Executive Summary

Dec 2018
PROSPECTS
Stable value growth continues

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.

Muesli and granola performs well

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.

Hot cereals slows down

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.

COMPETITIVE LANDSCAPE
Sanitarium continues to Lead

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 holds second place

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.

Uncle Tobys driving Nestlé performance

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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Breakfast Cereals in New Zealand

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Overview

Discover the latest market trends and uncover sources of future market growth for the Breakfast cereals industry in New Zealand with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Breakfast cereals industry in New Zealand, our research will save you time and money while empowering you to make informed, profitable decisions.

The Breakfast cereals in New Zealand market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth  
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Breakfast cereals in New Zealand?
  • What are the major brands in New Zealand?
  • How will increasingly volatile wheat commodity prices impact retail prices and sales performance?
  • What are the market opportunities for high fibre products?
  • Given mounting concerns over childhood obesity, what does the future hold for children’s breakfast cereal?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Packaged Food market research database.

Breakfast Cereals in New Zealand - Category analysis

HEADLINES

PROSPECTS

Stable value growth continues
Muesli and granola performs well
Hot cereals slows down

COMPETITIVE LANDSCAPE

Sanitarium continues to Lead
Kellogg holds second place
Uncle Tobys driving Nestlé performance

CATEGORY DATA

Table 1 Sales of Breakfast Cereals by Category: Volume 2013-2018
Table 2 Sales of Breakfast Cereals by Category: Value 2013-2018
Table 3 Sales of Breakfast Cereals by Category: % Volume Growth 2013-2018
Table 4 Sales of Breakfast Cereals by Category: % Value Growth 2013-2018
Table 5 NBO Company Shares of Breakfast Cereals: % Value 2014-2018
Table 6 LBN Brand Shares of Breakfast Cereals: % Value 2015-2018
Table 7 Distribution of Breakfast Cereals by Format: % Value 2013-2018
Table 8 Forecast Sales of Breakfast Cereals by Category: Volume 2018-2023
Table 9 Forecast Sales of Breakfast Cereals by Category: Value 2018-2023
Table 10 Forecast Sales of Breakfast Cereals by Category: % Volume Growth 2018-2023
Table 11 Forecast Sales of Breakfast Cereals by Category: % Value Growth 2018-2023

Packaged Food in New Zealand - Industry Overview

EXECUTIVE SUMMARY

Three key trends in packaged food
Innovation drives value growth
Private label refresh from both major supermarket chains
Supermarkets maintain their stronghold
Future economic uncertainty clouds performance forecasts

FOODSERVICE

Sales to Foodservice
Stable growth continues
Plain noodles continues to lead
Goodman Fielder continues to lead
Consumer Foodservice
Uber Eats having a disrupter effect
Post-Lions tour hangover
Health and wellness key driver behind growth
Category Data
Table 12 Foodservice Sales of Packaged Food by Category: Volume 2013-2018
Table 13 Foodservice Sales of Packaged Food by Category: % Volume Growth 2013-2018
Table 14 Forecast Foodservice Sales of Packaged Food by Category: Volume 2018-2023
Table 15 Forecast Foodservice Sales of Packaged Food by Category: % Volume Growth 2018-2023

MARKET DATA

Table 16 Sales of Packaged Food by Category: Volume 2013-2018
Table 17 Sales of Packaged Food by Category: Value 2013-2018
Table 18 Sales of Packaged Food by Category: % Volume Growth 2013-2018
Table 19 Sales of Packaged Food by Category: % Value Growth 2013-2018
Table 20 GBO Company Shares of Packaged Food: % Value 2014-2018
Table 21 NBO Company Shares of Packaged Food: % Value 2014-2018
Table 22 LBN Brand Shares of Packaged Food: % Value 2015-2018
Table 23 Penetration of Private Label by Category: % Value 2013-2018
Table 24 Distribution of Packaged Food by Format: % Value 2013-2018
Table 25 Distribution of Packaged Food by Format and Category: % Value 2018
Table 26 Forecast Sales of Packaged Food by Category: Volume 2018-2023
Table 27 Forecast Sales of Packaged Food by Category: Value 2018-2023
Table 28 Forecast Sales of Packaged Food by Category: % Volume Growth 2018-2023
Table 29 Forecast Sales of Packaged Food by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources