Table of Contents
Executive Summary
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- The market
- At-home breakfast enjoys stable growth, while out-of-home breakfast faces uncertainties
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- Figure 1: Spending and growth rate of at-home and out-of-home breakfast, China, 2014-19
- A market with a variety of possibilities
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- Figure 2: Best- and worst-case forecast for breakfast foods, China, 2014-24
- Companies and brands
- Promote the standardisation of breakfast
- Customise breakfast options for different consumer groups
- Convenience stores play a more important role with self-labelled fresh products
- Make on-premise breakfast foods on the go
- The consumer
- Convenience stores and fast food chains are getting popular
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- Figure 3: Consumption frequency across channels, March 2019
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- Figure 4: Breakfast spending, March 2019
- Taste and food safety are more important in choosing foodservice brands
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- Figure 5: Factors for choosing foodservice brands, March 2019
- Chinese and Western breakfast foods appeal to different consumers
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- Figure 6: Penetration of Chinese and Western breakfast foods, March 2019
- “Balanced nutrition” is deeply rooted image for breakfast cereal
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- Figure 7: Perceptions towards breakfast cereal, March 2019
- Time-saving breakfast services hold potential
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- Figure 8: General attitudes and habits, by monthly personal income, March 2019
- What we think
Issues and Insights
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- Tapping into the “snackification” trend for breakfast foods
- The facts
- The implications
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- Figure 9: Product examples of snack-style breakfast foods, Norway and Canada, 2019
- Figure 10: Shendacheng’s breakfast “snacks” sold on Tmall, China, 2019
- Lure young consumers with convenience-led services
- The facts
- The implications
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- Figure 11: Starbucks’ “fast coffee” (咖快) service, China, 2019
- Utilise pairing drinks to attract traffic and increase average spending
- The facts
- The implications
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- Figure 12: Product examples of Luckin Coffee’s breakfast foods, China, 2018
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- Figure 13: Xiangpiaopiao’s juice tea drink sold in FamilyMart as breakfast pairing drink, China, 2019
The Market – What You Need to Know
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- A market with stable growth, driven by retail prices
- The growth of out-of-home breakfast faces uncertainties in 2019
- The fusion of retail and foodservice brings more possibilities
Market Size and Forecast
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- Breakfast spending grows stably, driven by retail price
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- Figure 14: Breakfast spending, China, 2014-19
- The future market is full of possibilities
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- Figure 15: Best- and worst-case forecast for breakfast foods, China, 2014-24
Market Factors
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- Busy lifestyles require convenience with no sacrifice on nutrition
- The fusion of retail and foodservice offers more breakfast choices
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- Figure 16: Product examples of “foodservice going to retail” from Zhiweiguan and Yonghe Soy Milk, China
- Figure 17: Chinese-style breakfast foods sold in IKEA, China
- Economic downturn and CPI growth may bring challenges
Market Segmentation
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- At-home breakfast now has more options
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- Figure 18: Spending and growth rate of at-home and out-of-home breakfast, China, 2014-19
- Figure 19: Best- and worst-case forecast for at-home breakfast foods, China, 2014-24
- Out-of-home breakfast faces more uncertainties
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- Figure 20: Best- and worst-case forecast for out-of-home breakfast foods, China, 2014-24
Key Players – What You Need to Know
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- Customise breakfast options for different consumer groups
- Refer to regional snacks/cuisines for inspiration sources
- Tap into the on-the-go trend
Competitive Strategies
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- Packaged food brands
- Frozen food manufacturers target catering market
- Dali is featuring freshness and naturalness
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- Figure 21: Product examples from Dali’s Meibeichen highlighting freshness and naturalness, China, 2018
- Nestlé puts forward the “healthy 15 minutes” strategy to customise breakfast options
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- Figure 22: Breakfast recipe for senior people with Nestlé’s products, pushed by Douguo app, China, 2018
- Retailer brands
- Convenience stores are focusing on freshly made products, especially for self-labelled ones
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- Figure 23: Yuanmai Shanqiu’s freshly baked breads sold in FamilyMart, China, 2018
- Foodservice brands
- KFC – refers to regional snacks/cuisines for inspiration sources
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- Figure 24: KFC’s deep-fried dough stick with scrambled egg, China, 2019
- Taoyuan Village – endows traditional foods with emotions
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- Figure 25: Breakfast menu of Taoyuan Village, China
Who’s Innovating?
