Between 2020 and 2021, consumption of breakfast cereals has increased due to consumers spending more time at home and having more time to enjoy breakfast, likely consuming more than they usually would. However, due to the negative impact of COVID-19, the economising trend will continue to have a strong impact on consumption behaviour amongst Belarusians, with middle- to low-income consumers being most affected.
Children’s breakfast cereals have continued to perform well in 2021. Children’s breakfast cereals remains popular due to the increasingly busy lives of local mothers, as it is an easy option for children to prepare themselves for breakfast.
In 2021, the key competitors in breakfast cereals will retain their leading positions. Local manufacturer of flakes and children’s breakfast cereals Vit’ba Vitebsky Konditersky Kombinat will continue to lead, thanks to its wide assortment, affordable prices and presence throughout Belarus.
Over the forecast period, one of the main drivers of growth within breakfast cereals will be assortment. For example, local shelves are expected to continue facing the growth of single-serve hot cereals, which will be especially appealing to consumers returning to the office post pandemic.
In line with the health and wellness trend, increasing numbers of Belarusians are seeking out healthier breakfast cereal options and this trend is set to continue over the forecast period. These consumers will pay strong attention to the ingredients of cereals and their additional health benefits.
As both disposable incomes and the foodservice industry recovers, consumers are expected to spend more time dining out over the forecast period. Prior to the pandemic, going out for breakfast or brunch was becoming increasingly popular in Belarus, and this is set to resume as the pandemic comes to a gradual end.
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Understand the latest market trends and future growth opportunities for the Breakfast Cereals industry in Belarus with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Data and analysis in this report provides further detailed coverage dedicated to a comprehensive range of core packaged food categories.
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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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