COMPETITIVE LANDSCAPE
Leaders gain share
Aldi Einkauf GmbH & Co oHG is set to be the leading company in breakfast cereals in 2025, with the major retailer followed by the leading brand manufacturer, Peter Kölln. Both the leading players are expected to make significant share gains during the year.
Vitalis sees continued decline
Dr Oetker has experienced a continued decline across its entire Vitalis muesli range. While product innovations, such as its Brownie Style muesli and a no-added-sugar crispy apple and almond variant, have targeted health conscious consumers, broader market and competitive dynamics have limited overall growth.
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Overview:
Understand the latest market trends and future growth opportunities for the Breakfast Cereals industry in Germany 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 Germany, 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 Germany 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 Germany?
- Which are the leading brands in Breakfast Cereals in Germany?
- How are products distributed in Breakfast Cereals in Germany?
- 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 Germany?
- 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 Germany - Category analysis
KEY DATA FINDINGS
Budget consciousness influencing purchasing patterns
Shelf gaps and price fights temper rebound
Health and wellness driving growth
Modest growth ahead as shoppers trade down but trade up on health
Protein, fibre, and clean labels redefine breakfast
Sourcing and packaging upgrades reshape the category
Leaders gain share
Vitalis sees continued decline
Discounters dominates as shoppers trade down
Hypermarkets suffering from changing shopping habits
Staple Foods in Germany - Industry Overview
Affordability, convenience, and health are primary considerations
KEY DATA FINDINGS
High levels of budget consciousness
Affordability and clarity prove key
Brands need to show clear, everyday benefits in face of strong private label competition
Private label to quickly mirror brand moves
Discounters to remain key, while online channel continues to develop
Major retailers lead
Simplicity and practicality are key to success
Discounters gaining share
E-commerce maintains significant growth
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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