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- Develop exotic flavours in bakery products
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- Figure 26: Growing exotic flavours in new launches of bread & bread products, cakes, pastries & sweet goods, China, 2016-19
- Figure 27: Product examples of lactobacillus breads highlighting nutritious, China, 2018
- Figure 28: Product examples of bakery products highlighting nutrition through healthy ingredients, Finland and Australia, 2018
- Drinks are entering with functionalities
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- Figure 29: Quaker’s oat beverage highlighting “heart healthy”, US, 2019
- Figure 30: Lepur’s rise & shine breakfast replacement highlighting “energy-boosting”, China, 2019
- Customising breakfast cereals for different healthy needs
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- Figure 31: Growing exotic flavours in new launches of bread & bread products, cakes, pastries & sweet goods, China, 2016-19
- Figure 32: Product examples of breakfast cereal designed for specific needs, Australia and UK, 2019
- Figure 33: Product examples of breakfast cereal with special consumption way, China, 2019
- On-premise foods are now in RTE format and even go further to tap into the on-the-go trend
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- Figure 34: Product examples of porridges which are suitable for on the go, China, South Korea and UK, 2018-19
The Consumer – What You Need to Know
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- Convenience stores and fast food chains are getting popular
- Taste and food safety are more important in choosing foodservice brands
- Chinese and Western breakfast foods appeal to different consumers
- Time-saving breakfast services hold potential
Consumption Frequency across Channels
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- Consumers are on average visiting six channels for breakfast
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- Figure 35: Consumption frequency across channels, March 2019
- Convenience stores and fast food chains are getting popular in tier two or lower cities
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- Figure 36: Consumption frequency across channels – Selected channels, by city tier, March 2019
Breakfast Spending
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- The favourable price range for breakfast carts/kiosks is RMB6-9
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- Figure 37: Breakfast spending, March 2019
- 80s and 70s tend to spend more on supermarkets and bakery houses
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- Figure 38: Breakfast spending at bakery houses and supermarkets – RMB10-19, by generation, March 2019
- Coffee houses appeal to high earners
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- Figure 39: Breakfast spending at coffee houses – RMB20 or more, by monthly personal income, March 2019
Factors for Choosing Foodservice Brands
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- Taste and food safety are more important
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- Figure 40: Factors for choosing foodservice brands, March 2019
- Fast food chain stores are competitive at food safety but need to improve the nutritious image
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- Figure 41: Factors for choosing foodservice brands – Top five factors, by channel, March 2019
- Pairing drinks is crucial to attract the 20-24s
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- Figure 42: Factors for choosing foodservice brands – Offers drinks to pair with food, by age, March 2019
Penetration of Chinese and Western Breakfast Foods
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- Chinese and Western breakfast foods appeal to different consumers
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- Figure 43: Penetration of Chinese and Western breakfast foods, March 2019
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- Figure 44: Penetration of Western breakfast foods, by gender, March 2019
- Western-style breakfast foods hold potential for convenience stores
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- Figure 45: Penetration of Western breakfast foods, by frequency of purchasing breakfast foods at convenience stores, March 2019
- Different preferences across regions
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- Figure 46: Penetration of Chinese breakfast foods, by region, March 2019
Perceptions towards Breakfast Cereal
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- The image of balanced nutrition is deeply rooted
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- Figure 47: Perceptions towards breakfast cereal, March 2019
- Attract family with kid/kids through variety
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- Figure 48: Perceptions towards breakfast cereal – Selected attributes, by family structure, March 2019
General Attitudes and Habits
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- Delivery fee still significant for breakfast delivery service…
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- Figure 49: General attitudes and habits, March 2019
- …but other formats for delivery hold potential
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- Figure 50: General attitudes and habits, by monthly personal income, March 2019
- Opportunity for RTE breakfast options
- Hot is always crucial for breakfast
- Breakfast at weekends is more about leisure and enjoyment
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- Figure 51: General attitudes and habits, March 2019
Meet the Mintropolitans
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- More into Western-style breakfast foods
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- Figure 52: Penetration of Western breakfast foods, by consumer classification, March 2019
- Pairing drinks is more important for Mintropolitans
- More likely to use breakfast subscription service
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- Figure 53: General attitudes and habits, by consumer classification, March 2019
Appendix – Market Size and Forecast
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- Figure 54: Total market value of breakfast foods, China, 2014-24
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Appendix – Market Segmentation
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- Figure 55: Total market value of at-home breakfast foods, China, 2014-24
- Figure 56: Total market value of out-of-home breakfast foods, China, 2014-24
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Appendix – Methodology and Abbreviations
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- Methodology
- Fan chart forecast
- Abbreviations
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