Breakfast Cereals in Bosnia-Herzegovina

PROSPECTS

Tradition vs. novelty

Breakfast cereals are not a traditional breakfast food in Bosnia-Herzegovina, instead being viewed as a novelty from the West. Nevertheless, many consumers in the country have adopted products in this area as a convenient breakfast solution over the past couple of decades.

Entry of hot cereals

Hot cereals recorded the highest value growth in breakfast cereals during 2018. These new innovative products were launched in Bosnia-Herzegovina during the review period, typically coming in single-serving pouches with detailed preparation instructions.

Focus on children and women

Children’s breakfast cereals is the biggest format in breakfast cereals in Bosnia-Herzegovina. As breakfast cereals are a recent format, older consumers were slow to adopt and even resisted such products, whereas this was not the case with children.

COMPETITIVE LANDSCAPE

Nestlé continues to dominate shelf space

Nestlé Adriatic BH comfortably leads breakfast cereals in Bosnia-Herzegovina. Nestlé controls most shelf space for breakfast cereals, offering a wide range of products to cover different consumer segments as much as possible, especially in the children’s segment, with Nesquik, and women’s segment, with Fitness.

Negligible presence of domestic players in breakfast cereals

The presence of domestic players in breakfast cereals in Bosnia-Herzegovina is negligible, with there being no tradition of manufacturing or consuming breakfast cereals in the country. International manufacturers pioneered the format in the country and still dominate, controlling most shelf and advertising space.

Soaring demand for private label ranges

Private label ranges penetrated breakfast cereals in Bosnia-Herzegovina during the review period. In fact, the leading private label player in breakfast cereals, dm-Drogerie Markt, recorded the highest sales growth and acquired most sales share during 2018.

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