021, the research comprised
Representing a good compromise 4,500 online interviews with consumers in nine countries:
Brazil, China, Germany, India, Italy, Russia, South Africa, Turkey
between health and taste, cheese and the USA. The format was a quantitative questionnaire
is benefiting from an increase in of about 25 minutes conducted in the local language. All
at-home consumption occasions. participants were adults with grocery shopping responsibilities.Global cheese report 2021 / 3
APAC eats cheese more when watchi
APAC eats breakfast,
cheesetogether
more when withwatching
GME&A TV a
1. Pandemic boosts consumption APAC eatsbreakfast,
2. Consumption cheeseincrease
occasions together
more
Americas eats with
when moreGME&A
itwatching with aTV and
drink, for als
GME&A
Consumers say that their consumption has increased as they spend more time breakfast, together
More time spentAmericas with
eats
in the home has also GME&A
it impacted
more with a drink,
positively
Q31 And you would say that your consumption at home of ______ in these occasions after Covid-19 outb GME&A also for quic
on consumption
at home during the pandemic. Globally, more than a third (36%) of participants occasions, which are up across the board – particularly in Asia Pacific. Cheese
report their consumption has increased, with just 6% saying it has gone down.
Americas eats
is consumed everywhere
%Q31 itAndmore
CHANGES you would
with
say
IN AT a drink, GME&A also for quick lunch
that your consumption at home of ______ in these occasions after Covid-19 outbreak has: Base total co
HOME
throughout
CONSUMPTION OCCASIONS the day. In-home snacking is a growing
% CHANGES
Q31 And INthat
you would say ATyour
HOME
consumption at home of ______ in these occasions after Covid-19 outbreak has: Base total countries 4520
The highest reported increase is in yellow cheese, with 39% globally saying they trend, with cheese widely enjoyed while watching TV (up 36%) or when
TOTAL AMERICAS enjoying APAC
CONSUMPTION OCCASIONS
are eating more. The lowest is white cheese, but even for this, 29% of consumers a drink
% CHANGES IN AT HOME
CONSUMPTION OCCASIONS
globally say they are eating more. Generally, consumers recognise the different
(up 35%) and mid-morning/mid-afternoon
TOTAL
When watching TV/Film 36
tends to vary by occasion: for example, yellow cheese with a drink, unspreadable
(up 32%).
AMERICAS
55 9
The choice
34
of
APAC eats cheese more when watc
cheese
59APAC 7 50 E&C1
40
breakfast, together with GME&A
TOTAL For breakfast9
36 AMERICAS 35 59 APAC559 7 36 5059
E&CA540 10 46 20GME&A48 73
types of cheese but don’t associate them with brands or formats. while watching When TV and watching TV/Film
spreadable for a55quick lunch.34
56
36 9 59 5 42 4650 848 6 43 14 46 831
For breakfastWhen35
enjoying59
a drink5 35
50 40 10
When watching TV/Film 20 36 55
73 69 38 34
48 59 7
Geographically, increased consumption is highest in Asia Pacific where 50% MainFor meals
breakfastare 35still
WhenAs quick
the lunch
59 most
enjoying
5
when working
a drink 35 from
important
36
56home 9
5
35
59occasion,
56
however,
42
46
9 50 8 27
48 especially
6 14 Americas eats it more with a drink, GME&A
63
43 10
breakfast
83
46 11
3
44 16 49 78
47 46
report an increase in consumption, and Greater Middle East & Africa where 44% (eight Asout
quickof nine
lunch countries),
whenWhen
workingchatting withmentioned
from home other35 56 by
family members 9 47%34 of27
54 1263
participants, 10 34 although
4455 11dinner
49 7 42 22 44 71 1
35 56
When enjoying a drink
Q31 And you9 would say 42 that your 50 8
consumption43 at home 46 11
of ______ 16in these78occasions
6 38
after 52
Covid-1
say they are eating more cheese. There are notable variations by country, with is notWhen
farchatting
behind (42%).
