The health and wellness trend has become an increasingly prominent influence on demand across packaged food in recent years and has seen its importance bolstered by the experiences of the COVID-19 crisis. This has occurred both because of the immediate threat from the disease and awareness of the potential health impact of the poor diets and sedentary lifestyles typically associated with lockdowns.
With the COVID-19 crisis having reinforced an already well-established trend, health and wellness is set to exert a growing influence on the development of the breakfast cereals category during the forecast period. One notable feature of the move towards more health-orientated products is likely to be an increasing emphasis on protein, with fortified/functional cereals gaining increasing representation.
Although interest in organic products is growing in the Greek market, the organic segment has yet to have a significant impact in breakfast cereals. Greek consumers still tend to opt for less expensive breakfast cereals, and the relatively high prices of products will remain a significant constraint on the development of organic breakfast cereals during the forecast period, especially in the context of the cost-of-living crisis.
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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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