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Germany Breakfast Cereals Market Report

Key points included

  • Helping consumers feel good
  • The 'healthy' vs 'indulgent' challenge
  • Portability at the heart of innovation

Covered in this report

Breakfast cereals continue to play an ingrained role in consumers' eating habits in Germany. 67% of consumers have eaten breakfast cereals at home in the last six months, and the market was worth an estimated €998 million in 2018. However, the market is stagnating both in value and volume terms.


Health concerns are a real issue for the sector. Even among people who eat breakfast cereals, 46% say that they contain too much sugar. The government is adding to the pressure; as part of its new salt, fat and sugar reduction targets, breakfast cereal manufacturers have committed to reduce sugar content by 20% by 2025.

Expert analysis from a specialist in the field

Written by Heidi Lanschutzer, a leading analyst in the Food & Drink sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

Breakfast cereals could grow by 10% by 2023 by finding creative ways of reducing sugar, addressing the need for energy and unlocking immunity/gut health benefits Heidi Lanschutzer
Food & Drink Analyst

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What's included

What's included

Table of contents

Table of contents

  1. Executive summary

    • Market context
    • Mintel predicts
    • [Graph] Germany: usage of breakfast cereals by gender and age, September 2018
    • What consumers want, and why
    • [Graph] Germany: most important factors when buying cereals, September 2018
    • [Graph] Germany: agreement with the statement "I like breakfast cereals that can be eaten on the go (eg on the train, in the car)", by demographics, September 2018
    • [Graph] Germany: attitudes towards breakfast cereals, September 2018
    • Opportunities
    • The competitive landscape
    • [Graph] Germany: leading oats and porridge manufacturers by value, retail, 2017-18
    • [Graph] Germany: leading manufacturers of other cold cereals by value, retail, 2017-18
  2. Market drivers

    • [Graph] Germany: most important factors when looking for healthy foods, by age, Q4 2018
    • [Graph] Germany: healthy eating habits, by age, Q4 2018
    • [Graph] Germany: motivations for using functional food and drink, 2018
    • [Graph] Germany: frequency of eating breakfast on the go, July 2018
  3. what consumers want, and why

    • Types of breakfast cereals used
    • [Graph] Germany: types of breakfast cereals eaten at home, 2017 and 2018
    • [Graph] Germany: usage of breakfast cereals by gender and age, September 2018
    • Breakfast cereals usage occasions
    • [Graph] Germany: occasions for eating breakfast cereals at home, September 2018
    • [Graph] Germany: eating breakfast cereals as a snack, by age and parental status, September 2018
    • [Graph] Germany: agreement with the statement "There aren't enough options in snack-size packs", by demographics, September 2018
    • [Graph] Germany: agreement with the statement "I like breakfast cereals that can be eaten on the go (eg on the train, in the car)", by demographics, September 2018
    • Breakfast cereals buying factors
    • [Graph] Germany: most important factors when buying cereals, September 2018
    • Breakfast cereal attitudes
    • [Graph] Germany: attitudes towards breakfast cereals, September 2018
    • [Graph] Chocolate- or cocoa-flavoured breakfast cereal product launches in Germany, by selected claims, 2014-19
    • Breakfast cereal behaviours
    • [Graph] Germany: behaviours related to breakfast cereals, September 2018
  4. Launch activity and Innovation

    • [Graph] Average sugar content in hot and cold cereal product launches in Germany, 2014-19
    • [Graph] Fibre, protein and fortification claims in breakfast cereal product launches in Germany, 2014-19
    • [Graph] Breakfast cereal product launches in Germany, top five flavour component subgroups, 2014-19
    • [Graph] Organic and selected ethical claims in breakfast cereal product launches in Germany, 2014-19
    • [Graph] Share of breakfast cereal product launches in Germany with an on-the-go claim, 2014-19
  5. Market share

    • Retail market share of breakfast cereals by value, 2017-18
    • Retail market share of muesli, by value, 2016-18
    • Retail market share of muesli, by volume, 2016-18
    • Retail market share of other cold cereals, by value, 2016-18
    • Retail market share of other cold cereals, by volume, 2016-18
    • Retail market share of oats & porridge, by value, 2016-18
    • Retail market share of oats & porridge, by volume, 2016-18
  6. MArket segmentation, Size and forecast

    • Appendix

      • Appendix – products covered, abbreviations and consumer research methodology
      • Appendix – launch activity and innovation
      • [Graph] Germany: hot and cold cereal product launches, by storage, 2014-19
      • Appendix – market size and forecast

    This report will give you a complete 360-degree view of your market. Rooted in robust proprietary and high-quality third-party data, our local experts then put that data into context and you’ll understand:

    • The Consumer

      What they want. Why they want it.

    • The Competitors

      Who’s winning. How to stay ahead.

    • The Market

      Size, segments, shares and forecasts: How it all adds up.

    • The Innovations

      New ideas. New products. New potential.

    • The Opportunities

      Where the white space is. How to make it yours.

    • The Trends

      What’s shaping demand – today and tomorrow.

    Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.

    Description