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Learn more22 pages, Nov 2018
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Population growth, particularly amongst the young urban population, is expected to help sustain demand for breakfast cereals over the forecast period. As the urban population grows, consumers are expected to continue to shift from traditional breakfasts, such as pap (corn meal), to more convenient breakfast cereals.
Growing competition and local production are spurring the performance of breakfast cereals, with strong growth seen in 2018. In particular, the Kellogg’s Coco Pops and Kellogg’s Corn Flakes brands helped to boost sales, as they are now produced locally and are available in a small pack size of 40g, which makes them affordable for consumers with lower disposable incomes.
Health and wellness is likely to be one of the most influential trends when it comes to new product developments in breakfast cereals over the forecast period. Health-oriented categories such as hot cereals are expected to witness new launches, whilst manufacturers in other categories, such as flakes, will also try to capitalise on rising health awareness amongst consumers by introducing new products that are low in salt, sugar and artificial flavours, or fortified with vitamins and minerals.
Nestlé Nigeria led breakfast cereals in Nigeria in value terms in 2018, due to the popularity of its Golden Morn brand. Golden Morn is made from the local African cereal crop, maize, as well as using soya, which is considered to be quite healthy.
The second ranked company in breakfast cereals in 2018 was the recently created (in 2016) Kellogg Tolaram Nigeria, which markets the locally manufactured variants of Kellogg’s brands in Nigeria. The company’s strategy of producing small pack sizes enabled the brand to withstand the harsh effects of the economic slowdown in Nigeria, as it made its brands more affordable.
Packaging in smaller sizes is a successful strategy which was originally adopted by local companies in this category, such as Nasco Foods Nigeria and Kneipe Nigeria, and more recently adopted by the representative of the multinational Kellogg when the economic slowdown significantly affected its sales. Other packaged food categories, such as powder milk, have seen success in reaching lower-income consumers through smaller pack sizes, so it is expected that competitors in breakfast cereals will continue to focus on offering a variety of pack sizes over the forecast period.
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Overview
Discover the latest market trends and uncover sources of future market growth for the Breakfast cereals industry in Nigeria 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 Nigeria, our research will save you time and money while empowering you to make informed, profitable decisions.
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This industry report originates from Passport, our Packaged Food market research database.
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.