Breakfast cereals is expected to benefit from COVID-19, with higher retail volume and current value growth than in 2019. Children’s breakfast cereals is expected to record the highest current value growth due to children spending longer eating breakfast at home, with schools closed for much of the first semester.
Breakfast cereals is a competitive product area and companies have achieved comparable growth rates over the review period, with no company standing out. Nevertheless, Nestlé del Uruguay remains the clear leader, with a large range of products on offer.
The global health and wellness trend is also evident in Uruguay, with many consumers looking to eat more healthily, and breakfast is no exception. Although muesli and granola still remains a niche breakfast cereal, it has consistently recorded high retail volume growth over the review period and is expected to continue to do so over the forecast period.
Breakfast cereals is expected to register healthy retail volume and current value growth in 2020, as people spend more time eating breakfast as they are not in such a rush in the morning, with many working from home due to COVID-19. However, once the threat of COVID-19 diminishes, it is not expected that the same level of elevated growth will continue.
Supermarkets remain by far the most important channel for breakfast cereals in Uruguay. Breakfast cereals tend to be consumed by higher-income groups and these consumers tend to do their weekly shopping in supermarkets.
While in 2020, Uruguayans spent longer lingering over breakfast, in general, breakfast is not considered a priority. Many Uruguayans regularly skip breakfast, particularly among the 18-29-years-old age group, while lunch is considered the most important meal of the day by many.
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Understand the latest market trends and future growth opportunities for the Breakfast Cereals industry in Uruguay 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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