Table of Contents
Overview
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- What you need to know
- Covered in this Report
- Definitions
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- Figure 1: Definition of low/mid/high MHI groups, by city tier
Executive Summary
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- The market
- A market enjoying stable growth
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- Figure 2: Best- and worst-case forecast for breakfast foods, China, 2011-21
- Out-of-home breakfast spending exceeds in-home in urban areas
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- Figure 3: Breakfast spending, in-home vs out-of-home, China, 2016
- Key players
- Breakfast cereal manufacturers increase focus on cold cereals and nut flavours
- Convenience stores launch freshly-made coffee and soymilk
- Fast food chains launch full meals and localised foods
- Packaged breakfast foods improve their portability and satiety
- The consumer
- Breakfast at home is still most popular, while convenience stores are rising
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- Figure 4: Breakfast consumption frequency, February 2017
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- Figure 5: Breakfast consumption frequency, convenience stores, August 2013, April 2016, February 2017
- Cleanliness and convenience are top requirements for breakfast venues, while nutrition is critical for breakfast foods
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- Figure 6: Factors of choosing breakfast, February, 2017
- Consumers are sticking to Chinese breakfast foods
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- Figure 7: Most frequently eaten staple breakfast foods, February 2017
- Granola has the potential to become the next star
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- Figure 8: Future trends of breakfast foods, February 2017
- ‘High-in’ claims are more important than low/no/reduced when highlighting nutritional value
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- Figure 9: Nutritional needs of breakfast, February 2017
- What we think
Issues and Insights
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- Fusing Western and Chinese breakfasts
- The facts
- The implications
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- Figure 10: Examples of fusion breakfast foods
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- Figure 11: Examples of Chinese breakfast foods going healthy and nutritional, 2016-17
- Daily specials worth exploring during breakfast
- The facts
- The implications
- Opportunity for vitamin claims when highlighting nutritional value
- The facts
- The implications
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- Figure 12: Example of breakfast foods stressing vitamin
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- Figure 13: Example of breakfast juice product, 2016
The Market – What You Need to Know
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- A market enjoying stable growth
- Shift to out-of-home venues and more nutritious breakfasts will drive growth
- Out-of-home breakfast spending exceeds in-home in urban areas
Market Size and Forecast
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- A market enjoying stable growth
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- Figure 14: Total spending on breakfast foods, China, 2011-16
- Figure 15: Daily breakfast spending per capita, China, 2011-16
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- Figure 16: CPI of food, China, 2011-16
- Growth momentum expected to continue
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- Figure 17: Best- and worst-case forecast for breakfast foods, China, 2011-21
Market Drivers
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- Continuous urbanisation
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- Figure 18: Urbanisation, China, 2011-16
- Shifting to out-of-home breakfast locales
- Trading up to more nutritious breakfasts
Market Segmentation
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- Urban population takes up 80% of breakfast spending
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- Figure 19: Breakfast spending, urban vs rural, China, 2016
- Figure 20: Daily breakfast spending per capita, urban vs rural, China, 2016
- Out-of-home breakfast spending exceeds in-home in urban areas
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- Figure 21: Breakfast spending, in-home vs out-of-home, China, 2016
- Out-of-home breakfast spending expected to grow faster than in-home
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- Figure 22: Best- and worst-case forecast for out-of-home breakfast foods, China, 2011-21
- Figure 23: Best- and worst-case forecast for in-home breakfast foods, China, 2011-21
Key Players – What You Need to Know
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- Rise in new launches of cold cereals and bakery products for breakfast
- “Microwavable” and “on-the-go” claims increase
- Breakfast cereal manufacturers put more focus on nut flavours
- Convenience stores launching freshly-made coffee and soymilk
- Fast food chains launch full meals and localised foods
- Innovation highlights
Competitive Strategies
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- Rise in launches of cold cereals and bakery products for breakfast
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- Figure 24: Share of new products launches mentioning “Breakfast”, China, by subcategory, 2014-16
- Figure 25: Examples of cold cereal products, 2016-17
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- Figure 26: Examples of breakfast cake products, 2016-17
- “Microwavable” and “on-the-go” claims increase
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- Figure 27: Share of new products launches mentioning “Breakfast”, China, by claim, 2014-16
- Breakfast cereals
- Rising fruit and nut flavours
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- Figure 28: Top 5 flavours of new product launches in breakfast cereal, by flavour subgroup, China, 2014-16
- Product placement in popular TV series
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- Figure 29: Nutri-Brex’s product placement in Ode to Joy (欢乐颂), 2016
- Convenience stores launch freshly-made coffee and soy milk for breakfast
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- Figure 30: Freshly-made coffee and soymilk from convenience stores, 2016-17
- Fast food chains
- McDonald’s launches breakfast item to appeal to regional palates
- KFC introduces full breakfast meals
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- Figure 31: Western and Chinese full breakfast meal, KFC, 2017
- Dim Sum restaurants offer packaged frozen foods at retail
- Pharmaceutical company enters breakfast market stressing health benefits
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- Figure 32: Stomach-nourishing breakfast foods, Jiangzhong Pharmaceutical, 2016
Who’s Innovating?
