COMPETITIVE LANDSCAPE
Competitive landscape remains relatively static in a highly mature market
Kellogg (Australia) Pty Ltd has maintained its position as the leading company within breakfast cereals for many years and is set to hold a comfortable lead in 2025 despite a slight decline in its value share during the year. Kellogg is responsible for many staple cereal products, such as Cornflakes, which have been a stable component of Australian breakfasts for many years.
Carman’s Fine Foods benefits from versatiltiy of muesli and granola
Carman’s Fine Foods is set to be the fastest growing company in 2025, seeing a slight increase in its overall retail value share of the breakfast cereal category in Australia. The company primarily specialises in muesli and granola, which has performed better than some other types of breakfast cereals.
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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
Many health-conscious consumers turn their backs on breakfast cereals
Breakfast cereals struggling to generate growth due to changing consumer habits
Other RTE cereals benefiting from ongoing appeal of Weat-Bix
Health trends set to impact volumes
Manufacturers respnding to consumer demand for healthier options
Growing demand for on-the-go options
Competitive landscape remains relatively static in a highly mature market
Carman’s Fine Foods benefits from versatiltiy of muesli and granola
Consumer shopping patterns relatively unchanged
E-commerce seeing gradual gains
Staple Foods in Australia - Industry Overview
Private label benefits from rising price-sensitivity
KEY DATA FINDINGS
Economic conditions continue to weigh on consumers’ minds
Changing consumption habits
Essential status to provide resilience
Changing lifestyles and behaviours
Targeting budget conscious consumers
Retailers lead the market
Private label dynamism
Supermarkets is the dominant channel
Supermarkets is the dominant channel
COUNTRY REPORTS 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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