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This report covers the market for breakfast cereal products in China. China is changing rapidly and so are its tastes. As a consumer society emerges, so new products are appearing with increasing regularity. Breakfast cereal products are among them.
Rising average annual incomes, greater ownership of fridges and freezers, increased exposure to western and international cuisines and a greater array of goods in the supermarket are all combining to increase the variety of cereal products available in China. Historically, the overall cereal products sector has been restricted to dried noodles and rice. Flavoured rice, pasta and breakfast cereals have only become common in shops with the coming of western influences during the eighteenth, nineteenth and twentieth centuries. Foreign manufactured breakfast cereals are now beginning to enter the Chinese marketplace. While the present market is small, there is tremendous demand potential though at present the primary buyers of breakfast cereals in China are hotels that cater to foreign visitors though some supermarkets and hypermarkets are beginning to sell to local consumers. here is a small local production sector for breakfast cereals though varieties tend to be limited and, for the most part, copies of foreign brands. The arrival of the fast-food chains, western-style supermarkets, greater awareness of cereal products and the emergence of a generation both willing and able to try new products has meant that the market for cereal products has made great strides in China.