Table of Contents
Introduction
-
- Definition
- Type
- Channel
- Report structure
- Methodology
- Abbreviations
Executive Summary
-
- The market
- The breakfast market expands rapidly thanks to strong demand
-
- Figure 1: China urban breakfast market size, 2012
- Market outlook
- Developments in the breakfast market
- Market drivers and barriers
- Market segmentation
- Companies and brands
- Trends and latest developments
- The consumer
- Frequency of having breakfast by location
-
- Figure 2: Frequency of having breakfast, by channel, June 2013
- Spending on breakfast foods
-
- Figure 3: Spending on breakfast foods, by channel, June 2013
- Types of breakfast foods eaten
-
- Figure 4: Types of breakfast foods eaten most often, June 2013
- Attitudes towards Chinese and western breakfast foods
-
- Figure 5: Attitudes towards Chinese and western breakfast foods, June 2013
- Attitudes towards breakfast foods for children
-
- Figure 6: Attitudes towards breakfast foods for children, June 2013
- General attitudes towards breakfast foods
-
- Figure 7: General attitudes towards breakfast foods, June 2013
- Key trends
- Key issue: Unlocking consumers’ hidden breakfast needs
- Key issue: The market has not kept pace with consumers’ growing demand for convenience
- Key issue: Challenges and opportunities for organic breakfast
- What we think
The Market
-
- Key points
- Market overview
- Breakfast market rapidly expands via strong demand
-
- Figure 8: China urban value sales of breakfast foods, December 2012
- Market outlook
- Channel implications
- Fast food chains and convenience stores
- Food stalls
- Hypermarkets and supermarkets
- Bakery houses
- Coffee shops
- Casual restaurants
- Developments in the breakfast market
- Breakfast market evolves in style and variety
-
- Figure 9: Traditional breakfast dishes in Beijing, August 2013
- Figure 10: Traditional breakfast dishes in Tianjing, 2013
-
- Figure 11: Traditional breakfast dishes in Shanghai, August 2013
- Figure 12: Traditional breakfast dishes in Guangzhou, August 2013
- Customised solutions are needed to entrench the breakfast culture
- Market drivers
- Rising disposable income drives discretionary spending on out-of-home breakfast
- Demand for convenience creates opportunities for time-saving breakfast solutions
-
- Figure 13: New product launches in the China breakfast cereals and bread and baked goods market, by top 10 claims, 2010-13*
- Central kitchen and mass production serve more people
- Market barriers
- Food safety concerns and law enforcement
- Low profitability of breakfast business
- Accessibility of breakfast out-of-home
- Market segmentation
- Definition
-
- Figure 14: Spending on breakfast, by channel, July 2003
- High-end segment
- Middle-market segment
- Low-end segment
Companies and Brands
-
- Key points
- Trends and latest developments
- Breakfast meal deals attract footfall to stores
- Foreign cuisines gaining increasing acceptance
- Government launches breakfast programme
- Companies
- Modern trade – hypermarkets, supermarkets and convenience stores
- Family Mart
-
- Figure 15: Family Mart’s breakfast foods packages, August 2013
- Western fast food chain
- McDonald’s
-
- Figure 16: McDonald’s “International Breakfast Day” campaign, March 2013
- KFC
-
- Figure 17: KFC’s Breakfast set meals, August 2013
- Chinese fast food chain
- Yonghe King
- Coffee shop
- Starbucks
-
- Figure 18: Starbucks breakfast, October 2012
- Casual restaurant
- Pizza Hut
-
- Figure 19: Pizza Hut breakfast set meals and free beverage refill, June 2012
- Bakery house
- 85°C
- Food stall
- Babi Food
The Consumer – Frequency of Having Breakfast from Different Locations
-
- Key points
- Breakfast consumption frequency varies by channel
-
- Figure 20: Frequency of having breakfast, by channel, June 2013
- Economic freedom influences channel selection
-
- Figure 21: Frequency of having breakfast prepared at home, by selected demographics, June 2013
-
- Figure 22: Frequency of having breakfast from a fast food chain, by demographics, June 2013
