Value growth observed in breakfast cereals in 2018 was consistent with what was seen in 2017, as well as being in line with the review period value CAGR. Brands in breakfast cereals continued to focus on incorporating the use of superfoods into new products while also moving away from sugar, with consumers increasingly demanding lower levels of refined sugar in their products.
Strong association with health and wellness trends, as well as increasing levels of innovation helped propel muesli and granola into the top spot in breakfast cereals in 2018 in terms of retail current value growth. Consumer preferences have shifted toward smaller pack sizes, whereby they are buying less more often, as well as more discerning offers via health mix fortifications and taste combinations with different grains.
The strongest performer in value CAGR terms over the review period, hot cereals was overtaken by muesli and granola as the top performer within breakfast cereals in 2018. Hot cereals has benefited from strong association with health and wellness trends, as well as aligning with convenience trends due to the increasing availability and popularity of single-serve sachet products offered by both Harraways and Uncle Tobys.
The Sanitarium Health Food Co continued to lead breakfast cereals in New Zealand, and in 2018 launched Weet-Bix Cholesterol Lowering, as the latest health and wellness-orientated addition to its Weet-Bix range, following on from the launch of Weet-Bix Gluten Free during the review period. Weet-Bix Cholesterol Lowering features cholesterol-lowering plant sterols as a functional ingredient.
Kellogg (Australia) Pty Ltd continued to hold onto second place in breakfast cereals in 2018. The performance of the company was attributable to the wide brand portfolio maintained by the company in 2018, present across much of breakfast cereals.
Nestlé New Zealand Ltd continued to perform well within cereals, due to the strong position its Uncle Tobys brand holds within hot cereals, where it is the leading brand. Strong TVC and digital advertising has helped promote the brand in New Zealand, alongside strong in-store merchandising and high levels of shelf space in-store in supermarkets.
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This industry report originates from Passport, our Packaged Food market research database.