Breakfast cereals are predominantly sold and purchased in supermarkets in Serbia, which are expected to increase their value share in the category in 2020 once again. In Serbia, the traditional shopping option of independent small grocers will remain popular in 2020 but is expected to lose some value share in 2020 due to the modernisation of retailing and the growing presence of supermarkets.
Ranking fourth in breakfast cereals, Vitalia Nikola doo is expected to demonstrate strong growth in 2020 thanks to a number of recent product launches. Although the company’s value share will remain the same in 2020, retail volume sales are expected to demonstrate growth.
Private label is expected to increase its value share to account for a tenth of value shares in the category in 2020. This is considered an important milestone in Serbian breakfast cereals as private label generally accounts for a lower share in packaged food in Serbia.
Breakfast cereals is expected to grow significantly in both retail current value and retail volume terms throughout the forecast period. Although breakfast cereals is still a developing category in Serbia, this is expected to change in the coming years as more consumers in Serbia turn to breakfast cereals as a quick and convenient meal solution that does not time too much time to prepare and is also perceived as healthy.
Children’s breakfast cereals is expected to demonstrate strong and stable growth during the forecast period. Despite the strong growth projected for children’s breakfast cereals, however, the category will be outshone in terms of its retail current value growth rate by flakes, other RTE cereals and hot cereals, all of which are growing from much smaller bases as breakfast cereals in general become more commonplace in Serbia.
RTE cereals have been around for decades in Serbia and virtually all consumers are familiar with these products. On the other hand, many consumers remain unaware of hot cereals.
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Understand the latest market trends and future growth opportunities for the Breakfast Cereals industry in Serbia 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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