Domestic brands lead muesli and granola, with Diamond Grains (Brunchtime Co Ltd) in top place with almost half of all brand shares, with a strong lead on second-placed global brand Nestlé Fitness. Other local brands include Dairy Me (D Good Co Ltd) and Granovibes (Akarawin Interfood Co Ltd).
Despite the dominance of the global company Nestlé Co Ltd in children’s breakfast cereals with Koko Krunch, second-placed local company European Snack Food Co Ltd continues to gain shares with its Euro Copp brand. Both companies have similar product lines but differ in brand image – whilst Koko Krunch has a global image, Euro Copp is more targeted to local preferences and tastes, has a wider availability through traditional trade, and comes at a more affordable price than the imported variants.
International brands look set to maintain their strength in breakfast cereals overall, however, these large global brands tend to target different consumers audiences and subcategories. As noted, domestic players are strong in muesli and granola, which is preferred by local consumers.
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Breakfast Cereals
This is the aggregation of ready-to-eat (RTE) and hot cereals.
See All of Our DefinitionsThis report originates from Passport, our Breakfast Cereals research and analysis database.
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