This report covers the market for cereal products in the People' s Republic of China, with a particular focus on the instant noodles sector. The
report covers the following sectors: Plain rice, Flavoured rice, Plain noodles, Instant noodles, Breakfast cereals and Pasta.
Executive Summary:
China is changing rapidly and so are its tastes. As a consumer society emerges, so new products are appearing with increasing regularity. Processed
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, cereal products have 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.
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.
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