Hot cereals, the largest category in breakfast cereals by volume in Russia, has seen its growth slow in volume terms in 2021. Health and wellness, and convenience are the main drivers of demand, with manufacturers seeking to tap into the former through the introduction of a growing the variety of ingredients, particularly so-called superfoods, such as fruits and berries.
Like hot cereals, children's breakfast cereals has seen its performance deteriorate in 2021. The higher baseline of 2020, when the product was more commonly consumed for breakfast due to home seclusion and distance learning, has contributed to falling sales in 2021.
In contrast to hot cereals and children’s breakfast cereals, muesli and granola has seen retail volume growth accelerate in 2021, though its growth rate has remained below the levels seen prior to the outbreak of COVID-19. The category’s healthy image and perceptions that it is quick and convenient to use are the main drivers of continued growth.
Breakfast cereals is expected to post slow growth over the forecast period. The already well-established health and wellness trend, which has been further bolstered by the experiences of the COVID-19 crisis, will be a key driver of growth.
Nestlé is expected to remain the undisputed leader in the breakfast cereals category over the forecast period. The company’s strong performance within hot cereals with its brand Bystrov and its numerous brands in children’s breakfast cereals underpin its overall the leadership in breakfast cereals.
Although consumer awareness of gluten intolerance and coeliac disease is generally growing and gluten-free breakfast cereals continue to see development, the segment is expected to remain a very minor niche during the forecast period. The leading players in the segment are international companies such as Raisio Nutrition LLC, Midsona Group, and Nature's Path Foods.
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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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