In 2020, remote working and home schooling drastically increased the number of breakfast occasions at home, leading to a spike in the consumption of breakfast cereals. In 2021, as restrictions were gradually eased, consumers started spending more time outside of the home and children returned to school, which is set to lead the demand for breakfast cereals to recede slightly, yet in actual terms sales will remain much higher than in 2019.
Private label is set to maintain its lead in breakfast cereals in 2021. In 2020 some consumers reverted to branded products in order to satisfy their increasing demand for variety at breakfast.
The surge in breakfast occasions at home has driven consumer demand for indulgent cereals. Kellogg’s Crunchy Nut and Coco Pops have particularly benefited from the indulgence trend, despite health considerations.
As many companies intend to maintain their working from home policies in the coming years, consumers are expected to maintain at least some of their breakfast occasions at home, which will translate into higher retail volume sales in 2022 compared with 2019. However, a big challenge for sales of breakfast cereals is expected to come in late 2022 from the government’s initiative to tackle obesity.
In order to respond to the HFSS regulation, food manufacturers will be forced to adjust their product recipes by reducing the sugar, salt and fat content in order to retain promotional rights. This trend is highly expected among manufacturers of breakfast cereals which are already perceived as unhealthy and belong to the HFSS food classification.
With rising sustainability concerns, consumers are expected to become more aware of the environmental impact of packaging. On the one hand, manufacturers will continue investing in more sustainable packaging materials and reducing the packaging used.
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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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