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Breakfast cereals market research

Euromonitor has the world’s most comprehensive research on the breakfast cereals category within the packaged food industry.  We monitor and analyse industry trends around the world, including in-depth data on market share and market size – from the “big picture” qualitative analysis; down to specific category data. 

Euromonitor data and market analysis cultivates your organisation’s awareness of the breakfast cereals market and the greater competitive environment, ensuring accurate and focused strategies for your business.

A resource for your entire organisation, Euromonitor market research supports every level of business, assisting in strategic development, marketing, mergers and acquisitions, and brand management.

Breakfast cereals reports can also be purchased as part of a discounted bakery products package that includes data and analysis of three packaged food categories: breakfast cereals, cookies/biscuits, and baked goods.

Our breakfast cereals market research answer questions such as:

  • What is the market size of breakfast cereals?
  • What are the major brands in breakfast cereals?
  • How will increasingly volatile wheat commodity prices impact retail prices and sales performance?
  • What are the market opportunities for high fibre products?
  • Given mounting concerns over childhood obesity, what does the future hold for children’s breakfast cereal?

results

 

Country Report

Breakfast Cereals in Malaysia

Breakfast cereals remained a popular consumer choice in packaged food due to health awareness. This was because cereals are commonly thought of as a health food to reduce cholesterol levels, especially for older people. Moreover, government media ...

May 2015 | US$990 | Add to cart | View details

Country Report

Breakfast Cereals in Switzerland

The breakfast cereals category is driven by the trend towards healthy and convenient breakfast products. On the one hand, consumers are opting for convenient products that do not require any additional preparation and can be quickly consumed in the ...

Apr 2015 | US$990 | Add to cart | View details

Global Briefing

The Food Brief

Six months on from the publication of packaged food and with 2014 company results in, we provide a full year review of the packaged food industry with a particular focus on the performance of major players. We also evaluate how emerging market ...

Apr 2015 | US$1,325 | Add to cart | View details

Country Report

Breakfast Cereals in Thailand

Breakfast cereals continued to record current value growth in Thailand in 2014, due to increasing product penetration, particularly among children and young adults. During the review period, several media channels and publications continued to ...

Apr 2015 | US$990 | Add to cart | View details

Country Report

Breakfast Cereals in India

Breakfast cereals witnessed current value growth of 25% in 2014. The primary consumers for breakfast cereals continued to be urban consumers. This was because urban consumers prefer a fast arrangement for breakfast due to their lifestyles, and ...

Apr 2015 | US$990 | Add to cart | View details

Country Report

Breakfast Cereals in the Philippines

Filipinos are used to eating rice with their main meals including breakfast. This limited the demand for breakfast cereals, especially as few people drink milk after childhood, once they start eating solid food after drinking toddler milk formula. As...

Apr 2015 | US$990 | Add to cart | View details

Country Report

Breakfast Cereals in Vietnam

In 2014, breakfast cereals recorded current value growth of 14%. This good performance was thanks to consumers’ busier lifestyles, increased sophistication and greater exposure to Western lifestyles. Towards the end of the preview period, many ...

Apr 2015 | US$990 | Add to cart | View details

Country Report

Breakfast Cereals in New Zealand

Retail volume and current value growth rates for breakfast cereals in 2014 were both down on 2013, and also slower than the respective CAGRs for the entire review period. While this was partly due to increasing maturity, the category’s performance ...

Mar 2015 | US$990 | Add to cart | View details

Country Report

Breakfast Cereals in Kazakhstan

The devaluation of the national currency negatively affected sales of breakfast cereals, with slower retail volume growth witnessed in 2013 and 2014 after reasonable growth was recorded in 2012. Parents regarded children’s cereals as a less healthy ...

Mar 2015 | US$990 | Add to cart | View details

Country Report

Breakfast Cereals in Hong Kong, China

Breakfast cereals recorded robust current value growth in 2014, albeit slower than in 2013. Breakfast cereals are perceived as being healthy and convenient breakfast options and many products in the category are aligned with the trend towards busy ...

