Cheese was not recognised as a staple in many Asian countries. The westernisation of food habits as well as the proliferation of food services establishments like Pizza Hut and McDonald’s in recent years have led to the popularity of cheese.
According to the latest Mintel report, cheese brands in Asia are innovating around spreadable formats. In China, as an example, cream cheese is often used as a spread in bread products and is the most popular type of cheese in the country. In addition, spreadable cheese brands are also exploring into flavored options, largely driven by fruit and vegetable, and herb and spices flavors.
Over the last 5 years, spreadable cheese saw growing share of launches in Asia, and this format recorded strong growth from 15% between December 2019-November 2020 to 26% in December 2023-November 2024. (see Chart 1.0)
In Asia, consumers also regarded cheese as a valuable protein source. With rising concerns over health and nutrition, Asian consumers seek food products with high protein contents to support their overall well-being. According to Mintel, in China, two-thirds of consumers look at protein content when looking at the nutritional label on the cheese products. Meanwhile, in Thailand, 34% of consumers said they eat cheese as a source of protein.
In the last 5 years, there was a sharp decline in both vitamin/mineral fortified and added calcium claims in cheese launches in Asia. At the same period, high/added protein claim saw significant growth in new launches. (see Chart 2.0)
Cheese brands are formulating their recipes with better-for-you ingredients such as rich in protein, fiber, and calcium to appeal to Asian consumers who now no longer look at just price, packaging, flavor, type or format of cheese but also its nutritional contents.
