Indians have an established wide range of breakfast consumption patterns, which is set to present a challenge to category players that want to increase their penetration of breakfast cereals over the forecast period. With a wide range of traditional breakfasts such as chapati (tortilla) with vegetables, idli-sambhar, rice, and parathas amongst many other options, some local consumers, largely in rural areas, are likely to remain sceptical about the need to purchase packaged breakfast cereals.
Players such as Tata Consumer Products and Slurrp Farm are attempting to leverage traditional grains such as millet (jowar) and sorghum (ragi) to create greater differentiation in their hot cereal offer. Competitors are likely to follow suit in the coming years, as it will likely encourage consumer trials due to strong local familiarity with ancient grains which are traditionally perceived as healthier.
Despite a greater return to normality in India and mobility outside of the home, local consumers continue to be attracted to retail e-commerce as it offers the convenience of home delivery and a wider range of products compared to physical stores. In addition, breakfast cereals are largely purchased when consumers do their monthly grocery shop.
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Breakfast Cereals
This is the aggregation of ready-to-eat (RTE) and hot cereals.
See All of Our DefinitionsThis report originates from Passport, our Breakfast Cereals research and analysis database.
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