Breakfast cereals benefits from COVID-19 lockdowns in 2020, as a higher number of consumers have been eating their breakfast at home – including children, who are a prime audience for breakfast cereals. In fact, children’s breakfast cereals and family breakfast cereals were among the products which saw high spikes in stockpiling at the beginning of the lockdowns.
Health and wellness trends are also influencing strategies to reduce sugar content in breakfast cereals. As a result of Swiss consumers seeking healthier cereals and, following the Milan Declaration and the Swiss Nutrition Strategy, manufacturers of breakfast cereals are committed to reducing sugar content in their products.
Private label player Migros Genossenschaftsbund eG maintains a strong lead in breakfast cereals in 2020, followed by global player Kellogg (Schweiz) AG in second place. However, in brand terms, the Migros brand is followed by another private label offering from Coop Genossenschaft, with Bio-Familia’s Bio brand then seeing larger shares than Kellogg's Toppas and Kellogg's Special K.
Breakfast cereals is expected to maintain positive performance over the forecast period; however, growth is likely to be impacted by the growing number of Swiss consumers who are choosing to lead healthy lifestyles. Therefore, as consumers pay more attention to ingredients and increasingly seek free-from and low-in products and become better informed about the detrimental effects of high intakes of sugar and salt, it will be increasingly important for manufacturers to ensure a healthy positioning of their products.
Organic breakfast cereals are expected to perform particularly well over the forecast period, with the anticipated launch of a number of new products which seek to combine health and wellness benefits with organic positioning.
Private label products in breakfast cereals expected to continue accounting for strong shares, posing fierce competition to players such as Kellogg and Bio-Familia. Both Migros Genossenschaftsbund and Coop Genossenschaft have extensive ranges of breakfast cereals, across economy, standard and premium price ranges, and offering a selection of vegan and free-from variants to meet the health and wellness trend.
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Understand the latest market trends and future growth opportunities for the Breakfast Cereals industry in Switzerland 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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