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Breakfast Foods - China - July 2016

“Chinese consumers have developed hierarchical needs for breakfast. Besides the basic needs for satiety and nutrition, people are willing to trade up to products and services that can help them save time and add convenience to the eating process. Meanwhile they have started looking for super ingredients with energy-boosting functions. Apart from the food itself, ambience is also gaining importance. A cosy and fun dining environment can not only justify premium prices but also attract visitors who are looking for different breakfast experiences during weekends/non-working days.”
– Laurel Gu, Director of Research: Food & Drink, Lifestyle

This report examines the following issues:

  • Opportunity for promoting cereal products on breakfast menus
  • Opportunity for marketing energy ingredients in breakfast foods
  • Fun and entertaining breakfasts during weekends

The Report looks into Chinese consumers’ breakfast habits and spending both at home and out of home.

  • At home: this includes everything people eat for breakfast at home – without the need of either going out of home or calling for food delivery. The in-home breakfast occasions cover cooking from scratch, eating prepared meals, packaged foods and beverages.
  • Out of home: this includes everything people buy out of home or get from delivery. The out-of-home breakfast occasions cover buying from retailers (eg convenience stores, supermarkets, etc), food service operators (eg fast food, coffee houses, bakery stores, etc), independent food stores, kiosks, food stalls. Spending on food delivery is also included.

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Table of contents

  1. Overview

    • What you need to know
      • Covered in this Report
        • Definitions
          • Figure 1: Definition of Low/Mid/High MHI groups, by city tier
      • Executive Summary

          • The market
            • Total breakfast spending to reach RMB1,948 billion in 2021
              • Figure 2: Best- and worst-case forecast for breakfast foods, 2011-21
            • Out-of-home sector grows faster
              • Figure 3: Best- and worst-case forecast of out-of-home breakfast spending, 2011-21
              • Figure 4: Best- and worst-case forecast of at-home breakfast spending, 2011-21
            • Key players
              • At-home breakfast foods adding convenience features
                • Fast food restaurants to make full use of in-store dining spaces
                  • Bakery stores and coffee shops to capitalise upon consumers’ aspirational lifestyle
                    • Convenience stores are positioned as one-stop breakfast vendor of good value for money
                      • Breakfast delivery service can target organisations and high-end subscribers
                        • The consumer
                          • Busy life drives people to eat breakfast out of the home
                            • Figure 5: Percentage of consumers who eat breakfast at least 2-3 times a week, by location, Tier one cities, 2013 vs 2016
                            • Figure 6: Breakfast consumption frequency, April 2016
                          • Different types of breakfast vendors compete in different price tiers
                            • Figure 7: Breakfast spending, April 2016
                          • Western breakfast foods – cereals in particular – could gain popularity
                            • Figure 8: Perception towards Chinese and Western breakfast, April 2016
                            • Figure 9: Preferred breakfast foods, April 2016
                          • Consumers looking for convenient on-the-go breakfast solutions
                            • Figure 10: Ideal packaging of breakfast cereals, April 2016
                          • Energy boosting benefits and more enjoyable weekend breakfasts are emerging needs
                            • What we think
                            • Issues and Insights

                              • Opportunity for promoting cereal products on breakfast menus
                                • The facts
                                  • The implications
                                    • Opportunity for marketing energy ingredients in breakfast foods
                                      • The facts
                                        • The implications
                                            • Figure 11: Examples of food and beverages featuring energy boosting super foods, overseas, 2015-16
                                          • Fun and entertaining breakfasts during weekends
                                            • The facts
                                              • The implications
                                              • The Market – What You Need to Know

                                                • Total breakfast spending exceeded RMB1.3 trillion in 2015
                                                  • Urbanisation, rising cost of food and consumers trading up – the key market drivers
                                                    • Out-of-home breakfast spending will grow faster than at-home spending
                                                    • Market Size and Forecast

                                                      • Breakfast market exceeded RMB1.3 trillion in 2015
                                                        • Rising per capita spending drives year-on-year growth
                                                          • Figure 12: Breakfast spending, RMB Billion, 2011-16
                                                          • Figure 13: Per capita breakfast spending per day, RMB, 2011-15
                                                        • Rising price of food
                                                          • Figure 14: Year-on-year increase of average food price, 2011-15
                                                        • Urbanisation
                                                          • Figure 15: Per capita breakfast spending per day, RMB, urban vs rural, 2015
                                                        • Trading up to healthier breakfast meals
                                                          • Breakfast market will continue to grow towards 2021
                                                            • Figure 16: Best- and worst-case forecast for breakfast foods, 2011-21
                                                        • Market Drivers

