Although breakfast cereals have not traditionally been favourite breakfast items in the United Arab Emirates, these products were steadily growing in popularity over the review period. Breakfast cereals offer a filling and highly convenient meal to start the day, particularly given the increasingly hectic lives of many consumers.
A number of trends supported the good growth of muesli and granola over the review period. In comparison with other types of RTE cereals, muesli and granola have always been regarded as healthier options thanks to the ingredients which include wholegrain (oatmeal), fruit and nuts.
Flakes witnessed innovation in terms of both new flavours and fortification positioning over the review period as consumers shifted their attention to healthier options. Many of the key players such as Kellogg Middle East and Nestlé Middle East have begun to emphasise their healthy ingredients during the COVID-19 pandemic as health and wellness came to the forefront of many consumers’ concerns.
Breakfast cereals is set to record good and accelerating retail volume growth throughout the forecast period. As the periods of lockdown hopefully ease and vaccines begin to become available, the pace of life will likely increase for many consumers, with students and employees set to slowly return to more normal patters over the course of 2021.
The educational year 2020-2021 is expected to remain a blend of online and face-to-face learning in the United Arab Emirates, whilst remote working is expected to remain the norm until the beginning of 2021. Even after this date, many companies will likely integrate remote working for a percentage of the working week, given the global success of this model during the COVID-19 pandemic.
Private label did not have any meaningful presence within breakfast cereals over the review period. Given the small overall presence of these products in the United Arab Emirates and their relatively high average unit prices, breakfast cereals have tended to attract wealthier families who have experience of travel in Western countries.
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This report originates from Passport, our Breakfast Cereals research and analysis database.
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