Executive Summary

Dec 2018
PROSPECTS
Granola and muesli are seeing increased popularity

According to the Chinese Dietary Guidelines published by the National Health and Family Planning Commission of the People’s Republic of China, Chinese people are recommended to have a nutritious and balanced breakfast containing high levels of protein and lots of fibre and vitamins. This concept, together with the boom in internet retailing, has made granola and muesli a wise option for Chinese people to get all the nutrition they need for breakfast.

Different flavours catering to Chinese consumers and particularly to females are explored

Women are naturally a big consumption group for breakfast cereals, partially thanks to their desire to stay slim whilst yearning for snacks. If they start a family, they most often are the main purchasers of family food, making them even more important to cereal companies, which, therefore, have strived to release new products with prettier packaging and more woman-friendly flavours.

Low-sugar cereals are embraced with the spotlight on health

Nowadays in China people are paying more attention to their health, especially when the number of people with diabetes, high blood pressure and high blood cholesterol keeps soaring every year and pressure at work thanks to modernisation increasingly leads to intestinal problems amongst city workers. Therefore, oats with lower sugar and high fibre content are becoming increasingly popular.

COMPETITIVE LANDSCAPE
Guilin Sea Mild gains momentum and initiates IPO

Guilin Sea Mild Biology Technology Development initiated an IPO in late December 2017, intending to raise CNY400 million to expand its capacity and promote its brand. On the one hand, this family-owned company has been present in the Chinese marketplace for over 24 years and has gained wide recognition from Chinese customers, whereas its investment in research and development has been next to nothing.

Yihai Kerry Kellogg Foods outperforms Nestlé in the RTE domain

After years of exploration in the Chinese marketplace, worldwide cereals player Kellogg has finally been rewarded, at least on the internet. Its star product granola, since its launch on JD.

Segmentation is strengthened in the Chinese cereal landscape

Although Quaker is the number one cereal player in hot cereals in China, its sales revenue is mainly generated in first-tier cities and developed provinces where people are well educated and easily embrace international brands. In mid-China Sea Mild has dominated sales, whilst in North China sales of cereals are sluggish as the region is less developed and people prefer a traditional Chinese breakfast.

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Breakfast Cereals in China

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Overview

Discover the latest market trends and uncover sources of future market growth for the Breakfast cereals industry in China with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Breakfast cereals industry in China, our research will save you time and money while empowering you to make informed, profitable decisions.

The Breakfast cereals in China market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth  
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Breakfast cereals in China?
  • What are the major brands in China?
  • How will increasingly volatile wheat commodity prices impact retail prices and sales performance?
  • What are the market opportunities for high fibre products?
  • Given mounting concerns over childhood obesity, what does the future hold for children’s breakfast cereal?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Packaged Food market research database.

Packaged Food in China - Industry Overview

EXECUTIVE SUMMARY

Packaged food grows steadily mainly thanks to convenience, premiumisation and health trends
Packaged food posts steady current value growth in 2018, with the young generation being particularly targeted
Leading players consolidate their positions while other players shine in niches
Internet retailing and convenience stores continue to gain share
Packaged food is set for steady current value growth

FOODSERVICE

Sales to Foodservice
Rising health-awareness underpins sales of healthy food in foodservice
Foodservice-customised packaged food is on the rise
Foodservice is more concentrated than retail
Consumer Foodservice
The preference for light food is reshaping consumer foodservice
Changing consumer habits underpin the growth of consumer foodservice

CATEGORY DATA

Table 1 Foodservice Sales of Packaged Food by Category: Volume 2013-2018
Table 2 Foodservice Sales of Packaged Food by Category: % Volume Growth 2013-2018
Table 3 Forecast Foodservice Sales of Packaged Food by Category: Volume 2018-2023
Table 4 Forecast Foodservice Sales of Packaged Food by Category: % Volume Growth 2018-2023

MARKET DATA

Table 5 Sales of Packaged Food by Category: Volume 2013-2018
Table 6 Sales of Packaged Food by Category: Value 2013-2018
Table 7 Sales of Packaged Food by Category: % Volume Growth 2013-2018
Table 8 Sales of Packaged Food by Category: % Value Growth 2013-2018
Table 9 GBO Company Shares of Packaged Food: % Value 2014-2018
Table 10 NBO Company Shares of Packaged Food: % Value 2014-2018
Table 11 LBN Brand Shares of Packaged Food: % Value 2015-2018
Table 12 Penetration of Private Label by Category: % Value 2013-2018
Table 13 Distribution of Packaged Food by Format: % Value 2013-2018
Table 14 Distribution of Packaged Food by Format and Category: % Value 2018
Table 15 Forecast Sales of Packaged Food by Category: Volume 2018-2023
Table 16 Forecast Sales of Packaged Food by Category: Value 2018-2023
Table 17 Forecast Sales of Packaged Food by Category: % Volume Growth 2018-2023
Table 18 Forecast Sales of Packaged Food by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources