Chinas Cheese Market Research Report

Cheese is a dairy product with best nutritional value and health care function, and it is widely popular in many countries in the world with good taste and diverse flavor. In countries with developed dairy industry and some developing countries, cheese occupies an important position in the residents' dietary structure. To some extent, per capita cheese consumption is an important measure of dietary quality and level in a country. In European, American and Oceanian countries, per capita cheese consumption is maintained at about 20kg. Cheese is not only a kind of nutrition, but also reflects a Western culture. Practical experience shows that, for the East Asian countries which lack dairy consumption, the Western food culture plays an important role in promoting Western residents' food consumption including cheese. Seen from the experiences of Japan and South Korea, economic development and cultural opening-up are important impetus to cheese consumption. In recent years, China' s cheese market supply and demand continue to grow, with production and import increasing. The market supply and demand in 2009 is roughly 30,000 tons, and the annual growth rate in recent years is 20% or so. In addition, the current market is mainly located in major cities in coastal provinces. The consumer group mainly consists of three parts: first, overseas returnees, cheese becomes their daily food because of dietary needs; second, foreigners in China, they also have the dietary needs, but the consumption amount is limited; third, the children or young consumers, they accept the Western-style fast food, cake and other foods in the past 3-5 years, recognize the existence of cheese, thus becoming the most potential consumers. Cheese market has developed rapidly in recent years, which shows that the cheese consumption group is increasingly mature. But generally speaking, China' s cheese market is still in its infancy and growth stage in cities, the national per capita cheese consumption is only 20 grams, almost negligible; cheese products are almost not found in many medium and small cities. With China' s rapid economic growth and increasingly frequent international exchanges, China will have huge cheese demand which generates extensive market space.

This report focuses on the status quo of cream cheese, cheddar cheese and Mozzarella cheese market and the foreseeable future trends, but the overall research content is not limited to these three categories. The data cited in this report includes the official data at home and abroad, more importantly, involves the data obtained from the field survey by the researchers engaging in this report. This report methodology combines the desk research and field study. Field research includes field visits, telephone interviews and other combined methods. The in-depth interview samples involve star-level hotels/restaurants, food production and processing enterprises with cheese as ingredient, food chains and cheese importers/distributors; original and reprocessed cheese manufacturers and relevant industry associations. The contents of this report include: overall development of China' s cheese industry, policy environment of China' s cheese industry, technological environment of China' s cheese industry, cheese industry import and export situation, basic pattern of the cheese market, cheese (with emphasis on cream cheese, cheddar cheese and Mozzarella cheese) market capacity and growth trend, cheese market consumption situation, cheese market competition pattern, cheese market future trend, major cheese manufacturers, and so on. This report is written by senior researchers who are familiar with the whole industrial chains of China' s dairy industry and the world dairy industry. It is believed that this report will be of important reference value to the foreign and domestic cheese dairy production enterprises, investment institutions and other researchers who attempt to expand the Chinese cheese market.

