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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 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$900 | 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$900 | 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$900 | 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$900 | 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$900 | 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$900 | 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$900 | 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$900 | 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$900 | 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$900 | 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$900 | 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$900 | 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$900 | 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$900 | 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$900 | 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$900 | 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$900 | 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$900 | Add to cart | View details

Country Report

Breakfast Cereals in Indonesia

The rising popularity of Western culture in Indonesia helped to boost growth in breakfast cereals in 2013 as more Indonesians became accustomed to eating breakfast cereals with milk for breakfast. Furthermore, breakfast cereals are perceived as being...

Dec 2014 | US$900 | 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$900 | 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$900 | 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$900 | Add to cart | View details

Country Report

Breakfast Cereals in South Africa

There has been an increased manufacturer focus on children’s breakfast cereals in South Africa. Nestlé South Africa has started importing its Nestlé brands and distributing them via local retail outlets such as Pick ‘n’ Pay. While these brands are ...

Dec 2014 | US$900 | Add to cart | View details

Country Report

Breakfast Cereals in Argentina

Breakfast cereals consumption per capita is very low in Argentina due to three main reasons. First, there is a low rate of children having breakfast in their homes (according to private sources only 50% of children do so in the public schools). ...

Nov 2014 | US$900 | Add to cart | View details

Country Report

Breakfast Cereals in Algeria

Breakfast cereals continued to register a strong performance in Algeria due to its continued popularity as a breakfast choice among families, particularly for their children. However, there remained limited uptake in the daily consumption of cereals ...

Nov 2014 | US$900 | Add to cart | View details

Country Report

Breakfast Cereals in France

Two main factors accounted for the overall slowdown expected in the demand for breakfast cereals in 2014. On the one side, the return of traditional breakfasts – with bread and spreads and/or pastries – negatively impacted demand in 2014; on the ...

Nov 2014 | US$900 | Add to cart | View details

Country Report

Breakfast Cereals in Mexico

Taking effect on 1 January 2014 a new tax called IEPS – Impuesto Especial Sobre Producción y Servicios (Special Tax Over Production and Services) imposed an 8% rate on high-calorie food, that is those products with 275kcal and above per each 100g of ...

Nov 2014 | US$900 | Add to cart | View details

Country Report

Breakfast Cereals in Germany

Breakfast cereals continues to be limited in its value and volume development due to the sheer maturity and saturation of the category. Also it has to deal with a shrinking target group, since these products are more popular amongst younger people ...

Nov 2014 | US$900 | Add to cart | View details

Country Report

Breakfast Cereals in the US

Americans continued to turn away from breakfast cereals to other breakfast alternatives in 2014. In turn, current value sales of breakfast cereals are set to decline by 2% in 2014. Consumers are turning to more convenient products such as Greek ...

Nov 2014 | US$900 | Add to cart | View details

Country Report

Breakfast Cereals in Estonia

Breakfast cereals will see positive growth in 2014 as value sales will be boosted by the growing purchasing power among consumers, enabling them to spend more on products in the category. While, during the recession years, consumers were concerned ...

Nov 2014 | US$900 | Add to cart | View details

Country Report

Breakfast Cereals in Saudi Arabia

Thanks to the growing penetration of broadcast and digital media, as well as an improving healthcare system, the overall health and wellness consciousness is expected to rise among the local population. Obesity levels have reached alarming levels ...

Nov 2014 | US$900 | Add to cart | View details

Country Report

Breakfast Cereals in Colombia

During 2014, breakfast cereals will grow by 4% in volume terms and by 7% in current value terms, as increases in disposable income, busier lifestyles and changes in consumption patterns are all boosting the category’s performance. Colombia has had ...

Nov 2014 | US$900 | Add to cart | View details

Country Report

Breakfast Cereals in Greece

As Greek consumers began to have breakfast at home in order to save money, breakfast cereals registered only a marginal decline in volume terms, whilst value sales continued to decline at a rapid pace. Consumers migrated to cheaper and more basic ...

Nov 2014 | US$900 | Add to cart | View details

Country Report

Breakfast Cereals in Israel

The health and wellness trend negatively affected the breakfast cereals category towards the end of the review period as many products were found to contain high levels of sugar and white flour, which have a negative effect on health. Breakfast ...

Nov 2014 | US$900 | Add to cart | View details

Country Report

Breakfast Cereals in Kenya

The consumption of breakfast cereals is growing in Kenya and this can be attributed to cultural changes, growth in the numbers of middle-income consumers in the country and growing disposable income levels as well as increased levels of awareness of ...

