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Description

Description

The big stories

Cereals are stepping up their innovation game around unique shapes and colours as well as new and nostalgic flavours since consumer interest in indulgence remains strong. However, attempts to find the right balance of health and indulgence are also gaining more steam, including efforts to tap into the latest diet trends


In the next two years

Gut wellness is expected to attract more attention from brands and consumers while portability and snackability will continue to have a big impact due to increasing time pressures. Providing more excitement, on the other hand, will also remain important given that competition from other breakfast/snack products is becoming stronger.


In five years and beyond

The definition of sustainability is changing to encompass the entire product lifecycle. This circular approach will require cereal brands to more closely embrace their roles in sustainable sourcing and production as well as disposal and/or reuse of food and packaging waste.

A breakdown of what's to come

  • Breakfast indulgence: focusing on taste, fun and nostalgia
  • Guilt-free & better-for-you: improving the health credentials of cereals
  • Following the latest diet trends: vegan and high protein as well as paleo- and keto-friendly cereal
  • 'Your Gut Is Your Second Brain': supporting digestive wellness
  • The snackability of cereals: a greater variety of formats, pack types and usage occasions
  • An extra dash of excitement: introducing new concepts, functionalities and textural experiences

What's included

What's included

Table of contents

Table of contents

  1. the big stories

    • Breakfast indulgence: focusing on taste, fun and nostalgia
    • Guilt-free & better-for-you: improving the health credentials of cereals
    • [Graph] Global: breakfast cereal launches with low/no/reduced sugar claims, 2015 vs 2019
    • [Graph] Global: cold and hot cereal launches, average sugars content, 2015 vs 2019
    • Following the latest diet trends: vegan and high protein as well as paleo- and keto-friendly cereal
    • [Graph] Global: breakfast cereal launches featuring vegan and protein claims, 2015-19
  2. in the next two years

    • 'Your Gut Is Your Second Brain': supporting digestive wellness
    • [Graph] Global: breakfast cereal launches featuring gut wellness* claims, 2015-19
    • The snackability of cereals: a greater variety of formats, pack types and usage occasions
    • [Graph] Global: breakfast cereals, new product launches, top 'convenience' claims, 2015-19
    • An extra dash of excitement: introducing new concepts, functionalities and textural experiences
  3. in five years and beyond

    • [Graph] Global: breakfast cereal launches featuring selected environmental claims, 2015-19
  4. key market data

    • [Graph] Global: breakfast cereals, new product launches, top five countries, 2019
    • [Graph] Global: breakfast cereals, new product launches, top five claims, 2019

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.

  • Market

    Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.

  • Consumer

    Mintel's proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.

  • Brand/Company

    Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.

  • Data

    Market reports provide appendices of data to support the research and insight produced. Our tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

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

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