All categories within breakfast cereals are set to record an improving retail value and volume picture in 2020 compared to 2019, with hot cereals and muesli and granola being the top performers. Stronger growth reflects increased sales due to the COVID-19 lockdown, with demand further strengthened by the closure of foodservice outlets and increased consumption at home.
Health and wellness benefits have continued to be successful selling points for breakfast cereals in 2020, with players also growing sales through more specific consumer group targeting. As an example, Raisio Oyj focused on health and wellness in its recently launched Nalle Suklaamuro brand of children’s breakfast cereal.
With competition remaining fierce in breakfast cereals, leading private label players have begun to blur the lines between standard and economy offerings. The two leading brands of breakfast cereal in 2020 by retail value share, Rainbow and Pirkka, are owned by private label players S Group and Kesko Oyj respectively.
All categories of breakfast cereals are set to record negative value growth at constant 2020 prices in 2021, with the sharpest fall for other RTE cereals. Following a spike in 2020, sales of hot cereals are expected to undergo a downward correction before reverting to pre-pandemic levels.
Breakfast cereals in Finland is a very mature category and thus offers limited potential for strong retail value growth. While muesli and granola is expected to record the highest level of retail value growth at constant 2020 prices, albeit marginal, children’s breakfast cereals and other RTE cereals are set to register negative growth.
Over the forecast period, Finnish consumers are expected to focus more on environmental responsibility and players’ efforts to reduce their carbon footprint. Domestic player Raisio Oyj is likely to build on its sustainable credentials following the recognition of Elovena as Finland’s third most responsible brand in a Sustainable Brand Index survey.
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Understand the latest market trends and future growth opportunities for the Breakfast Cereals industry in Finland 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.
If you're in the Breakfast Cereals industry in Finland, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This report originates from Passport, our Breakfast Cereals research and analysis database.
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