Table of Contents
Overview
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- What you need to know
- Products covered in this Report
- Demographic classification
- Personal income
- Household income
Executive Summary
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- The market
- Food catering market is recovering
- New dietary guidelines to be considered on the menu
- Menu innovation to attract indulgence-seeking consumers
- Social media generates popularity
- Companies and brands
- Healthier food from fast food restaurants
- Limited editions stir excitement
- Local street food goes premium
- More information and innovation on the names
- Innovation highlights
- The consumer
- Consumers prefer different staple food for breakfast
- Western staple food is popular amongst mid to high earners
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- Figure 1: Staples consumed at breakfast, lunch and dinner, June 2016
- Preference for breakfast side dish also differs from lunch and dinner
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- Figure 2: Side dishes consumed at breakfast, lunch and dinner, June 2016
- Western fast food chains remain the top choice when eating out, while Western-style restaurants appeal to mid to high earners
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- Figure 3: Venues for eating out, June 2016
- Greater budget difference between high and low earners for breakfast and dinner
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- Figure 4: Budget for eating out at breakfast, lunch and dinner, June 2016
- Consumers are most likely to eat breakfast out of home but not for dinner
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- Figure 5: Preference for eating out for three meals, June 2016
- Set meals are more appealing to consumers with children
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- Figure 6: Preference for Western food and set meals, June 2016
- Optional portion sizes are the most attractive personalisation service
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- Figure 7: Preferences towards personalised services offered by restaurants, June 2016
- What we think
Issues and Insights
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- Developing separate menus for the three meals is essential
- The facts
- The implications
- Flexible portion size can boost appeal
- The facts
- The implications
- Offering kids’ menus to attract families
- The facts
- The implications
- Opportunity for freshly made tea
- The facts
- The implications
The Market – What You Need to Know
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- Restaurants to become reliable venues for daily three meals
- Menu innovation to attract indulgence-seeking consumers
- New dietary guidelines to be considered on the menu
- Social media generates popularity while food quality remains top priority
Market Trends
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- Restaurants to become reliable venues for daily three meals
- Menu innovation to attract indulgence-seeking consumers
- New dietary guidelines to be considered in designing the menu
- Social media generates popularity while food quality remains top priority
Companies and Brands – What You Need to Know
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- Healthier food from fast food restaurants
- Limited editions stir excitement
- Local street food going premium
- More information and innovation on the names
- Innovation highlights
Competitive Strategies
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- Healthier food from fast food restaurants
- Limited editions stir excitement
- Local street food going premium
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- Figure 8: Taoyuan Village restaurant and the food, Shanghai, September 2016
- More information and innovation on the names
Who’s Innovating?
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- Hot pot in a fast food restaurant
- Secret menu
- Edible straws
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- Figure 9: Edible straw in Starbucks, Shanghai, July 2016
- Desserts with chia seeds
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- Figure 10: Pret’s dessert with chia seeds, Shanghai, September 2016
The Consumer – What You Need to Know
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- Consumers prefer different staple food for breakfast
- Western staple food is popular amongst mid to high earners
- Egg, dairy and cake are essential at breakfast, while alcoholic drinks are important on the dinner menu
- Freshly made coffee and tea are more appealing to mid to high earners, alcoholic drinks attract more males
- Western fast food chains are the top choice when eating out
- Greater budget difference is observed between high and low earners for breakfast and dinner, compared to lunch
- Consumers are more likely to have breakfast out
- Set meals are more appealing to consumers with children
- Optional portion sizes are the most attractive personalisation service
Staple Food Preference
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- Consumers’ preference for staple food of breakfast differs from that of lunch and dinner
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- Figure 11: Staples consumed at breakfast, lunch and dinner, June 2016
- For breakfast, Western food is popular among young consumers
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- Figure 12: Staples consumed at breakfast, by gender and age, June 2016
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- Figure 13: Staples consumed at breakfast, by personal income and city tier, June 2016
- Western staple food for lunch is popular among mid to high earners, but not necessarily in tier one cities
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- Figure 14: Staples consumed at lunch, by age and personal income, June 2016
- For dinner, pasta is more popular among mid to high earners
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- Figure 15: Staples consumed at dinner, by age and personal income, June 2016
Side Dish Preference
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- Egg, dairy and cake are essential in breakfast menu
- Alcoholic drinks are important on the dinner menu
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- Figure 16: Side dishes consumed at breakfast, lunch and dinner, June 2016
