"Build trust by blending nostalgia with functional indulgence. Leverage format innovation to capture snacking occasions and meet the demands of busy lifestyles."
Javier Munoz, Research - Mintel Reports
Convenience is reshaping occasions: only 33% of German cereal consumers currently snack on cereals, yet snacking is the category’s main whitespace, fuelled by busy routines and an increasing use of convenience foods.
Health transparency is the defining consumer demand: half of Germans think cereals are too sugary, most want sugar shown in teaspoons and fibre/protein claims resonate strongly.
Nostalgia vs novelty creates a tension brands can exploit, with six in 10 cereal consumers choosing options that remind them of childhood while also seeking limited-edition flavours and functional upgrades.
Private labels leverage price sensitivity and agile innovation, earning consumer trust for quality and proving their ability to offer attractive breakfast cereal options at lower prices.
For the purposes of this Report, Mintel has used the following definitions:
This Report examines the German retail market for breakfast cereals. It excludes sales through foodservice channels.
Cereal bars and other breakfast products are excluded from the scope of this Report, but reference to them is made where relevant in light of their role as competing products.
Download Report SummaryInstant delivery when paying by credit card, invoice orders may take longer
Save 10% when you purchase two reports together.
Save 15% when you purchase three reports together.
Save 20% when your purchase four or more together.
Discount automatically applied at checkout
Our research specialists can answer your questions and recommend the reports that best match your business needs.
Contact us
When I’m investigating specific sectors I tend to use Mintel reports for their forecasting, which I’ve always found to be very accurate.
They also offer really broad and deep coverage in their reports. They are very, very detailed. For example, we were able to gain insight across a wide range of business areas from just one report, proving that Mintel is excellent value for money.
So overall, it’s the level of detail and the quality of forecasting that really stand out for me.
We use Mintel Reports, mostly for financial services and ecommerce markets, plus a few retail and technology ones.
As a leading payments provider, we value additional insights into consumer behaviour, opinions and trends that are shaping the many different markets we operate in. Mintel is a very good and very quick way for us to obtain those insights.
We use Mintel to get a view on where a particular market is going, which can support us in product development and help us identify opportunities or indeed risks, it is a very useful barometer of a market’s potential.
We utilize Mintel Reports, Trends and Comperemedia to mine for insights across the numerous business verticals that Epsilon serves, such as CPG, automotive, telecom, healthcare/pharma, retail and financial services.
By integrating Mintel insight into new business opportunities, we have been able to gain the competitive edge necessary to advance partnerships with global brands and key business players.
For our organization, it’s about depth and breadth. Having one without the other doesn’t enable success in our business.
We use Mintel to inform our thinking and reinforce strategy. If you’re presenting new ideas, it’s essential they are underpinned by robust data and evidence, and clearly rooted in fact.
Mintel gives us all that. It’s a great brand and one that is trusted by clients.
There is no question that Mintel is the go-to resource for the best quality market research, but I did not think it was an affordable option for Abacus Marketing to consider. As a small marketing agency, we only work with a few new clients each year.
However, we have a very high-end consultative approach to our work, so we really do need a partner like Mintel to provide the big agency experience we are always aiming to deliver. Our clients come from an incredibly diverse range of industry sectors, so we obviously need access to market research reports from a very wide spectrum of marketplaces – and that is precisely what we got.
Our research specialists can answer your questions and recommend the reports that best match your business needs.
Contact us
