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Breakfast Foods - China - May 2017

Published By :

Mintel

Published Date : Jun 2017

Category :

Food

No. of Pages : N/A

Consumers are shifting to out-of-home breakfast venues, especially convenience stores, which offer convenience, value for money and a variety of choices. Other out-of-home breakfast venues can offer more daily specials to improve their competitiveness. At the same time, consumers are sticking to Chinese foods at breakfast, and international players should consider adding Chinese ingredients or flavours into trendy Western breakfast foods to boost their appeal.

Table of Content

OVERVIEW
What you need to know
Covered in this Report
Definitions
Figure 1: Definition of low/mid/high MHI groups, by city tier

EXECUTIVE SUMMARY
The market
A market enjoying stable growth
Figure 2: Best- and worst-case forecast for breakfast foods, China, 2011-21
Out-of-home breakfast spending exceeds in-home in urban areas
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
Figure 4: Breakfast consumption frequency, February 2017
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
Figure 6: Factors of choosing breakfast, February, 2017
Consumers are sticking to Chinese breakfast foods
Figure 7: Most frequently eaten staple breakfast foods, February 2017
Granola has the potential to become the next star
Figure 8: Future trends of breakfast foods, February 2017
‘High-in’ claims are more important than low/no/reduced when highlighting nutritional value
Figure 9: Nutritional needs of breakfast, February 2017
What we think

ISSUES AND INSIGHTS
Fusing Western and Chinese breakfasts
The facts
The implications
Figure 10: Examples of fusion breakfast foods
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
Figure 12: Example of breakfast foods stressing vitamin
Figure 13: Example of breakfast juice product, 2016

THE MARKET – WHAT YOU NEED TO KNOW
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
A market enjoying stable growth
Figure 14: Total spending on breakfast foods, China, 2011-16
Figure 15: Daily breakfast spending per capita, China, 2011-16
Figure 16: CPI of food, China, 2011-16
Growth momentum expected to continue
Figure 17: Best- and worst-case forecast for breakfast foods, China, 2011-21

MARKET DRIVERS
Continuous urbanisation
Figure 18: Urbanisation, China, 2011-16
Shifting to out-of-home breakfast locales
Trading up to more nutritious breakfasts

MARKET SEGMENTATION
Urban population takes up 80% of breakfast spending
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
Figure 21: Breakfast spending, in-home vs out-of-home, China, 2016
Out-of-home breakfast spending expected to grow faster than in-home
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
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
Rise in launches of cold cereals and bakery products for breakfast
Figure 24: Share of new products launches mentioning “Breakfast”, China, by subcategory, 2014-16
Figure 25: Examples of cold cereal products, 2016-17
Figure 26: Examples of breakfast cake products, 2016-17
“Microwavable” and “on-the-go” claims increase
Figure 27: Share of new products launches mentioning “Breakfast”, China, by claim, 2014-16
Breakfast cereals
Rising fruit and nut flavours
Figure 28: Top 5 flavours of new product launches in breakfast cereal, by flavour subgroup, China, 2014-16
Product placement in popular TV series
Figure 29: Nutri-Brex’s product placement in Ode to Joy (???), 2016
Convenience stores launch freshly-made coffee and soy milk for breakfast
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
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
Figure 32: Stomach-nourishing breakfast foods, Jiangzhong Pharmaceutical, 2016

WHO’S INNOVATING?
Breakfast cereals evolve into more portable formats
Figure 33: Examples of more portable granola products, 2016
Yogurts embrace granola and cookies for satiety
Figure 34: Examples of yogurt becoming more filling, 2016-17
Family Mart offers customised value breakfast meal sets
Figure 35: Customised breakfast meal sets, Family Mart, Shanghai, 2017
Quaker Oats engages consumers through menu innovation

 THE CONSUMER – WHAT YOU NEED TO KNOW
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
Breakfast at home is still the most popular
Figure 36: Breakfast consumption frequency, February 2017
…but people are gradually shifting to out-of-home breakfasts
Figure 37: Breakfast consumption frequency, at home, August 2013, April 2016, February 2017
Convenience stores become popular out-of-home breakfast venues
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
Figure 40: Breakfast consumption frequency, casual dining restaurants, February 2017
Figure 41: Weekend breakfast menu, Pizza Hut, China, 2017

FACTORS FOR CHOOSING BREAKFAST
Cleanliness and convenience are decisive when choosing breakfast venues
Figure 42: Factors of choosing breakfast, February, 2017
Value for money is also important
Figure 43: KFC Breakfast foods value for money campaign, China, February 2017
Nutrition and freshness worth highlighting
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
Figure 46: Selected factors for choosing breakfast foods, by gender, February 2017

MOST FREQUENTLY EATEN STAPLE BREAKFAST FOODS
Consumers stick to Chinese breakfasts
Figure 47: Most frequently eaten staple breakfast foods, February 2017
Figure 48: Most frequently eaten staple breakfast foods, word cloud, February 2017
Different preferences across regions
Figure 49: Selected most frequently eaten staple breakfast foods, by region, February 2017
Congee is less popular as breakfast on-the-go
Figure 50: Selected most frequently eaten staple breakfast foods, cross analysis, February 2017

FUTURE TRENDS OF BREAKFAST FOODS
Yogurt and lactobacillus drinks are most popular
Figure 51: Future trends of breakfast foods, February 2017
Figure 52: Future breakfast foods trends, acceptance rate, February 2017
Coffee is preferred by mature consumers with high incomes
Figure 53: Future trends of breakfast foods, coffee, February 2017
Granola and breakfast biscuits enjoy high penetration and potential
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
Figure 56: Innovation of energy foods, 2017
Figure 57: Future trends of breakfast foods, energy foods, February 2017

NUTRITIONAL NEEDS OF BREAKFAST
More attention to “high” than “low” claims
Figure 58: Nutritional needs of breakfast, February 2017
Figure 59: Quaker Oats, China, 2014-17
Sophisticated consumers value protein
Figure 60: Nutritional needs of breakfast, protein, February 2017
Different genders and age groups value different traits
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
More than a third of consumers buy breakfast from the same place
Figure 63: General behaviours/habits of breakfast, variety, February 2017
Half of consumers believe they eat nutritious breakfasts
Figure 64: Selected general behaviours/habits of breakfast, cross analysis, February 2017

MEET THE MINTROPOLITANS
MinTs value nutrition, fresh ingredients and variety
Figure 65: Factors for choosing breakfast, by consumer classification, February, 2017
More interested in breakfast delivery service
Figure 66: General behaviours/habits of breakfast, by consumer classification, February 2017

APPENDIX – MARKET SIZE AND FORECAST
Figure 67: Total spending on breakfast foods, China, 2011-21

APPENDIX – MARKET SEGMENTATION
Figure 68: Total spending on breakfast foods, by segment, China, 2011-21

APPENDIX – METHODOLOGY AND ABBREVIATIONS
Methodology
Figure 69: Map of surveyed cities
Fan chart forecast
Abbreviations

List of Table

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