Main Conclusions 7
 
 1. Introduction to Cheese Industry
 1.1 Overview of Cheese
 1.2 Development Overview of Cheese Industry in the World
 1.2.1 Output and Distribution of Cheese in the World
 1.2.2 Cheese Consumption Difference in the World Different Countries
 1.2.3 The World Cheese Trade and Market Share of Major Countries
 1.2.4 Price Trends of the World Major Cheese Varieties
 1.3 Development Overview of China Cheese Industry
 1.3.1 Development History of Cheese Industry
 1.3.2 Analysis on Cheese Industry Life Cycle
 2ÁDOverall Analysis of China Dairy Industry Market
 2.1 Production of Milk Resource
 2.1.1 Amount of Cow on Hand and Regional Distribution
 2.1.2 Milk Output and Distribution in Provinces
 2.1.3 Price Trend of Raw Material Milk
 2.2 Dairy Product Processing
 2.2.1 Structure and Output Trend of Liquid Milk
 2.2.2 Categories and Output Trend of Dry Milk-based Products
 2.3 Dairy Trade
 2.3.1 Dairy Import and Variation Trend
 2.3.2 Dairy Products Export and Variation Trend
 2.3.3 Impact of the Melamine Incident on China Import & Export of Dairy Products
 2.3.4 Related Policies on Dairy Product Trade
 2.4 Dairy Product Consumption
 2.4.1 Dairy Product Consumption Structure and Variation Trend of Urban Residents
 2.4.2 Dairy Product Consumption Status and Potential of Rural Residents
 2.4.3 Dairy Products Consumption Prediction of China Residents
 2.5 Policy Environment for Dairy Industry
 2.5.1 Related National Safety Standards for Dairy Products
 2.5.2 Regulation on Supervision and Administration of Dairy Product Quality and Safety
 2.5.3 Plan on Dairy Industry Rectification and Vitalization
 2.5.4 Dairy Industry Industrial Policy
 2.5.5 China Dairy Industry Development Planning
 3ÁDOverall Analysis on Chinese Cheese Market
 3.1 Present Demand and Supply of Chinese Cheese Market
 3.2 Policies about Chinese Cheese Industry
 3.3 Chinese Cheese Production
 3.4 Chinese Cheese Import and Export
 3.4.1 Cheese Import Trade
 3.4.1 Cheese Export Trade
 3.5 Marketing Promotion of Foreign Brands in Chinese Cheese Market
 3.6 Chinese Cheese Market Volume and its Growth Trend
 3.7 Consumption of Chinese Cheese Market
 3.7.1 Regional Distribution of Consumption
 3.7.2 Consumption Group
 3.7.3 Consumption Mode
 3.7.4 Consumption Volume
 3.7.5 Consumption Brand
 3.8 Competition Structure of Chinese Cheese Market and Market Shares of Main Brands
 3.10 Forecast on Future Development Trend of Chinese Cheese Market
 4ÁDDeep Analysis on Chinese Cheese Producing and Processing Enterprises
 4.1 BRIGHT DAIRY & FOOD CO.,LTD
 4.1.1 Company Background
 4.1.2 Business Performance
 4.1.3 Product and Production Volume
 4.1.4 Source of Raw Materials for Processed Cheese
 4.1.5 Marketing Channel and Network
 4.1.6 Cheese Price (Retailing Terminal)
 4.1.7 Forecast on Cheese Market Development Prospect
 4.2 BEIJING SANYUAN FOODS CO.,LTD.
 4.2.1 Company Background
 4.2.2 Business Performance
 4.2.3 Product and Output
 4.2.4 Source of Raw Materials for Processed Cheese
 4.2.5 Marketing Channel and Network
 4.2.6 Cheese Price (Retailing Terminal)
 4.2.7 Forecast on Cheese Market Development Prospect
 4.3 INNER MONGOLIA YILI INDUSTRIAL GROUP CO.,LTD.
 4.3.1 Company Background
 4.3.2 Product and Output
 4.3.3 Business Performance
 4.3.4 Source of Raw Materials for Processed Cheese
 4.3.5 Marketing Channel and Network
 4.3.6 Forecast on Cheese Market Development Prospect
 4.4 Inner Mongolia Meng Niu Dairy Industry (Group) Co., Ltd
 4.4.1 Company Background
 4.4.2 Business Performance
 4.4.3 Products and Output
