Breakfast cereals was impacted only moderately by the COVID-19 pandemic in 2020. Whilst consumers spent more time at home and therefore had more time for sit-down breakfasts, hot cereals is considered a quick convenient breakfast meal, and over the review period was already a common breakfast choice by Danish adults.
Children’s breakfast cereals will record the highest retail current value growth in 2020, despite suffering from declines at the late end of the review period. The category had previously been impacted by parents’ concerns over the high sugar content, which was a prominent feature in negative media coverage.
Lantmännen Cerealia will maintain its strong current value lead within breakfast cereals in Denmark in 2020 despite a slight decrease in share. The company’s main strength is in hot cereals, in which it will continue to hold a strong lead in 2020, thanks to consumers tending to favour brands within this category.
While the overall impact of the COVID-19 pandemic on breakfast cereals was relatively insignificant compared with other categories, the retail volume is expected to decrease to slightly above pre-pandemic levels in 2021. This is in line with the work from home trend fading away and the category returning to its slowly moving mature state towards the end of the forecast period.
Over the forecast period, price point will continue to be a lesser factor in purchasing decisions for consumers in breakfast cereals. This is particularly true for hot cereals, because average unit prices are already so low that choosing cheaper brands would have a more significant impact on quality than their finances.
Whilst children’s breakfast cereal will witness the fastest growth in 2020, it is expected to demonstrate the strongest decrease over the forecast period. This is largely due to the fact that children will be at school throughout the whole year and largely eating packed-breakfasts at school (such as Danish rye-bread) instead of breakfast cereals at home.
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Understand the latest market trends and future growth opportunities for the Breakfast Cereals industry in Denmark with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Breakfast Cereals research and analysis database.
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