The Future of Breakfast Cereals: 2020
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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
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