Table of Contents
Introduction
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- Definition
- Methodology
- Abbreviations
Executive Summary
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- The market
- Market size and forecast
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- Figure 1: Retail market size of cheese in China, by volume, 2009-19
- Figure 2: Retail market size of cheese in China, by value, 2009-19
- Market segmentation
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- Figure 3: Share of retail value of cheese in China, by segment, 2012-19
- Companies and brands
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- Figure 4: Share of value in China’s cheese retail market, by company, 2012-13
- The consumer
- How well cheese is accepted by Chinese
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- Figure 5: Cheese purchasing rate, July 2014
- Reasons for not buying cheese
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- Figure 6: Reasons for not buying cheese, July 2014
- Popularity of different cheese products in China
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- Figure 7: Usage frequency of different types of cheese, July 2014
- How consumers eat cheese at home
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- Figure 8: Ways to eat cheese at home, July 2014
- Attitudes towards and usage behaviour of cheese
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- Figure 9: Consumer attitudes towards and usage behaviour of cheese, July 2014
- Consumers’ perceptions of cheese, milk and yoghurt
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- Figure 10: Consumer perception of cheese, milk & yoghurt, July 2014
- Interests in cheese product innovations
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- Figure 11: Consumer interests in cheese product innovations, July 2014
- Key issues
- How could brands encourage cheese usage among the young generation?
- Cheese for adult snacking has great growth potential
- Marketing cheese for children to parents and leverage children’s influences
- What we think
Issues and Insights
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- How could brands encourage cheese usage among the young generation?
- The facts
- The implications
- Cheese for adult snacking has great growth potential
- The facts
- The implications
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- Figure 12: Examples of yoghurt-like soft cheese dessert products, China, 2014
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- Figure 13: Examples of cheese products innovations for snacking, global, 2013-14
- Marketing cheese for children to parents and leverage children’s influences
- The facts
- The implications
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- Figure 14: Examples of cheese innovations on packaging and shapes to attract children, China and Poland, 2014
Trend Applications
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- Guiding Choice
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- Figure 15: Example of consumer education through packaging, China, 2014
- The Big Issue
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- Figure 16: Examples of low fat cheese products, China, 2013-14
- Minimise Me
Market Size and Forecast
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- Key points
- China’s total cheese market volume has been growing rapidly
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- Figure 17: Total market size of cheese in China, by volume, 2009-14
- Figure 18: Volume of China’s cheese import, 2011-14
- How far behind China cheese consumption is compared to western markets?
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- Figure 19: Total market volume consumption per capita, China, Japan, US and UK, 2012
- China’s cheese retail market will continue to boost in next five years
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- Figure 20: Retail market size of cheese in China, by volume, 2009-19
- Figure 21: Retail market size of cheese in China, by value, 2009-19
- Forecast methodology
Market Segmentation
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- Key points
- Block cheese and sliced cheese grew fastest in volume terms
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- Figure 22: Retail market value of cheese in China, by segment, 2009-14
- While block cheese and cream cheese grew faster in value terms
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- Figure 23: Retail market value of cheese in China, by segment, 2012-14
- Block cheese segment accounts for half of the retail market value
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- Figure 24: Share of retail value of cheese in China, by segment, 2012-19
- Block cheese and sliced cheese are expected to grow faster
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- Figure 25: Retail market volume of cheese in China, by segment, 2014-19
Market Share
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- Key points
- China’s cheese market is dominated by multi-national players
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- Figure 26: Share of value in China’s cheese retail market, by company, 2012-13
- New product development is key to maintaining market share
- Domestic players adopted a lower pricing strategy to attract consumers
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- Figure 27: Share of volume in China’s cheese retail market, by company, 2012-13
Who’s Innovating?
