Changing lifestyles due to the outbreak of COVID-19 are expected to have a considerable impact on breakfast cereals in 2020. The category as a whole is expected to exhibit strong retail current value and retail volume growth in 2020 as foodservice, workplace and school closures increase the amount of food being prepared and consumed in homes around Saudi Arabia.
Due to high amounts of stockpiling, supermarkets and hypermarkets have severely limited discounts and promotional activities. In doing so, they aimed to ensure the continued availability of essential goods, and to encourage consumers to buy only what they need.
The Quaker Oats Co is expected to remain the leader in breakfast cereals in 2020 thanks to its consumers’ loyalty, its brand visibility, and wide availability across all distribution channels in Saudi Arabia. The player's flagship brand, Quaker Oats, will continue to be the best seller in hot cereals.
Private label is expected to see its value share increase going into the forecast period as COVID-19 stockpiling as well as the recent increase in VAT has left consumers in search of savings. As such, many consumers will continue to try cheaper options to the popular brands, such as private label equivalents, especially for essential goods, in order to save money.
Breakfast cereals is expected to maintain volume and value growth in the forecast period thanks to its convenience as an easy breakfast option. This is helped by the increasing presence of women in the workforce, which means that they will look for easier options for themselves and for their families to save time in the mornings.
Hot cereals is expected to perform well throughout the forecast period with strong retail volume and retail current value growth, as hot cereals is one of the most popular breakfast cereals in Saudi Arabia. Growth in hot cereals also reflects the consumers shift towards health and wellness items, with consumers choosing oats and other hot cereals as part of their breakfast routine.
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Understand the latest market trends and future growth opportunities for the Breakfast Cereals industry in Saudi Arabia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Breakfast Cereals research and analysis database.
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