2022
9
Germany Breakfast Cereal Market Report 2022
2022-08-31T13:02:04+01:00
REP1F07DB85_6275_4B12_8336_68990CBADC46
2195
155292
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Report
en_GB
Promote cereals' affordable image amidst high inflation; address sugar concerns with BFY features and the post-lockdown usage dip with novel formats and occasions. Valentin Thies, Senior Research Analyst -…

Germany Breakfast Cereal Market Report 2022

£ 2,195 (Excl.Tax)

Description

The Breakfast Cereal in Germany Market Report 2022 identifies consumers’ frequency of eating breakfast cereals, attitudes towards ‘guilt-free’ cereals, and the impact of inflation on cereal purchase patterns. This report covers the German breakfast cereals market size, market forecast, market segmentation and industry trends for the breakfast cereals market in Germany.

Click here to view the German version of our Germany Breakfast Cereal Report 2022.

Current Market Landscape

Over half of Germans typically eat breakfast cereals, with some, depending on age, being more likely to do so as childhood habits fade into early adulthood. Yet, 25-44s have most annual cereal eating occasions as they grew up in the breakfast cereal boom of the 1980-90s.

Increased working/studying from home and the reappreciation of breakfast occasions during COVID boosted usage in 2020. With the return to the office and consumers skipping sugary cereals/breakfasts to manage weight post-COVID, usage is likely to drop, whilst value sales will grow on the breakfast cereals market in Germany amidst inflation-driven price rises.

Breakfast Cereals in Germany Market Share and Key Industry Trends

High energy and grain price induced inflation will drive price rises on the German breakfast cereals market further from 2022 to 2023, resulting in continued value sales growth. With hybrid working becoming the norm, usage levels will stabilize to higher levels than pre-COVID but lower than the 2020 peak.

Whilst brands will be challenged by financially squeezed consumers trading down to private labels due to inflation, they can promote cereals’ affordable image with price anchoring, larger value-for-money packs and refill stations as the ‘good for the planet, good for the wallet’ option.

  • 66% of Germans typically eat breakfast cereals.
  • 50% of cereal users agree that cereals overall contain too much sugar.
  • 80% of Germans say they have been affected by increases in food/drink prices.
  • 57% of cereal eaters/buyers are interested in refill stations.

Future Trends in the German Breakfast Cereal Market

With breakfast cereals being a mature category, volume growth will be moderate amidst stagnating population growth, plateauing at-home occasions and growth in oat usage flattening. That said, better-for-you (re)formulations (e.g. gut health, low sugar) and more personalisation (e.g. toppings) could help to boost long-term market growth.

With high obesity levels in Germany and half of cereal users agreeing cereals overall contain too much sugar, sugar remains the key foe. Besides launching less-sweet cereals to appeal to Germans, brands can shift the narrative from high in sugar to positive nutrition. Our breakfast cereal in Germany market report has also shown that ‘guilt-free’ cereals that use vegetables, legumes and ancient grains, providing nutritional transparency and focusing on gut health, have potential.

Read on to discover more details or take a look at all of our German Food market research reports.

Quickly Understand

  • Market drivers for breakfast cereals, including the sugar challenge and the impact of inflation.
  • Types of breakfast cereals used.
  • Frequency of consumption.
  • Purchase of breakfast cereals, including in-store and online purchases.
  • Attitudes and behaviours related to breakfast cereals, including future market opportunities linked to better-for-you features, semi-personalisation and snackification.
  • Recent product launch activity, innovations, market share and size.

Covered in this Report

Products: ready-to-eat cereals (muesli, oats, traditional cereals) and hot cereal products (porridge).

Brands: Magic Spoon, Oatmeal Spice, Bio & Me, Tribe Active Oats+, Prozis, Nestlé, General Mills, and more.

Expert Analysis from a Specialist in the Field

This report, written by Valentin Thies, a leading research analyst in the Food and Drink sector, delivers in-depth commentary and analysis to highlight current trends in the German breakfast cereals market, and add expert context to the numbers.

Promote cereals’ affordable image amidst high inflation; address sugar concerns with BFY features and the post-lockdown usage dip with novel formats and occasions.

Valentin Thies
Valentin Thies
Senior Food & Drink Research Analyst

Table of Contents

  1. EXECUTIVE SUMMARY

    • Key issues covered in this Report
    • Market context
    • Graph 1: frequency of eating breakfast cereals, by age group, 2022
    • Mintel predicts
    • Opportunities
    • The competitive landscape
    • Graph 2: company retail volume shares of breakfast cereals, 2021
    • Graph 3: company retail value shares of breakfast cereals, 2021
  2. MARKET DRIVERS

    • The German economy
    • Graph 4: key economic data, in real terms, 2019-23
    • Market drivers specific to breakfast cereals
    • Graph 5: average sugar levels in breakfast cereals, 2018-22
    • Graph 6: population, by age group, 2020-30
  3. WHAT CONSUMERS WANT AND WHY

    • Types of breakfast cereals eaten
    • Graph 7: overall breakfast cereal consumption, by age, 2022
    • Graph 8: types of breakfast cereals typically eaten, by age group, 2022
    • Graph 9: repertoire of types of breakfast cereals typically eaten, 2022
    • Graph 10: types of breakfast cereals typically eaten by breakfast cereal consumers, by age group, 2022
    • Frequency of eating breakfast cereals
    • Graph 11: frequency of eating breakfast cereals, by age, 2022
    • Graph 12: frequency of eating breakfast cereals, by age, 2022
    • Breakfast cereal eating occasions
    • Graph 13: repertoire of occasions on which breakfast cereals are eaten, 2022
    • Graph 14: breakfast cereal eating occasions, 2022
    • Graph 15: snacking frequency, by age, 2021
    • Graph 16: consumers who snack once a day or more, by selected demographics, 2021
    • Purchase of breakfast cereals
    • Graph 17: purchase of breakfast cereals, by age, 2022
    • Behaviours related to breakfast cereals
    • Graph 18: behaviours related to breakfast cereals, 2022
    • Graph 19: interest in/past usage of personalised food/drink concepts, 2021*
    • Interest in purchasing breakfast cereal concepts
    • Graph 20: preferred categories for functional health benefits, 2021
    • Attitudes towards breakfast cereals
    • Graph 21: attitudes towards breakfast cereals, 2022
    • Graph 22: important ethical and environmental factors when making food and drink choices, 2021*
  4. LAUNCH ACTIVITY AND INNOVATION

    • Graph 23: breakfast cereal launches, by ultimate company, 2018-22
    • Graph 24: hot breakfast cereals launches, by launch type, 2018-22
    • Graph 25: cold breakfast cereal launches, by launch type, 2018-22
    • Graph 26: breakfast cereal launches, by top claims, 2021
    • Graph 27: breakfast cereal launches, by top cereal ingredients, 2021
    • Graph 28: breakfast cereal launches, by top 10 claims, 2021
    • Graph 29: % of total food, drink and breakfast cereal launches with Nutri-Score labelling, 2018-22
    • Graph 30: food and drink launches with the Nutri-Score, by category, 2021
    • Advertising and marketing activity
  5. MARKET SHARE

  6. MARKET SIZE, SEgmentation AND FORECAST

  7. APPENDIX

    • Appendix – products covered, abbreviations, consumer research methodology and language usage
    • Appendix – market size and central forecast methodology

About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

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.

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Germany Sample Report Cover

Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted. Our reports are available to download in PDF and PPT formats.

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