 4.4.4 Source of Cheese Raw Materials
 4.4.5 Marketing Channel and Network
 4.1.6 Forecast on Cheese Market Development Prospect
 4.5 Inner Mongolia Qishi Dairy Co., Ltd
 4.5.1 Company Background
 4.5.2 Business Performance
 4.5.3 Products and Output
 4.5.4 Source of Cheese Raw Materials
 4.5.5 Marketing Channel and Network
 4.5.6 Forecast on Cheese Market Development Prospect
 4.6 Bongrain (Tianjin) Foods Co., Ltd.
 4.6.1 Company Background
 4.6.2 Business Performance
 4.6.3 Product Series
 4.6.4 Marketing Promotion Strategies
 5ÁDBOABC Business Strategies and Strategy Suggestions on Entering Chinese Cheese Market
 5.1 Analysis of Entrance Barrier and Opportunities of Chinese Cheese Market
 5.1.1 Analysis of Entrance Barrier of Cheese Industry
 5.1.2 Analysis of Opportunities of Entering Cheese Industry
 5.2 Business Strategies and Strategy Suggestions on Entering and Expanding Chinese Cheese Market
 
 Contents of Figures & Tables
 
 Table 1-1 Main Specifications and Requirements for Natural Cheese, Processed Cheese and Cheese Food
 Table 1-2 Ingredients of Major Kinds of Natural Cheese (Content/100g)
 Figure 1-1 Product Process Flow of Natural Cheese
 Table 1-3 Nutritive Value Comparison of Cheese, Yogurt and Milk
 Figure 1-2 Regional Layout of Global Cheese Production ,by Volume, unit:1000 tons, 2008
 Figure 1-3 Regional Layout of Cheese Production in Europe, by Volume, Unit: 1000 tons, 2008
 Table 1-4 Cheese Consumption Difference in the World, by Country, 2003-2008
 Figure 1-4 Export Market Shares of the Leading Countries of the World, by output, 2006
 Table 1-5 World Cheese Export Trade, 2000-2007
 Table 1-6 World Cheese Import Trade, 2000-2007
 Figure 1-5 American Cheddar Cheese Price (FAS) Trend, 2005-2010
 Table 1-7 Cheese Prices in Some Countries of the World, 2006-2009
 Figure 2-1 China Cow Cattle Inventory, 1997-2009
 Table 2-1 Comparison of Milk Resource Production in China Different Producing Areas, 2009
 Figure 2-2 Average Price Trend of Raw Milk in the 10 Producing Provinces, 2009
 Figure 2-2 Raw Milk Price Trend since the Melamine Incident
 Figure 2-4 China Dairy Products Output Structure, unit: ton, 2009
 Figure 2-4 Production Structure of Liquid Milk of China, 2000-2009
 Figure 2-6 Output of Liquid Milk and the Trend, 2000-2009
 Figure 2-7 Production Trend of Different Liquid Dairy Products in China, 2000-2009
 Figure 2-8 Production Structure of Dried Dairy Products of China, 2009
 Figure 2-9 Output of Dry Dairy Products, 2000-2009
 Figure 2-10 Production Trend of Milk Powder and other Dry Dairy Products in China, 1997-2009
 Figure 2-11 China Dairy Products Import, by Month, 2004-the first half of 2010
 Figure 2-12 China Imports of Different Variety of Dairy Products, by Mother, 2004-the first half of 2010
 Figure 2-13 China Dairy Products Import Structure, by Month, 2004-the first half of 2010
 Figure 2-14 Import Prices (CIF) of Different Dairy Products of China, by Month, 2004- first 7 months of 2010
 Figure 2-15 China Dairy Exports, 2000-2009
 Figure 2-16 China Dairy Products Export Structure, 2000-2009
 Figure 2-17 China Dairy Products Import and Export Change, 2000-2009
 Table 2-2 Catalogue of Automatic Import License Management GoodsÁC2010
 Figure 2-18 Dairy Consumption of Urban Residents (consumption amount), by Quarter, 2005-2010
 Figure 2-19 Structure of Dairy Consumption of Urban Residents (consumption amount), by Quarter, 2005-2010
 Table 2-3 Price Trend of Fresh Milk of Urban Market, by Quarter, 2005-2010
 Figure 2-20 Comparsison of Dairy Products and Other Foods in the Total Consumpiotn of Food, by Value, 2008
