Executive Summary

Nov 2019
PROSPECTS
Value growth continues to increase for breakfast cereals, driven by healthy living trends and demand for convenience

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.

Breakfast cereals players launch a host of new products appealing to health-conscious consumers as well as to chocolate lovers

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 appeals not only to children but to adults that enjoy the sweeter flavours and convenience

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.

COMPETITIVE LANDSCAPE
Quaker Oats continues to lead breakfast cereals through its domination of hot cereals, where it continues to offer more flavour and packaging options

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.

Nestlé maintains its second position with product extensions and ongoing efforts to improve its products’ nutritional profile

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.

While breakfast cereals caters to consumers with higher income, it also can serve consumers at the lower end with sachets and other smaller pack sizes

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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Breakfast Cereals in the Philippines

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Overview

Discover the latest market trends and uncover sources of future market growth for the Breakfast cereals industry in Philippines with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Breakfast cereals industry in Philippines, our research will save you time and money while empowering you to make informed, profitable decisions.

The Breakfast cereals in Philippines market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth  
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Breakfast cereals in Philippines?
  • What are the major brands in Philippines?
  • How will increasingly volatile wheat commodity prices impact retail prices and sales performance?
  • What are the market opportunities for high fibre products?
  • Given mounting concerns over childhood obesity, what does the future hold for children’s breakfast cereal?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Packaged Food market research database.

Breakfast Cereals in the Philippines - Category analysis

HEADLINES

PROSPECTS

Value growth continues to increase for breakfast cereals, driven by healthy living trends and demand for convenience
Breakfast cereals players launch a host of new products appealing to health-conscious consumers as well as to chocolate lovers
Children’s breakfast cereals appeals not only to children but to adults that enjoy the sweeter flavours and convenience

COMPETITIVE LANDSCAPE

Quaker Oats continues to lead breakfast cereals through its domination of hot cereals, where it continues to offer more flavour and packaging options
Nestlé maintains its second position with product extensions and ongoing efforts to improve its products’ nutritional profile
While breakfast cereals caters to consumers with higher income, it also can serve consumers at the lower end with sachets and other smaller pack sizes

CATEGORY DATA

Table 1 Sales of Breakfast Cereals by Category: Volume 2014-2019
Table 2 Sales of Breakfast Cereals by Category: Value 2014-2019
Table 3 Sales of Breakfast Cereals by Category: % Volume Growth 2014-2019
Table 4 Sales of Breakfast Cereals by Category: % Value Growth 2014-2019
Table 5 NBO Company Shares of Breakfast Cereals: % Value 2015-2019
Table 6 LBN Brand Shares of Breakfast Cereals: % Value 2016-2019
Table 7 Distribution of Breakfast Cereals by Format: % Value 2014-2019
Table 8 Forecast Sales of Breakfast Cereals by Category: Volume 2019-2024
Table 9 Forecast Sales of Breakfast Cereals by Category: Value 2019-2024
Table 10 Forecast Sales of Breakfast Cereals by Category: % Volume Growth 2019-2024
Table 11 Forecast Sales of Breakfast Cereals by Category: % Value Growth 2019-2024

Packaged Food in the Philippines - Industry Overview

EXECUTIVE SUMMARY

Increased spending power supports faster value growth of packaged food in 2019
Along with other packaged food developments, a plethora of new products are introduced to meet demand for convenient, healthy, interesting and indulgent food
While Universal Robina maintains its overall lead, the competitive landscape sees significant expansion and other new developments in 2018-2019
Distribution developments include new players, acquisitions and some drop-outs, while modern grocery retailers continue to dominate sales
Ongoing demand for healthier, convenient and indulgent food will ensure continued growth for packaged food in the Philippines

FOODSERVICE

Sales to Foodservice
Beyond Meat’s plant-based meat substitutes, currently sold by bulk/wholesale only, are gaining traction in restaurants seeking to capitalise on demand for healthy and environmentally friendly products
Arla Pro, a dairy foodservice concept created for professionals, is launched at a major event featuring renowned chefs from throughout Southeast Asia demonstrating the use and versatility of Arla products
Sysu International hosts Taste Setters workshop to generate interest among foodservice players and food manufacturers in spicy up their menus and products with Tabasco dry mixes
Consumer Foodservice
Despite inflationary environment and related uncertainties, consumers with higher disposable incomes still choose to dine out, as some but not all foodservice operators choose not to raise their prices
Convenience stores limited-services restaurants are performing well, drive by ongoing rollouts of new concept stores, widening selection of ready meals, snacks and other food and increased dining space
Use of food delivery mobile apps continues to drive rapid growth of home delivery
Category Data
Table 12 Foodservice Sales of Packaged Food by Category: Volume 2014-2019
Table 13 Foodservice Sales of Packaged Food by Category: % Volume Growth 2014-2019
Table 14 Forecast Foodservice Sales of Packaged Food by Category: Volume 2019-2024
Table 15 Forecast Foodservice Sales of Packaged Food by Category: % Volume Growth 2019-2024

MARKET DATA

Table 16 Sales of Packaged Food by Category: Volume 2014-2019
Table 17 Sales of Packaged Food by Category: Value 2014-2019
Table 18 Sales of Packaged Food by Category: % Volume Growth 2014-2019
Table 19 Sales of Packaged Food by Category: % Value Growth 2014-2019
Table 20 GBO Company Shares of Packaged Food: % Value 2015-2019
Table 21 NBO Company Shares of Packaged Food: % Value 2015-2019
Table 22 LBN Brand Shares of Packaged Food: % Value 2016-2019
Table 23 Penetration of Private Label by Category: % Value 2014-2019
Table 24 Distribution of Packaged Food by Format: % Value 2014-2019
Table 25 Distribution of Packaged Food by Format and Category: % Value 2019
Table 26 Forecast Sales of Packaged Food by Category: Volume 2019-2024
Table 27 Forecast Sales of Packaged Food by Category: Value 2019-2024
Table 28 Forecast Sales of Packaged Food by Category: % Volume Growth 2019-2024
Table 29 Forecast Sales of Packaged Food by Category: % Value Growth 2019-2024

SOURCES

Summary 1 Research Sources