Nov 2014 | US$900 | Add to cart | View details

Strategy Briefing

The Sugar Backlash and its Effects on Global Consumer Markets

Added sugars – in particular fructose - in processed food and drinks play a key part in the growing problems of obesity, diabetes and tooth decay. Consumer demand is forcing manufacturers to reduce sugar content and develop natural alternatives to ...

Nov 2014 | US$1,200 | Add to cart | View details

Country Report

Breakfast Cereals in Denmark

Danes increasingly look for simple, healthy food which has been less processed, and with no added sugar or other additives, and this trend is particularly noticeable in categories such as breakfast cereals. Hot cereals and muesli are increasing at ...

Oct 2014 | US$900 | Add to cart | View details

Global Briefing

Competing in Packaged Food: Uncovering White Space in Packaging, Product and Retail

With the packaged food market hitting saturation point in developed markets, the key challenge for brands is to identify white space: the last remaining areas of opportunity. In mature markets where spending on food is already high, Euromonitor ...

Oct 2014 | US$1,200 | Add to cart | View details

Country Report

Breakfast Cereals in Finland

Breakfast cereals is a mature category in Finland, with little room for expansion. In order to encourage sales, in 2014 companies updated their selections and launched new product developments, as well as putting effort into advertising. The health ...

Oct 2014 | US$900 | Add to cart | View details

Country Report

Breakfast Cereals in Ireland

Sales of breakfast cereals are valued at €219 million in 2014, an increase of just 1%. Growth in this category remains relatively slow compared to growth before the recession hit Ireland in 2008. While many will still sit down and eat their cereal in...

Oct 2014 | US$900 | Add to cart | View details

Country Report

Breakfast Cereals in Morocco

Breakfast cereals are still regarded as products intended for children in Morocco. This pushed manufacturers in this category to offer new products with health and wellness features, like Fitness, Fitness Choco and Mr Kanny Slim Flakes in order to ...

Oct 2014 | US$900 | Add to cart | View details

Country Report

Breakfast Cereals in Dominican Republic

A new domestic cereal manufacturer, Grupo César Iglesias, has emerged in 2014 and inaugurated the country’s first plant to manufacture cornflakes. Cornflakes remain highly popular among consumers, and the company’s new brand is expected to compete ...

Oct 2014 | US$900 | Add to cart | View details

Global Briefing

Food Trends in India: What Makes the Indian Market so Different?

Once one of the world’s poorest and least brand-savvy nations, India is now on its way to becoming a globally important packaged food market. With a population of over 1.2 billion and a rapidly expanding middle class eager to spend, India offers ...

Oct 2014 | US$1,200 | Add to cart | View details

Country Report

Breakfast Cereals in Venezuela

In 2014 breakfast cereals will continue to record a slowdown trend in consumption, which started in 2010 as the result of the economic downturn, and has forced Venezuelans to reduce their frequency of consumption. Breakfast cereals faces strong ...

Oct 2014 | US$900 | Add to cart | View details

Country Report

Breakfast Cereals in the United Kingdom

Once a static market, breakfast cereal innovation continues apace. The core focus continues to be on developing portable products, perceived to be healthy, which can be consumed on the go. These products, which often use muesli, porridge or granola, ...

Oct 2014 | US$900 | Add to cart | View details

Country Report

Breakfast Cereals in Spain

Fierce competition between branded products and private label has led to intense discounting and promotional activity within the category, driving a current value decline in 2013 and 2014. Along with this, a consumer switch to cheaper references ...

Oct 2014 | US$900 | Add to cart | View details

Global Briefing

14 Food Trends to Watch in 2014: Part Two

With so much happening in packaged food, identifying developments that really matter is a challenge. Euromonitor International has picked out 14 of the most influential food trends to watch in 2014, with Part Two looking at the importance of ...

Jul 2014 | US$1,200 | Add to cart | View details

Country Report

Breakfast Cereals in Serbia

Breakfast cereals are products that are relatively new in the Serbian market – they became popular over the last 10-15 years, especially amongst younger women who recognised them as a relatively healthy and cheap breakfast alternative to traditional ...

Apr 2014 | US$900 | Add to cart | View details

Country Report

Breakfast Cereals in Tunisia

Breakfast cereals in Tunisia are still perceived as a product destined for children. In fact, despite the convenience of certain breakfast cereals to adults, like Mr Kanny Orange and Nestlé Fitness Cereals with whole grain, these products are still ...

Apr 2014 | US$900 | Add to cart | View details

Country Report

Breakfast Cereals in South Korea

In 2013, breakfast cereals saw retail value growth of 5%, to reach sales of Won251 billion, driven by family breakfast cereals with 8% retail value growth. The market size of family breakfast cereals has increased continuously, contributing 52% value...

Apr 2014 | US$900 | Add to cart | View details
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