Breakfast cereals is anticipated to see a lower retail current value and volume growth rate in 2020 compared to the previous year. With home seclusion, Azerbaijani consumers have more time to have an elaborate, traditional breakfast at home with bread rather than breakfast cereals.
Local retailing is shaped by the substantial growth of modern grocery retailers, including supermarkets, hypermarkets, convenience stores and discounters. However, traditional grocery retailers, such as independent small grocers and other grocery retailers, continue to account for the greatest share in the distribution of breakfast cereals, due to favourable locations adjacent to residential areas, making day-to-day purchases convenient.
Nestlé Azerbaijan Ltd is anticipated to continue to lead breakfast cereals in 2020 with a considerable value share, due to its wide brand portfolio, including Nesquik Duo, Kosmostars, Fitness, Nesquik Magic, Nestlé Khrutka and other products. Local consumers hold Nestlé’s breakfast cereals in high regard, since these products enjoy global recognition, a long-lasting history in Azerbaijan and extensive promotion through modern grocery retailers and independent small grocers.
During the forecast period, breakfast cereals is expected to continue growing fast and expanding in terms of brands and product variety. This is attributed to the low base of breakfast cereals sales in the country and busier lifestyles among consumers, who are switching to ready-to-eat and on-the-go products.
During 2020, international brands continue leading sales of breakfast cereals in Azerbaijan because of a lack of local manufacture. Most products available in the local category are of Russian, Turkish or Ukrainian origin, with others being imported from other neighbouring countries with favourable customs conditions.
Key new product innovations in breakfast cereals in Azerbaijan over the forecast period will include brands and products that claim health and wellness benefits, such as breakfast cereals that are made with whole grains and that are high in fibre. Modern grocery retailers, and particularly supermarkets, hypermarkets and convenience stores, will support sales of new product launches.
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This report originates from Passport, our Breakfast Cereals research and analysis database.
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