Retail volume sales of breakfast cereals are expected to continue to decline in the forecast period as a whole, returning to pre-pandemic levels by 2023. As the impact of the COVID-19 pandemic further lessens, consumption occasions will continue to shift from at-home to foodservice, while consumers will also generally spend less time indoors preparing and cooking food, instead spending more time outdoors and travelling, amongst other activities.
Canadians’ demand for greater functionality and specific benefits, which was already emerging prior to the onset of the pandemic, has further strengthened in line with a greater focus on health and wellbeing, including a review of nutritional intake. The perceived processed nature of some breakfast cereals including high sugar content is likely to be a discouraging factor for many consumers moving forward, particularly for parents as they look to offer their children alternative breakfast or snacking options.
The pandemic has been an unprecedented growth driver for e-commerce, particularly in terms of local consumers placing online orders for their grocery needs, taking the distribution channel to an entirely new level during the pandemic in 2020, with further growth momentum and share gain during 2021 and into 2022. The review period witnessed both slow supply and demand, with players and retailers cautious about investing in e-commerce due to the significant challenges associated with Canadian markets, including geographical span, while a relatively small proportion of the population compared to other developed economies, and slower adoption rates due to the overwhelming preference to purchase groceries from physical stores, limited stronger uptake.
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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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