---
title: "The 2 Trillion Yuan Chinese Breakfast Market: How Did O'Zack Whole Wheat Crisp Become a Best-Selling Product?"
description: "According to Mintel research, the total consumption of breakfast food in China is projected to grow from 1.334 trillion yuan in 2015 to 1.948 trillion yuan in 2021, and reach 2.5 trillion yuan by 2024. Despite this, nearly 360 million Chinese people still skip breakfast or eat it hastily, representing new growth potential for the breakfast market. Under this huge market potential, the category, which is frequently repurchased by consumers, is undergoing new changes..."
author: "青山依旧"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
telephone: "+8615854817671"
published: "2023-04-07"
language: "en"
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original_source: "https://mp.weixin.qq.com/s/o-zuQVAbJ4K5PGA7Dzyq4A"
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# The 2 Trillion Yuan Chinese Breakfast Market: How Did O'Zack Whole Wheat Crisp Become a Best-Selling Product?

> According to Mintel research, the total consumption of breakfast food in China is projected to grow from 1.334 trillion yuan in 2015 to 1.948 trillion yuan in 2021, and reach 2.5 trillion yuan by 2024. Despite this, nearly 360 million Chinese people still skip breakfast or eat it hastily, representing new growth potential for the breakfast market. Under this huge market potential, the category, which is frequently repurchased by consumers, is undergoing new changes...