- Freshly made coffee and tea are more appealing to mid to high earners
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- Figure 17: Side dishes consumed at breakfast, by demographics, June 2016
- Consumers in their twenties have more types of side dish for lunch
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- Figure 18: Side dishes consumed at lunch, by age, June 2016
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- Figure 19: Side dishes consumed at lunch, by gender and personal income, June 2016
- For dinner, soft drinks, cake and ice cream are appealing to twenties
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- Figure 20: Side dishes consumed at dinner, by age, June 2016
Health Perceptions of Different Types of Fat
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- Fat from olive oil is considered to be the healthiest
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- Figure 21: Health perceptions of different types of fat, August 2016
- Consumers with higher education degree tend to recognise the healthiness of fat from different sources
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- Figure 22: Agreement on the fat being “very healthy” and “somewhat healthy” from different sources, by demographics, August 2016
Eating Out Habits
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- Western fast food chains enjoy highest popularity when eating out
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- Figure 23: Venues for eating out, June 2016
- Hot spot restaurants and specialty restaurants see decrease
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- Figure 24: Venues for eating out, June 2016 and November 2014
- Consumers in their twenties are more exploratory about dining venues
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- Figure 25: Venues for eating out, by age, June 2016
- Mid to high earners tend to visit more foreign-style restaurants
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- Figure 26: Venues for eating out, by personal income, June 2016
- Buffets are more popular in tier two and three cities
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- Figure 27: Venues for eating out, by city tier and region, June 2016
Meal Budget
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- Consumers’ budget for lunch and dinner falls into a wide price spectrum
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- Figure 28: Budget for eating out at breakfast, lunch and dinner, June 2016
- Consumers in the North spend more on breakfast and lunch
- Restaurants to offer various price ranges for breakfast and dinner
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- Figure 29: Average budget for eating out, by demographics, June 2016
Eating Habits
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- Preference for eating out
- Breakfast shows potential
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- Figure 30: Preference for eating out for three meals, June 2016
- Families with children tend to have breakfast and lunch out, and those in their twenties are keener to have dinner out
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- Figure 31: Preference for eating out for three meals, be demographics, June 2016
- Western-style staple food is generally more popular among consumers who prefer eating out
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- Figure 32: Staple food for three meals, by preference of dining out, June 2016
- Drinks and dessert are important for consumers who prefer having dinner out of home
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- Figure 33: Side dish for three meals, by preference of dining out, June 2016
- Preference for set meals
- Set meals are more appealing to consumers with children
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- Figure 34: Preference for set meals over picking and mixing when eating out, by presence of children in the household and city tier, June 2016
- Preference for Western food
- Western restaurant enthusiasts skew to mid to high earners
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- Figure 35: Preference for Western restaurants, by demographics, June 2016
- Western-style restaurant enthusiasts are willing to pay more when dining out
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- Figure 36: Average meal budget among consumers who prefer Western restaurants, June 2016
Personalisation Needs
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- Optional portion sizes are the most attractive personalisation service
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- Figure 37: Preferences towards personalised services offered by restaurants, June 2016
- Optional portion sizes can appeal to females and singles
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- Figure 38: Preferences towards personalisation services offered by restaurants, by demographics, June 2016
- Opportunity to attract tier two and three city consumers by offering personalisation services
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- Figure 39: Preferences towards personalisation services offered by restaurants, by city tier, June 2016
Meet the Mintropolitans
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- Mintropolitans may be more attracted to a balanced diet
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- Figure 40: Agreement on the fat being “very healthy” and “somewhat healthy” from different sources, by consumer classification, August 2016
- Mintropolitans are more likely to visit foreign-style restaurants
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- Figure 41: Venues for eating out, by consumer classification, June 2016
- The difference of meal budget is the largest when it comes to breakfast
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- Figure 42: Average budget for eating out, by consumer classification, June 2016
- Selection of cooking methods and specialised set meals are most attractive to Mintropolitans
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- Figure 43: Preferences towards personalisation services offered by restaurants, by consumer classification, June 2016
Appendix
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- Methodology
- Abbreviations
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