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- Key points
- Cheese for children dominated new product launches
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- Figure 28: Examples of new cheese products for children, China, 2014
- Unflavoured cheese takes up share among new product launches
- Brands keep bringing new flavours to China’s market
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- Figure 29: Share of different flavours in new cheese product launches, China, Sep 2013–Aug 2014
- Figure 30: Examples of cheese products with new flavours, China, 2014
- Arla looks to develop cheese to suit Chinese palates
- Mengniu introduced smoked cheese intended to go with wine
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- Figure 31: Examples of cheese products designed to go with alcohols, China, 2014
Companies & Brands
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- Bongrain SA
- Products
- Fonterra Co-operative Group
- Products
- Bright Dairy & Food
- Products
- Group Bel
- Products
- China Mengniu Dairy
- Products
The Consumer – How Well Cheese is Accepted by Chinese
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- Key points
- A big gap between buying products containing cheese and cheese itself
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- Figure 32: Cheese purchasing rate, July 2014
- The 30-49-year-old females are more likely to be cheese buyers
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- Figure 33: Cheese purchasing rate, by gender and age group, July 2014
- Men in their 20s are more inclined to buy products containing cheese
- Income drives cheese consumption
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- Figure 34: Cheese purchasing rate, by demographics, July 2014
- Shanghai and Chengdu have the lowest purchasing rates of cheese
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- Figure 35: Cheese purchasing rate, by city, July 2014
The Consumer – Reasons for Not Buying Cheese
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- Key points
- Great potential for brands to overcome market barriers through product innovation and market education
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- Figure 36: Reasons for not buying cheese, July 2014
- Fatty image of cheese puts consumers off
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- Figure 37: reasons for not buying cheese, by gender, age group and tier, July 2014
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- Figure 38: Examples of low fat cheese products, China, 2013-14
- Innovating cheese to be paired with Chinese food
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- Figure 39: Examples of cheese that can be paired with local food, Japan, 2013
- Educating Chinese consumers on how to use cheese
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- Figure 40: Example of consumer education through packaging, China, 2014
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- Figure 41: Example of outdoor adverts of cheese products, China, 2014
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- Figure 42: reasons of not buying cheese, by city, July 2014
- Opportunities exist for cheese and utensils bundle packs
The Consumer – Popularity of Different Cheese Products in China
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- Key points
- Cheese in snack packs/mini portions and cream cheese are most consumed types
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- Figure 43: Usage frequency of different types of cheese, July 2014
- Expanding usage occasions of sliced cheese to encourage consumption
- Usage of grated cheese is limited by weak usability in Chinese cooking
- 20-29-year-old cheese buyers use cheese more frequently
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- Figure 44: Usage frequency of different types of cheese, by age, July 2014
The Consumer – How Consumers Eat Cheese at Home
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- Key points
- Making western food is still the top usage
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- Figure 45: Ways to eat cheese at home, July 2014
- But cheese is also increasingly consumed as a snack
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- Figure 46: Ways to eat cheese at home, by demographics, July 2014
- Narrower usage among consumers in their 40s
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- Figure 47: Repertoire analysis of ways to eat cheese at home, by age, July 2014
- Untapped potential for cheese products to go with alcohols
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- Figure 48: Examples of cheese products designed to go with alcohols, China, Sweden and Japan, 2013-14
The Consumer – Attitudes Towards and Usage Behaviour of Cheese
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- Key points
- Education about cheese is much needed to increase sales
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- Figure 49: Consumer attitudes towards and usage behaviour of cheese, July 2014
- Potential to extend cheese sales over to bakeries/dessert stores
- Developing flavoured cheese products to appeal to adults, particularly male consumers
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- Figure 50: Agreement on “I prefer cheese products with original flavour rather than those with added flavours (eg strawberry, banana)”, by gender, July 2014
- High fat content is a big concern among cheese buyers
- Counters of unpacked cheese enables brands to educate consumers in person
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- Figure 51: Agreement on “I have bought unpacked cheese (ie portions cut from cheese block and sold by weight) in the last six months”, by gender and age, July 2014
The Consumer – Consumers’ Perceptions of Cheese, Milk and Yoghurt
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- Key points
- Methodology
- Brands could set analogy to improve consumers’ perception of cheese
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- Figure 52: Consumer perception of cheese, milk & yoghurt, July 2014
- Promoting cheese’s energy boosting property in snacking occasions
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- Figure 53: Consumer perception of cheese, milk and yoghurt – “suitable for energy boosting”, by status of children in the household, July 2014
- Enhance the digestion perception
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- Figure 54: Examples of cheese products with digestive claims, global, 2013-14
- Promoting the multi-usage of cheese
The Consumer – Interests in Cheese Product Innovations
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- Key points
- Functional health benefits and packaging attract the highest interest
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- Figure 55: Consumer interests in cheese product innovations, July 2014
- Cheese with children’s body development benefits to target Chinese parents
- Women have greater purchase intention of low fat cheese
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- Figure 56: Low-fat cheese products with explicit low fat mentions on packaging, the UK, July 2014
- Added health benefits can be nice plus-one
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- Figure 57: Examples of cheese with fortified nutrition, global, 2014
- Developing mini-packs to fit single use occasions
- Innovating cheese to be mixed with Chinese cooking
- Offering greater variety and convenience to consumers
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- Figure 58: Example of cheese in variety packs, China, 2014
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- Figure 59: Examples of cheese bundled with snacks, France & UK, 2014
Appendix – Market Size and Forecast
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- Figure 60: Total market size of cheese in China, by volume, 2009-14
- Figure 61: Retail market size of cheese in China, by value, 2009-19
- Figure 62: Retail market size of cheese in China, by volume, 2009-19
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Appendix – The Consumer – How Well Cheese is Accepted by Chinese
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- Figure 63: Cheese purchasing rate, July 2014
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- Figure 64: Cheese purchasing rate, by demographics, July 2014