Breakfast, the most important meal of the day, how big is its market?
According to Mintel research, the total consumption of breakfast food by Chinese consumers will increase from 1.334 trillion yuan in 2015 to 1.948 trillion yuan in 2021, and is expected to reach 2.5 trillion yuan by 2024. Even so, nearly 360 million Chinese people still do not have time to eat breakfast or only eat it hastily, and they will become the new growth driver for the breakfast market.
Under the huge market potential, this category, which is frequently repurchased by consumers, is also undergoing new changes.
**China's Breakfast Enters the 3.0 Era**
With the development of the social economy, Chinese breakfast has gone through three stages. Before the 1990s, it was the 1.0 era of Chinese breakfast, when consumers did not have a clear concept of breakfast; just eating enough was enough.
Starting in 2000, Chinese breakfast entered the 2.0 era. Consumers had higher requirements for the form and taste of breakfast. It not only had to be filling but also delicious. Under this demand, breakfast mainly consisting of local specialty snacks became the mainstream. Even today, 70% of consumers still regard local specialty snacks as the mainstay of breakfast.
Around 2018, Chinese breakfast entered the 3.0 era. With the rise of the post-95s and Generation Z, the breakfast needs of these energetic young people who advocate a personalized life are also constantly updating—**placing more emphasis on nutritional health and energy balance in breakfast**.
Health, convenience, and rich flavors have become the new demands of young consumers for breakfast. For example, oatmeal, yogurt, bread, rice balls, and cereal energy bars have all become the preferred breakfast categories for young consumers.
The huge and potential breakfast market is also changing due to changes in consumer demand. Whoever can seize this opportunity will grasp the traffic code of China's breakfast in the next 10 years.
**Born 10 Years**
**How Far Is It from a World-Class Breakfast Brand?**
In China's new breakfast market, O'Zack must be mentioned. This brand, established in 2013, has focused on plant nutrition since its inception. Providing healthy, interesting, and diversified breakfast food for Chinese people has become O'Zack's mission. O'Zack's products include cereals, plant-based milk, nuts, and freeze-dried fruits and vegetables, among which the sales of cereals and plant-based milk are leading among similar domestic brands. At present, O'Zack has fully achieved omni-channel coverage online and offline, becoming a leading domestic breakfast brand. After 10 years since its birth, O'Zack has formed a comprehensive company integrating R&D, production, and transportation. With an efficient supply chain and high-quality customer service, it is recognized by consumers and trusted by distributors. With the efforts of its two self-owned factories in Tianjin and Chuzhou and its independent R&D team, O'Zack closely follows consumer demand and continuously launches products that are recognized by the market and have high repurchase rates. Now O'Zack products have entered markets in East China, South China, Central China, Southwest, Northeast, etc., and will continue to deepen its presence in the national lower-tier markets in the future. At the same time, **O'Zack has completed the layout of more than 10,000 offline physical supermarkets**. In the future, it will increase the expansion and layout of leisure snack channels and CVS convenience store channels. In October 2022, O'Zack launched its new Whole Wheat Crisp product. **On the day of launch, 10,000 boxes were sold, with monthly sales exceeding 60,000 boxes and a single-day maximum sales of 1.2 million yuan**. Positive feedback from consumers also stimulated high attention and enthusiastic inquiries from e-commerce livestreamers and offline distributors. So why is this product so popular?
**The Secret of O'Zack Whole Wheat Crisp's Popularity**
According to New Distribution, the popularity of O'Zack Whole Wheat Crisp is not a flash in the pan driven by traffic, but a long-selling product verified by both product and brand strength. First, the positioning is accurate. O'Zack is committed to becoming a world-class breakfast brand and has been deeply cultivating the plant nutrition segment for many years. The main consumer groups of Whole Wheat Crisp are **consumers who pursue health, pay attention to body shape, and urban white-collar workers**. Secondly, **whole grain with 0 additives** is also one of the unique highlights of this product. Whole Wheat Crisp is composed of whole wheat and oats, with a whole grain content of up to 99.5%, retaining the bran, germ, and endosperm of wheat. Two pieces of Whole Wheat Crisp a day can meet 60% of an adult's daily grain intake. The whole grain with 0 additives formula not only brings consumers a cleaner ingredient list, but also brings a natural and original taste experience, as well as high nutritional value, high fiber and protein, low sugar and low fat product experience, meeting the new demands of contemporary young people for healthy breakfast consumption upgrades. In addition, the crispy texture brought by the 0.3mm ultra-thin pressing process is another major highlight of O'Zack Whole Wheat Crisp. As the first grain meal replacement product in China, O'Zack Whole Wheat Crisp relies on advanced fully automated production lines and adopts a 0.3mm ultra-thin pressing process to ensure a crispy texture. In contrast, conventional instant cereals are still about 0.5-0.8mm thick. Finally, it is convenient. **The packaging adopts a roll-top design**, which is more ceremonial. The bag opening can be rolled to effectively prevent moisture and ensure a crispy texture. The diversified ways to eat Whole Wheat Crisp meet the needs of different consumers. **In addition to eating it straight out of the bag, it can also be paired with oat milk, yogurt, fruit, or even added to hot water or hot milk to make whole wheat porridge.** In addition, Whole Wheat Crisp provides consumers with a variety of product specifications, suitable for both family stocking and personal enjoyment. As one of O'Zack's main products in 2023, Whole Wheat Crisp has attracted the attention of young people with its unique highlights and has also attracted the attention of channel distributors.
**Why Is It Worth Distributors to Represent?**
As a leading brand in the plant nutrition breakfast category, O'Zack's diversified products are recognized by consumers, but in the eyes of distributors, in addition to good products with selling points, they pay more attention to the brand's policy support for distributors. So what services does O'Zack provide to distributors in 2023? First, there is rich market investment and marketing activity support. It is understood that in 2022, O'Zack completed more than 3,000 large, medium, and small activities in the national offline market, working with distributors to promote terminal store sales. In 2023, O'Zack will continue to increase marketing activity investment, enrich the types of terminal marketing activities, help distributors attract new traffic, and improve product repurchase rates. Second is product training support. As a grain nutrition breakfast product, it may be a new concept and new thing for traditional distributors. To this end, O'Zack has built a customer terminal training system that fits the actual needs of customers. It continuously provides customers with knowledge training output in product knowledge, marketing skills, terminal operations, etc. In 2023, O'Zack will continue to increase distributor training investment and grow together with customers. Third is new product customization service support. Relying on its own factories, independent R&D team, and efficient supply chain support, in 2022 O'Zack provided customers with diversified product customization services and achieved good feedback in the market. In 2023, O'Zack will continue to provide valuable, cost-effective boutique customization services based on the actual needs of customers.
**With support, training, and customization, O'Zack has created a systematic growth path for distributors, intending to become a brand that grows together with distributors.** From 2013 to 2023, ten years of market tempering have made O'Zack a brand that can accurately insight into consumer needs, continuously innovate products, focus on niche market development, and provide high-quality services to distributors, advancing toward the goal of becoming a "world-class breakfast brand". In 2023, the O'Zack brand will become a source of new growth and new profits for distributors. If you are interested, act now.


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