- Contents
- *Overview
- What you need to know
- Key issues covered in this Report
- Covered in this Report
- Definitions
What you need to know
69% of respondents have breakfast at home more often to pursue balanced nutrition and freshness, though one year after the outbreak.
Although COVID-19 hit the breakfast market in 2020, it still grew at a 1.2% growth rate, with the in-home market enjoying the highest growth rate over the past five years, seeing more at-home breakfast occasions. Out-of-home has a big retracement due to losses from foodservice and small business, but it will recover soon as consumers’ willingness to pay more for eating out picks up. Overall, the breakfast market is dynamic and expects to recover to previous growth soon.
The biggest breakfast market challenge still lies in COVID-related public news. When there was big news concerning the epidemic, consumers’ willingness to dining-out dropped considerably. It is believed that the fluctuation will be less sensitive as the vaccination programme rolls out in the future.
Though hit by COVID-19, the market benefits largely in the in-home sector. More at-home breakfast occasions also accelerate innovations in healthier, quicker and smaller size directions to fit modern city life. Based on balanced nutrition and freshness, upgraded RTE breakfast products will be on-trend in the near future.
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?
Covered in this Report
The Report looks into Chinese consumers’ breakfast habits and spending, both in and out of the home.
In-home: includes everything people eat for breakfast at home – without the need to either go out of home or order food delivery. In-home breakfast occasions cover cooking from scratch, eating prepared meals and packaged foods and beverages.
Out-of-home: includes everything people buy out of the home or from delivery. Out-of-home breakfast occasions cover buying from retailers (eg convenience stores, supermarkets, etc), foodservice operators (eg fast food, coffee houses, bakery stores, etc), independent food stores, kiosks and food stalls. Spending on food delivery is also included.
Definitions
For the purpose of this Report, Mintel has defined those consuming breakfast ‘4-5 times or more a week’ as heavy users, ‘1-3 times a week’ and ‘2-3 times a month’ as medium users, ‘once a month or less’ as occasional users, and those who have not consumed it in the last three months as non-users.
