COMPETITIVE LANDSCAPE
Kellogg Co of Ireland Ltd retains its lead through a broad portfolio and wide distribution
Kellogg Co of Ireland Ltd was the leading company in 2025 in breakfast cereals, although the player lost share during the year to second place Flahavan & Sons Ltd ED and private label. Its strong lead was due to a broad portfolio spanning children’s classics like Rice Krispies and Frosties, alongside health-oriented lines such as Crunchy Nut Granola.
The Happy Pear Living Foods leads growth through natural and health-focused breakfast cereals in 2025
The Happy Pear Living Foods outperformed the breakfast cereals category in 2025, emerging as the most dynamic player. The company focuses on distributing and marketing natural and health-positioned products, most notably The Happy Pear range in muesli and granola.
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Overview:
Understand the latest market trends and future growth opportunities for the Breakfast Cereals industry in Ireland 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 Ireland, 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 Ireland 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 Ireland?
- Which are the leading brands in Breakfast Cereals in Ireland?
- How are products distributed in Breakfast Cereals in Ireland?
- 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 Ireland?
- 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 Ireland - Category analysis
KEY DATA FINDINGS
Breakfast cereals in Ireland is driven by health innovation, convenience and retail e-commerce
Breakfast cereals maintains value growth through health-focused innovation and stable household penetration
Hot cereals drive value growth in 2025 as oats benefit from health, affordability and provenance
Breakfast cereals is expected to record steady growth as health-led innovation and private label shape the category
Health and wellness is set to drive innovation with natural, high-fibre and clean label products
Demand for locally produced products is expected to accelerate amid sustainability concerns
Kellogg Co of Ireland Ltd retains its lead through a broad portfolio and wide distribution
The Happy Pear Living Foods leads growth through natural and health-focused breakfast cereals in 2025
Supermarkets remains dominate through a broad range of branded and private label goods
Online subscriptions support rising growth for retail e-commerce
Staple Foods in Ireland - Industry Overview
Demand for value, health and sustainability drive growth in staple foods
KEY DATA FINDINGS
Rising demand for value, convenience and healthier options drive growth in 2025
Sustainability becomes an influential driver of consumer choice in staple foods
Rising costs influence purchasing behaviour as Irish consumers balance value with quality
Value sales are expected to rise as price inflation and shifting lifestyle priorities shape demand
Reformulation, value innovation and sustainability are set to define competitive strategies
Retail e-commerce and discounters are expected to gain momentum
Pilgrim’s Europe maintains its leadership through broad availability and diversified offerings
Tesco Ireland strengthens its position through private label expansion and a multi-tiered value strategy
Supermarkets retains its lead through strong brand loyalty and a wide product assortments
Retail e-commerce accelerates as rapid delivery and improved fulfilment services reshape staple foods
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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