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Breakfast Foods - China - June 2019

Covered in this report

The report looks into Chinese consumers’ breakfast habits and spending, both in and out of home.

In home:includes everything people eat for breakfast at home – without the need to either go out of home or order food delivery. In-home breakfast occasions cover cooking from scratch, eating prepared meals and packaged foods and beverages.

Out of home: includes everything people buy out of home or from delivery. Out-of-home breakfast occasions cover buying from retailers (eg convenience stores, supermarkets etc), foodservice operators (eg fast food, coffee houses, bakery stores etc), independent food stores, kiosks and food stalls. Spending on food delivery is also included.

“With the fusion of retail and foodservice, the at-home breakfast and out-of-home breakfast markets are blurring and both are experiencing upgrade on all fronts (eg supply chain, food safety). Looking ahead, the future breakfast market will be further fragmented as more players are entering; the competition is no longer limited within current products and services as well as channels, but also from other categories and other service types.”
– Crystal A, Research Analyst, Food and Drink

This Report will cover the following areas:

  • Tapping into the “snackification” trend for breakfast foods
  • Lure young consumers with convenience-led services
  • Utilise pairing drinks to attract traffic and increase average spending

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Table of contents

  1. Overview

    • What you need to know
      • Covered in this Report
      • Executive Summary

          • The market
            • At-home breakfast enjoys stable growth, while out-of-home breakfast faces uncertainties
              • Figure 1: Spending and growth rate of at-home and out-of-home breakfast, China, 2014-19
            • A market with a variety of possibilities
              • Figure 2: Best- and worst-case forecast for breakfast foods, China, 2014-24
            • Companies and brands
              • Promote the standardisation of breakfast
                • Customise breakfast options for different consumer groups
                  • Convenience stores play a more important role with self-labelled fresh products
                    • Make on-premise breakfast foods on the go
                      • The consumer
                        • Convenience stores and fast food chains are getting popular
                          • Figure 3: Consumption frequency across channels, March 2019
                          • Figure 4: Breakfast spending, March 2019
                        • Taste and food safety are more important in choosing foodservice brands
                          • Figure 5: Factors for choosing foodservice brands, March 2019
                        • Chinese and Western breakfast foods appeal to different consumers
                          • Figure 6: Penetration of Chinese and Western breakfast foods, March 2019
                        • “Balanced nutrition” is deeply rooted image for breakfast cereal
                          • Figure 7: Perceptions towards breakfast cereal, March 2019
                        • Time-saving breakfast services hold potential
                          • Figure 8: General attitudes and habits, by monthly personal income, March 2019
                        • What we think
                        • Issues and Insights

                          • Tapping into the “snackification” trend for breakfast foods
                            • The facts
                              • The implications
                                • Figure 9: Product examples of snack-style breakfast foods, Norway and Canada, 2019
                                • Figure 10: Shendacheng’s breakfast “snacks” sold on Tmall, China, 2019
                              • Lure young consumers with convenience-led services
                                • The facts
                                  • The implications
                                    • Figure 11: Starbucks’ “fast coffee” (咖快) service, China, 2019
                                  • Utilise pairing drinks to attract traffic and increase average spending
                                    • The facts
                                      • The implications
                                        • Figure 12: Product examples of Luckin Coffee’s breakfast foods, China, 2018
                                        • Figure 13: Xiangpiaopiao’s juice tea drink sold in FamilyMart as breakfast pairing drink, China, 2019
                                    • The Market – What You Need to Know

                                      • A market with stable growth, driven by retail prices
                                        • The growth of out-of-home breakfast faces uncertainties in 2019
                                          • The fusion of retail and foodservice brings more possibilities
                                          • Market Size and Forecast

                                            • Breakfast spending grows stably, driven by retail price
                                              • Figure 14: Breakfast spending, China, 2014-19
                                            • The future market is full of possibilities
                                              • Figure 15: Best- and worst-case forecast for breakfast foods, China, 2014-24
                                          • Market Factors

