In early 2020, Czechs found themselves spending more time at home, whether working/studying at home or simply enduring as the pandemic-inspired lockdown progressed. As a result, consumers found themselves eating breakfast at home more often rather than eating breakfast on-the-go and, in turn, value sales of breakfast cereals posted a sharp increase.
Value sales of hot cereals are set to post a significant increase in 2020 over prior year, and increase due in large part to the affordability and convenience of hot cereals. Hot cereals are also considered by many to be a healthier breakfast option, an important attribute during a period of heightened pandemic-related health concerns.
Domestic player Emco spol sro held tight to its leadership in breakfast cereals in 2020, a position the company has held throughout the review period. The company continues to benefit from a well-established and popular range of products sold under its Emco brand; a wide distribution network; and regular brand extensions that continually attract the interest of consumers each year.
Following the sharp rise posted in 2020, value sales of breakfast cereals in 2020 constant prices are projected to fall in 2021 and then see only marginal growth over the remainder of the forecast period. In large part, this will be a reflection of consumers quickly returning to pre-pandemic levels of breakfast cereal consumption.
Although they held relatively small value shares in 2020, leading private label players nevertheless tended to grow those shares over prior year, and this pattern is likely to continue over the forecast period. Indeed, affordable private label options are expected to be attractive to price-conscious consumers mired in the lingering economic uncertainty and high unemployment brought about by the pandemic.
Like value sales of hot breakfast cereals, value sales of other RTE breakfast cereals at constant 2020 prices are projected to grow at rates exceeding those of breakfast cereal overall over the forecast period. The segment comprises all non-flake or non-muesli or granola cereals targeted at adults, including wheat biscuits, puffed wheat cereals, rice-based products, etc.
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This report originates from Passport, our Breakfast Cereals research and analysis database.
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