Will cereal be the next fashionable breakfast?

In recent years, the health category has received more and more attention. Under the background of the slowdown in the overall growth rate of fast consumer goods, the cereal category with more efficacy and low calories can still maintain rapid growth, and the most prominent of its major subcategories is "cereal breakfast".

The spring of cereal breakfast

Unlike oatmeal, which is traditionally boiled in hot water or hot milk, cereal breakfast is a cold bubble product that can be eaten directly without any heating. Cereal breakfast is a mainstream breakfast choice in Europe and the United States. However, as the lifestyle of Chinese consumers is becoming more and more westernized, major manufacturers have launched cereal breakfast series in recent years. Online shopping and purchasing agents have also introduced successful foreign products into China, more and more Chinese people began to accept and try this kind of "foreign goods", cereal breakfast is slowly setting off a change in breakfast culture. According to the household sample group of Kaidu Consumer Index, the sales of cereal breakfast have been high in the past three years, ushering in its spring in China.

The superhero of the Breakfast Corps.

One product contributes to the explosive growth of cereal breakfast. Calabi cereal from Japan swept the entire Chinese cereal market in 2015. In just one year, Calabi doubled the sales of China's overall cereal breakfast category through online shopping and daigou channels alone.

Carloby's success, let us not only see the potential of e-commerce, but also see the consumer demand for more yuan. Although Calabi costs more than three times as much as traditional hot oatmeal, consumers seem happy to pay for what they think is high quality. According to the Kaidu consumer index, Calebe's penetration rate reached 1.7% in just one year, and most of the consumers who bought it were new to the breakfast cereal category.

Young people win the world.

When cereal breakfast first entered the Chinese market, it targeted customers to families with children, and launched a series for children based on a variety of cartoon packaging. With the continuous expansion of the cereal breakfast market, manufacturers are also seeing opportunities for young singles / couples.

The best-selling Carloby broke through the children's market by pairing yogurt as a selling point, giving consumers a new way to eat cereal. In addition, following the trend of the vigorous development of Japanese tourism in China, Calabi was once packaged as a purchasing necessity to Japan on various online platforms, and soon blew a whirlwind of overseas purchasing agents among young people who loved to follow the trend. successfully opened up the breakfast market among young people.

Despite the rapid growth of cereal breakfast, the market in China is still very small. At present, the penetration rate is only 5.9% and is mainly concentrated in first-tier cities. As a result, this market still has a lot of potential to be tapped. Compared with traditional oatmeal, the product line of cereal breakfast is richer, and there is more room for change in raw materials, taste, shape and way of eating. Grasping the characteristics of young people for product innovation is undoubtedly the magic weapon to help it become the next fashionable breakfast.