Executive Summary

Nov 2019
PROSPECTS
Consumption of breakfast cereals to recover somewhat after a weak close to the review period

Consumption of breakfast cereals recorded weaker growth in 2019 than the average of the review period as the hangover from the economic downfall in 2018 continued and Uruguayans remained careful with their spending. Retail value growth, however, accelerated, largely due to steep price hikes in 2019.

Muesli and granola continues to emerge, supported by the health trend

The global health trend is also evident in Uruguay, with many consumers seeking healthier food, and breakfast is no exception. Although muesli and granola is not well known in the country and remained a niche in 2019, it recorded strong retail volume growth over the year and is expected to continue to do so over the forecast period.

Uruguayans increasingly skip breakfast, limiting growth of breakfast cereals

A recent survey found that some 40% of Uruguayans regularly skip breakfast, with the figure higher among the 18-29 age group, while lunch is considered the most important meal of the day by many. According to the survey, those who do have breakfast prefer toast, jam or bread and butter, with breakfast cereals appearing low down the list of preferred options.

COMPETITIVE LANDSCAPE
Nestlé del Uruguay continues to lead breakfast cereals

Breakfast cereals is a competitive category and companies achieved comparable growth rates over the review period. Nevertheless, Nestlé del Uruguay remained the clear leader in 2019, with a range of products across the various categories of breakfast cereals and heavy investment in marketing.

Silcom strengthens its position in second place

Domestic player, Silcom, extended its retail value share in second place in 2019. The company competes by offering lower-priced products than Nestlé del Uruguay and its main brand in 2019 was La Abundancia, which includes products in various categories, including muesli and granola, which lacks competition and in which the leader was not present at the end of the review period.

Supermarkets remains the most popular channel for breakfast cereals

Supermarkets remained by far the most important channel for breakfast cereals in Uruguay in 2019. Breakfast cereals tend to be consumed by higher-income groups, and these consumers tend to do their weekly shopping in supermarkets, which are expanding their presence across the country.

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Breakfast Cereals in Uruguay

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Overview

Discover the latest market trends and uncover sources of future market growth for the Breakfast cereals industry in Uruguay with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Breakfast cereals industry in Uruguay, our research will save you time and money while empowering you to make informed, profitable decisions.

The Breakfast cereals in Uruguay market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth  
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Breakfast cereals in Uruguay?
  • What are the major brands in Uruguay?
  • How will increasingly volatile wheat commodity prices impact retail prices and sales performance?
  • What are the market opportunities for high fibre products?
  • Given mounting concerns over childhood obesity, what does the future hold for children’s breakfast cereal?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Packaged Food market research database.

Breakfast Cereals in Uruguay - Category analysis

HEADLINES

PROSPECTS

Consumption of breakfast cereals to recover somewhat after a weak close to the review period
Muesli and granola continues to emerge, supported by the health trend
Uruguayans increasingly skip breakfast, limiting growth of breakfast cereals

COMPETITIVE LANDSCAPE

Nestlé del Uruguay continues to lead breakfast cereals
Silcom strengthens its position in second place
Supermarkets remains the most popular channel for breakfast cereals

CATEGORY DATA

Table 1 Sales of Breakfast Cereals by Category: Volume 2014-2019
Table 2 Sales of Breakfast Cereals by Category: Value 2014-2019
Table 3 Sales of Breakfast Cereals by Category: % Volume Growth 2014-2019
Table 4 Sales of Breakfast Cereals by Category: % Value Growth 2014-2019
Table 5 NBO Company Shares of Breakfast Cereals: % Value 2015-2019
Table 6 LBN Brand Shares of Breakfast Cereals: % Value 2016-2019
Table 7 Distribution of Breakfast Cereals by Format: % Value 2014-2019
Table 8 Forecast Sales of Breakfast Cereals by Category: Volume 2019-2024
Table 9 Forecast Sales of Breakfast Cereals by Category: Value 2019-2024
Table 10 Forecast Sales of Breakfast Cereals by Category: % Volume Growth 2019-2024
Table 11 Forecast Sales of Breakfast Cereals by Category: % Value Growth 2019-2024

Packaged Food in Uruguay - Industry Overview

EXECUTIVE SUMMARY

Consumption of packaged food continues to decline
Consumers increasingly looking for healthier products
Cooperativa Nacional de Productores de Leche remains the leader in 2019
Modern grocery retailers gain share in packaged food in 2019
A return to low retail volume growth expected over the forecast period

FOODSERVICE

Sales to Foodservice
Significant declines in inbound tourism lead to lower sales to foodservice outlets
Healthier foodservice options becoming increasingly available
Consumers increasingly buying packaged food online
Category Data
Table 12 Foodservice Sales of Packaged Food by Category: Volume 2014-2019
Table 13 Foodservice Sales of Packaged Food by Category: % Volume Growth 2014-2019
Table 14 Forecast Foodservice Sales of Packaged Food by Category: Volume 2019-2024
Table 15 Forecast Foodservice Sales of Packaged Food by Category: % Volume Growth 2019-2024

MARKET DATA

Table 16 Sales of Packaged Food by Category: Volume 2014-2019
Table 17 Sales of Packaged Food by Category: Value 2014-2019
Table 18 Sales of Packaged Food by Category: % Volume Growth 2014-2019
Table 19 Sales of Packaged Food by Category: % Value Growth 2014-2019
Table 20 GBO Company Shares of Packaged Food: % Value 2015-2019
Table 21 NBO Company Shares of Packaged Food: % Value 2015-2019
Table 22 LBN Brand Shares of Packaged Food: % Value 2016-2019
Table 23 Penetration of Private Label by Category: % Value 2014-2019
Table 24 Distribution of Packaged Food by Format: % Value 2014-2019
Table 25 Distribution of Packaged Food by Format and Category: % Value 2019
Table 26 Forecast Sales of Packaged Food by Category: Volume 2019-2024
Table 27 Forecast Sales of Packaged Food by Category: Value 2019-2024
Table 28 Forecast Sales of Packaged Food by Category: % Volume Growth 2019-2024
Table 29 Forecast Sales of Packaged Food by Category: % Value Growth 2019-2024

SOURCES

Summary 1 Research Sources