With the population in Brazil experiencing significant changes in terms of demographics, driven by the relatively lower importance of the youngest segments and the ageing of the population, brands will focus on adults, including older generations. Therefore, they are likely to leverage the health and wellness appeal of hot cereals or muesli and granola for gut health and cholesterol control.
Despite the strong appeal of health and wellness that drives sales of hot cereals, muesli and granola, and breakfast cereals high in bran, healthiness will weigh less than price in terms of consumers’ purchasing decisions. Brazilians are more likely to base their choice of breakfast cereals on affordability rather than nutritional components, as they perceive limited difference between options that are already positioned as health and wellness alternatives.
Although warehouse clubs play an increasingly relevant role in the distribution of breakfast cereals in Brazil due to the importance of atacarejos, resulting in aggressive growth rates, modern formats will maintain their importance, combined with the popularity of small local grocers and specialist online marketplaces. Retail e-commerce, however, only comprised low share of category sales at the end of the review period, as it mostly focuses on packaged options such as children’s breakfast cereals and hot cereals purchased by consumers grocery shopping online for the month.
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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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