In response to the COVID-19 pandemic in 2020, breakfast cereals increased in demand due to consumers spending more time at home and having more time to spend on breakfast time, thanks to remote working and home schooling. As a result, volume sales of breakfast cereals increased notably.
The health and wellness trend remains in full swing in Lithuania in 2021, boosting consumer interest in the increasingly dynamic 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.
Naujasis Nevežis will continue to lead breakfast cereals in 2021, accounting for over a third of current retail value sales. A large proportion of the company’s sales is under private label brands.
Despite seeing volume decline in 2021, breakfast cereals will return to growth in 2022 and beyond, likely as normalisation occurs and the extreme sales seen due to the pandemic even out. With the growing popularity of breakfast cereals among young people in Lithuania, moderate annual growth of the product area is expected in the forecast period overall.
Strong growth in hot cereals is expected to continue into the forecast period, 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.
E-commerce gathered significant pace in response to the COVID-19 pandemic in 2020 and is set to continue doing so over the forecast period, albeit at a slower rate. Nonetheless, as breakfast cereals are shelf stable and convenient to transport, it makes them the ideal food product to sell via e-commerce.
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Breakfast Cereals
This report originates from Passport, our Breakfast Cereals research and analysis database.
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