In previous years, muesli and granola recorded very high growth rates with the help of celebrity endorsement. For example, Wangbaobao invited one of the most popular celebrities in the country, Wang Yibo, to be its brand spokesperson, while OCAK brought another popular celebrity, Xiao Zhan, on board.
As China’s population is ageing and the middle-aged generation is stepping into older age, they are strengthening their focus on the health benefits of daily consumption foods. With no added sugar, fat or ultra-processing, hot cereals are becoming increasingly popular for their natural health benefits, which have a deep root in traditional Chinese culture, which believes in food as medicine.
E-commerce used to have low penetration in relatively traditional categories such as breakfast cereals, although its momentum is increasing due to the rapid development of certain e-commerce muesli and granola brands, such as Wangbaobao and OCAK. However, lockdowns have equipped consumers with an ability to shop online, which will help e-commerce to increase its share.
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Understand the latest market trends and future growth opportunities for the Breakfast Cereals industry in China with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This is the aggregation of ready-to-eat (RTE) and hot cereals.See All of Our Definitions
This report originates from Passport, our Breakfast Cereals research and analysis database.
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