Cereal is widely considered a Western-style breakfast option in Thailand, consumed by the younger generation at breakfast. However, with growing awareness of health and wellness and hectic lifestyles, breakfast cereals is increasingly being seen as a quick and filling meal replacement by health-conscious consumers.
Consumers are not only searching for something to satisfy their hunger, but also for notable and exciting eating experiences. More players, including imported and domestic niche brands, have been introducing new products using a range of unique selling points.
Muesli and granola led growth in 2019, as well as the years previous. This growth was the direct result of the rise in the health and wellness trend, with ingredients used to make muesli and granola including grains, seeds, nuts and dried fruits – all known for their health and wellness benefits.
Nestlé (Thai) is a reliable and established leader in breakfast cereals in Thailand. The player’s offerings provide products for all different types of consumer groups.
Several niche and new imported brands are providing alternatives to Nestlé breakfast cereals in Thailand. Brands like Jordans, Diamond Grains, Familia and Sanitarium are increasingly available in large supermarkets.
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This industry report originates from Passport, our Packaged Food market research database.