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Breakfast Foods - China - May 2018

“Nutrition and safety are the two basic requirements for consumers when choosing breakfast. While the market value will certainly keep growing, the impetus to drive more business opportunities lies in providing convenience and saving time on preparing breakfast; moreover businesses may have an opportunity of adding more diversity to Chinese consumers’ breakfast table.”

- Loris Li, Associate Director, Food & Drink

  • Convenience store dominance grows
  • At-home breakfast needs diversification
  • Standardisation of breakfast is a long-term perspective

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Table of contents

  1. Overview

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

          • The market
            • Total market value is estimated to reach over RMB 2.1 trillion in 2022
              • Figure 1: Best- and worst-case forecast for breakfast foods, 2012-22
            • Food price decreased in 2017 but consumers spend more on breakfast both at home and out of home
              • Figure 2: Best- and worst-case forecast of at-home breakfast spending, 2012-22
              • Figure 3: Best- and worst-case forecast of out-of-home breakfast spending, 2012-22
            • Key players
              • Convenience store breakfast influence continues to grow
                • Packaged bread and cake have opportunities through improved quality
                  • Cereal brands still need efforts to educate the market
                    • The consumer
                      • Breakfast carts/kiosks and convenience stores keep attracting consumers
                        • Figure 4: Breakfast consumption frequency, by location, February 2018
                      • Consumers spend more on at-home breakfast in 2018 than 2016
                        • Figure 5: Breakfast spending at home, April 2016 and February 2018
                        • Figure 6: Breakfast spending, by location, February 2018
                      • Nutrition, safety and freshness are premium features
                        • Figure 7: Upgrade drivers for breakfast foods, February 2018
                      • Chinese consumers welcome hot breakfast
                        • Energy boost breakfast: a missing opportunity
                          • Figure 8: Breakfast needs on weekdays, February 2018
                          • Figure 9: Breakfast needs on weekends, February 2018
                          • Figure 10: Breakfast needs with families, February 2018
                        • Authentic Chinese breakfast is the mainstream but fusion foods have chance depending on channels
                          • Figure 11: Consumers’ interest in fusion foods for breakfast, February 2018
                        • It’s good to see consumers’ growing awareness of protecting the environment
                          • Figure 12: Consumers’ expectation of breakfast delivery, February 2018
                        • What we think
                        • Issues and Insights

                          • Convenience store dominance grows
                            • The facts
                              • The implications
                                • At-home breakfast needs diversification
                                  • The facts
                                    • The implications
                                      • Standardisation of breakfast is a long-term perspective
                                        • The facts
                                          • The implications
                                          • The Market – What You Need to Know

                                            • Total spending on breakfast in 2017 has exceeded RMB 1.5 trillion
                                              • Food price decreased but consumers are trading up on breakfast
                                                • Industrialisation together with urbanisation drives the market growth
                                                • Market Size and Forecast

                                                  • Breakfast spending grows higher and stably
                                                    • Figure 13: Breakfast spending, China, 2012-17
                                                  • Per capita spending keeps growing
                                                    • Figure 14: Per capita breakfast spending per day, RMB, 2011-17
                                                    • Figure 15: Year-on-year increase of average food price, 2011-17
                                                  • Look forward to a market value of over RMB 2 trillion in 2022
                                                    • Figure 16: Best- and worst-case forecast for breakfast foods, 2012-22
                                                • Market Drivers

                                                  • The diversification of the breakfast occasion
                                                    • Urbanisation motivates out-of-home breakfast spending
                                                    • Market Segmentation

                                                      • At-home breakfast robust
                                                        • Figure 17: Best- and worst-case forecast of at-home breakfast spending, 2012-22
                                                      • Out-of-home breakfast even stronger
                                                        • Figure 18: Best- and worst-case forecast of out-of-home breakfast spending, 2012-22
                                                    • Key Players – What You Need to Know

                                                      • Convenience stores will remain popular breakfast channels
                                                        • The rise of domestic packaged bread brands
                                                          • Cereal products can find chance in the market
                                                          • Competitive Strategies

                                                            • Sanquan launches business-to-business project
                                                              • Convenience store provides customisation experience
                                                                • Figure 19: Breakfast collection service provided by Bianlifeng in Beijing, China
                                                              • Apply popular flavours in breakfast foods
                                                                • Figure 20: Golden Sandy Rice Roll by KFC, China
                                                              • Toly – rely on traditional distribution
                                                              • Who’s Innovating?

