Cereal beverages: a rising star in China's health-focused beverage market

To many Chinese, nothing says healthy food like cereals. They are seen as natural, green and nutritious, with healthy ingredients that align with the current health trends and consumer preferences, particularly among young people.

Chinese social media is fulled with young people discussing how to choose cereal beverages as their breakfast or weight-loss drink, and sharing experiences and recommendations. These beverages are convenient to carry and consume, with a balanced nutritional profile, low calories, and rich flavours, meeting the busy lifestyle and health-consciousness of consumers.

recommendations on social media and related topics on cereal beverages. Source: Xiaohongshu/RED

Although cereal beverages have been in the Chinese market for many years, they have attracted limited attention from the public. In recent years, with the rise of the green health trend, the cereal drink market has seen strong growth. Many beverage companies have introduced cereal drinks to meet the increasing demand for healthy beverages. Additionally, innovations in cereal-based foods such as cereal yogurt, cereal snacks, and other new product categories are providing consumers with more options.

Innovative cereal beverage and cereal-based snacks. Source: Xiaohongshu/RED

Many merchants have been quick to seize this trend, with cereal beverage shops opening across China. Some well-known beverage brands have also launched healthy drinks containing cereals, such as collaborations between Coco and Shiyue Daotian, More Yoghurt's cereal yogurt, and Cha Panda's purple rice yogurt, cleverly incorporating various cereals into daily beverage choices.

Drinks available from new cereal drink stores. Image: Xiaohongshu/RED

Cereal beverages launched by well-known domestic beverage brands. Source:Xiaohongshu/RED

The expansion of the cereal category in both food and drinks, coupled with innovations in processing technologies, is likely to see more applications and innovations for cereal while the trend remains hot.