The health and wellness trend remains in full swing in Lithuania in 2020, 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.
In 2020, consumers can choose from hundreds of varieties of breakfast cereals on the shelves of Lithuanian retail chains. This includes a wide choice of cereal varieties, such as organic flakes and a variety of grains including oats, buckwheat, corn, rice, barley and rye.
Naujasis Nevežis will continue to lead breakfast cereals in 2020, accounting for over a third of current retail value sales. A large proportion of the company’s sales is under private label brands.
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.
A number of start-ups offering organic premium granola, along with other high quality breakfast cereals, are expected to continue to launch across Lithuania into the forecast period. The new products will target more health conscious consumers who are seeking to indulge in high quality products.
Compared to the Scandinavian countries, Lithuanians enjoy sweeter products, with many having a sweet tooth. For example, in Lithuania, sweet flavoured breakfast cereals, such as strawberry flavoured cereals, are expected to remain popular into the forecast period, along with cocoa flavoured products.
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This report originates from Passport, our Breakfast Cereals research and analysis database.
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