Mar 2015 | US$990 | Add to cart | View details

Country Report

Breakfast Cereals in Georgia

RTE cereals are the most popular type of breakfast cereals in Georgia, with the category registering sales of GEL9 million (retail volume sales of 600 tonnes) and a 78% value share of breakfast cereals in 2014. Another significant proportion of ...

Mar 2015 | US$990 | Add to cart | View details

Country Report

Breakfast Cereals in Indonesia

Breakfast cereals manufacturers continued targeting middle- to upper-income consumers during 2014. Because consumers continued to perceive breakfast cereal products as premium products, they gained more attention from Indonesians consumers. The ...

Mar 2015 | US$990 | Add to cart | View details

Country Report

Breakfast Cereals in Singapore

Breakfast cereals saw stronger current value growth in 2014 than 2013 due to consumer demand for quick breakfast on-the-go because of their hectic lifestyles. However, consumers’ rising health consciousness also made them unwilling to compromise on ...

Mar 2015 | US$990 | Add to cart | View details

Country Report

Breakfast Cereals in South Korea

Retail volume and current value growth rates for breakfast cereals in 2014 were both down on 2013, and also slower than the respective CAGRs for the entire review period. This was partly due to increasing maturity, particularly in flakes. This ...

Mar 2015 | US$990 | Add to cart | View details

Country Report

Breakfast Cereals in Egypt

Breakfast cereals remains a small category, representing a nominal share of total bakery volume sales. This is due to a lack of awareness of this product. Moreover, the upper strata are the ones who are familiar with the health benefits some cereal ...

Mar 2015 | US$990 | Add to cart | View details

Country Report

Breakfast Cereals in Belarus

The development of breakfast cereals towards the end of the review period was affected by two main trends – health and wellness and increasingly busy lifestyles. Belarusians were becoming both more health conscious with a growing number of consumers ...

Mar 2015 | US$990 | Add to cart | View details

Country Report

Breakfast Cereals in Romania

The growth of breakfast cereals was as a result of the increasing confidence in the future which followed the strong economic performance. Lifestyle changes, despite the still poor purchasing power, also contributed to this growth. Urban areas ...

Mar 2015 | US$990 | Add to cart | View details

Country Report

Breakfast Cereals in Macedonia

In 2014, breakfast cereals in Macedonia saw current value growth of 4%, reaching sales of MKD300 million. Volume demand for breakfast cereals in Macedonia increased by 1% to reach 1,900 tonnes.

Mar 2015 | US$990 | Add to cart | View details

Country Report

Breakfast Cereals in Japan

Breakfast cereals continued to register strong value growth of 12% in 2014 due to the growth in the popularity of granola for breakfast. Granola is muesli baked in oven until crisp and is typically eaten with a variety of toppings such as yoghurt, ...

Mar 2015 | US$990 | Add to cart | View details

Country Report

Breakfast Cereals in Azerbaijan

Breakfast cereals continued to develop during the review period, with a growing number of products being distributed throughout Azerbaijan. The growing availability of higher quality products is giving consumers a greater choice. Consumers in ...

Mar 2015 | US$990 | Add to cart | View details

Country Report

Breakfast Cereals in Ukraine

Consumption of breakfast cereals strongly follows the health and wellness trend, as products within this category benefit from a healthy image. Muesli and hot cereals benefit from the most positive image, because they are perceived as natural ...

Mar 2015 | US$990 | Add to cart | View details

Country Report

Breakfast Cereals in Uzbekistan

Breakfast cereals products are popular for consumption at breakfast, although their popularity is limited to urban areas. Urban dwellers tend to follow European lifestyles more and have higher income levels which enable them to purchase ...

Feb 2015 | US$990 | Add to cart | View details

Country Report

Breakfast Cereals in Slovakia

Breakfast cereals current value sales in 2014 declined by 11%, reaching a total of €23 million. Sales affected by the changing breakfast trends, particularly due to increasing number of Slovaks who are skipping breakfast altogether. Strengthening ...

