Breakfast cereals is predicted to record another year of positive sales in 2021, supported by rising health awareness in Hong Kong. Since 2020, the pandemic and increased at-home eating occasions have prompted consumers to focus on their digestive health and immunity.
Under the healthy eating trend in 2020 and 2021, natural and organic options have gained wider appeal amongst local consumers. Natural and organic have become two of the most popular packaged food attributes since they are widely perceived by many consumers to be less processed, less prone to be genetically modified and contain fewer chemicals and additives.
As two long-established mass players within breakfast cereals in Hong Kong, Nestlé and Kellogg Co have taken a slightly different promotional approach to Quaker and other natural and organic brands. Their marketing in 2020 and 2021 has displayed a stronger focus on injecting youthfulness and vitality into their brands’ image.
The application of breakfast cereals is expected to increasingly diversify over the forecast period. Home seclusion and increased at-home eating in 2020 prompted consumers to test novelties.
E-commerce has continued to penetrate distribution of breakfast cereals, particularly benefiting from the home seclusion trend and social distancing linked to the pandemic, which encouraged many consumers to move online to purchase groceries. This trend was particularly relevant within staple foods that are usually offered in large pack sizes, such as breakfast cereals and rice, making online ordering more convenient rather than consumers having to carry bulk packaging home from grocery retailers, especially as they were attempting to make fewer visits at the height of the pandemic.
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Understand the latest market trends and future growth opportunities for the Breakfast Cereals industry in Hong Kong, China 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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