In order to soften the fall in retail volume sales before the decline in real wages, companies launched new economy packaging at the end of 2017. The intention is to offer the same product at a more attractive price for consumers.
One of the main problems for manufacturers of breakfast cereals is that there is little or no tradition of consuming such products in Argentina. The per capita retail volume consumption of breakfast cereals in Argentina is below the Latin American average.
Although, private label has gained ground in the review period, development is slow as the category is dominated by brands offering low prices. For this reason, it is very difficult for chained retailers to develop private label breakfast cereals that can compete with branded rivals and secure satisfactory profitability.
At the end of 2017, Arcor SAIC presented its new line of children’s breakfast cereals and permanently discontinued old brands like Mogul, launched in 2012 when the company ventured into the category. The new line is composed of four varieties (Azuroso, Fruggo, Crokolo and Mielita), which are presented as superheroes, each with a special skill to protect the environment.
Breakfast cereals is concentrated, with three companies expected to maintain well over on half of retail value sales in 2018. National companies are set to occupy the top two positions in retail value share terms, as they offer significantly cheaper options and prices than multinationals like Kellogg Argentina or Nestlé Argentina.
Supermarkets is predicted to remain the main distribution format for breakfast cereals in 2018. Unlike categories in which “other” grocery retailers is gaining ground, boosted by wholesalers, this is not the case with breakfast cereals.
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This industry report originates from Passport, our Packaged Food market research database.