Feb 2015 | US$990 | Add to cart | View details

Country Report

Breakfast Cereals in Taiwan

Growth in retail volume sales of breakfast cereals in 2014 was down slightly on 2013, and also slower than the CAGR for the entire review period. This slowdown was mainly due to increasing maturity. In addition, although breakfast cereals are ...

Feb 2015 | US$990 | Add to cart | View details

Country Report

Breakfast Cereals in Italy

Breakfast cereals in Italy is a category which is increasingly under the influence of the rising demand for having healthy and natural breakfasts at home instead of going out to a café for breakfast as consumers seek to save money. Italian people are...

Jan 2015 | US$990 | Add to cart | View details

Country Report

Breakfast Cereals in Turkey

In 2014, breakfast cereals registered a higher current value growth than 2013. When compared to the Western European average, the consumption of breakfast cereals in Turkey is low. However, it has been rapidly increasing as a result of urbanisation ...

Jan 2015 | US$990 | Add to cart | View details

Country Report

Breakfast Cereals in Portugal

Breakfast cereals began to suffer from the shift to substitute products. In a difficult economic context, Portuguese consumers went back to basics and turned to cheaper products, such as bread. Moreover, the health and wellness trend began to have a ...

Jan 2015 | US$990 | Add to cart | View details

Country Report

Breakfast Cereals in Bosnia-Herzegovina

Following a year of poor performance in 2013, breakfast cereals is set to recover in 2014 due to the intensified efforts of manufacturers to boost sales through promotion. However, growth is not likely to reach the highs recorded during the first ...

Jan 2015 | US$990 | Add to cart | View details

Country Report

Breakfast Cereals in Slovenia

Breakfast cereals in Slovenia, especially those targeted towards children, are often criticised by health protection agencies as being unhealthy and described as sweets due to the high amount of sugar they contain. However, in the second half of the ...

Jan 2015 | US$990 | Add to cart | View details

Country Report

Breakfast Cereals in the Czech Republic

A growing number of Czech consumers are opting for breakfast cereals in the morning as they are easy to prepare and healthy, with products in this area typically being targeted at children, teenage girls and young active consumers aged between 20 and...

Jan 2015 | US$990 | Add to cart | View details

Country Report

Breakfast Cereals in Belgium

Breakfast cereals continued to experience a difficult time in 2014. First, marketers deplored a switch back to value for money and traditional breakfasts, namely bread and spreads, during the persisting sluggish economic context. Then, the debate ...

Jan 2015 | US$990 | Add to cart | View details

Country Report

Breakfast Cereals in the Netherlands

Breakfast cereals grew in both retail volume and value terms in 2014, continuing its performance from the previous year. Breakfast cereals benefited from an increasing number of consumers switching away from bread. Most of the diet books which ...

Jan 2015 | US$990 | Add to cart | View details

Country Report

Breakfast Cereals in Nigeria

Breakfast cereals are not traditional Nigerian food products, given Nigerians favour traditional breakfasts such as pap (corn meal), thus the category is growing well from a low base driven by growth in formal employment, urbanisation and ...

Jan 2015 | US$990 | Add to cart | View details

Country Report

Breakfast Cereals in Uruguay

Breakfast cereals in Uruguay, with the exception of hot cereals (oatmeal), are consumed almost exclusively in mid- to high-income households and despite the efforts from the Ministerio de Salud Pública and some manufacturers, the breakfasting habits ...

Jan 2015 | US$990 | Add to cart | View details

Country Report

Breakfast Cereals in Pakistan

The traditional breakfast of Pakistani consumers consists of Parathas (flat bread cooked with oil/butter) served with eggs and milk or tea. People also like to have traditional dishes like curry with Parathas in the morning. However, the increasing ...

Jan 2015 | US$990 | Add to cart | View details

Country Report

Breakfast Cereals in Iran

The key event in 2014 was the removal of the import ban, which happened during the last months of the year. After the sudden devaluation of the national currency compared with the US dollar in 2012, the Iranian government put cereals on the luxury ...

Jan 2015 | US$990 | Add to cart | View details

Country Report

Breakfast Cereals in China

Breakfast cereals benefited both from increasingly hectic lifestyles and rising health awareness among consumers towards the end of the review period. A growing number of consumers are opting for breakfast cereals as a convenient and healthy ...