                                                                • Brands are promoting packaged bakery products with better quality for at-home breakfast
                                                                  • Figure 21: Packaged bread and cake by Daliyuan, China
                                                                  • Figure 22: New launches in bread and bread products category, by selected flavour, China, 2015-17
                                                                  • Figure 23: Premium biscuit project launched by Three Squirrels in 2018
                                                                • Cereal brands appeal to nutrition and health benefit
                                                                  • Figure 24: New launches in breakfast cereal category with fruit ingredient, China, 2015-17
                                                                  • Figure 25: New Launches in cereal category with TCM and superfood as ingredients, China
                                                                • Overnight oats are popular in Western countries
                                                                  • Figure 26: Examples of overnight oat products in Western market
                                                                • Starbucks launched Greek yogurt in mid-2017
                                                                  • Figure 27: Greek yogurt by Starbucks, China
                                                              • The Consumer – What You Need to Know

                                                                • Spending on breakfast at home has increased hugely
                                                                  • Tradition can’t change easily – breakfast has to be warm or hot
                                                                    • Fusion food attracts consumers on certain channels
                                                                    • Breakfast Consumption Frequency

                                                                      • Frequency of breakfast at home fluctuates
                                                                        • Figure 28: Breakfast consumption frequency, by location, February 2018
                                                                        • Figure 29: Breakfast consumption frequency, at home, 2016-18
                                                                      • Breakfast carts/kiosks and convenience stores keep attracting consumption
                                                                        • Figure 30: Breakfast consumption frequency, breakfast kiosks, 2016-18
                                                                        • Figure 31: Breakfast consumption frequency, convenience stores, 2016-18
                                                                      • Two other places have potential to grow further
                                                                      • Breakfast Spending

                                                                        • Breakfast at home or breakfast carts/kiosks usually costs up to RMB 10
                                                                          • Coffee houses and casual dining restaurants occupy the high end
                                                                            • Figure 32: Breakfast spending, by location, February 2018
                                                                          • Consumers spend more for breakfast at home than 2016
                                                                            • Figure 33: Breakfast spending at home, April 2016 and February 2018
                                                                        • Premiumisation Opportunity

                                                                          • Nutrition, safety and fresh are premium features
                                                                            • Figure 34: Upgrade drivers for breakfast foods, February 2018
                                                                          • Time saving and convenience means much for breakfast
                                                                            • Customisation attracts women aged 20-39 and men aged 25-29
                                                                              • Figure 35: Upgrade drivers, customisable to one’s taste, by gender and age, February 2018
                                                                          • Breakfast Needs by Occasion

                                                                            • Weekdays need filling and energy-boosting breakfasts
                                                                              • Figure 36: Breakfast needs on weekdays, February 2018
                                                                            • Demands on weekends and with families are similar
                                                                              • Figure 37: Breakfast needs on weekends, February 2018
                                                                              • Figure 38: Breakfast needs with families, February 2018
                                                                            • Breakfast has to be hot – tradition can’t change easily
                                                                            • Consumers’ Interest in Fusion Foods

                                                                              • Tradition still dominates the Chinese breakfast table…
                                                                                • Figure 39: Consumers’ interest in fusion foods for breakfast, February 2018
                                                                              • …but interests widen with spending and channels
                                                                                  • Figure 40: Consumers’ interest in fusion foods for breakfast, by spending in fast food chains, February 2018
                                                                                  • Figure 41: Consumers’ interest in fusion foods for breakfast, by spending in casual dining restaurants, February 2018
                                                                              • Opportunities for Breakfast Delivery Service

                                                                                • Warm breakfast is everything
                                                                                  • Awareness of environmental friendliness grows
                                                                                    • Demand for punctuality reflects need for time saving
                                                                                      • Willingness to pay for delivery services indicates opportunity
                                                                                        • Figure 42: Consumers’ expectation of breakfast delivery, February 2018
                                                                                    • Meet the Mintropolitans

                                                                                      • Mintropolitans have higher interest in fusion foods
                                                                                          • Figure 43: Consumers’ interest in fusion foods, by consumer classification, February 2018
                                                                                        • Mintropolitans need breakfast which is energy-boosting
                                                                                          • Figure 44: Breakfast needs on weekdays, by consumer classification, February 2018
                                                                                          • Figure 45: Breakfast needs with families, by consumer classification, February 2018
                                                                                        • Mintropolitans are more willing to pay for breakfast delivery
                                                                                          • Figure 46: Consumers’ expectation of breakfast delivery, by consumer classification, February 2018
                                                                                      • Appendix – Market Size and Forecast

                                                                                          • Figure 47: Total spending on breakfast foods, China, 2012-22
                                                                                      • Appendix – Market Segmentation

                                                                                          • Figure 48: Total spending on breakfast foods, by segmentation, China, 2012-22
                                                                                      • Appendix – Methodology and Abbreviations

                                                                                        • Methodology
                                                                                          • Fan chart forecast
                                                                                            • Abbreviations

                                                                                            Breakfast Foods - China - May 2018

                                                                                            US $4,460.00 (Excl.Tax)