As
with other a mid-morning/mid-afternoon
family members 34 54 snack
12 32 61
34 755 11 32 4263 4
44 13 41 20 50 72
As quick lunch when working from home 35 56 9 27 63 10 44 49 7 22 71 7 44 44
India (60%), Turkey (54%), Brazil (46%) and China (41%) topping the lists for As a simple meal
32 (lunch/dinner)
61 7 31 64
32 5 63 4 29 4166 5
50 8 49 47
%other
When chatting with CHANGES IN AT34HOME
As a mid-morning/mid-afternoon
family members 54 12 snack 34 55 11 42 44 13 20 72 8
17
36 46
77
reports of consumption growth. Russia was the lowest (18%). CONSUMPTION As aOCCASIONS
simple meal As part of a recipe
(lunch/dinner) 31 while 64cooking5 30 64
29 766 5 29 66
49 547 5 41 18 52 80
2. % Changes
As a mid-morning/mid-afternoon snack in32 at-home 61 cheese7 32
consumption 63 4 occasions
41 globally
50 8 17 77 6 35 55
As part of a recipe whileWhen guests30
cooking visit me 64 TOTAL
at home 7 26 49
29 26 66 5 AMERICAS
21 4441 34 52 7 34 17 42APAC 24
79
As a simple meal (lunch/dinner) 31 64 5 29 66 5 49 47 5 18 80 2 40 52
It’s not just about the pandemic. A significant percentage of respondents
When30
guests visit 26 49 26 21 44 34 34 42 24 16 64
64 me at
7 home 29 66 5 41 52 INCREASED
7 17 79 5 38 51D
(32% overall) say their consumption of cheese will also increase in the future – As part of a recipe while cooking
When watching TV/Film 36 55 9 34 59 STAYED
7 THE SAME
50
APAC isinthe
especially cluster
India, where
China and consumption
Turkey. increased
Processed unspreadable theshows
cheese When guests visit me at home 26 49 26 21 44 34 34
INCREASED
42 24 16 64
STAYED THE SAME
20 29
DECREASED
44
most, followed by GME&A and Americas
the highest rate of predicted increased consumption (37%).
For breakfast 35 59 5 36 59 5 46
On the other hand, E&CA increased the least When enjoying a drink
INCREASED
35
STAYED THE SAME
56 9
DECREASED
42 50 8 43 4
Q18
Q18 Please
Please think
think about
about the
the _______
_______ consumption
consumption in
in the
the last
last year,
year, considering
considering any
any possible
possible changes
changes due
due to
to Covid-19
Covid-19 outbreak.
outbreak. Do
Do you
you think
think your
your consumption
consumption has
has
Base Total
Base Total Countries
Countries 4520
4520 As quick lunch when working from home 35 56 9 27 63 10 44
1. % Changes in cheese%
%consumption
Changes
Changes in due to Covid-19
in Consumption
Consumption due
due to
to Covid-19
Covid-19
TOTAL AMERICAS APAC E&CA GME&A
When chatting with other family members 34 54 12 34 55 11 42 4
TOTAL AMERICAS APAC E&CA GME&A
Increased 21
21
As a mid-morning/mid-afternoon snack 32 61 7 32 63 4 41 5
Increased
36
36 36
36
44
50
50
44
As a simple meal (lunch/dinner) 31 64 5 29 66 5 49
As part of a recipe while cooking 30 64 7 29 66 5 41 5
Is
Is the
the Same
Same
75
75 When guests visit me at home 26 49 26 21 44 34 34 42
58
58 58
58 47
47
42
42
Decreased
Decreased INCREASED
Changing consumption patterns show that in-home snacking is a growing trend STAYED THE SAME
6 6 8
8 9
9
6 6 3
3
U&A Cheese/2021-03 27
U&A Cheese/2021-03 27
Consumption is up everywhere, particularly in Asia Pacific and Greater Middle East & AfricaGlobal cheese report 2021 / 4
3. Taste and health are the main consumption drivers 4. Plant-based cheese is on the rise
Cheese is widely seen by consumers as healthy, with 56% of respondents The plant-based cheese market has been transformed since our last global
making this association. It’s also seen as very nutritious (51%), and high in cheese consumer research report in 2018, when it wasn’t even on the radar.
protein (42%) and calcium (41%). Indeed, its healthiness is cited as the #2 reason Today, it remains a niche product, but one with high potential for growth as
for consumption, although this is far exceeded by tastiness, cited by 25% of awareness grows strongly.
respondents – up considerably from 20% in our last global cheese consumer
research report conducted in 2018. 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
Tastiness is particularly important in Germany (41%), Brazil (31%) and the USA heard of plant-based cheese here and 34% have tried it. Awareness is lowest in
(30%), whereas healthiness rates highest in India (17%), Turkey (16%) and China Greater Middle East & Africa, but it is still significant, with 57% being aware of it
(15%). Nutrition is China’s strongest association, cited by 64% of respondents. and 18% having tried it. At country level, awareness is lowest in the USA and South
Cheese is associated with health (esp. White), followed
The association with health is particularly strong in Asia Pacific (65%) and Africa, where only around half of consumers have heard of plant-based cheese.
The first reason
by nutrition (esp. un-spreadable), mentioned
proteins andfor consuming cheese is the
calcium
Greater Middle East & Africa (60%) – these regions also value cheese highly for
its nutrition, protein and calcium. European participants notably value freedom Globally, half of our participants express interest in buying the product, rising
Mozzarella and White alsotaste, esp. forspreadable
to freshness, yellow cheese,
from additives (30% versus the global average of 26%). Finally, when asked what
drives their choice of purchase, consumers globally choose taste (48%), freshness
followed
to innovative by health (White)
flavors to striking highs of 82% in China and 86% in India. Purchase drivers include
Half of consumers is in some ways interested in buying
naturalness, taste, environmental friendliness, freshness and absence of additives.
