COVID-19 has a positive impact on breakfast cereals in 2020, with all sub-categories showing stronger growth than seen in the review period. This is due to stockpiling in the first weeks of lockdown, along with the fact that consumers have been spending more time at home overall and therefore being able to have more leisurely breakfasts, along with there being a higher number of snacking occasions.
Also, in line with the rising health and wellness trend, players are seeking to lower the sugar content of children’s breakfast cereals – another sub-category which is being boosted by families spending more time at home. Breakfast cereals are traditionally popular with children and often targeted to the demographic with child-friendly packaging designs, associations with popular children’s television characters, and flavours (such as chocolate) which appeal to children.
Nestlé Portugal SA maintains its lead in breakfast cereals in 2020, thanks to its vast portfolio offering well-known brands such as Chocapic, Nestum and Fitness, along with its global reputation. However, in brand terms, private label players Sonae Modelo Continente Hipermercados SA and Pingo Doce - Distribuição Alimentar SA once again top the list, with Nestlé’s Chocapic and Nestum coming in third and fourth place.
Ongoing activities regarding health and wellness trends are expected to continue to create a positive impact on breakfast cereals across the forecast period. In addition to ingredients and formulations, breakfast cereals are the first products with the Nutri-Score in Portugal, which was introduced by Nestlé.
Innovations around children’s nutrition in food are also expected to drive growth over the forecast period. It is noted that players have been paying increasing attention to the sugar content of children’s breakfast cereals and adapting their formulas to meet the growing health and wellness trend.
Local players such as Cerealis - Produtos Alimentares SA, with its Nacional brand, are investing in granola to capitalise on the ongoing solid growth seen within muesli and granola. The growing health and wellness trend has been further boosted by COVID-19, inspiring players to follow the strongest trends seen in breakfast cereals.
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This report originates from Passport, our Breakfast Cereals research and analysis database.
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