Food & Beverage News

Breakfast in China

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.

Coffee Gaining Steam in China

Coffee is an emerging beverage in China that has captured the attention of young, upscale, urban Chinese.  Nearly one in two urban Chinese drank hot coffee in the past year and most of this group is new to coffee, having just started drinking it within the past five years.

Compared to coffee drinkers in Russia, U.K. and Japan, the Chinese are more likely to be drinking their coffee away-from-home and in chain coffee shops.  Despite their exposure to coffee shop brews, the vast majority drink instant coffee when they prepare it at home.

Source:  Study of the International Market for Hot Coffee & Tea