Demand for breakfast cereals will be sustained in 2020 despite the COVID-19 pandemic as home seclusion and the perception of products in this category as essential items are expected to support continued growth. Breakfast cereals are, therefore, expected to demonstrate strong growth in 2020, which will be slightly elevated compared to the growth rate at the end of the review period.
Manufacturers in breakfast cereals are continuing to focus on promotions in order to attract Kenyan consumers. Brands are hoping to target a larger percentage of consumers by offering promotional deals such as buy one get one free offers.
Multinationals continue to dominate the competitive landscape for breakfast cereals. Their brands dominate through their local subsidiaries as a result of high-level advertising, leading to higher brand awareness and a strong brand image of quality products.
Changing lifestyles are expected to drive growth and development in breakfast cereals over the forecast period. There has been a growing demand for breakfast cereals among middle class consumers in Kenya, as consumers are looking for more convenient food offerings and thus consuming more breakfast cereals.
In order to stay ahead of the competition, brands are expected to focus on innovation in the coming year, tapping into the growing demand for breakfast cereals as well as a diversification of tastes. Manufacturers are trying to accommodate consumers’ changing tastes and preferences by offering a spectrum of cereals from basic products to those with exotic flavours.
The food processing firm Proctor & Allan E A Ltd is angling for a bigger piece of the pie in ready-to-eat cereals with the completion of its KES2 billion factory. The plant produces breakfast cereals, oats and pre-cooked fortified flour as the company expands to fight off the growing competition from multinationals in this category.
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
Understand the latest market trends and future growth opportunities for the Breakfast Cereals industry in Kenya with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Breakfast Cereals industry in Kenya, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This report originates from Passport, our Breakfast Cereals research and analysis database.
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE! Home Page