Convenience is one of the main attributes of breakfast cereals, as they only need mixing with milk or water to be ready to eat. This was the main driver of growth over the review period.
Breakfast cereals are increasingly gaining a somewhat unhealthy image as a result of the high sugar content of some products. Given the growing health and wellness trend globally, breakfast cereal players are beginning to develop new products which include ingredients perceived as healthy and functional.
Muesli and granola recorded good retail volume growth over the review period, albeit from a small base. The positive consumer perception of these products is understandable as many Mexicans are trying to adopt healthier lifestyles and are looking for convenient products that can provide them with the energy they need.
Kellogg de México retained its strong lead in breakfast cereals in 2019. The company owns an extensive brand portfolio which includes some of the best-positioned brands in this category, such as Kellogg’s Special K, Zucaritas and Choco Krispies, amongst others.
New product launches are likely to consider consumers’ changing lifestyles over the forecast period. The possibility to transport products is gaining relevance, as people spend more time travelling.
The availability of private label ranges and the expansion of product portfolios is also expected to drive growth of breakfast cereals over the forecast period. Increased competition will likely be observed as private label retailers launch more sophisticated products, including the use of licenses and different flavours, as well as more attractive packaging.
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This industry report originates from Passport, our Packaged Food market research database.