                                            • Busy lifestyles require convenience with no sacrifice on nutrition
                                              • The fusion of retail and foodservice offers more breakfast choices
                                                • Figure 16: Product examples of “foodservice going to retail” from Zhiweiguan and Yonghe Soy Milk, China
                                                • Figure 17: Chinese-style breakfast foods sold in IKEA, China
                                              • Economic downturn and CPI growth may bring challenges
                                              • Market Segmentation

                                                • At-home breakfast now has more options
                                                  • Figure 18: Spending and growth rate of at-home and out-of-home breakfast, China, 2014-19
                                                  • Figure 19: Best- and worst-case forecast for at-home breakfast foods, China, 2014-24
                                                • Out-of-home breakfast faces more uncertainties
                                                  • Figure 20: Best- and worst-case forecast for out-of-home breakfast foods, China, 2014-24
                                              • Key Players – What You Need to Know

                                                • Customise breakfast options for different consumer groups
                                                  • Refer to regional snacks/cuisines for inspiration sources
                                                    • Tap into the on-the-go trend
                                                    • Competitive Strategies

                                                      • Packaged food brands
                                                        • Frozen food manufacturers target catering market
                                                          • Dali is featuring freshness and naturalness
                                                            • Figure 21: Product examples from Dali’s Meibeichen highlighting freshness and naturalness, China, 2018
                                                          • Nestlé puts forward the “healthy 15 minutes” strategy to customise breakfast options
                                                            • Figure 22: Breakfast recipe for senior people with Nestlé’s products, pushed by Douguo app, China, 2018
                                                          • Retailer brands
                                                            • Convenience stores are focusing on freshly made products, especially for self-labelled ones
                                                              • Figure 23: Yuanmai Shanqiu’s freshly baked breads sold in FamilyMart, China, 2018
                                                            • Foodservice brands
                                                              • KFC – refers to regional snacks/cuisines for inspiration sources
                                                                • Figure 24: KFC’s deep-fried dough stick with scrambled egg, China, 2019
                                                              • Taoyuan Village – endows traditional foods with emotions
                                                                • Figure 25: Breakfast menu of Taoyuan Village, China
                                                            • Who’s Innovating?

                                                              • Develop exotic flavours in bakery products
                                                                • Figure 26: Growing exotic flavours in new launches of bread & bread products, cakes, pastries & sweet goods, China, 2016-19
                                                                • Figure 27: Product examples of lactobacillus breads highlighting nutritious, China, 2018
                                                                • Figure 28: Product examples of bakery products highlighting nutrition through healthy ingredients, Finland and Australia, 2018
                                                              • Drinks are entering with functionalities
                                                                • Figure 29: Quaker’s oat beverage highlighting “heart healthy”, US, 2019
                                                                • Figure 30: Lepur’s rise & shine breakfast replacement highlighting “energy-boosting”, China, 2019
                                                              • Customising breakfast cereals for different healthy needs
                                                                • Figure 31: Growing exotic flavours in new launches of bread & bread products, cakes, pastries & sweet goods, China, 2016-19
                                                                • Figure 32: Product examples of breakfast cereal designed for specific needs, Australia and UK, 2019
                                                                • Figure 33: Product examples of breakfast cereal with special consumption way, China, 2019
                                                              • On-premise foods are now in RTE format and even go further to tap into the on-the-go trend
                                                                • Figure 34: Product examples of porridges which are suitable for on the go, China, South Korea and UK, 2018-19
                                                            • The Consumer – What You Need to Know

                                                              • Convenience stores and fast food chains are getting popular
                                                                • Taste and food safety are more important in choosing foodservice brands
                                                                  • Chinese and Western breakfast foods appeal to different consumers
                                                                    • Time-saving breakfast services hold potential
                                                                    • Consumption Frequency across Channels

