Breakfast cereals has been strongly influenced by the changing behaviour of Germans as breakfast has become part of consumers’ everyday lives during the lockdowns, especially for families. On the one hand, employees who worked from home had greater time in the morning to enjoy a more leisurely breakfast due to lack of a commute.
Germans have become increasingly interested in the topic of their health and healthier nutrition. This trend naturally received a further boost during the pandemic, as for many Germans, reduced mobility and exercise, and nutrition played even more decisive roles.
Various trends that have emerged in Germany offer opportunities for new products. For example, Kölln introduced six different flavours of 1820 Organic Whole Grain Muesli, which addresses both the wholegrain trend and appeals to Germans who are paying greater attention to their diets.
Interest in healthier products which contain less sugar is likely to gain further momentum over the forecast period. Even if the pressure does not stem directly from consumers' purchasing decisions, it is quite conceivable that restrictions as a result of the Nutri-Score system will drive greater change from players.
Chained supermarkets and discounters have been able to benefit from the pandemic and associated new shopping behaviour in terms of purchasing bulk quantities to store at home. However, the nascent channel of e-commerce also continues to gain ground, driven in particular by online supermarkets, which have increasingly entered the market in 2020 and 2021.
With restrictions easing and Germans gradually returning to their regular routines outside of the home over 2021, many adults are attending their workplace and children are able to go back to school. As a result, the time for breakfast at home is likely to be reduced, disrupting family time.
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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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