2020
0
China Menu Insights – Brunch and Afternoon Tea 2020
2020-10-13T04:01:25+01:00
OX994800
3695
125817
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Report
en_GB
“Western-style brunch and afternoon tea have started becoming viral in China as each meal occasion has garnered an incidence of around 70%. However, the high penetration rate doesn’t translate into…

China Menu Insights – Brunch and Afternoon Tea 2020

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Report Summary

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Providing the most comprehensive and up-to-date information and analysis of the Menu Insights – Brunch and Afternoon Tea – China market, and the behaviours, preferences and habits of the consumer.

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What are the key challenges facing the industry? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

Covered in this report

Western-style brunch and afternoon tea are emerging meal
occasions in China, and have recorded high incidence among
consumers. This results from consumers’ growing inclusiveness
about the two meal occasions as well as the fact that both meal
occasions are loosely defined in the domestic market. Even
though a high incidence has been recorded, it doesn’t mean
that the market has turned mature. Future competition will be
escalating up another notch as different venues will rush to attract
consumers and grab a bite of the market.

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Expert analysis from a specialist in the field

Written by Wen Yu, a leading analyst in the Food & Drink sector, his extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

Western-style brunch and afternoon tea have started becoming viral in China as each meal occasion has garnered an incidence of around 70%. However, the high penetration rate doesn’t translate into a mature market given that both meal occasions are loosely defined. In order to stand out in the fierce market in the future, players need to take bold moves in recipe innovation, such as applying plant-based ingredients, and to provide a trendy and modern dining experience.
Wen Yu
Food & Drink Analyst

Table of Contents

  1. Overview

    • What you need to know
      • Key issues covered in this Report
        • Report scope
        • Executive Summary

            • The market
              • Consumers’ rising acknowledgement of the emerging meal occasions
                • Afternoon tea thrives with absorbing crossover players
                  • Chinese-style afternoon tea gets pumped up to steal the glamour
                    • Impact of COVID-19 on Brunch and Afternoon Tea
                      • COVID-19 trimmed consumer footfall and spending
                        • More hotels may join the game due to the COVID-19 outbreak
                          • Figure 1: Short, medium and long-term impact of COVID-19 on brunch and afternoon tea, September 2020
                        • The consumer
                          • A potentially fierce market of brunch and afternoon tea catering down the road
                            • Figure 2: Brunch and afternoon tea dining venue on weekdays and on weekends, May 2020
                          • Brunch alleviates hunger as dish preference among different demographics diverges
                            • Figure 3: Dish preference for brunch, May 2020
                          • Afternoon tea-goers embrace cake and yogurt
                            • Figure 4: Dish preference for afternoon tea, May 2020
                          • Similar drink choice for brunch and afternoon tea as top picks belong to coffee, juice and tea
                            • Figure 5: Drink choice for brunch, May 2020
                            • Figure 6: Drink choice for afternoon tea, May 2020
                          • Novel meal occasions are translated to being trendy and modern
                            • Figure 7: Meal perception, May 2020
                          • Consumers pay RMB50-99 for brunch and afternoon tea
                            • Figure 8: Typical spending on brunch and afternoon tea, May 2020
                          • What we think
                          • Issues and Insights

                            • Brunch can become a fertile trial ground for new menu offers
                              • The facts
                                • The implications
                                  • Indulgence is the keyword for afternoon tea-goers
                                    • The facts
                                      • The implications
                                        • Hotels need to accelerate in catering brunch/afternoon tea to ride out financial cushion arising from COVID-19
                                          • The facts
                                            • The implications
                                            • The Market – What You Need to Know

                                              • Domestic consumers’ inclusiveness of exotic meal occasions elevates
                                                • COVID-19 put a brake on brunch and afternoon tea catering
                                                  • Luxury brands resonate with indulgent afternoon tea
                                                    • A rise of local elements in Western-style afternoon tea
                                                    • Market Factors

                                                      • Young consumers’ exposure to Western lifestyle drives interest in brunch and afternoon tea
                                                        • Eat with eyes – growing interest in food presentation and “displaying” lifestyle on social media
                                                          • Booming tea drink business breeds an afternoon tea habit
                                                            • More prudent spending sentiment after the outbreak
                                                            • Market Highlights

                                                              • Luxury brands leave footprints in afternoon tea catering
                                                                • Figure 9: Tiffany Blue Box Café in Shanghai
                                                              • Brunch becomes a new forefront to diversify revenue pathways
                                                                • Figure 10: ZMAX’s brunch sample
                                                              • McDonald’s filed for trademark “McBrunch” with little follow-up action
                                                              • Menu Observation

