Breakfast cereals will continue to witness stable growth in the forecast period driven by the largest categories, such as muesli and granola, flakes and hot cereals. Despite the high level of maturity, breakfast cereals will likely continue to be driven by the health and wellness trends which are influencing the purchasing and consumption patterns among younger consumers, particularly Millennials and Generation Z.
Hot cereals face the strongest growth potential in breakfast cereals in the forecast period. Known among locals as an important comfort food, hot cereals will remain highly popular and are set to make a stronger comeback due to the growth in categories such as muesli and granola and flakes.
E-commerce sales of breakfast cereals will see strong growth over the forecast period. This is set to be highly beneficial for domestic players who can offer cheaper priced goods by European standards.
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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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