What you need to know
By 2019, total consumer spending on breakfast foods will reach RMB1,754 billion in China at a growth rate of 7.3%, with the influence of growing food CPI. The total breakfast market is driven by consumers’ increasing demands for more nutritious breakfast foods. Meanwhile, consumers also need more convenient breakfast solutions as busy lifestyles are squeezing the time for breakfast. In this situation, more players are entering the market with different product or service formats.
From the perspective of consumers’ breakfast habits, Mintel’s survey shows that consumers become pickier: they consider food taste and guaranteed food safety most critical when choosing foodservice brands; while nutrition is most critical when deciding on breakfast foods. At the same time, they are more open to Western-style foods as well as drinks for breakfast.
Covered in this Report
The Report looks into Chinese consumers’ breakfast habits and spending, both in and out of 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 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.