                                                                • Similar menus with a few must-haves…
                                                                  • Figure 11: Eggs benedict
                                                                • …while exotic restaurants continue stunning the local markets
                                                                  • Figure 12: Turkish king breakfast set from Rumi’s Secret
                                                                  • Figure 13: Soybean milk smoothie from EAU Café
                                                                • Hotels start blending Chinese elements in afternoon tea
                                                                  • Figure 14: Chinese-style afternoon tea from Golden Tulip Shanghai Rainbow Hotel
                                                                  • Figure 15: Traditional Chinese set-up
                                                                  • Figure 16: Themed Chinese-style afternoon tea set from NUO Hotel Beijing
                                                              • The Consumer – What You Need to Know

                                                                • Brunch and afternoon tea have penetrated to a sizeable population
                                                                  • Consumers aim to get their stomach filled at brunch
                                                                    • Afternoon tea is associated with sweet indulgences
                                                                      • Brunch and afternoon tea can be interpreted in various ways
                                                                      • Venue of Consumption

                                                                        • Both brunch and afternoon tea have gained traction among local consumers
                                                                          • Figure 17: Brunch and afternoon tea dining venue on weekdays and on weekends, May 2020
                                                                        • Fast food restaurants excel at attracting brunch eaters
                                                                          • Figure 18: Brunch dining venue on weekdays and on weekends, May 2020
                                                                        • Employees at foreign enterprises comprise a big share of afternoon tea-goers
                                                                          • Figure 19: Afternoon tea dining venue on weekdays, by company type, May 2020
                                                                          • Figure 20: Afternoon tea dining venue on weekends, by company type, May 2020
                                                                      • Dish Preference for Brunch

                                                                        • Addressing the hunger call is the priority at brunch
                                                                          • Figure 21: Dish preference for brunch, May 2020
                                                                        • Families with kid(s) opt for big serving staples
                                                                          • Figure 22: Dish preference for brunch, by family structure, May 2020
                                                                          • Figure 23: Premium Spaghetti, Nigeria, 2020
                                                                          • Figure 24: Dietetic Basil Spaghetti, Argentina, 2020
                                                                        • Healthier and lighter bites appeal to females
                                                                          • Figure 25: Dish preference for brunch, by gender, May 2020
                                                                      • Dish Preference for Afternoon Tea

                                                                        • Sweet indulgence at afternoon tea with a sip of dietary yogurt
                                                                          • Figure 26: Dish preference for afternoon tea, May 2020
                                                                        • Weekend afternoon tea: niche Western snacks find a place at hotels
                                                                          • Figure 27: Dish preference for weekend afternoon tea, by meal location – “hotel”, May 2020
                                                                        • Young consumers crave a sweet and creamy bite
                                                                          • Figure 28: Dish preference for afternoon tea – “ice cream & slushie”, by age, May 2020
                                                                          • Figure 29: Dish preference for afternoon tea – “yogurt”, by age, May 2020
                                                                      • Drink Choice

                                                                        • Brunch eaters order different drinks with different purposes…
                                                                          • Figure 30: Drink choice – “brunch”, May 2020
                                                                        • …while afternoon tea-goers’ top drink choice is tea
                                                                          • Figure 31: Drink choice – “afternoon tea”, May 2020
                                                                        • Alcohol drinkers gorge themselves with meat at brunch
                                                                          • Figure 32: Dish preference for brunch – “meat”, by drink choice for brunch, May 2020
                                                                      • Meal Perception

                                                                        • Brunch/afternoon tea becomes an equivalent to modern life
                                                                          • Figure 33: Meal perception, May 2020
                                                                          • Figure 34: Meal perception – “suitable for treating myself & suitable for friends’ union & bourgeois”, by age, May 2020
                                                                        • Females prefer to bond with family/friends at brunch/afternoon tea
                                                                          • Figure 35: Meal perception – “suitable for friends’ union” & “suitable for parent-kid interaction”, by gender and age, May 2020
                                                                      • Spending Level

                                                                        • Typical spending is in the range of RMB50-99
                                                                          • Figure 36: Typical spending on brunch and afternoon tea, May 2020
                                                                        • High spenders prefer novel Western-style dishes
                                                                          • Figure 37: Dish preference for brunch, by spending level, May 2020
                                                                        • High spenders have a huge crush on afternoon tea sweets
                                                                          • Figure 38: Dish preference for afternoon tea, by spending level, May 2020
                                                                      • Meet the Mintropolitans

                                                                        • High penetration rate of brunch and afternoon tea among Mintropolitans
                                                                          • Figure 39: Meal penetration – “have not had in the last 12 months”, by consumer classification, May 2020
                                                                          • Figure 40: Meal penetration, by consumer classification, May 2020
                                                                        • Fizzy and alcoholic drinks win over MinTs’ favour
                                                                          • Figure 41: Drink choice for brunch, by consumer classification, May 2020
                                                                          • Figure 42: Drink choice for afternoon tea, by consumer classification, May 2020
                                                                      • Appendix – Methodology and Abbreviations

                                                                        • Methodology
                                                                          • Abbreviations

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