PROSPECTS AND OPPORTUNITIES
Health trends and regulatory pressures to slow growth of breakfast cereals
Retail volume growth of breakfast cereals in Australia is expected to slow over the forecast period, as health trends increasingly influence consumer choices. Many Australians now associate packaged breakfast cereals with ultra-processed, sugary foods, prompting a shift towards alternative breakfast options — a trend that contributed to the category’s undynamic performance towards the end of the review period.
Manufacturers to respond to demand for healthier options
Over the forecast period, consumers' health and wellness awareness is expected to continue evolving, particularly in terms of how they perceive breakfast cereals. This trend has been evident in Australia for many years, with consumers increasingly demanding breakfast cereals that are lower in sugar, higher in protein, and rich in fibre.
On-the-go cereal packs to appeal to Australian demands outside of the home
The "on-the-go" format is expected to gain greater share of the category over the forecast period in Australia, largely due to greater mobility outside of the home. This shift is driving stronger demand for convenient on-the-go cereal packs.
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Overview:
Understand the latest market trends and future growth opportunities for the Breakfast Cereals industry in Australia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to a comprehensive range of core packaged food categories.
If you're in the Breakfast Cereals industry in Australia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Breakfast Cereals in Australia report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Breakfast Cereals in Australia?
- Which are the leading brands in Breakfast Cereals in Australia?
- How are products distributed in Breakfast Cereals in Australia?
- How is the rise of e-commerce and/or the expansion of modern grocery retail impacting traditional retail?
- What are the key health and wellness concerns driving, or challenging, sales in Breakfast Cereals?
- How significant are vegan and vegetarian dietary requirements in determining sales growth in Australia?
- How has COVID-19 impacted consumer demand? To what extent have lockdown, home seclusion and stockpiling boosted sales? Will the longer term economic repercussions of the pandemic stimulate or suppress future growth?
- Where is future growth expected to be most dynamic?
- How significant will values-based claims, such as sustainability and ethical labelling, be in supporting future growth and brand equity?
Breakfast Cereals in Australia - Category analysis
KEY DATA FINDINGS
Demand for breakfast cereals remains stable but undynamic
Role of Health Star Ratings in shaping category amid growing health-conscious market
Mergers and acquisitions reshape competitive landscape
Health trends and regulatory pressures to slow growth of breakfast cereals
Manufacturers to respond to demand for healthier options
On-the-go cereal packs to appeal to Australian demands outside of the home
Staple Foods in Australia - Industry Overview
Staple foods in 2024: The big picture
Key trends in 2024
Competitive Landscape
Channel developments
What next for staple foods?
DISCLAIMER
The following categories and subcategories are included:
Breakfast Cereals
- Hot Cereals
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- Children's Breakfast Cereals
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- Flakes
- Muesli and Granola
- Other RTE Cereals
Breakfast Cereals
This is the aggregation of ready-to-eat (RTE) and hot cereals.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Breakfast Cereals research and analysis database.
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