Although sales of breakfast cereals are expected to remain relatively buoyant in 2020, COVID-19 presents serious problems for the category going forward. Ongoing economic hardship in Algeria has been worsened by COVID-19, with businesses closing for long periods and unemployment rising.
Nestlé is expected to continue to lead breakfast cereals in value terms in 2020. The main reason for Nestlé's leadership is its strong brand recognition, along with the excellent quality and taste of its products, especially its leading brand Chocapic.
The big two global players, Nestlé and Kellogg, remained amongst the top three players in breakfast cereals in 2020, representing a significant share of value sales due to their strong brand recognition. International players are positioned as premium in breakfast cereals, attracting middle and higher-income consumers.
Growth is reasonably high for breakfast cereals over the forecast period, as children and teenagers increase their consumption. Families are increasingly turning to convenient breakfast options, swayed by promotional campaigns carried out by leading players, especially Nestlé.
The slowdown in the growth of breakfast cereals over the forecast period is attributed to maturity, as well as the anticipated increase in unit prices. The declining disposable incomes of consumers is also a potential threat to performance, with COVID-19 deepening a crisis in purchasing power for years to come.
Players will be focusing on breakfast cereals for adults over the forecast period, introducing healthier options in line with the rising health and wellness trend. Many breakfast cereals will be promoted for their health and functional benefits, with muesli expected to become available in supermarkets - attracting consumers who are searching for products with healthy attributes.
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Understand the latest market trends and future growth opportunities for the Breakfast Cereals industry in Algeria with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
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This report originates from Passport, our Breakfast Cereals research and analysis database.
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