(41%) and then price
Q34.(36%). Use ease (esp. Spreadable), flavour (esp. Mozzarella), nutrition follows
Which of the following features do you associate with ____ Base total countries 4520
plant-based cheese, with a peak in APAC (84%)
E&CA is the least interested
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
% ASSOCIATIONS
important Base Total Countries: 4520
Q431How
st mention
interested would you be in buying Plant-based cheese? Base Total Countries 4520
WITH CHEESE
YELLOW
% Reasons
REASONS FOR MOZZARELLA WHITE PROCESSED PROCESSED
WHITE
3. % Associations with cheese globally
TOTAL % for consumption TOTAL
globally 4. YELLOW
% Interest in buyingMOZZARELLA
plant-based cheese
% Interest in buying Plant-based Cheese
PROCESSED PROCESS
CHEESE
CONSUMPTION PIZZA CHEESE CHEESE
CHEESE SPREADABLE
PIZZA CHEESE UN-SPREADABLE
CHEESE SPREADABLE UN-SPREAD
TOTAL AMERICAS APAC E&CA GME&A
It’s healthy 56 It56
is tasty 2555 Very TOP2 2867
53 47
27
46 84 24 56 36 27 56 1
interested
11
It’s very nutritious 51 50 47 51 25 2349 56 27
It is healthy 13 Somewhat 12 11 19 9 13
Interested 46 25
It’s high in protein 42 43 42 43 35 45
23
It is easy to eat/use 11 A little 11 28 9 9 15 13
It’s high in calcium 41 42 42 Interested 40 32 44 29
24
20
It’s fresh (no processed) 34 33to my dishes
It adds flavour 11 38 Not so 12 41 19
16
32 8 29 10 9
interested 38
20 22
17
Variety of innovative flavours 32 31 25 25 39 39
It is nutritious 11 Not 10 14 10 11 8 13
14
interested at 10 20
It does not have additives 26 24 29 all 29 13 24 18
426 8
1
It is rich in proteins 10 10 7 9 9 12
Has a low salt content 23 22 26 22 25 21 U&A Cheese/2021-03 242
18 It is light 8 5 6 11 11 6
It does not trigger allergies 19 17 17 19 19
Innovative formats 16 16 It isconsumption
versatile 15 7 10 7 16
9 22 growth for the category
5 6 8
Cheese is widely seen as healthy and nutritious, but tastiness is the leading driver Significant interest in plant-based cheese shows high potential
It is the one my kids like 5 5 4 4 3 6
U&A Cheese/2021-03 54 U&A CGlobal cheese report 2021 / 5
5. Transparency is key 6. Environmentally friendly packaging is valued
Quality and safety are important to consumers everywhere. Interest in the Environmentally friendly packaging matters to consumers in all the countries
cheese production process and a preference for natural ingredients are also we surveyed. Globally, 69% feel it is relevant to them, placing it fourth as a
high. Interest in production is notably strong in Asia Pacific, with 61% of desirable product attribute, after “ready to eat”, “nutritious” and “free from
participants saying they are “very interested”. At country level, India (96%),
China (89%) and South Africa and Brazil (both 83%) express the strongest Nutritious is more relevant f
added preservatives”. It scores highest in Asia Pacific (81%) followed by Greater
Middle East & Africa (76%). Individual country responses range from 85% in India,
interest in cheese production.
spreadable, that overall find
closely followed by Brazil, Turkey and China, with the lowest on 49%.
Environmentally friendly package is
Ingredients and provenance emerge as the most important production factors, Convenient packaging also rates highly across countries. There is some variation
particularly in Asia Pacific (with 79% saying they are interested). There is also in the perceived value of environmentally-friendly packaging depending on the
a strong interest in heat treatments and sterile production in this region. At cheese, with mozzarella scoring highest.
Q46 Please indicate which one is more relevant for you on a scale from 1 to 5, w
country level, India is particularly interested in ingredients, while China and Base Total countries 4520
Turkey show the strongest focus on sterile production.
% YELLOW MOZZAR
6. CLAIMS EVALUATION
% Claims evaluation globally TOTAL CHEESE PIZZA
As a medium for sharing such information, packaging is favoured more by Italy TOP2
Consumers are very
and China – although China’sinterested
most favouredin cheese
media overall production
are video and social
82 82
process,
media, as is esp. APAC
the case in India.
