Breakfast cereals, while continuing to strong good retail volume growth from a low base, will see retail volume growth slow in 2020 due to a shift back towards more traditional Pakistani breakfasts. With families spending more time at home, many mothers prepared traditional breakfast dishes such as eggs, roti and parathas, with the additional free time enabling families to enjoy more leisurely breakfasts.
There will be marked shifts in distribution in 2020 as a result of the COVID-19 pandemic. Foodservice volume sales are expected to see decline in 2020, as on-trade outlets and hotels closed during the lockdown and demand remained low for the remainder of the year.
Fauji Cereals will continue to dominate value sales of breakfast cereals in Pakistan at the end of the review period, thanks to the strength of its eponymous brand, which offers Corn Flakes, Rice Flakes and Wheat Flakes. One of the first domestic companies to introduce branded breakfast cereals to the country, Fauji Cereals was challenged earlier in the review period, as multinationals expanded their presence in the category.
Over the forecast period, breakfast cereals is expected to see dynamic sales growth, as consumers return to their normal lifestyles but with a stronger focus on health and wellness. Consumers will thus increasingly seek out healthy and convenient breakfast offerings, such as breakfast cereals.
Flakes will continue to dominate retail volume sales in breakfast cereals in the forecast period, benefiting from high consumer awareness and seeing a growing number of repeat purchases. The leading players will continue to focus on expanding sales of this category, particularly by increasing the penetration of flakes in low- and mid-income households.
The changing retail landscape in Pakistan will also be a key growth driver for breakfast cereals in the forecast period. Supermarkets and hypermarkets will gain a widening presence, appealing to a growing number of consumers due to their offer of convenience, variety and a comfortable shopping environment.
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This report originates from Passport, our Breakfast Cereals research and analysis database.
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