                                                          • Rise of an entrepreneurial society
                                                            • Bigger breakfast during weekends getting popular
                                                            • Market Segmentation

                                                              • Urban population accounts for 79% of total breakfast spending
                                                                • Figure 17: Breakfast spending, urban vs rural, RMB billion, 2015
                                                              • Out-of-home breakfast spending takes 50% share in urban areas
                                                                • Figure 18: Breakfast spending, at home vs. out of home, RMB billion, 2015
                                                              • Out-of-home breakfast spending will grow faster than at-home spending
                                                                • Figure 19: Best- and worst-case forecast of out-of-home breakfast spending, 2011-21
                                                              • At-home breakfast spending will be driven by richer content
                                                                • Figure 20: Best- and worst-case forecast of at home breakfast spending, 2011-21
                                                            • Key Players – What You Need to Know

                                                              • Adding convenience features into product design
                                                                • Western fast food restaurants offering Chinese-style breakfast foods
                                                                  • Bakery houses and coffee shops tapping into consumers’ lifestyle changes and aspirations
                                                                    • Convenience stores becoming one-stop good-value breakfast vendors
                                                                      • New business model for breakfast delivery service providers
                                                                      • Competitive Strategies

                                                                        • At-home breakfast foods evolving into more convenient forms
                                                                          • Instant preparation method
                                                                            • Figure 21: Example of instant congee, China
                                                                          • Snacking format
                                                                            • Figure 22: Examples of snacks targeting breakfast occasions, China, 2015-16
                                                                          • Beverages adopting filling propositions
                                                                            • Figure 23: Examples of beverages/dairy products with filling features, China, 2014-16
                                                                          • At-home breakfast foods targeting special demographics
                                                                            • Kids
                                                                              • Figure 24: Example of breakfast foods targeting kids, China, 2015
                                                                            • Young females
                                                                              • Figure 25: Example of nutritional breakfast meal replacement targeting young females, China, 2016
                                                                            • Fast food restaurants adopting more competitive breakfast pricing plans
                                                                              • Bakery houses and coffee shops capitalising upon ‘breakfast lifestyles’
                                                                                • Convenience stores targeting busy office workers
                                                                                  • Figure 26: Example of CStore’s menu and shelf of fresh cooked foods, 2016
                                                                                  • Figure 27: Example of FamilyMart’s private label fresh food packaging, 2016
                                                                                • New business model for breakfast delivery service providers
                                                                                • Who’s Innovating?

                                                                                  • At-home
                                                                                    • Breakfast cereals adapting to local palate
                                                                                      • Figure 28: Examples of breakfast cereals featuring traditional Chinese ingredients, China, 2015-16
                                                                                    • More vegetables in Western cereals
                                                                                      • Figure 29: Examples of breakfast cereals featuring vegetables, overseas, 2015-16
                                                                                    • All-in-one cereal pots
                                                                                      • Figure 30: Examples of all-in-one cereal pots, Western countries, 2015-16
                                                                                    • Capsule soy milk machine
                                                                                      • VR-enhanced at-home breakfast experience
                                                                                        • Figure 31: Kellogg’s Ancient Legends cereals, UK, 2016
                                                                                      • Sharing breakfast foods with neighbours
                                                                                        • Out of home
                                                                                          • Premium breakfast delivery services targeting high spenders
                                                                                            • Slow breakfast at weekends
                                                                                              • Breakfast bags
                                                                                                • Promoting local breakfast culture
                                                                                                • The Consumer – What You Need to Know

                                                                                                  • Elders, low earners and consumers in lower tier cities are more likely to eat breakfast at home
                                                                                                    • Out-of-home breakfast vendors compete in different price ranges
                                                                                                      • Western breakfast foods are gaining momentum amongst higher earners
                                                                                                        • Energy food, convenient on-the-go format and premium weekend breakfast are potential future trends
                                                                                                        • Breakfast Consumption Frequency