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- Breakfast cereals evolve into more portable formats
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- Figure 33: Examples of more portable granola products, 2016
- Yogurts embrace granola and cookies for satiety
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- Figure 34: Examples of yogurt becoming more filling, 2016-17
- Family Mart offers customised value breakfast meal sets
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- Figure 35: Customised breakfast meal sets, Family Mart, Shanghai, 2017
- Quaker Oats engages consumers through menu innovation
The Consumer – What You Need to Know
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- Convenience stores are becoming popular breakfast venues
- Cleanliness and convenience are top requirements of breakfast venues, while nutrition is critical for breakfast foods
- Consumers stick to Chinese breakfasts
- High-in claims are more important than low-in claims when highlighting nutritional value
Breakfast Consumption Frequency
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- Breakfast at home is still the most popular
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- Figure 36: Breakfast consumption frequency, February 2017
- …but people are gradually shifting to out-of-home breakfasts
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- Figure 37: Breakfast consumption frequency, at home, August 2013, April 2016, February 2017
- Convenience stores become popular out-of-home breakfast venues
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- Figure 38: Breakfast consumption frequency, convenience stores, August 2013, April 2016, February 2017
- Figure 39: Examples of breakfast foods from convenience stores, Shanghai, 2017
- Casual dining restaurants are preferred by young high earners
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- Figure 40: Breakfast consumption frequency, casual dining restaurants, February 2017
- Figure 41: Weekend breakfast menu, Pizza Hut, China, 2017
Factors for Choosing Breakfast
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- Cleanliness and convenience are decisive when choosing breakfast venues
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- Figure 42: Factors of choosing breakfast, February, 2017
- Value for money is also important
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- Figure 43: KFC Breakfast foods value for money campaign, China, February 2017
- Nutrition and freshness worth highlighting
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- Figure 44: Factors for choosing breakfast, by age, February, 2017
- Figure 45: Factors for choosing breakfast, cross analysis, February, 2017
- Men prefer convenience while women value variety
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- Figure 46: Selected factors for choosing breakfast foods, by gender, February 2017
Most Frequently Eaten Staple Breakfast Foods
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- Consumers stick to Chinese breakfasts
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- Figure 47: Most frequently eaten staple breakfast foods, February 2017
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- Figure 48: Most frequently eaten staple breakfast foods, word cloud, February 2017
- Different preferences across regions
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- Figure 49: Selected most frequently eaten staple breakfast foods, by region, February 2017
- Congee is less popular as breakfast on-the-go
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- Figure 50: Selected most frequently eaten staple breakfast foods, cross analysis, February 2017
Future Trends of Breakfast Foods
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- Yogurt and lactobacillus drinks are most popular
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- Figure 51: Future trends of breakfast foods, February 2017
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- Figure 52: Future breakfast foods trends, acceptance rate, February 2017
- Coffee is preferred by mature consumers with high incomes
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- Figure 53: Future trends of breakfast foods, coffee, February 2017
- Granola and breakfast biscuits enjoy high penetration and potential
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- Figure 54: Examples of innovative granola and breakfast biscuit products, 2016-17
- Figure 55: Future trends of breakfast foods, coffee, February 2017
- Energy foods can target female consumers
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- Figure 56: Innovation of energy foods, 2017
- Figure 57: Future trends of breakfast foods, energy foods, February 2017
Nutritional Needs of Breakfast
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- More attention to “high” than “low” claims
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- Figure 58: Nutritional needs of breakfast, February 2017
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- Figure 59: Quaker Oats, China, 2014-17
- Sophisticated consumers value protein
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- Figure 60: Nutritional needs of breakfast, protein, February 2017
- Different genders and age groups value different traits
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- Figure 61: Nutritional needs of breakfast, by age, February 2017
- Figure 62: Nutritional needs of breakfast, by gender, February 2017
General Behaviours/Habits of Breakfast
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- More than a third of consumers buy breakfast from the same place
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- Figure 63: General behaviours/habits of breakfast, variety, February 2017
- Half of consumers believe they eat nutritious breakfasts
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- Figure 64: Selected general behaviours/habits of breakfast, cross analysis, February 2017
Meet the Mintropolitans
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- MinTs value nutrition, fresh ingredients and variety
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- Figure 65: Factors for choosing breakfast, by consumer classification, February, 2017
- More interested in breakfast delivery service
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- Figure 66: General behaviours/habits of breakfast, by consumer classification, February 2017
Appendix – Market Size and Forecast
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- Figure 67: Total spending on breakfast foods, China, 2011-21
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Appendix – Market Segmentation
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- Figure 68: Total spending on breakfast foods, by segment, China, 2011-21
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Appendix – Methodology and Abbreviations
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- Methodology
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- Figure 69: Map of surveyed cities
- Fan chart forecast
- Abbreviations
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