Breakfast cereals is expected to post healthy retail current value sales growth in 2018, as Westernised eating habits influence breakfast choices. The trend is accompanied by a general increase in health and wellness awareness, not least related to gluten and reduced sugar consumption.
Average unit prices for breakfast cereals continued to rise in retail current value terms in 2018. High prices were driven by high import tariffs and transportation costs, which hampered distribution to more remote and rural areas, where price-sensitivity is very high.
Despite anticipated sales growth, the development of breakfast cereals is expected to be restricted by generally low consumer product awareness and a lack of advertising and marketing. Flakes is set to continue to positioned as the cheapest type of breakfast cereal, but remain out of reach for low-income consumers.
Weetabix is projected to remain the leading player in retail value share terms in 2018, although private label is expected to account for the highest share. The main reason for Weetabix’s success is a large portfolio of products under the Tilo’s brand, distributed through modern grocery retailers.
Private label remains a strong presence in breakfast cereals in Cameroon. In 2018, private label is expected to continue to account for the highest retail value share, well above that of the leading company, Weetabix.
International standard brands are set to retain the leading positions in breakfast cereals in 2018. Despite positive retail volume and current value growth for breakfast cereals, there is a general lack of interest from domestic companies.
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This industry report originates from Passport, our Packaged Food market research database.