Growing taste for breakfast cereal in China

Published 22 August 16

Changing breakfast habits in China could open up new opportunities for dairy. According to Kantar Worldpanel, the popularity of breakfast cereals has boomed in recent years as Chinese consumers embrace Western-style breakfast habits.

Due to hectic lifestyles and an increased focus on health, young consumers in China are increasingly opting for light breakfasts instead of traditional options such as rice. Importantly, the practice of soaking cereals in milk or yoghurt has become more popular, creating new demand for dairy products.

Currently, the size of China’s breakfast cereal market is small, reaching only 6% of the population, and is concentrated in young adults and young families, especially those living in the more developed cities. There is, however, considerable growth potential due to the impact of the new two-child policy which is expected to lead to an additional 15 million babies by 2020.