Breakfast cereal benefitted from the lockdowns in 2020, as with people confided to home, they spend more lingering over breakfast. In 2021, value growth is expected to be lower, though still healthy, as the pandemic persists and a large portion of the population is still working from home.
The two biggest players in breakfast cereals, Nestlé Austria (Cereal Partners Worldwide) and Kellogg Austria, are both expected to gain further value share in 2021. For Nestlé, brands such as Fitness, Cini Minis and Nesquik are expected to perform well.
In recent years, breakfast cereals have had to fight the image of being very unhealthy. The usually high sugar content, especially in products aimed at children, has been increasingly criticised.
Breakfast cereal will see healthy constant value growth over the forecast period. However, once society opens up fully gain and employees return to the office, on-the-go breakfast cereals will gain value share.
Flakes and muesli and granola will grow strongly over the forecast period. These types of breakfast cereal are seen as healthier.
The pandemic revealed the vulnerability of global supply chains and also further emphasised the damage that humans are doing to the environment, as there is a belief that COVID-19 came about due to poor environmental practices. As a result, Austrians are increasingly worried about climate change and its negative effect on the environment and they are demanding action from manufacturers in terms of sustainable packaging and manufacturing processes.
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This is the aggregation of ready-to-eat (RTE) and hot cereals.See All of Our Definitions
This report originates from Passport, our Breakfast Cereals research and analysis database.
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