Current value sales increased for breakfast cereals overall in 2019, and all categories except for “other” RTE cereals recorded marginally faster current value growth over the year. The overall category continues to benefit from the healthy living trend, as breakfast cereals are known to be a good source of fibre, and from increasing demand for convenience, especially from time-strapped consumers seeking to spend less time preparing breakfast and increasingly looking for products they can consume on the go.
New product options in breakfast cereals are mainly new variants of existing brands. Examples include chocolate-filled Koko Krunch Maxx, a new Koko Krunch variant that Nestlé launched in 2018 and promoted as a cereal that is “crunchy outside, melty inside”.
Children’s breakfast cereals saw the fastest value growth in 2019, benefiting from being more flavourful than most family breakfast cereals. Filipinos like sweet-flavoured food in general, thus the customer base of children’s breakfast cereals is not limited to youngsters.
Quaker Oats Asia maintained its lead in breakfast cereals in 2019 on the strength of its domination of hot cereals and its strong equity there; Quaker Oats is a byword for oatmeal in this country. It is also among the few brands in grocery retailers that are available in different flavours such as chocolate, tropical fruit, chicken and mushroom, and beef and carrot, while most competing brands are only available in plain oatmeal.
In 2019, Nestlé Philippines maintained its second position within breakfast cereals, where it continues to dominate in RTE cereals. Its success is partly driven by its wide portfolio of well-known brands, which allows it to dominate both children’s breakfast cereals and flakes, two of the biggest categories within RTE cereals.
The breakfast cereals offer mainly caters to middle- to upper-income consumers in the Philippines. However, it does have sufficient prospects to expand its customer base towards the low end of the market, where people generally remain partial to rice meals or bread for their main meals.
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This industry report originates from Passport, our Packaged Food market research database.