Explore the latest global innovations across the bottled water industry in 2023. Our global breakfast cereal market report identifies the biggest launch activities, pivotal consumer attitudes and important advances of the year across regions like EMEA, APAC, and the Americas.

Innovation in Breakfast Cereals – EMEA

Value ranks as a top priority for consumers, with over half of UK consumers saying that a price discount would prompt them to buy a new breakfast cereal. Cereals remain a grocery essential for most consumers, and rather than just cutting prices, brands can demonstrate value with added nutrients and providing a source of energy.

Innovation in Breakfast Cereals – APAC

Consumers in Asia are becoming more health-conscious, particularly around sugar, and this is having an affect on the breakfast cereal market. The breakfast cereals category has long been associated with ‘hidden’ sugar content. No/low sugar claims have seen a small increase among breakfast cereal launches, and brands will need to continue prioritizing lower sugar content to retain health-conscious consumers.

Innovation in Breakfast Cereals – Americas

Now more than ever, nostalgia is a powerful marketing tool. In the US, nearly two in five consumers are fond of flavors that remind them of their childhood. Despite craving the flavors of their youth, consumers generally look for healthier options as they get older. Brands have an opportunity to combine elements of nostalgia with better-for-you features.

Purchase our full report for an in-depth look at the latest innovations in the global breakfast cereal industry.

Expert Analysis from an Industry Specialist

This report, written by Zoe Wong, food & drink analyst, delivers in-depth commentary and analysis to highlight global trends and innovation in breakfast cereal and add expert context to the numbers.

Innovation in the breakfast cereal fixture is focused around value-for-money features and healthier recipes. Indulgent and nostalgic flavors are also flourishing.

Zoe Wong
Junior Analyst – Food & Drink, BPCH

Table of Contents


    • Europe: brands flag up value attributes as consumers struggle with the cost of living
    • Graph 1: breakfast cereal launches, by share of economy claims, 2019-23
    • Europe: brands dial up indulgence through flavours
    • Graph 2: breakfast cereal launches, by share of select flavours, 2019-23
    • The Middle East & Africa (MEA)
  2. Asia Pacific (APAC)

    • Asia: brands call out low-sugar content to reassure health-conscious consumers
    • Graph 3: breakfast cereal launches, by share of select minus claims, 2019-23
    • Asia: high/added fibre claims continue to emerge but not in a dramatic way
    • Graph 4: breakfast cereal launches, by share of high/added fibre claims, 2019-23
    • Australia & New Zealand
  3. the americas

    • North America: cereal brands flag up vitamin- and mineral-fortified  recipes
    • Graph 5: breakfast cereal launches, by share of vitamin/mineral fortified claims, 2019-23
    • North America: breakfast cereal brands celebrate childhood flavours
    • Latin America: cereal brands put ‘no added sugar’ at centre stage
    • Graph 6: breakfast cereals launches, by share of select minus claims, 2019-23

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.

Below is a sample report, understand what you are buying.

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Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted. Also, our reports come in PDF, Powerpoint, Word and Excel Databook formats.

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