Growth in retail current value sales of breakfast cereals will slow significantly during 2020, with children’s breakfast cereals bearing the brunt of this. Breakfast cereals are a quick and convenient breakfast solution, but with many parents spending more time at home and schools closed for an extended period due to COVID-19, convenience became less important to them.
Many consumers of cereals enjoy novelty and readily embrace the latest trends. Oats, quinoa and chia are among the ingredients that resonate with them, and these are increasingly appearing in breakfast cereals.
Marketing is particularly crucial in breakfast cereals, where consumer preferences can be particularly fickle. Brands require relentless investment in advertising to gain and then keep value share, particularly in children’s breakfast cereals.
Growth in retail current value sales of breakfast cereals is expected to rebound from the impact of COVID-19 over the course of the forecast period. However, as the economic impact of the pandemic is set to linger for several years, this process will be relatively slow.
Older consumers are far less likely to consume breakfast cereals than their younger counterparts. Indeed, many of this group retain negative attitudes towards them: There was a time when breakfast cereals were frowned upon in Croatia, and many older consumers have not forgotten this.
The low of brand loyalty in breakfast cereals makes the leading players vulnerable to economy brands and private label, both of which are a significant presence: Taken together, they account for more than a third of retail current value sales. As many people consume these products on a daily basis, even small differences in price can quickly add up to significant savings, particularly for lower-income households.
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Understand the latest market trends and future growth opportunities for the Breakfast Cereals industry in Croatia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
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This report originates from Passport, our Breakfast Cereals research and analysis database.
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