2021
0
China Breakfast Foods Market Report 2021
2021-06-16T04:10:27+01:00
OX1049593
3695
139501
[{"name":"Breakfast Foods","url":"https:\/\/store.mintel.com\/industries\/food\/breakfast-foods"}]
Report
en_GB
“COVID has hit the breakfast market mostly on out-of-home occasions, but grown in-home consumptions that breed consumers seeking for balanced nutrition and fresh ingredients. The new consumer aspiration of regional…

China Breakfast Foods Market Report 2021

£ 3,695 (Excl.Tax)

Report Summary

“COVID has hit the breakfast market mostly on out-of-home occasions, but grown in-home consumptions that breed consumers seeking for balanced nutrition and fresh ingredients. The new consumer aspiration of regional taste also puts pressure on product innovation for the out-of-home sector, while in-home market will benefit from quicker, healthier and smaller size breakfast solutions”
– Pepper Peng, Research Analyst

Key issues covered in this Report:

  • What is the market landscape of the market, how is it influenced by COVID, and what does the future competition look like?
  • What competitive strategies and new products trends needs can inspire future business?
  • How has the consumption habit changed in the post-COVID time?
  • How are the needs of breakfast on working days different from day-off?
  • What attributes are consumers associating with a healthy breakfast?

Table of Contents

  1. Overview

    • What you need to know
    • Key issues covered in this Report
    • Covered in this Report
    • Definitions
  2. Executive Summary

    • The market
      • Figure 1: Breakfast spending, China, 2015-2025
    • Companies and brands
    • The consumer
    • Consumers are embracing both Chinese and Western breakfast
      • Figure 2: Consumption category for breakfast, February, 2021
    • Cooking at home is still on-trend, but there is a chance for coffee shops
      • Figure 3: Purchasing channel, February, 2021
    • Milk and dairy alternatives dominate breakfast drinks
      • Figure 4: Breakfast drinks, February, 2021
    • Different needs for working days and days-off
      • Figure 5: Breakfast needs by occasions, February, 2021
    • Balanced nutrition and fresh are basics as well as keys to win
    • Opportunity for all-day breakfast
      • Figure 6: Reasons for all-day breakfast, February, 2021
    • What we think
  3. Issues and Insights

    • Bring more regional breakfast into the market
    • The facts
    • The implications
    • Quicker, healthier and smaller in-home ready breakfast meals in more varieties
    • The facts
    • The implications
    • Tea houses can tap into breakfast business
    • The facts
    • The implications
  4. The Market – What You Need to Know

    • Breakfast market will soon pick up the growing momentum post-COVID
    • In-home surged the market with robust growth
    • Out-of-home lost in short-term but seen confidence in market recovery
  5. Market Size and Forecast

    • The market sustained a slowed growth credited to the in-home segment
      • Figure 7: Breakfast spending, China, 2016-2020
    • Back to strong upward trend in the next five years
      • Figure 8: Breakfast spending, China, 2015-2025
  6. Market Factors

    • More in-home meals for hygiene
      • Figure 9: Consumption change after COVID-19, February, 2021
      • Figure 10: Trend of consumers spending more on in-home food, China, February-2020 April 2021
    • Eating out is influenced by public epidemic information
      • Figure 11: Trend of consumers spending more on eating out*, China, February-2020 April 2021
    • Breakfast habits are regionally distinctive
    • Development of plant-based food and drinks
  7. Market Segmentation

    • In-home is the definite ace with robust growth
      • Figure 12: Market value of in-home breakfast foods, China, 2015-2025
    • Out-of-home lose temporarily but will recover soon
      • Figure 13: Market value of out-of-home breakfast foods, China, 2015-2025
  8. Companies and Brands – What You Need to Know

    • Value-for-money and regional breakfast
    • Quicker, smaller and healthier breakfast solution
  9. Competitive Strategies

    • Betting on cost-effective breakfast combo
    • McDonald’s super value breakfast month
      • Figure 14: Official announcement of super value breakfast month, McDonald’s, China, 2020
    • Starbucks rolled out RMB15 breakfast line
    • Regional breakfast
      • Figure 15: Examples of national fast food brands launching regional cuisine as breakfast, China, 2021
    • Babi Food got listed
      • Figure 16: Short shelf-life steamed buns from Babi Food, China, 2020
  10. New Product Trends

