Retail volume sales of breakfast cereals are expected to continue declining over the forecast period, yet at more moderate rates than in 2022 and 2023. However, as price increases are expected to be maintained to some extent, current value sales are expected to show growth.
While the HFSS regulation is expected to accelerate the growth of the overarching health and wellness trend, taste remains a crucial factor determining consumers’ purchases. According to Euromonitor International’s Voice of the Consumer: Lifestyles survey 2023, superior taste and health and nutritional properties are almost equally influential features for consumers when buying food, selected by 33% and 32% of UK respondents respectively.
The current supply chain crisis, which is challenging the availability and price of raw materials, has brought to the fore the volatility of breakfast cereals, and its dependence on global trade. As the category is exposed to potential adverse weather conditions, manufacturers are aiming to adopt sustainable production practices, which will help to maintain stable wheat supply.
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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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