- Education, income level and city tier distinguish consumers using food stalls and convenience stores
-
- Figure 23: Frequency of having breakfast from a convenience store, by demographics, June 2013
-
- Figure 24: Frequency of having breakfast from a food stall, by demographics, June 2013
- Other retail channels are dominated by high earners
-
- Figure 25: Frequency of having breakfast from other retail channels, by demographics, June 2013
The Consumer – Spending on Breakfast Foods
-
- Key points
- Definition
- Western breakfast loyalists are willing to spend more on home breakfast
-
- Figure 26: Spending on breakfast foods, by type of breakfast eaten most often, June 2013
- Flexible prices in food stalls attract both low and middle spenders
- Fierce competition among channels targeting middle spenders
-
- Figure 27: Spending on breakfast foods, by channel, June 2013
The Consumer – Types of Breakfast Foods Eaten Most Often
-
- Key points
- Chinese breakfast remains most popular
-
- Figure 28: Types of breakfast foods eaten, June 2013
- Chinese and Western breakfast loyalists show distinct demographic profiles
-
- Figure 29: Types of breakfast foods eaten most often, by demographics, June 2013
The Consumer – Attitudes Towards Chinese and Western Breakfast Foods
-
- Key points
- Organic ingredients have bright prospect
- Expanding product types and distribution networks are top priorities
-
- Figure 30: Attitudes towards Chinese and western breakfast foods, June 2013
The Consumer – Attitudes Towards Breakfast Foods for Children
-
- Key points
- Growing interest in organic and green breakfasts for children
- Children’s meals are in strong demand
- Food safety and nutrition are important to parents
-
- Figure 31: Attitudes towards breakfast foods for children, June 2013
The Consumer – General Attitudes Towards Breakfast Foods
-
- Key points
- Convenient and quick-to-prepare breakfasts fit with tempo of modern life
-
- Figure 32: Attitudes towards convenience aspects of breakfast foods, June 2013
- Health-conscious consumers call for fresh, natural and low calorie breakfast
-
- Figure 33: Attitudes towards healthy aspects of breakfast foods, June 2013
- A need to address food safety and quality perceptions in low-end segments
-
- Figure 34: Attitudes towards quality aspects of breakfast foods, June 2013
Key Issue – Unlocking Consumers’ Hidden Breakfast Needs
-
- Key points
- “Sub-health” is a real concern for the working population
-
- Figure 35: Health issues among Chinese consumers, November 2012
- Most consumers worry about the nutrition of out-of-home breakfasts
-
- Figure 36: Agreement with the statement “The nutrition provided by out-of-home breakfast foods tend to be less balanced”, June 2013
- A re-interpretation of traditional Chinese nutritional beliefs
-
- Figure 37: Attitudes towards eating in the past 12 months, November 2012
- Food therapy has a role to play in combatting sub-health
- Adapting breakfast foods to suit modern health concerns: Chinese breakfasts
- Traditional breakfast options offer questionable health benefits…
- … but some outlets are adapting traditional options
-
- Figure 38: Yonghe King breakfast set meal options, August 2013
- Adapting breakfast foods to suit modern health concerns: Western breakfasts
- Western breakfasts are not necessarily a healthier option…
- …but some operators are trying to improve their nutritional information
-
- Figure 39: McDonald’s nutrition calculator, August 2013
- Food safety still the major concern, but nutrition is growing in importance
- Food pyramid paves the way for nutritionally balanced breakfasts
-
- Figure 40: Pizza Hut’s breakfast set, August 2013
- Opportunities in the current breakfast business
- Convenience stores
-
- Figure 41: Family Mart shelf with fruit and vegetable products, August 2013
-
- Figure 42: Attitudes towards breakfast foods sold in convenience stores, June 2013
- Fast food chains
- Hypermarket, supermarket and food stalls
- Bakery houses and coffee shops
- What does it mean?
