COMPETITIVE LANDSCAPE
Nestlé Hellas SA retains its leadership in breakfast cereals despite brand share declines
Nestlé Hellas SA remains the leading company in breakfast cereals in Greece in 2025. The company benefits from offering some of the country’s most popular brands, particularly within children’s cereals, where is offers Cheerios and Nesquik.
Health positioning and strong promotions drive Fytro SA’s double-digit growth
Fytro SA was the most dynamic player in breakfast cereals in Greece in 2025, achieving an increase in share alongside strong double-digit value growth. The company’s brands, Natural and Fytro Crunchy Muesli, are widely perceived as health-oriented, offering a diverse range of products across different textures, types, and flavours.
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Overview:
Understand the latest market trends and future growth opportunities for the Breakfast Cereals industry in Greece 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 Greece, 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 Greece 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 Greece?
- Which are the leading brands in Breakfast Cereals in Greece?
- How are products distributed in Breakfast Cereals in Greece?
- 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 Greece?
- 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 Greece - Category analysis
KEY DATA FINDINGS
Health and convenience drive growth in breakfast cereal during 2025
Health and variety drive growth in breakfast cereals in Greece in 2025
Children’s breakfast cereals lead value growth due to taste, nutrition, and convenience
Health-oriented innovation is expected to sustain growth in breakfast cereals
Blurring lines between breakfast cereals and snacks will drive new product innovation
Evolving consumption occasions are expected to support moderate growth in breakfast cereals
Nestlé Hellas SA retains its leadership in breakfast cereals despite brand share declines
Health positioning and strong promotions drive Fytro SA’s double-digit growth
Supermarkets retains its leadership in breakfast cereals despite marginal share loss
Discounters and retail e-commerce drive growth in breakfast cereal distribution
Staple Foods in Greece - Industry Overview
Convenience, health and sustainability drive steady growth in staple foods
KEY DATA FINDINGS
Demand for convenience and shelf stable options drive growth in staple foods
Rising operational costs influence consumer food choices in Greece
Health, nutrition and functional claims drive consumer choices in 2025
Steady growth is predicted for staple foods, driven by convenience and longer shelf life
Sustainability is expected to grow in importance across the forecast period
There is set to be a rising demand for healthier and functional food options
Competitive pricing and high-quality private label allows Lidl Hellas & Co EE to retain its lead
Growing visibility and diversification strengthens Fytro SA’s presence
Food/drinks/ tobacco specialists faces challenges amid rising costs and supermarket competition
Hypermarkets and retail e-commerce drive growth as consumers appreciate affordable price points
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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