                                                                      • Consumers are on average visiting six channels for breakfast
                                                                        • Figure 35: Consumption frequency across channels, March 2019
                                                                      • Convenience stores and fast food chains are getting popular in tier two or lower cities
                                                                        • Figure 36: Consumption frequency across channels – Selected channels, by city tier, March 2019
                                                                    • Breakfast Spending

                                                                      • The favourable price range for breakfast carts/kiosks is RMB6-9
                                                                        • Figure 37: Breakfast spending, March 2019
                                                                      • 80s and 70s tend to spend more on supermarkets and bakery houses
                                                                        • Figure 38: Breakfast spending at bakery houses and supermarkets – RMB10-19, by generation, March 2019
                                                                      • Coffee houses appeal to high earners
                                                                        • Figure 39: Breakfast spending at coffee houses – RMB20 or more, by monthly personal income, March 2019
                                                                    • Factors for Choosing Foodservice Brands

                                                                      • Taste and food safety are more important
                                                                        • Figure 40: Factors for choosing foodservice brands, March 2019
                                                                      • Fast food chain stores are competitive at food safety but need to improve the nutritious image
                                                                        • Figure 41: Factors for choosing foodservice brands – Top five factors, by channel, March 2019
                                                                      • Pairing drinks is crucial to attract the 20-24s
                                                                        • Figure 42: Factors for choosing foodservice brands – Offers drinks to pair with food, by age, March 2019
                                                                    • Penetration of Chinese and Western Breakfast Foods

                                                                      • Chinese and Western breakfast foods appeal to different consumers
                                                                        • Figure 43: Penetration of Chinese and Western breakfast foods, March 2019
                                                                        • Figure 44: Penetration of Western breakfast foods, by gender, March 2019
                                                                      • Western-style breakfast foods hold potential for convenience stores
                                                                        • Figure 45: Penetration of Western breakfast foods, by frequency of purchasing breakfast foods at convenience stores, March 2019
                                                                      • Different preferences across regions
                                                                        • Figure 46: Penetration of Chinese breakfast foods, by region, March 2019
                                                                    • Perceptions towards Breakfast Cereal

                                                                      • The image of balanced nutrition is deeply rooted
                                                                        • Figure 47: Perceptions towards breakfast cereal, March 2019
                                                                      • Attract family with kid/kids through variety
                                                                        • Figure 48: Perceptions towards breakfast cereal – Selected attributes, by family structure, March 2019
                                                                    • General Attitudes and Habits

                                                                      • Delivery fee still significant for breakfast delivery service…
                                                                        • Figure 49: General attitudes and habits, March 2019
                                                                      • …but other formats for delivery hold potential
                                                                        • Figure 50: General attitudes and habits, by monthly personal income, March 2019
                                                                      • Opportunity for RTE breakfast options
                                                                        • Hot is always crucial for breakfast
                                                                          • Breakfast at weekends is more about leisure and enjoyment
                                                                            • Figure 51: General attitudes and habits, March 2019
                                                                        • Meet the Mintropolitans

                                                                          • More into Western-style breakfast foods
                                                                            • Figure 52: Penetration of Western breakfast foods, by consumer classification, March 2019
                                                                          • Pairing drinks is more important for Mintropolitans
                                                                            • More likely to use breakfast subscription service
                                                                              • Figure 53: General attitudes and habits, by consumer classification, March 2019
                                                                          • Appendix – Market Size and Forecast

                                                                              • Figure 54: Total market value of breakfast foods, China, 2014-24
                                                                          • Appendix – Market Segmentation

                                                                              • Figure 55: Total market value of at-home breakfast foods, China, 2014-24
                                                                              • Figure 56: Total market value of out-of-home breakfast foods, China, 2014-24
                                                                          • Appendix – Methodology and Abbreviations

                                                                            • Methodology
                                                                              • Fan chart forecast
                                                                                • Abbreviations

                                                                                Breakfast Foods - China - June 2019

                                                                                £3,486.28 (Excl.Tax)