Breakfast Cereals in Lithuania

PROSPECTS

Multi-packs of single portion packs offer convenience, boosting appeal of hot cereals

2019 saw the launch of hot cereals in multi-packs of hot cereals in single-portion packaging. This represents a major departure from the more traditional large family -sized packs all rolled oats have long dominated the category.

Muesli and granola registers dynamic growth due to the health and wellness trend

The health and wellness trend remains in full swing in Lithuania at the end of the review period, boosting consumer interest in the increasingly dynamic category of muesli and granola. Muesli and granola have long been regarded as among the healthiest types of breakfast available in Lithuania and these products are increasingly marketed as the most nutritious way to start the day.

Children’s breakfast cereals sees a proliferation of filled products

With sales of children’s breakfast cereals under pressure due to concerns over the high sugar and salt content of these products, the leading players hit back in 2019 by launching the product that they claim are lower in sugar and salt. Almonds among these were products comprising small filled cereal parcels.

COMPETITIVE LANDSCAPE

Hot cereal cups continue to register strong appeal

Strong growth in hot cereals in 2019 was at least partially due to rising consumer interest in hot cereals packaged in ready-to-eat cups. As mentioned above, this is a response to the image that hot cereals have for being less convenient than RTE cereals.

Cheap options appear in muesli and granola, democratising demand in the category

Muesli and granola has long been seen as a category of relatively expensive products in Lithuania. Many people have struggled to justify the roughly high unit prices charged for many of the products in the category.

Kellogg’s seeks to tap into the convenience trend with new packaging for its muesli

2019 saw Kellogg’s launch new 380g stand-up pouch packaging for its Crunchy Muesli brand. This new packaging format represents enhanced convenience as it features a resealable top Manama consumers to keep their muesli fresh and crunchy for extended periods of time.

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