Breakfast cereals are not perceived as essential products by many Brazilians, with bread being the preferred basis of most breakfasts in the country. Breakfast cereals tend to have high average unit prices in the country, and the severe financial impacts of the health crisis, coupled with the lack of any strong national coordinated support packages by the government, have meant that many consumers have had little option but to cut back their consumption of these products in 2020.
Home schooling has become common in Brazil during the COVID-19 pandemic, given the closure of most schools in the country. Breakfast cereals are commonly provided to children by parents as part of their meal packs to take to school.
Hot cereals, comprising mainly of porridge oats products from a small number of players, outperformed in terms of retail volume sales of breakfast cereals in Brazil over the review period, although per capita consumption remains relatively low compared to other Latin American countries. In addition, consumers have increasingly been opting for breakfast items which they perceive as healthier.
Breakfast cereals is unlikely to return to overall growth in 2021, with modest, albeit accelerating retail volume growth expected from 2022 onwards. Extreme price sensitivity will likely remain in place among many consumers for some time after the devastating impacts on their household budgets during the crisis, with priority given to lower-priced and more popular breakfast products such as bread.
Breakfast cereals generally remains immature in Brazil due to cultural aspects as Brazilians prefer to have bread as the basis of their breakfasts. Manufacturers will therefore need to invest in launching products with flavours which are more appealing to the population if they are to drive this category forward.
Some breakfast cereals are classified as ultra-processed foods in Brazil, which is the strongest warning in terms of the health properties of the products. Some consumers are becoming increasingly influenced by the health and wellness trend, particularly after the devasting health impacts of the COVID-19 pandemic on the country and will therefore continue to shift towards products among breakfast cereals that they perceive to be less processed, when they can afford to do so.
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This report originates from Passport, our Breakfast Cereals research and analysis database.
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