A Year of Innovation in Breakfast Cereals 2024
A Year of Innovation - What's Included
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Explore the latest innovation in breakfast cereal in 2024 with Mintel’s global innovation report. The report identifies the major launch activities, pivotal consumer attitudes and most important product development of the year across regions EMEA, APAC, and the Americas.
Key innovation trends in the global cereal market are analysed and succinctly presented alongside Mintel’s consumer data and insights. So you can understand changing consumer demands and identify future growth opportunities.
This report also presents Mintel’s analysts’ pick of the most innovative launches in the global breakfast cereal market. Understanding innovation in breakfast cereals has never been so easy.
Meet the Expert Behind the Analysis
This report was written by Mikolaj Kaczorowski, Innovation Analyst at Mintel. Mikolaj has 8 years experience working at Mintel and is responsible for analysing new product launches in food, drink and household categories, tying these back to consumer insights, and identifying emerging NPD trends.
Better-for-you attributes continue to inspire breakfast cereal innovation. Private label launches have gained share in North America.
Mikolaj Kaczorowski
Innovation Analyst
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- What we have seen
- Our pick of the most innovative launches in this review
- Other innovative launches
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EUROPE, MIDDLE EAST & AFRICA (EMEA)
- Europe: better-for-you ingredients help breakfast cereals to convey a more healthful image
- Consumers value nutrient rich breakfast cereals
- High fibre claims are growing in breakfast cereals
- Graph 1: breakfast cereal launches, by share of select claims, 2019-24
- Better-for-you messaging takes centre stage on these breakfast cereals
- Europe: cold cereal brands strive to reduce sugar content
- Consumers are concerned about sugars in cereals
- No added sugar claims are growing in breakfast cereals
- Graph 2: breakfast cereal launches, by select sugar claims, 2019-24
- Cold cereal brands are reducing sugar content
- The Middle East & Africa (MEA)
- New cereal launches in the Middle East and Africa
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Asia Pacific (APAC)
- Asia: breakfast cereal brands drum up excitement with flavour innovation
- Consumers are keen to see new flavours from cereal brands
- Chocolate and vegetable flavours lead cereal innovation in Asia
- Graph 3: hot cereal launches, by top five flavour component subgroup, 2023-24
- Graph 4: cold cereal launches, by top five flavour component subgroup, 2023-24
- Cereal brands look to attract consumers with innovative flavour launches
- Distinctive and minimalist design can help flavoured breakfast cereal brands stand out
- Asia: high protein claims grow in breakfast cereals
- Consumers are seeking out high protein options
- High protein claims are growing in breakfast cereal launches
- Breakfast cereal brands respond to consumer demands for high protein options
- Australia & New Zealand
- Protein claims are growing in breakfast cereal innovation in the region
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the americas
- North America: private label is a growing presence in the breakfast cereal category
- Consumers are increasingly looking for ways to save money
- Private labels are taking a growing share of breakfast cereal launches
- Graph 5: breakfast cereal launches, by share of private label, 2019-24
- Netflix tie-ins, indulgent fillings and sustainable production help branded breakfast cereals stand out
- North America: breakfast cereal brands promote positive nutrition
- Consumers want to see more healthy breakfast cereal options
- Plus claims are growing in breakfast cereal launches
- Graph 6: breakfast cereal launches, by share of plus and minus claim category, 2019-24
- Protein takes centre stage on these breakfast cereal launches
- Brand renovation/innovation: Cheerios launches a new variant packed with fruit and vegetables
- Latin America
- The no additives/preservative claim is declining in breakfast cereal launches in Latin America
- Graph 7: breakfast cereal launches, by share of select claims, 2019-24
- Breakfast cereal brands are highlighting natural and additive-free recipes
- Brand renovation/innovation: GranoSquare launches a new granola for children
Why Choose Mintel?
Mintel is the world’s leading market intelligence agency. We show you how consumers think today and tomorrow. As a trusted partner to industry leaders, we deliver game-changing insights to businesses across the globe, fuelling their marketing and innovation strategies that will shape the future.
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