Executive Summary

Nov 2019
PROSPECTS
Strong performance by muesli and granola drives growth of breakfast cereals

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.

Producers of children’s breakfast cereals forced to address sugar concerns

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.

Consumers look for natural, organic and local ingredients

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.

COMPETITIVE LANDSCAPE
Multinationals lead breakfast cereals due to wide product portfolios

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.

Muesli and granola players continue to address demand for healthier products

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 offer strong competition to branded players, adapting to changing consumer demands

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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Breakfast Cereals in Austria

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Overview

Discover the latest market trends and uncover sources of future market growth for the Breakfast cereals industry in Austria with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Breakfast cereals industry in Austria, our research will save you time and money while empowering you to make informed, profitable decisions.

The Breakfast cereals in Austria market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth  
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Breakfast cereals in Austria?
  • What are the major brands in Austria?
  • 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?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Packaged Food market research database.

Breakfast Cereals in Austria - Category analysis

HEADLINES

PROSPECTS

Strong performance by muesli and granola drives growth of breakfast cereals
Producers of children’s breakfast cereals forced to address sugar concerns
Consumers look for natural, organic and local ingredients

COMPETITIVE LANDSCAPE

Multinationals lead breakfast cereals due to wide product portfolios
Muesli and granola players continue to address demand for healthier products
Private label offer strong competition to branded players, adapting to changing consumer demands

CATEGORY DATA

Table 1 Sales of Breakfast Cereals by Category: Volume 2014-2019
Table 2 Sales of Breakfast Cereals by Category: Value 2014-2019
Table 3 Sales of Breakfast Cereals by Category: % Volume Growth 2014-2019
Table 4 Sales of Breakfast Cereals by Category: % Value Growth 2014-2019
Table 5 NBO Company Shares of Breakfast Cereals: % Value 2015-2019
Table 6 LBN Brand Shares of Breakfast Cereals: % Value 2016-2019
Table 7 Distribution of Breakfast Cereals by Format: % Value 2014-2019
Table 8 Forecast Sales of Breakfast Cereals by Category: Volume 2019-2024
Table 9 Forecast Sales of Breakfast Cereals by Category: Value 2019-2024
Table 10 Forecast Sales of Breakfast Cereals by Category: % Volume Growth 2019-2024
Table 11 Forecast Sales of Breakfast Cereals by Category: % Value Growth 2019-2024

Packaged Food in Austria - Industry Overview

EXECUTIVE SUMMARY

Convenience supports packaged food but consumers also demand healthier, local products
Health trends continue to support demand for organic and plant-based products
Intense competitive landscape led by artisanal and private label
Dominant modern grocery retailers offers convenience but consumers still partial to indulgence, benefiting artisanal bakeries
Higher current value growth supported by demand for perceived healthier products for which consumers are willing to pay

FOODSERVICE

Sales to Foodservice
Foodservice suppliers must increasingly be able to offer convenient, healthy and local meal solutions to outlets
Flexitarian lifestyles mean that suppliers must also be flexible in their foodservice options
Increasing popularity of takeaway and delivery services offer food service providers chance to capture wider audience
Consumer Foodservice
Food trucks address demand for on-the-go fresh innovative meal options
Foodservice providers must look to new opportunities to expand target audience
Time-restricted consumers increasingly turn to retailers’ on-the-go meal solutions offering competition to foodservice
Category Data
Table 12 Foodservice Sales of Packaged Food by Category: Volume 2014-2019
Table 13 Foodservice Sales of Packaged Food by Category: % Volume Growth 2014-2019
Table 14 Forecast Foodservice Sales of Packaged Food by Category: Volume 2019-2024
Table 15 Forecast Foodservice Sales of Packaged Food by Category: % Volume Growth 2019-2024

MARKET DATA

Table 16 Sales of Packaged Food by Category: Volume 2014-2019
Table 17 Sales of Packaged Food by Category: Value 2014-2019
Table 18 Sales of Packaged Food by Category: % Volume Growth 2014-2019
Table 19 Sales of Packaged Food by Category: % Value Growth 2014-2019
Table 20 GBO Company Shares of Packaged Food: % Value 2015-2019
Table 21 NBO Company Shares of Packaged Food: % Value 2015-2019
Table 22 LBN Brand Shares of Packaged Food: % Value 2016-2019
Table 23 Penetration of Private Label by Category: % Value 2014-2019
Table 24 Distribution of Packaged Food by Format: % Value 2014-2019
Table 25 Distribution of Packaged Food by Format and Category: % Value 2019
Table 26 Forecast Sales of Packaged Food by Category: Volume 2019-2024
Table 27 Forecast Sales of Packaged Food by Category: Value 2019-2024
Table 28 Forecast Sales of Packaged Food by Category: % Volume Growth 2019-2024
Table 29 Forecast Sales of Packaged Food by Category: % Value Growth 2019-2024

SOURCES

Summary 1 Research Sources