Demand for breakfast cereals continued to rise in line with the ongoing strong performance of the largest category of muesli and granola, which recorded the highest growth in 2019 in current value and retail volume terms. To maintain this popularity, producers continued to innovate by expanding their variety of flavours, and ingredients combinations.
As a response to health trends in Austria and the ongoing popularity of muesli and granola, producers of children’s breakfast cereals were under pressure to combat the negative image of this product due to parental concerns over high sugar content. Therefore, manufacturers developed and promoted healthier options for children’s breakfast cereals by including wholegrain, cereal with fruit or pieces of yoghurt, with a greater focus on high fibre content, in an attempt to halt the ongoing decline the category experienced in 2019.
Demand for organic, natural and local ingredients will be key success factors for breakfast cereals over the forecast period, particularly within muesli and granola, and flakes. This strategy will also be adopted by private label lines, particularly as many retailers have built up good relationships with local suppliers or farmers and are able to quickly adapt their offer to meet changing consumer demand for natural ingredients.
Breakfast cereals continued to be led by two multinationals, Nestlé Österreich and Kellogg Österreich, which benefit from large product portfolios including muesli and granola, flakes and children’s breakfast cereals, although both lost value share in 2019 due to competition from smaller players. International brands such as Fitness, Kellogg's Special K and Nesquik enjoy a high level of consumer recognition, availability and vast resources which allows continual development and innovation, enabling them to launch products that cater to specific consumer demand such as healthier options in addition to reformulating traditional products to address rising concerns over high sugar levels.
The ongoing demand for natural, local or organic products has been addressed by some players, which continued to develop their breakfast cereals. Bioquelle, which leads muesli and granola with its brand Knüsperli & Vitality, focuses on offering healthier products without any added sugar, while Schneekoppe and Gittis Naturprodukte also attempt to focus on this attribute within muesli and granola.
Private label retained a strong presence in breakfast cereals, supported by the ability of retailers to improve and develop their product portfolios to meet changing consumer demands and include organic and premium offers but at accessible prices. Retailers such as Spar are expanding into the organic and free from segments, with Spar Natur*Pur gaining value share within muesli and granola, and recording strong current value growth in 2019.
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This industry report originates from Passport, our Packaged Food market research database.