With the uncertain outlook of the war in Ukraine, which is a global leader in terms of wheat and corn exports (key raw materials for breakfast cereals), the importance of source diversification is heightened for an import-reliant market such as Singapore to ensure food security, especially for staple food items such as breakfast cereals. Longstanding key supply countries include Malaysia (Nestlé, Quaker), Thailand (Kellogg’s), and Australia (Carman’s) but amid importing cereals from other locations, regional brands such as Japan’s Nissin (produced in Hong Kong) and Calbee, are increasingly prominent on grocery retailers’ shelves with a wider range of muesli granola entering Singapore.
Amid the government’s push for consumers to eat better, prospects for healthier alternatives are ample, especially for staple foods that are perceived as being high in sugar, such as RTE cereals. Responses by players to an increasingly health-conscious population include sugar reduction and nutrient boosting, although these products are emerging as new lines or produced by niche/specialist brands rather than the reformulation of existing and established breakfast cereals.
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Understand the latest market trends and future growth opportunities for the Breakfast Cereals industry in Singapore 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 Singapore, 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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