 Table 2-4 Changes of Per Capita Expenditure on Dairy Consumption of Urban Residents, by Quarter, 2005-2010
 Figure 2-22 Per Capita Consumption Amount of Milk and Dairy Products of Rural Resident, 1992-2009
 Table 2.5 Sensory Index
 Table 2.6 Physical and Chemical Index
 Table 2.7 Microbial Limit
 Table 2-8 Sensory Property
 Table 2-9 Microbial Limit
 Table 2-10 Sensory Requirements
 Table 2-11 Physical and Chemical Property
 Table 2-12 Microbial Limit
 Figure 3-1 China Cheese Trade Balance Change, 2000-2010
 Table 3-1 Chinese Cheese Custom Tariff Number and Import Tariffs, 2010
 Table 3-2 Reduction on Import Tariffs for Cheese Imported from New Zealand
 Table 3-3 Tariffs of Cheese Imported from Related Countries in Agreement by China. 2010
 Figure 3-2 China Cheese Imports, by Volume 2000-2010
 Figure 3-3 China Cheese Import Structure, by Quantity, by Month, 2000-2009
 Figure 3-4 Structure of Imported Original Cheese, by Quantity, 2009
 Figure 3-5 China Cheese Importing Prices (CIF) Trend, by Year, 2004-2010
 Table 3-4 Domestic Retail Prices of Cheese in Supermarkets, 2010
 Table 3-6 China Cheese Import Origins, by Quantity, 2008-2010
 Table 3-6 China Cheese Import Prices (CIF) from Different Origins, 2008-2010
 Figure 3-6 China Leading Cheese Importing Provinces, by Quantity (tons), 2009
 Table 3-8 China Cheese Importing Provinces, by Variety, by Quantity, 2009
 Table 3-9 Import Volume and Shares of China Cheese Importers TOP10, 2009
 Table 3-10 Import Volume and Shares of China Fresh CheeseHS04061000 Importers TOP10, 2009
 Table 3-11 Import Volume and Shares of China Grated or Powdered CheeseHS04062000 Importers TOP10, 2009
 Table 3-12 Import Volume and Shares of China Processed CheeseHS04063000 Importers TOP10, 2009
 Table 3-13 Import Volume and Shares of China Blue-veined CheeseHS04064000 Importers TOP10, 2009
 Table 3-14 Import Volume and Shares of China Other CheeseHS04069000 Importers TOP10, 2009
 Table 3-15 China Tariffs Reduction Sheet to New Zealand
 Figure 3-7 China Cheese Exports, 2000-2009
 Figure 3-8 China Cheese Market Capacity and Trend, 2000-2010
 Table 3-16 China Supply & Demand of Cheese Market, 2000-2010
 Figure 3-9 Cheese Market Shares of Leading Brands in China, by Quantity, 2009
 Table 4-1 Registration Reference on Bright Dairy
 Table 4-2 Top 10 Leading Shareholders & Stock Distribution of Bright Dairy
 Figure 4-1 Property Right and Control Relationship Between Bright Dairy and Real Controllers
 Table 4-3 Consolidated Statement of Profits of Bright Dariy in 2009
 Table 4-4 Output of Main Products of Bright Dairy, 2008-2009
 Table 4-5 Cheese Retail Prices of Bright Dairy, 2010
 Table 4-6 Registration Reference on BEIJING SANYUAN FOODS CO.,LTD.
 Table 4-7 Top 10 Leading Shareholders & Stock Distribution of Sanyuan Foods
 Table 4-8 Consolidated Statement of Profits of Sanyuan Foods in 2009
 Table 4-9 Output of Main Products of Sanyuan Foods, 2008-2009
 Table 4-10 Registration Reference on Yili Group
 Table 4-11 Top 10 Leading Shareholders & Stock Distribution of Yili Group
 Table 4-12 Output of Main Products of Yili Group, 2008-2009
 Table 4-13 Consolidated statement of profits of Yili Group in 2009
 Table 4-14 Registration Reference on Mengniu Dairy (Group)
 Figure 4-2 Share Equity Structure of Mengniu Dairy
 Table 4-15 Total Profit of Mengniu, 2009
 Table 4-16 Output of Main Products of Mengniu Dairy, 2008-2009
 Table 4-17 Output of Main Products of Qishi Dairy, 2008-2009
 Table 4-18 Financial Situation of Bongrain (Tianjin) Foods Co., Ltd., 2006-2008