Executive Summary

Nov 2018
PROSPECTS
Hectic lifestyles drive demand

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.

Health-consciousness shaping demand

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-orientated innovation

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.

COMPETITIVE LANDSCAPE
Nestlé retains lead

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.

Muesli and granola drives strong performances

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 prominent in breakfast cereals

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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Breakfast Cereals in Portugal

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Overview

Discover the latest market trends and uncover sources of future market growth for the Breakfast cereals industry in Portugal 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 Portugal, our research will save you time and money while empowering you to make informed, profitable decisions.

The Breakfast cereals in Portugal 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 Portugal?
  • What are the major brands in Portugal?
  • 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 Portugal - Category analysis

HEADLINES

PROSPECTS

Hectic lifestyles drive demand
Health-consciousness shaping demand
Health-orientated innovation

COMPETITIVE LANDSCAPE

Nestlé retains lead
Muesli and granola drives strong performances
Retailers prominent in breakfast cereals

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 Portugal - Industry Overview

EXECUTIVE SUMMARY

Upmarket shift in demand
Health and convenience drive growth
Private label remains strong but loses share
Modern grocery retailing sees share eroded
Positive outlook

FOODSERVICE

Sales to Foodservice
Ongoing volume growth expected
Blurring the boundries between retail and foodservice
Health a key influence on sales
Consumer Foodservice
Positive consumer foodservice environment
Health and convenience shaping demand
Diversification and premiumisation
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