Breakfast cereals was one of the few packaged food categories to steadily grow in retail volume and value terms over the review period, as well as demonstrating noticeable volume and value growth during the economic downturn in 2015 and 2016. This tendency was the result of several key factors: affordable prices and the possibility to economise buying breakfast cereals instead of more expensive goods from other categories, growing assortment and product variety, fitting both the convenience, and health and wellness trends.
Children’s breakfast cereals accounts for strong double-digit retail volume share of breakfast cereals. It has also demonstrated the highest growth rate in volume and value throughout the review period and is expected to continue this growth trend in the future.
All types of breakfast cereals targeting adults or intended for family consumption have been growing quite noticeably both in volume and value over the review period and are expected to follow this trend over the forecast period. However, there are some differences amongst them.
Nestlé Russia has enjoyed longstanding leadership of breakfast cereals, and is especially strong in RTE cereals – in particular in flakes with its Nestlé Gold and Nestlé Fitness brands, as well as in children’s breakfast cereals with Nesquik and Kosmostars. Nestlé Russia also leads hot cereals with its brand Bystrov but occupies less noticeable value share compared to RTE cereals.
Kellogg Rus OOO ranked second in terms of value share both in children’s breakfast cereals and flakes, following Nestlé Russia with a significant gap. Positions of other brands in these categories are fairly weak, and private label’s share is low.
In contrast to other breakfast cereals, where domestically manufactured products play a major role, muesli and granola is dominated by foreign brands and products imported from abroad. Lantmannen Aksa OAO’s Axa drives the category with double-digit value share.
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This industry report originates from Passport, our Packaged Food market research database.