Health concerns will continue to have a major bearing on consumer choices and company strategies in breakfast cereals over the forecast period, with the sugar content of products likely to be a focal point in both respects. According to a recent study published by the Instituto Nacional de Saúde Doutor Ricardo Jorge (INSA), a research body funded by Portugal’s Ministry of Health, in 2021 the sugar levels of 90% of breakfast cereals available in the country exceeded the target recommended under the government’s Integrated Strategy for Healthy Eating.
With inflation expected to remain high in the short-to-medium term, during the early years of the forecast period branded manufacturers in breakfast cereals will continue to face pressure from leading grocery retailers to increase price-based promotional offers. Producers may not have much room for manoeuvre in this regard, however, as they have recently seen costs spiral and aggressive discounting is already prevalent in the category.
Over the forecast period, breakfast cereals manufacturers will continue to invest in corporate social responsibility (CSR) initiatives in an effort to strengthen brand loyalty and win over new consumers. While the bulk of this investment will remain focused on activities related to environmental sustainability and charitable programmes, inclusivity is also expected to become a more important theme.
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Understand the latest market trends and future growth opportunities for the Breakfast Cereals industry in Portugal with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to a comprehensive range of core packaged food categories.
If you're in the Breakfast Cereals industry in Portugal, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This is the aggregation of ready-to-eat (RTE) and hot cereals.See All of Our Definitions
This report originates from Passport, our Breakfast Cereals research and analysis database.
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