Breakfast cereals do not have a strong history as the breakfast of choice in Spain, with most consumers choosing more traditional options such as bread with ham, cheese or spreads, or even churros with coffee or hot chocolate. These products also became less popular towards the end of the review period, as some consumers cut back on their sugar intake, whilst busy lifestyles also meant many working Spaniards opted for on-the-go breakfasts on their way to the office.
In Spain, the growing trend towards consumption of healthier and more nutritious foods was encouraging cereal manufacturers to meet the resultant demand for healthier breakfast cereals even prior to the COVID-19 pandemic. Players focused on introducing products with reduced or no sugar content.
One of the great challenges of the pandemic was the ability of companies to adapt quickly to e-commerce, in order to safeguard sales. Grupo Nestlé España and Deliveroo, for example, signed an agreement in 2020 which allows consumers to purchase everyday items such as bottled water, coffee, breakfast cereals, chocolates, dairy products, infant nutrition and ready meals on the Deliveroo website and its mobile app.
The increased consumption of breakfast cereals predicted for 2020 is not expected to last, with retail volume declines anticipated over the majority of the forecast period. As some normality returns to life, many Spanish consumers will revert to their previous habits of more traditional breakfasts, with on-the-go snacks likely to bounce back as employees slowly return to work.
In addition to the growing demand for healthier products, consumers will increasingly seek sustainable products, especially after the pandemic crisis. Kölln, a company specialising in oats, is a good example of this trend.
Despite the growing consumer demand for healthier and sustainable products, price will remain the key decision criteria over the initial part of the forecast period. Given the crisis and the reduction in purchasing power, private label products will likely appear in shopping baskets more often.
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This report originates from Passport, our Breakfast Cereals research and analysis database.
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