Chinese adults do a better job of making time for breakfast than U.S. adults and typically favor hot, fresh-prepared breakfast foods. The 2014 Study of Cereal Consumption in China finds 7 in 10 adults age 18-49 in China in the habit of eating breakfast daily vs. 45% of adults that age in the U.S.
- Unlike the U.S., hot cereal currently predominates over cold cereal in China, but both compete with traditional Chinese breakfast foods such as eggs, noodles, dumplings, crullers, etc.
- Similar to the U.S., 18-49 year old Chinese adults have busy morning schedules. Nearly 8 in 10 Chinese agree they, “love hot breakfast foods, but don’t have time to prepare them.”
- Cold cereal use is currently most prevalent among affluent Chinese, but there is considerable interest in trying cold cereal among non-users.
Source: The 2014 Study of Cereal Consumption in China (conducted online in Jan/Feb 2014 among 850+ Chinese adults age 18-49 living in tier 1 and 2 metro areas. Source of U.S. comparisons is the 2012 Study of Breakfast in the U.S., filtered among 18-49 year olds.