                                                                                                          • Older people and low earners are most likely to eat breakfast at home
                                                                                                            • Figure 32: Breakfast consumption frequency, April 2016
                                                                                                          • High earners go to fast food chains and coffee shops more often
                                                                                                            • Figure 33: Percentage of consumers who eat at out-of-home breakfast venues at least 2-3 times a week, by monthly personal income, April 2016
                                                                                                          • Convenience stores and bakery houses are particularly popular amongst those aged 25-29
                                                                                                            • Figure 34: Percentage of consumers who eat at out-of-home breakfast venues at least 2-3 times a week, by age, April 2016
                                                                                                          • Consumers in tier one cities eat at home less, and at breakfast stalls and convenience stores more often
                                                                                                            • Figure 35: Percentage of consumers who eat breakfast at least 2-3 times a week, by location, Tier one cities, 2013 vs 2016
                                                                                                        • Breakfast Spending

                                                                                                          • In-home breakfast saves at least 30% as compared to eating out
                                                                                                            • Bakery houses and fast food restaurants compete within the higher price tier
                                                                                                              • Convenience stores sit somewhere in between
                                                                                                                • Coffee houses occupying the high-end segment
                                                                                                                  • Figure 36: Breakfast spending, April 2016
                                                                                                              • Preferred Breakfast Foods

                                                                                                                • Chinese breakfast foods remain most popular
                                                                                                                  • Figure 37: Preferred breakfast foods, April 2016
                                                                                                                • Consumers going for healthier breakfast foods
                                                                                                                  • Figure 38: Preferred breakfast foods (selected), by age, April 2016
                                                                                                                • Western breakfast food is particularly appealing to high earners
                                                                                                                  • Figure 39: Types of Western breakfast foods preferred, by monthly personal income, April 2016
                                                                                                              • Perceptions towards Chinese and Western Breakfasts

                                                                                                                • Consumers prefer Chinese breakfasts to Western breakfasts
                                                                                                                  • Figure 40: Perceptions towards Chinese and Western breakfasts, April 2016
                                                                                                                • “Convenient for on-the-go” is the only perceived advantage of Western breakfast foods
                                                                                                                  • Figure 41: Examples of healthy cereal bars fitting for breakfast consumption, overseas, 2014-15
                                                                                                                • Higher earners are more in favour of Western breakfasts
                                                                                                                  • Figure 42: Percentage of consumers who like Chinese/Western breakfast, by demographics, April 2016
                                                                                                              • Ideal Packaging for Breakfast Cereals

                                                                                                                • Cartons and portable sleeves are the preferred packaging types
                                                                                                                  • Figure 43: Ideal packaging of breakfast cereals, April 2016
                                                                                                                • Young females prefer sachets
                                                                                                                • Attitudes towards Breakfast

                                                                                                                  • Strong eagerness to eat a better breakfast during weekends
                                                                                                                    • Figure 44: Attitudes towards breakfast, by demographics, April 2016
                                                                                                                  • Looking for convenient on-the-go breakfast options
                                                                                                                    • Figure 45: Attitudes towards breakfast, by demographics, April 2016
                                                                                                                  • Energy-boosting breakfasts are desirable
                                                                                                                    • Figure 46: Attitudes towards breakfast, by demographics, April 2016
                                                                                                                  • Challenges for breakfast delivery services to profit
                                                                                                                    • Figure 47: Attitudes towards breakfast, by demographics, April 2016
                                                                                                                • Meet the Mintropolitans

                                                                                                                  • Mintropolitans eat more types of breakfast foods
                                                                                                                    • Figure 48: Preferred breakfast foods, by consumer segmentation, April 2016
                                                                                                                  • Greater affinity to Western breakfast
                                                                                                                    • Figure 49: Percentage of consumers who like Chinese/Western breakfasts, by consumer segmentation, April 2016
                                                                                                                  • Craving a better breakfast during weekends
                                                                                                                    • Figure 50: Attitudes towards breakfast, by consumer segmentation, April 2016
                                                                                                                  • Energy seekers
                                                                                                                    • Figure 51: Attitudes towards breakfast, by consumer segmentation, April 2016
                                                                                                                • Appendix – Methodology and Abbreviations

                                                                                                                  • Methodology
                                                                                                                    • Fan chart forecast
                                                                                                                      • Abbreviations

                                                                                                                      Companies Covered

                                                                                                                      To learn more about the companies covered in this report please contact us.

                                                                                                                      Breakfast Foods - China - July 2016

                                                                                                                      £3,195.84 (Excl.Tax)