Grocery market in Greater China

The Chinese Grocery eCommerce market is predicted to reach US$192,262.8 million by 2023 and accounts for 8.8% of the total eCommerce market in Greater China. It is expected to increase over the next years. The expected compound annual growth rate for the next four years (CAGR 2023-2027) will be 7.4%, resulting in a projected market volume of US$255,503.7 million by 2027. Within the Grocery market ECDB considers the following two sub-markets: Food and Beverages.

Market development

eCommerce revenue development in the Cereals market in Greater China

The Chinese Cereals eCommerce market is predicted to reach US$6,633.1 million by 2023 and accounts for 15.1% of the Food Cupboard eCommerce market in Greater China. It is expected to increase over the next years. The expected compound annual growth rate for the next four years (CAGR 2023-2027) will be 3.7%, resulting in a projected market volume of US$7,658.5 million by 2027. The Cereals eCommerce market is a sub-market of the Food Cupboard market. Further categories within the Food Cupboard market are: Baking Supplies, Noodles, Nuts & Dried Fruits, Other Food Cupboard, and Sweets & Chocolate.

eCommerce revenue development in the Cereals market in Greater China

in million US$

Note: Market revenue represents B2C sales of physical goods including VAT. It excludes B2B sales, C2C sales, returns, compensation for damaged or missing goods, any discounts granted and services. Data shown is using current exchange rates.

Source: ECDB analysis

eCommerce revenue growth in the Cereals market in Greater China

in %

Note: Market revenue represents B2C sales of physical goods including VAT. It excludes B2B sales, C2C sales, returns, compensation for damaged or missing goods, any discounts granted and services. Data shown is using current exchange rates.

Source: ECDB analysis

Net eCommerce revenue split by sub-category

in %

Note: Data shown is using current exchange rates.

Source: ECDB analysis

2020 2021 2022 2023 2024 2025 2026 2027
Revenue (in mUS$) 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0
Growth (in %) 15.1 37.9 9.6 50.2 8.8 16.6 17.1 55.2
AOV (in US$) 16.7 54.8 4.9 62.6 74.1 43.2 70.7 73.6
CVR (in %) 15.1 37.9 9.6 50.2 8.8 16.6 17.1 55.2
AOV: Average Order Value CVR: Conversion Rate

Online share

eCommerce online share of the total Cereals market in Greater China

The online share refers to the proportion of the retail volume that is transacted via the Internet. It includes purchases via desktop PC, tablet or smartphone, both via website or app. Only retail of physical goods is taken into account. In the Chinese Cereals retail market, the online share is 7.8% and will increase by an average of 2.6% to 8.6% by 2027.

eCommerce online share of the total Cereals market in Greater China

in %

Note: Data shown is using current exchange rates.

Source: Statista Market Insights , ECDB analysis

2020 2021 2022 2023 2024 2025 2026 2027
Online share (in %) 85.6% 97.2% 84.0% 1.4% 57.5% 0.7% 69.4% 66.4%

Market definition

Definition of the Cereals market within the Grocery market

Market definition: Grocery > Food > Food Cupboard > Cereals The category Cereals includes the online trade of cereals (e.g. cornflakes, cheerios, frosted flakes), muesli and oatmeal. This category does not cover muesli and cereal bars. All monetary figures refer to the annual gross revenue and do not factor in shipping costs.

In-scope

  • Cereals (e.g. cornflakes, cheerios, frosted flakes)
  • Muesli
  • Oatmeal

Out-of-scope

  • Muesli and cereal bars