The outlook for breakfast cereals is broadly favourable, with overall retail volume and current value sales set to grow at modest but stable rates throughout the forecast period. Spending more time at home, in the aftermath of the COVID-19 pandemic, will continue to be a key driver of demand in the short term, as more flexible work schedules give families more opportunities to eat breakfast together.
Health and wellness will remain the most influential factor shaping consumer choices and company strategies across breakfast cereals. Accordingly, all categories are expected to see the introduction of more products that are low in sugar, fat and salt, and naturally high in or fortified/enriched with vitamins and minerals.
In terms of distribution, supermarkets will remain the main channel for breakfast cereals during the forecast period. However, retail sales via e-commerce are expected to experience strong growth, as consumers become increasingly accustomed to the convenience of shopping online.
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Understand the latest market trends and future growth opportunities for the Breakfast Cereals industry in Italy with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Data and analysis in this report provides further detailed coverage dedicated to a comprehensive range of core packaged food categories.
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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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