What you need to know
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.
COVID-19 has undoubtedly put a brake on brunch and afternoon tea catering given that consumers have become more prudent towards such discretionary spending. Therefore, players in the market need to carry out corresponding adjustments to their menus and take differentiated business approaches when targeting different demographics.
Key issues covered in this Report
What’s the landscape of brunch and afternoon tea market in China?
What impact has COVID-19 cast on the market and where is the market headed in the post-COVID era?
What are the trendy dishes on brunch and afternoon tea menus for the time being? And what will likely be trendy in the future?
What are the potential opportunities to attract more consumers?
What are consumers’ preferred meal solutions for brunch and afternoon tea respectively?
How much have surveyed consumers spent on brunch or afternoon tea in the last 12 months?
Report scope
Brunch and afternoon tea are loosely defined in the domestic markets as Chinese consumers hold various interpretations of the two occasions. Conventionally speaking, brunch is originated from the West and its dining time usually lasts from 11am-1/2pm, while some domestic restaurants start to serve brunch from 10am or even earlier. However, on top of this, belated breakfast, whether it’s missed because of a hectic weekday morning or because of oversleeping on weekends, is also considered brunch among local consumers. This also applies to the afternoon tea, which traditionally should refer to the Western-style dining-in afternoon tea, but thanks to the rise of the snacking trend, consumers are expanding the border of afternoon tea to include small treats such as tea drinks from tea houses.
