Breakfast cereals is expected to be a dynamic category in 2020, driven by changing lifestyles during the COVID-19 pandemic which has meant that consumers are spending more time at home. Products in this category are, in general, perceived as nutritious and easy breakfast options for people of all ages.
Flakes is also expected to be particularly dynamic in 2020 thanks to the increasing visibility of health and wellness trends and a growing awareness of the importance of diet in maintaining a healthy immune system. As such, many companies have responded to health and wellness trends by developing new healthier variants of their existing products, including ingredients known for their nutritional benefits such as honey, almonds, seeds, and cranberries.
Nestlé is expected to increase its already convincing lead in breakfast cereals in 2020, supported by its ongoing advertising and promotional campaigns to highlight the nutritional attributes of its brands including vitamins, calcium and protein, which not only help it to gain value share, but also to expand the category through increasing consumer awareness of the many variants of breakfast cereals on offer. The player offers leading brand Nesquik in children’s breakfast cereals, and Nesfit in family breakfast cereals, with several variants within flakes such as Nesfit&Fruits and Nesfit Kirmizi Meyveler, while launching a new product under the Nesfit umbrella that contains oats and is enriched with vitamin B towards the end of the review period.
Children’s breakfast cereals is expected to maintain strong retail volume growth after the effects of COVID-19 subside in the forecast period. Growth in this product area is supported by the increasing awareness of the health benefits involved in feeding cereals to children.
Muesli and granola is predicted to remain dynamic in the forecast period. This growth is supported by the continued development and expansion of the product area as companies such as Dr Oetker and Nesfit continue to invest in new product launches and product development aimed at introducing new flavour combinations to their ranges.
Breakfast cereals remains a small but dynamic category and is expected to continue growing over the forecast period. Demand is being supported by rising urbanisation in Turkey and is mainly due to increasing consumer demand for quick practical breakfast alternatives with a healthy nutritious positioning, particularly for children.
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Understand the latest market trends and future growth opportunities for the Breakfast Cereals industry in Turkey with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Breakfast Cereals research and analysis database.
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