Providing the most comprehensive and up-to-date information and analysis of the Breakfast Cereal market, including the behaviours, preferences and habits of the consumer.

The COVID-19 pandemic has intensified the importance of maintaining a healthy diet, and consumers are increasingly expecting breakfast cereals to be part of their healthy eating routine. Sugar remains a primary concern for breakfast cereal consumers in the UK, with low-sugar considered the be the most important on-pack attribute when choosing a cereal to buy, closely followed by high fibre. This is prompting more brands to innovate around nutrient fortification, as well as adding ingredients from traditional medicine into recipes to convey a remedial yet natural appeal.

While consumers often have a favourite breakfast cereal, trying new cereals and experimenting with flavours form a significant part in the purchasing process. While breakfast remains a popular occasion to eat cereals, a rise of snacking culture can help innovation in breakfast cereals and take it in a new direction.

With growing understanding of how diets impact physical and mental health, consumers are increasingly armed with specific dietary needs and wants, and are expecting brands to provide them with a clear indication what is and isn’t in the ingredients list. Vegan, vegetarian, keto, paleo and plant-based breakfast cereals remain relatively niche, consumers are more willing now than ever to try out these lifestyle and dietary choices to see what suits their individual needs. Owing to their widely-consumed nature, cereals can innovate around this opportunity to make specialty products more accessible.

Consumers are increasingly scrutinising product labels and ingredient lists and looking for more natural options. Interest in natural, organic, non-processed and cruelty-free products has continue to rise in profile, as consumers become more discerning about the ethical credentials of what they eat and drink. While interest is notable among all demographics, younger cohorts in Brazil are most willing to pay a premium for organic ingredients. They attach strong value to the natural and ethical qualities which the organic label stands for.

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

Covered in this report

Brands: Nature’s Path, Mano Velho, Yema & Co, Fulana Foods, Kashi Go, Grandma Emily, Wonderworks, General Mills, Naked, We, the many, Sanitarium, The No Nasties Project, Coles, Farmer Jo, GoldenVale, Pure Delish, Kellogg’s, Nestle, Quaker, Captain, Kapiva, Amazin’ Graze, Mind Snacks, Organic Life, Macro Mixes, Futurelife, Skaneja, Sainsbury’s, Nestle, Linwoods, Weetabix, Spirulix, What The Hemp!, Funky Veggie, Graci.

Expert analysis from a specialist in the field

This report, written by Mikolaj Kaczorowski, a leading analyst in the Foodservice sector, delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

Innovation is focusing around nutritional benefits and, in Asia, traditional medicinal ingredients, as more adventurous flavours and textures come to market.

Mikolaj Kaczorowski
Innovation Analyst

Table of Contents


    • Europe: cereal innovation slowly reacts to consumer interest in low sugar and nutritionally-boosted recipes
    • [Graph] Europe: breakfast cereals with select better-for-you claims, 2016-2017 vs 2020-2021
    • Europe: consumers are seeking exciting and flavour-packed breakfasts
    • [Graph] Europe: top five flavours in hot cereals, 2020-2021
    • [Graph] Europe: top five flavours in cold cereals, 2020-2021
    • The Middle East and Africa (MEA)

    • Asia: cereal brands innovate around added benefits
    • Asia: cereal makers innovate around fruit’s role in the breakfast occasion
    • [Graph] Asia: top 10 fruits as an ingredient in breakfast cereals, 2020-2021
    • Australia and New Zealand
    • [Graph] Australia & New Zealand: breakfast cereals with select claims, 2016-2021

    • North America: more diverse flavours and textures drive innovation
    • [Graph] North America: top five flavours in hot cereals, Aug 2020-Jul 2021
    • [Graph] North America: top five flavours in cold cereals, 2020-2021
    • North America: keto and paleo-friendly breakfast cereals are on the rise
    • [Graph] North America: breakfast cereals with select claims, 2016-2021
  4. Latin America

    • Latin America: natural claims are growing in cereals
    • [Graph] Latin America: breakfast cereals with select natural claims, 2016-2021

About the report

This market report provides in-depth analysis and insight supported by a range of data. Explore a year of innovation in depth to know exactly what’s working.

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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