Key Issue – The Market has not Kept Pace with Consumers’ Growing Demand for Convenience
-
- Key points
- The crux of weekday breakfast choice lies in convenience
- Current distribution networks are highly fragmented
- Commuting creates opportunities for on-the-go breakfasts
-
- Figure 43: Beijing and Shanghai weekly subway passenger numbers, August 2013
- On-the-go occasion demands thoughtful packaging design
-
- Figure 44: Consumer attitudes to the availability of on-the-go hot breakfasts, June 2013
- Convenience of opening
-
- Figure 45: Convenience store sushi rolls, August 2013
- Convenience of carrying
-
- Figure 46: Attitude towards the healthiness of cold breakfasts, June 2013
-
- Figure 47: Seven-Eleven’s hot soymilk, August 2013
- Convenience of consumption
-
- Figure 48: Bakery house sandwich, August 2013
- Innovation in convenient usage in the international market
-
- Figure 49: Examples of convenient packaging breakfast for eat-on-the-go in international markets, 2013
- Home breakfast choice driven by preparation time
-
- Figure 50: Attitude towards breakfast preparation times, June 2013
-
- Figure 51: CJ Bibigo Xian Cai Zhu Rou Shui Jiao (Vegetable and Pork Dumplings), 2013
-
- Figure 52: Top 5 claims on new breakfast cereals products launched in China, share of all launches in the segment, 2010-13
-
- Figure 53: Quaker Zi Yang Yan Mai Zhou (Healthy Oat Porridge), 2013
- What does it mean?
Key Issue – Challenges and Opportunities in Organic Breakfast
-
- Key points
- Food safety and health awareness increase demand for organic food in the breakfast market
-
- Figure 54: Attitudes towards organic breakfast foods, June 2013
- Half of parents want more organic breakfast options for their children
-
- Figure 55: Attitudes towards breakfast foods for children, June 2013
- High costs limit the supply of organic food
- Organic still has a relatively narrow appeal
- Organic breakfast foods are an untapped opportunity
- Retail sector
-
- Figure 56: Organic instant and quick-to-prepare breakfast foods in China, 2013
- Figure 57: Organic fruit, vegetable and bakery products in the international markets, 2013
- Bakery and coffee shop sector
- Low profit margins in breakfasts can put suppliers off organic
- Companies can benefit from consumers’ willingness to invest in their health
- What does it mean?
Appendix – Frequency of Having Breakfast from Different Locations
-
-
- Figure 58: Frequency of having breakfast, by channel, June 2013
- Figure 59: Frequency of having breakfast prepared at home, by demographics, June 2013
-
- Figure 60: Frequency of having breakfast prepared at home, by demographics, June 2013
- Figure 61: Frequency of having breakfast from a fast food chain, by demographics, June 2013
-
- Figure 62: Frequency of having breakfast from a fast food chain, by demographics, June 2013
- Figure 63: Frequency of having breakfast from a food stall, by demographics, June 2013
-
- Figure 64: Frequency of having breakfast from a food stall, by demographics, June 2013
- Figure 65: Frequency of having breakfast from a convenience store, by demographics, June 2013
-
- Figure 66: Frequency of having breakfast from a convenience store, by demographics, June 2013
- Figure 67: Frequency of having breakfast from other out-of-home outlet, by demographics, June 2013
-
- Figure 68: Frequency of having breakfast from other out-of-home outlet, by demographics, June 2013
-
Appendix – Spending on Breakfast Foods
-
-
- Figure 69: Spending on breakfast foods, by spending level, by channel, June 2013
- Figure 70: Spending on breakfast foods, by channel, June 2013
-
- Figure 71: Spending on breakfast foods, by channel, June 2013
- Figure 72: Spending on breakfast foods, by most popular types of breakfast eaten in the last 3 months, June 2013
-
- Figure 73: Spending on breakfast foods, by next most popular types of breakfast eaten in the last 3 months, June 2013
- Figure 74: Spending on breakfast foods, by other types of breakfast eaten in the last 3 months, June 2013
-
- Figure 75: Spending on breakfast foods, by most popular types of breakfast most often eaten, June 2013
- Figure 76: Spending on breakfast foods, by next most popular types of breakfast most often eaten, June 2013
