COMPETITIVE LANDSCAPE
Kellogg retains leadership but faces mounting competition
Kellogg Benelux remained the clear leader in breakfast cereals in 2025, supported by its strong brand recognition and broad portfolio. However, the company’s overall performance softened slightly due to declining demand in children’s cereals, where it holds a dominant position.
BMB Brands grows rapidly through premium innovation
BMB Brands SPRL emerged as the most dynamic player in 2025 through its Bamboo brand, which operates within the muesli and granola segment. The brand’s strong performance was driven by its premium positioning and creative flavour innovation.
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Overview:
Understand the latest market trends and future growth opportunities for the Breakfast Cereals industry in Belgium 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 Belgium, 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 Belgium 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 Belgium?
- Which are the leading brands in Breakfast Cereals in Belgium?
- How are products distributed in Breakfast Cereals in Belgium?
- 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 Belgium?
- 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 Belgium - Category analysis
KEY DATA FINDINGS
Health perception challenges weigh on performance
Localised preferences and clean-label reformulation
Muesli and granola outperform the rest of the category
Continued pressure on volumes as consumer habits evolve
Balancing health reformulation and flavour appeal
Innovation, sustainability, and digital engagement to shape the future
Kellogg retains leadership but faces mounting competition
BMB Brands grows rapidly through premium innovation
Supermarkets remain dominant but face competition from discounters
E-commerce grows through convenience and niche appeal
Staple Foods in Belgium - Industry Overview
Economic stability and evolving eating habits support steady growth
KEY DATA FINDINGS
Indulgence, local sourcing, and naturalness define consumer choices
Consumers balance wellness, value, and sustainability
Plant-based innovation and clean labels drive category evolution
Naturalness and premium simplicity to guide future growth
Shifts in consumption patterns and retail dynamics
Artisanal producers retain leadership through quality and tradition
Innovation and sustainability drive growth in plant-based products
Supermarkets consolidate their leading role through flexibility and accessibility
E-commerce expands through convenience and premium differentiation
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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