With strict lockdown restrictions introduced to New Zealand in early 2020, many local consumers were confined to their homes, which created greater breakfast occasions at home. This trend led to a notable upturn in demand for breakfast cereals in Q1/Q2 in contrast to positive but undynamic growth for a mature category towards the end of the review period, as these products are easy to store at home.
Despite some stockpiling tendencies concerning breakfast cereals during the lockdown, some New Zealanders attempted to balance this demand with more premium, healthier options of breakfast cereals to drive growth and innovation alongside functional options. The demand for innovative and healthy breakfast products especially after New Zealand moved out of strict lockdown restrictions heading into the second half of 2020, is rising against the slowing growth of cereals with high levels of sugar, preservatives and no specific nutritional value.
The competitive landscape of breakfast cereals is fairly consolidated amongst the leading three players The Sanitarium Health Food Co, Kellogg (Australia) Pty Ltd and Hubbards Foods Ltd with wide product portfolios across RTE cereals in particular. Nestlé New Zealand Ltd on the other hand, remains a convincing leader of the more dynamic hot cereals with its popular brand Uncle Tobys Rolled Oats.
Following a notable upturn in demand for breakfast cereals during 2020 as consumers were confined to their homes, retail volume sales are expected to return to greater levels of normalisation over the forecast period, starting from 2021. Depending on the threat level of the virus, many consumers (both employees and students) are expected to return to their normal faster-paced daily routines, which is also likely to lead to demand for breakfast or brunch either on the go or through foodservice outlets, with the latter smaller channel predicted to record a more impressive performance in 2021 compared to retail.
New Zealanders will continue to grow increasingly conscious about what they consume and how it impacts their health and the environment. Post-pandemic consumers are therefore also likely to search for products that boost both their immunity and general wellbeing with a stronger emphasis on good gut health.
Conscious New Zealanders are increasingly making mindful choices and careful purchasing decisions, especially post-pandemic relating to their impact on the environment. Ceres Organics has responded to evolving consumer sentiment and removed plastic bags from its packaging, replacing them with glass jars and home compostable packs made from plants.
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This report originates from Passport, our Breakfast Cereals research and analysis database.
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