Consumers are returning to their busy pre-pandemic lifestyles now that Denmark has lifted its COVID-19 measures and this could lead to new product development focusing on on-the-go formats, as well as those consumers looking to follow a healthier lifestyle. For example, instant oat porridge products in a convenient cup packaging have been launched under Salling Group A/S’s Budget private label range as well as under brands such as GRØD.
While muesli and granola is expected to be the most dynamic category in retail volume terms over the forecast period, hot cereals is expected to see the largest increase in actual terms. These products are widely seen as a traditional and healthy breakfast option with oats having various associated health benefits from reducing cholesterol, lowering blood sugar levels and providing a good source of vitamins and nutrients.
With consumer incomes constrained by the sharp rise in the cost of living in 2022, it is likely that private label will gain further share, thus putting more pressure on the leading brand manufacturers. There is a wide and growing assortment of private label breakfast cereals now available in retailers, including organic and other health and wellness options.
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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 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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