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The Future of Breakfast Cereals: 2019

Mintel has the answers you’re looking for

What are the key challenges facing the industry? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

Key points included

  • The 'healthy' vs 'indulgent' challenge
  • Going organic is no longer niche
  • One size does not fit all

What you need to know

The big stories

Finding the right balance of health and indulgence continues to be a challenge for cereals. Meanwhile, going organic enables brands to embrace a broader health and wellness platform. To connect with health-minded consumers, brands are also experimenting with diet- and lifestyle-specific recipes.

In the next two years

The premiumisation of cereals is a tactic worth exploring when addressing the needs of quality- and experience-driven users. Cereals can also broaden their health appeal by promoting gut wellness whilst BarleyMax is seen as the next supergrain due to its rich nutritional profile.

In five years and beyond

Increased focus on portability is a must due to the ever-increasing pace of life and changing breakfast habits. Personalisation efforts are also likely to gain prominence as part of offering tailor-made experiences to younger consumers. Looking for NPD inspiration, cereal brands should pay more attention to creative home cooks.

Expert analysis from a specialist in the field

Written by Honorata Jarocka, a leading analyst in the Food & Drink sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

Today's breakfast cereal consumers are increasingly looking for better-for-you formulations, be they all-natural or 'no added sugar' recipes. But, healthy needs to be tasty as well. Honorata Jarocka
Senior Food & Drink Analyst

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What's included

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Table of contents

  1. the big stories

    • The 'healthy' vs 'indulgent' challenge
    • [Graph] Selected European countries: attitudes towards breakfast cereals, October 2018
    • Going organic is no longer niche
    • One size does not fit all: helping consumers achieve their personal health goals
    • [Graph] Global: breakfast cereal launches featuring vegan claims, as a % of all launches, 2014-18
  2. in the next two years

    • Using premiumisation to enhance cereal's quality image and appeal to foodies
    • Gut health is a growing trend
    • BarleyMax as a new shining star ingredient
  3. in five years and beyond

    • key market data

      • [Graph] Global: breakfast cereals, new product launches, top five countries, 2018
      • [Graph] Global: breakfast cereals, new product launches, top five claims, 2018