Table of Contents
Executive Summary
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- The market
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- Figure 1: Breakfast spending, China, 2015-2025
- Companies and brands
- The consumer
- Consumers are embracing both Chinese and Western breakfast
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- Figure 2: Consumption category for breakfast, February, 2021
- Cooking at home is still on-trend, but there is a chance for coffee shops
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- Figure 3: Purchasing channel, February, 2021
- Milk and dairy alternatives dominate breakfast drinks
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- Figure 4: Breakfast drinks, February, 2021
- Different needs for working days and days-off
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- 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
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- Figure 6: Reasons for all-day breakfast, February, 2021
- What we think
Issues and Insights
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- 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
The Market – What You Need to Know
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- 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
Market Size and Forecast
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- The market sustained a slowed growth credited to the in-home segment
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- Figure 7: Breakfast spending, China, 2016-2020
- Back to strong upward trend in the next five years
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- Figure 8: Breakfast spending, China, 2015-2025
Market Factors
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- More in-home meals for hygiene
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- Figure 9: Consumption change after COVID-19, February, 2021
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- Figure 10: Trend of consumers spending more on in-home food, China, February-2020 April 2021
- Eating out is influenced by public epidemic information
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- 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
Market Segmentation
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- In-home is the definite ace with robust growth
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- Figure 12: Market value of in-home breakfast foods, China, 2015-2025
- Out-of-home lose temporarily but will recover soon
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- Figure 13: Market value of out-of-home breakfast foods, China, 2015-2025
Companies and Brands – What You Need to Know
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- Value-for-money and regional breakfast
- Quicker, smaller and healthier breakfast solution
Competitive Strategies
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- Betting on cost-effective breakfast combo
- McDonald’s super value breakfast month
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- Figure 14: Official announcement of super value breakfast month, McDonald’s, China, 2020
- Starbucks rolled out RMB15 breakfast line
- Regional breakfast
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- Figure 15: Examples of national fast food brands launching regional cuisine as breakfast, China, 2021
- Babi Food got listed
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- Figure 16: Short shelf-life steamed buns from Babi Food, China, 2020
New Product Trends
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- Buoyant breakfast innovations in China
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- 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
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- 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
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- Figure 21: Top 10 claims in breakfast new launches of food and drinks, China, MAT2016 (April)-2021
- Figure 22: GoOats’ Oatmeal Ball, US, 2020
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- 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
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- Figure 25: Plant-based Panini from FamilyMart, China, April 2021
- Figure 26: Plant-based meat breakfast line from McDonald’s, China, 2021
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- Figure 27: Starbucks GoodGood plant-based products, China, 2020
The Consumer – What You need to Know
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- 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
Consumption Category
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- Opportunity for Chinese and Western fusion
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- Figure 28: Consumption category for breakfast, February, 2021
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- Figure 29: Breakfast preference, March, 2021
- Meal replacement is not an effective way of communication
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- Figure 30: % point change of penetration between 2020 and 2021, by category
- More often at home choices needs quicker solutions
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- Figure 31: Breakfast preference, by frequency of eating at home, February 2021
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- Figure 32: Frequency of having breakfast at home, by children in households, February 2021
Consumption Frequency
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- Cooking at home stays stable in post-epidemic time
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- Figure 33: Purchasing channel, February, 2021
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- Figure 34: % point change among different frequency users between 2020 and 2021, China
- Coffee shops gain more users
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- Figure 35: Croissant siu mai pairing with coffee, Wuhan, China, 2021
Breakfast Drinks
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- Dairy drinks are the priority choice
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- Figure 36: Breakfast drinks, February, 2021
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- Figure 37: Penetration of certain breakfast drinks, by frequency of having breakfast at home, February 2021
- Preference of drinks show regional differences
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- Figure 38: Penetration of certain breakfast drinks, by region, February 2021
- Sparkling water is full of potential for working days’ breakfast
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- Figure 39: Breakfast needs on working days, by certain drinks, February 2021
Breakfast Needs by Occasions
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- Quick and value for working days while novelty and variety for days-off
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- Figure 40: Breakfast needs by occasions, February, 2021
- Females are more demanding on working days while males on day-off
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- Figure 41: Breakfast needs on working days, by gender, February 2021*
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- Figure 42: Breakfast needs on days-off, by gender, February 2021*
- Cereals and Chinese-style instant breakfast drinks can satisfy needs of working days
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- Figure 43: Breakfast needs on working days, by breakfast category, February 2021
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- Figure 44: Average satisfaction of needs on working days*, by breakfast categories, February 2021
Healthy Breakfast Preference
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- Balanced nutrition and freshness are the essential
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- Figure 45: Healthy breakfast preference, February, 2021
- Balanced nutrition and freshness are the triggers for less-often consumers
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- Figure 46: Selected healthy breakfast preference, by occasion and frequency, February 2021
- Hot not necessarily equals to healthy
All-day Breakfast
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- Most consumers would like to try all-day breakfast
- Signature products also shine in non-breakfast time
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- Figure 47: Reasons for all-day breakfast, February, 2021
- Balanced nutrition is not attractive enough for Gen Z outside breakfast time
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- Figure 48: Selected preference of healthy breakfast foods, by age group, February, 2021
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- Figure 49: Selected consumption reason for all-day breakfast foods, by age group, February, 2021
Appendix – Market Size and Forecast
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- Figure 50: Breakfast spending, China, 2015-2025
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Appendix – Market Segmentation
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- 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
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Appendix – Methodology and Abbreviations
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- Methodology
- Abbreviations
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