The increasingly hectic character of consumer lifestyles is a primary factor in driving the development of breakfast cereals in the Portuguese market. Consumers are increasingly looking for quick and easy to prepare options for breakfast, with the demand for convenience underlined by Nestlé’s launch of the Lion Breakfast Cereal Bar brand.
As in other categories, rising consumer awareness of health and nutrition, underpinned by an increasingly information-rich environment supported by near constant internet access, is exerting a significant influence on demand in breakfast cereals. Muesli and granola’s healthy image is the primary factor in its position as the most dynamic breakfast cereals category towards the end of the review period.
Health and wellness is a key influence on new product development in breakfast cereals. In 2017, breakfast cereals brand, Nacional, joined with Fruut, which produces fruit snacks without added sugar, salt, colouring, preservatives or saturated fats, to introduce the Nacional + Linha Fruut breakfast cereal.
Nestlé Portugal retained the lead in breakfast cereals in 2018, with its strong position supported by a wide and diverse brand offer that enables it to target a broad range of consumers. The company supports its brands through considerable investment in new product development and marketing activity that allows it to adapt its offer to evolving demand.
Quaker Oats Iberia was the fastest-growing player amongst the top 10 breakfast cereals manufacturers in Portugal in 2018, as it benefited from its strong focus on the dynamic muesli and granola category. Similarly, Dietimport built its strong performance on rapid expansion in muesli and granola, while players with broader offers, such as Nestlé and retailer, Lidl, also registered strong growth in the category.
Retailers have a strong position in breakfast cereals in Portugal. Jerónimo Martins - Distribuição de Produtos de Consumo ranked second in breakfast cereals behind Nestlé through a combination of its distribution of the market-leading Kellogg’s brand and its Pingo Doce private label, while Sonae Modelo Continente Hipermercados, Lidl & Cia, and Auchan Hipermercados Portugal also feature prominently in the category.
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This industry report originates from Passport, our Packaged Food market research database.