Ready to eat
…followed by GME&A Nutritious 81 80
Q39 How interested are you to know about the cheese production process? Base Total Countries 4520
Free from Added Preservatives 81 80
5. % Interest in cheese production
% Interest in Cheese production process
Environmentally Friendly Package 69 70
TOTAL AMERICAS APAC E&CA GME&A
Very
TOP2 77 71 92 69 80
Convenient Packaging 69 67
interested
37 32 Organic 67 65
Somewhat 44
Interested 51
61
High/Added Protein 67 66
A little
Interested
34
37 Low/No/Reduced Fat 64 62
33
Not so
interested
29 Low/No/Reduced Allergen 63 63
17 31
22 Environmental and convenient packaging attributes rate highly globally
Not interested 15 13 Low/No/Reduced Lactose 54 54
at all 8
6 5 8 6
2 4 1
1 2 1
Gluten Free 51 51
U&A Cheese/2021-03 224
Vegan/No Animal Ingredients 46 45
There is a striking level of interest in production everywhere, especially in Asia PacificGlobal cheese report 2021 / 6
Introducing the three types of cheese consumers
ery into cheese and likes to
Based
s more on theto
anchored responses in our research study,
their habits
Half of consumers is very into cheese andIndia and
likes to China have the highest incidence of innovative
morewe have
selective, divided
but is the
open to market
innovation into three
cheesesegments
explorers, USA and Russia of traditional lovers
experiment, while 1/3 is more anchored to their habits
Selective cheese consumers are mainly in Germany and Italy
Then there’s a portion that is more selective, but is open to innovation
ey like to search for innovations and
new tastes, flavours or textures and Very fond of cheese, they like to search for innovations and
Innovative Selective
Traditional
Innovative
me a large variety of cheeses. Segment Share % Cheese Cheese
novelties, to experiment new tastes, flavours or textures and Cheese Lovers
Cheese Explorers Consumers
w cheese is produced
Explorers
and are open consequently consume a large variety of cheeses.
They Pay attention to how cheese is produced and are open
pes of cheese, like
53% plant-based. 30
to try and buy new types of cheese, like plant-based. 30
TOTAL 53 17 30
INDIA 77 13 10
CHINA 73 17 10
Selective Not really cheese addicted, they consume less types of cheese Segment share
d, they consumeCheese
less types of cheese Segment share
but they purchase it very frequently. Even if more selective, they
BRAZIL
(%) 53 60 12 28
equently. Even if more selective, they
Consumers (%)
are interested in cheese characteristics and how it is produced 53 TURKEY 60 14 26
haracteristics and how it is produced and are open to try something new, like plant-based cheese.
17%
SOUTH AFRICA 56 13 31
thing new, like plant-based cheese. 17 ITALY 45 23 32
In love with cheese, they enjoy eating cheese also in recipes.
Traditional
Cheese Lovers
17
They are very traditional in their consumption, consuming
GERMANY 39 25 36
mainly always the same types of cheese and not really open to USA 36 17 47
enjoy eating cheese
30% also in recipes. try new things and to experiment.
al in their consumption, consuming RUSSIA 34 18 47
pes of cheeseis used
A segmentation and not
to split really
a broad openintoto
target market subsets of consumers that have, or are perceived to have, common needs, interests and priorities. This segmentation was done in U&A Cheese/2021-03 1
General
gs and to
two steps:
experiment.
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 process
1. Innovative Cheese Explorers (53%)
in Q39; Interest in Buying plant-based cheese in Q43 2. Selective Consumers (17%) 3. Traditional Cheese Lovers (30%)
Second 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 the
Very fond of cheese, they like to search for This group consumes fewer types of cheese
most similar observations into groups. It groups respondents based upon attributes that make them similar. than
U&A Cheese/2021-03 255
This group is very traditional in their consumption,
e perceived to have, common needs, interests and priorities. This segmentation was done in
innovations and novelties, to experiment with new the Innovative Explorers, but they purchase it very tending to mainly consume the same types of
ds, attitudestastes, flavours
and behaviors or textures
→ Attitudes and consequently
towards cheese in Q35; Interest in production process frequently. Even if more selective, they are cheese, enjoying it both on its own and in recipes.
consume a large variety of cheeses. They pay interested in cheese characteristics and how it is
ultivariate techniques whose primary purpose is to identify structures in the data by placing the U&A Cheese/2021-03 255
They are less interested in the production process
hem similar. attention to how cheese is produced and are open produced, and are open to try something new, like and are not really open to trying new things or
to trying and buying new types of cheese, such as plant-based cheese. This group is particularly experimenting. This is the largest group in the
plant-based or cheeses with different flavours. This strong in Germany (25%) and Italy (23%). USA and Russia (both 47%).
group is the largest overall, particularly dominating
in India (77%) and China (73%).© Tetra Pak International S.A. 2021
“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
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