Breakfast cereal is expected to see current value and volume growth in 2021, as with society still not fully opened up after the pandemic and consumers still spending significant amounts of time at home, they have more time to eat breakfast cereal. RTE is the best performing product area, in terms of value growth, with hot cereal also registering value growth.
Nestlé-Ukraine is the clear leader in breakfast cereals in Ukraine and holds a dominant share of RTE cereals. All the company’s brands are well established and familiar to Ukrainians.
Single-portion breakfast cereals are gaining more space on supermarket shelves and is driving value growth, as single-portion generally retails for a higher price per kg. Lantmännen Axa PAT has expanded its range of single-portion breakfast cereals and now offers box variety sets of granola and porridges.
Breakfast cereals will register health constant value growth over the forecast period and there will be continued dynamism and innovation. Within breakfast cereals, consumers look for convenience, as well as nutrition.
As society gradually opens up over the forecast period, there will be increased demand for on-the-go breakfast cereal. Examples of such formats breakfast cereals in a cup and in 2021 large local manufacturer Fabrika Bakaleynikh Produktiv launched oatmeal cups quickEat, under the brand Zhmenka.
Growth in value terms will be ensured by increased sales of smaller pack sizes, as society opens up and there is increasing consumption on-the-go. In addition, premiumisation, will also contribute to increased value sales, particularly driven by promoting added health benefits.
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This is the aggregation of ready-to-eat (RTE) and hot cereals.See All of Our Definitions
This report originates from Passport, our Breakfast Cereals research and analysis database.
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