A Year of Innovation in the Breakfast Cereals Market 2023
A Year of Innovation - What's Included
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Explore the latest global innovations across the breakfast cereal industry in 2023. Our global breakfast cereals market report identifies the biggest launch activities, pivotal consumer attitudes and important advances of the year across regions like EMEA, APAC, and the Americas.
Innovation in Breakfast Cereals – EMEA
Value ranks as a top priority for consumers, with over half of UK consumers saying that a price discount would prompt them to buy a new breakfast cereal. Cereals remain a grocery essential for most consumers, and rather than just cutting prices, brands can demonstrate value with added nutrients and providing a source of energy.
Innovation in Breakfast Cereals – APAC
Consumers in Asia are becoming more health-conscious, particularly around sugar, and this is having an affect on the breakfast cereal market. The breakfast cereals category has long been associated with ‘hidden’ sugar content. No/low sugar claims have seen a small increase among breakfast cereal launches, and brands will need to continue prioritising lower sugar content to retain health-conscious consumers.
Innovation in Breakfast Cereals – Americas
Now more than ever, nostalgia is a powerful marketing tool. In the US, nearly two in five consumers are fond of flavours that remind them of their childhood. Despite craving the flavours of their youth, consumers generally look for healthier options as they get older. Brands have an opportunity to combine elements of nostalgia with better-for-you features.
Purchase our full report for an in-depth look at the latest innovations in the global breakfast cereal industry.
Expert Analysis from an Industry Specialist
This report, written by Zoe Wong, food & drink analyst, delivers in-depth commentary and analysis to highlight global trends and innovation in breakfast cereals and add expert context to the numbers.
Innovation in the breakfast cereal fixture is focused around value-for-money features and healthier recipes. Indulgent and nostalgic flavours are also flourishing.
Zoe Wong
Junior Analyst – Food & Drink, BPCH
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EUROPE, MIDDLE EAST & AFRICA (EMEA)
- Europe: brands flag up value attributes as consumers struggle with the cost of living
- Graph 1: breakfast cereal launches, by share of economy claims, 2019-23
- Europe: brands dial up indulgence through flavours
- Graph 2: breakfast cereal launches, by share of select flavours, 2019-23
- The Middle East & Africa (MEA)
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Asia Pacific (APAC)
- Asia: brands call out low-sugar content to reassure health-conscious consumers
- Graph 3: breakfast cereal launches, by share of select minus claims, 2019-23
- Asia: high/added fibre claims continue to emerge but not in a dramatic way
- Graph 4: breakfast cereal launches, by share of high/added fibre claims, 2019-23
- Australia & New Zealand
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the americas
- North America: cereal brands flag up vitamin- and mineral-fortified  recipes
- Graph 5: breakfast cereal launches, by share of vitamin/mineral fortified claims, 2019-23
- North America: breakfast cereal brands celebrate childhood flavours
- Latin America: cereal brands put ‘no added sugar’ at centre stage
- Graph 6: breakfast cereals launches, by share of select minus claims, 2019-23
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