The implementation of the HFSS regulation, restricting in-store and online presence in October 2022, is expected to challenge the future performance of breakfast cereals, especially in 2023 – when the regulation is set to affect a full year of sales. In 2023, restrictions on volume-based promotions are also expected to be introduced, prohibiting “multibuy” and “extra free” promotions, while in January 2024, advertising restrictions (21.
Compared to other categories under the scope of HFSS regulation, breakfast cereals is expected to be moderately impacted by the restrictions, given heavy investment by manufacturers, including leading player Kellogg Co, into reformulating their recipes. This is expected to be the main focus of innovation over the forecast period for manufacturers, although they must ensure that their offerings satisfy consumers’ desire for indulgence through trial and error.
Alongside the supply chain crisis that challenges the availability and price of raw materials, breakfast cereals is further exposed to adverse weather conditions. Rising concerns around climate change are encouraging manufacturers to focus on adopting sustainable production practices.
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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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