-
- Figure 77: Spending on breakfast foods, by other types of breakfast most often eaten, June 2013
-
Appendix – Types of Breakfast Foods
-
-
- Figure 78: Types of breakfast foods eaten, June 2013
- Figure 79: Types of breakfast foods eaten in the last three months, any Chinese and any Western, by demographics, June 2013
-
- Figure 80: Types of Chinese breakfast foods eaten in the last three months, by demographics, June 2013
- Figure 81: Types of western breakfast foods eaten in the last three months, by demographics, June 2013
-
- Figure 82: Types of other breakfast foods eaten in the last three months, by demographics, June 2013
- Figure 83: Types of breakfast foods eaten most often in the last three months, Chinese, by demographics, June 2013
-
- Figure 84: Types of breakfast foods eaten most often in the last three months, western, by demographics, June 2013
- Repertoire analysis
-
- Figure 85: Repertoire of types of breakfast foods eaten, June 2013
- Figure 86: Repertoire of types of breakfast foods eaten, by demographics, June 2013
-
Appendix – Attitudes towards Chinese and Western Breakfast Foods
-
-
- Figure 87: Attitudes towards Chinese and western breakfast foods, June 2013
- Figure 88: Most popular attitudes towards Chinese and western breakfast foods, by demographics, June 2013
-
- Figure 89: Next most popular attitudes towards Chinese and western breakfast foods, by demographics, June 2013
-
Appendix – Attitudes towards Breakfast Foods for Children
-
-
- Figure 90: Attitudes towards breakfast foods for children, June 2013
- Figure 91: Most popular attitudes towards breakfast foods for children, by demographics, June 2013
-
- Figure 92: Next most popular attitudes towards breakfast foods for children, by demographics, June 2013
-
Appendix – General Attitudes towards Breakfast Foods
-
-
- Figure 93: General attitudes towards breakfast foods, June 2013
- Figure 94: Agreement with the statement ‘I would like to see my breakfast cooked from scratch’, by demographics, June 2013
-
- Figure 95: Agreement with the statement ‘I would like to see more organic or green breakfast options available’, by demographics, June 2013
- Figure 96: Agreement with the statement ‘I worry about the safety of breakfast foods (eg containing excessive amount of additives) served out –of-home’, by demographics, June 2013
-
- Figure 97: Agreement with the statement ‘It’s bad for your health to have a cold breakfast’, by demographics, June 2013
- Figure 98: Agreement with the statement ‘I tend to choose breakfast low in fat’, by demographics, June 2013
-
- Figure 99: Agreement with the statement ‘I worry about the quality of breakfast foods served out-of-home’, by demographics, June 2013
- Figure 100: Agreement with the statement ‘I tend to choose breakfast foods that are quick to prepare’, by demographics, June 2013
-
- Figure 101: Agreement with the statement ‘I am worried about the high calorie content in some breakfast foods (eg fried bread sticks)’, by demographics, June 2013
- Figure 102: Agreement with the statement ‘I would like to see more hot breakfast options available to eat on the go’, by demographics, June 2013
-
- Figure 103: Agreement with the statement ‘The nutrition provided by out-of-home breakfast foods tend to be less balanced’, by demographics, June 2013
- Figure 104: Agreement with the statement ‘I would like to see more convenience stores selling fresh fruits or vegetables as breakfast’, by demographics, June 2013
-
- Figure 105: Agreement with the statement ‘I prefer having breakfast at home since it is cheaper’, by demographics, June 2013
- Figure 106: General attitudes towards breakfast foods, by frequency of having breakfast prepared at home, June 2013
-
- Figure 107: General attitudes towards breakfast foods, by frequency of having breakfast from a fast food chain, June 2013
- Figure 108: General attitudes towards breakfast foods, by frequency of having breakfast from a food stall, June 2013
-
- Figure 109: General attitudes towards breakfast foods, by frequency of having breakfast from a convenience store, June 2013
- Figure 110: General attitudes towards breakfast foods, by frequency of having breakfast from other out-of-home outlet, June 2013
-
Back to top