    • Buoyant breakfast innovations in China
      • Figure 17: Top 10 markets in breakfast new launches of food and drinks, MAT2016 (April)-2021
      • Figure 18: Top five breakfast categories in new launches of food and drinks, China, MAT2016 (April)-2021
      • Figure 19: Top 10 Flavours in breakfast new launches of food and drinks, China, MAT2016 (April)-2021
      • Figure 20: Examples of fruit/yogurt flavour breakfast products, China, 2020-2021
    • Keep going on quick solutions
      • Figure 21: Top 10 claims in breakfast new launches of food and drinks, China, MAT2016 (April)-2021
      • Figure 22: GoOats’ Oatmeal Ball, US, 2020
      • Figure 23: Del Monte Foods Fruit & Oats Snack Cups, US, 2020
      • Figure 24: Dingding Bao (叮叮包) from Hema, China, 2021
    • Plant-based meat joins in breakfast
      • Figure 25: Plant-based Panini from FamilyMart, China, April 2021
      • Figure 26: Plant-based meat breakfast line from McDonald’s, China, 2021
      • Figure 27: Starbucks GoodGood plant-based products, China, 2020
  11. The Consumer – What You need to Know

    • Consumers are open to both Chinese and Western-style breakfast
    • Filling and saving time are the biggest demands on working days
    • Balanced nutrition and fresh ingredients are foundation of healthy breakfast
  12. Consumption Category

    • Opportunity for Chinese and Western fusion
      • Figure 28: Consumption category for breakfast, February, 2021
      • Figure 29: Breakfast preference, March, 2021
    • Meal replacement is not an effective way of communication
      • Figure 30: % point change of penetration between 2020 and 2021, by category
    • More often at home choices needs quicker solutions
      • Figure 31: Breakfast preference, by frequency of eating at home, February 2021
      • Figure 32: Frequency of having breakfast at home, by children in households, February 2021
  13. Consumption Frequency

    • Cooking at home stays stable in post-epidemic time
      • Figure 33: Purchasing channel, February, 2021
      • Figure 34: % point change among different frequency users between 2020 and 2021, China
    • Coffee shops gain more users
      • Figure 35: Croissant siu mai pairing with coffee, Wuhan, China, 2021
  14. Breakfast Drinks

    • Dairy drinks are the priority choice
      • Figure 36: Breakfast drinks, February, 2021
      • Figure 37: Penetration of certain breakfast drinks, by frequency of having breakfast at home, February 2021
    • Preference of drinks show regional differences
      • Figure 38: Penetration of certain breakfast drinks, by region, February 2021
    • Sparkling water is full of potential for working days’ breakfast
      • Figure 39: Breakfast needs on working days, by certain drinks, February 2021
  15. Breakfast Needs by Occasions

    • Quick and value for working days while novelty and variety for days-off
      • Figure 40: Breakfast needs by occasions, February, 2021
    • Females are more demanding on working days while males on day-off
      • Figure 41: Breakfast needs on working days, by gender, February 2021*
      • Figure 42: Breakfast needs on days-off, by gender, February 2021*
    • Cereals and Chinese-style instant breakfast drinks can satisfy needs of working days
      • Figure 43: Breakfast needs on working days, by breakfast category, February 2021
      • Figure 44: Average satisfaction of needs on working days*, by breakfast categories, February 2021
  16. Healthy Breakfast Preference

    • Balanced nutrition and freshness are the essential
      • Figure 45: Healthy breakfast preference, February, 2021
    • Balanced nutrition and freshness are the triggers for less-often consumers
      • Figure 46: Selected healthy breakfast preference, by occasion and frequency, February 2021
    • Hot not necessarily equals to healthy
  17. All-day Breakfast

    • Most consumers would like to try all-day breakfast
    • Signature products also shine in non-breakfast time
      • Figure 47: Reasons for all-day breakfast, February, 2021
    • Balanced nutrition is not attractive enough for Gen Z outside breakfast time
      • Figure 48: Selected preference of healthy breakfast foods, by age group, February, 2021
      • Figure 49: Selected consumption reason for all-day breakfast foods, by age group, February, 2021
  18. Appendix – Market Size and Forecast

      • Figure 50: Breakfast spending, China, 2015-2025
  19. Appendix – Market Segmentation

      • Figure 51: Retail market value of in-home breakfast, China, 2015-2025
      • Figure 52: Retail market value of out-of-home breakfast, China, 2015-2025
  20. Appendix – Methodology and Abbreviations

    • Methodology
    • Abbreviations

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This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

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