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Appendix – The Consumer – Reasons for not Buying Cheese
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- Figure 65: Reasons for not buying cheese, July 2014
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- Figure 66: Most popular reasons for not buying cheese, by demographics, July 2014
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- Figure 67: Next most popular reasons for not buying cheese, by demographics, July 2014
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Appendix – The Consumer – Popularity of Different Cheese Products in China
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- Figure 68: Usage frequency of different types of cheese, July 2014
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- Figure 69: Usage frequency of different types of cheese – Block cheese, by demographics, July 2014
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- Figure 70: Usage frequency of different types of cheese – Cheese in snack packs/mini portions, by demographics, July 2014
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- Figure 71: Usage frequency of different types of cheese – Sliced cheese, by demographics, July 2014
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- Figure 72: Usage frequency of different types of cheese – Shredded cheese, by demographics, July 2014
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- Figure 73: Usage frequency of different types of cheese – Powdered cheese, by demographics, July 2014
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- Figure 74: Usage frequency of different types of cheese – Cream cheese, by demographics, July 2014
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Appendix – The Consumer – Ways to Eat Cheese at Home
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- Figure 75: Ways to eat cheese at home, July 2014
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- Figure 76: Most popular ways to eat cheese at home – Making food, by demographics, July 2014
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- Figure 77: Next most popular ways to eat cheese at home – Making food, by demographics, July 2014
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- Figure 78: Ways to eat cheese at home – Eating as a snack, by demographics, July 2014
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- Figure 79: Ways to eat cheese at home, by usage frequency of different types of cheese – Block cheese, July 2014
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- Figure 80: Ways to eat cheese at home, by usage frequency of different types of cheese – Cheese in snack packs/mini portions, July 2014
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- Figure 81: Ways to eat cheese at home, by usage frequency of different types of cheese – Sliced cheese, July 2014
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- Figure 82: Ways to eat cheese at home, by usage frequency of different types of cheese – Shredded cheese, July 2014
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- Figure 83: Ways to eat cheese at home, by usage frequency of different types of cheese – Powdered cheese, July 2014
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- Figure 84: Ways to eat cheese at home, by usage frequency of different types of cheese – Cream cheese, July 2014
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Appendix – The Consumer – Repertoire Analysis of Ways to Eat Cheese at Home
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- Figure 85: Repertoire of ways to eat cheese at home, July 2014
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- Figure 86: Repertoire of ways to eat cheese at home, by demographics, July 2014
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- Figure 87: Ways to eat cheese at home, by repertoire of occasions of having cheese at home, July 2014
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Appendix – The Consumer – Attitudes Towards and Usage Behaviour of Cheese
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- Figure 88: Consumer attitudes towards and usage behaviour of cheese, July 2014
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- Figure 89: Most popular consumer attitudes and usage behaviour of cheese, by demographics, July 2014
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- Figure 90: Next most popular consumer attitudes and usage behaviour of cheese, by demographics, July 2014
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Appendix – The Consumer – Consumer Perception of Cheese, Milk and Yoghurt
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- Figure 91: Consumer perception of cheese, milk and yoghurt, July 2014
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- Figure 92: Most popular consumer perception of cheese, milk and yoghurt – Cheese, by demographics, July 2014
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- Figure 93: Next most popular consumer perception of cheese, milk and yoghurt – Cheese, by demographics, July 2014
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- Figure 94: Other consumer perception of cheese, milk and yoghurt – Cheese, by demographics, July 2014
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- Figure 95: Most popular consumer perception of cheese, milk and yoghurt – Milk, by demographics, July 2014
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- Figure 96: Next most popular consumer perception of cheese, milk and yoghurt – Milk, by demographics, July 2014
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- Figure 97: Other consumer perception of cheese, milk and yoghurt – Milk, by demographics, July 2014
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- Figure 98: Most popular consumer perception of cheese, milk and yoghurt – Yoghurt, by demographics, July 2014
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- Figure 99: Next most popular consumer perception of cheese, milk and yoghurt – Yoghurt, by demographics, July 2014
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- Figure 100: Other consumer perception of cheese, milk and yoghurt – Yoghurt, by demographics, July 2014
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- Figure 101: Consumer perception of cheese, milk and yoghurt, by penetration of cheese, July 2014
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Appendix – The Consumer – Consumer Interests in Cheese Product Innovations
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- Figure 102: Consumer interests in cheese product innovations, July 2014
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- Figure 103: Consumer interests in cheese product innovations – Cheese in small packs for one-time use, by demographics, July 2014
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- Figure 104: Consumer interests in cheese product innovations – Cheese bundled with snacks, by demographics, July 2014
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- Figure 105: Consumer interests in cheese product innovations – Cheese designed to go with alcohol, by demographics, July 2014
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- Figure 106: Consumer interests in cheese product innovations – Cheese that can be mixed with Chinese style food, by demographics, July 2014
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- Figure 107: Consumer interests in cheese product innovations – Cheese in variety packs, by demographics, July 2014
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- Figure 108: Consumer interests in cheese product innovations – Cheese with added calcium, by demographics, July 2014
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- Figure 109: Consumer interests in cheese product innovations – ‘Light’/Low fat cheese, by demographics, July 2014
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- Figure 110: Consumer interests in cheese product innovations – Cheese good for cardiovascular system, by demographics, July 2014
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- Figure 111: Consumer interests in cheese product innovations – Cheese specifically designed for children’s body development, by demographics, July 2014
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- Figure 112: Consumer interests in cheese product innovations, by penetration of cheese, July 2014
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