Jan 2015 | US$990 | Add to cart | View details

Country Report

Breakfast Cereals in Australia

Breakfast cereals in Australia was stagnant in 2014, experiencing virtually no growth in value terms and declining by 2% in volume terms. It is often claimed that Australian consumers are increasingly “skipping breakfast”, predominately due to time ...

Dec 2014 | US$990 | Add to cart | View details

Country Report

Breakfast Cereals in Guatemala

Breakfast cereals will lead growth in baked goods in 2014, with the area set to record current value growth of 9% and sales of GTQ1 billion. Breakfast cereals is recording strong growth, mainly among children who enjoy having sweet cereals for ...

Dec 2014 | US$990 | Add to cart | View details

Country Report

Breakfast Cereals in Bulgaria

Breakfast cereals continues to perform excellently in 2014, and is set to register the strongest performance within baked goods. These products are still relatively new and are seen as both convenient and healthy, as they can be eaten as a snack or a...

Dec 2014 | US$990 | Add to cart | View details

Country Report

Breakfast Cereals in Russia

Busy lifestyles, especially among urban consumers, made consumers choose fast and easy meal solutions. Breakfast cereals became popular for everyday life as it was positioned as light, healthy and energy giving breakfast. The consumption of breakfast...

Dec 2014 | US$990 | Add to cart | View details

Country Report

Breakfast Cereals in Costa Rica

Breakfast cereals has resulted in one of the most benefited categories from the increased health and wellness awareness trend, which has significantly created opportunities for the fastest growing categories, such as weight-approach formulations. Not...

Dec 2014 | US$990 | Add to cart | View details

Country Report

Breakfast Cereals in Hungary

Breakfast cereals benefited from the growing health awareness trend, while consuming such products is very convenient. In 2014, retail volume sales grew in spite of higher unit prices. The range of available products is widening continuously, as ...

Dec 2014 | US$990 | Add to cart | View details

Country Report

Breakfast Cereals in Brazil

Convenience and health and wellness are the main drivers of growth in breakfast cereals. While breakfast cereals are traditionally associated with breakfast, increasing purchasing power, combined with more hectic lifestyle leading consumers to look ...

Dec 2014 | US$990 | Add to cart | View details

Country Report

Breakfast Cereals in Ecuador

As consumers are more interested in following a balanced and healthy diet, one of the main product types they have been prone to switch is breakfast cereals. This is why demand for healthier and more natural cereals has increased, because these ...

Dec 2014 | US$990 | Add to cart | View details

Country Report

Breakfast Cereals in Croatia

After a relatively active year of innovation in 2013, breakfast cereals has witnessed less development in terms of innovation over 2014; nevertheless, there has been continued focus on trends such as better-for-you and organic innovation. ...

Dec 2014 | US$990 | Add to cart | View details

Country Report

Breakfast Cereals in Chile

The government’s healthy living campaigns, such as “Programa Vivir Sano” (Healthy Living Programme), along with advertising, marketing and fashion industry trends, have continued to increase consumers’ health-consciousness in 2014. The latter is also...

Dec 2014 | US$990 | Add to cart | View details

Country Report

Breakfast Cereals in Bolivia

Bolivian consumers are going through social and economic changes. More women in the workforce, longer working hours and less time to prepare food or stick to traditional meal hours are all expected to have a positive effect on breakfast cereals’ ...

Dec 2014 | US$990 | Add to cart | View details

Country Report

Breakfast Cereals in Peru

Over the review period, consumers have been moving from sugary cereals to less-sugary alternatives, which has generated a faster growth rate projection in family cereals than in children’s cereals for 2014, 10% vs. 6% in retail volume terms. Although...

Dec 2014 | US$990 | Add to cart | View details

Country Report

Breakfast Cereals in Austria

In Austria, breakfast cereals are consumed by both adults and children. They are popular amongst consumers due to their convenience, variety, availability and their nutritional value. Consumer demand for healthy nutrition influenced some of the ...

Dec 2014 | US$990 | Add to cart | View details
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