Breakfast Cereals in Lithuania

PROSPECTS

Increasing demand shapes breakfast cereals

Breakfast cereals demonstrated substantial growth in 2018. There were two key factors supporting this growth; the ongoing trend of health and wellness and convenience.

Hot cereals demonstrates dynamics

Hot cereals strongly benefits from the health and wellness trend in the category, being produced from grain, which means high nutritional value, and the end meal is hot and therefore filling and satisfying. Consumers also opt for hot meals due to climatic conditions as temperatures can be cold in Lithuania for many months of the year.

Niche products demonstrate significant dynamics

Muesli and granola recorded the fastest current value growth in 2018, due to increasing awareness of health and wellness products. Attractive packaging and improved flavours are among the key factors driving sales.

COMPETITIVE LANDSCAPE

Health and wellness trend imposes competition

Packaging, positioning and new product development were the key focus areas in the competitive landscape within breakfast cereals in 2018. Manufacturers introduced innovative products, fruit flavours and added vitamins further broadening the product selection.

Local company leads breakfast cereals

Naujasis Nevežis UAB was the significant leader in breakfast cereals in 2018, covering both hot and RTE cereals. Under the brand name Oho! the company offers children’s and family breakfast cereals.

International players also significant

Nestlé Baltics UAB is the biggest international player maintaining its value share among the leading three players in breakfast cereal. The company benefits from a longstanding presence and a global acknowledgement of its brands.

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