COMPETITIVE LANDSCAPE
Golden Morn benefits from wide distribution and a developing offer
Nestlé Nigeria remained the leading player in breakfast cereals in retail value share terms in 2025, due to the popularity of its Golden Morn brand. Golden Morn products are made from locally source maize and soya, which are considered to be healthy ingredients.
Flour Mills of Nigeria continues new product development to gain retail value share
Flour Mills of Nigeria also performed well, seeing a small rise in retail value share in 2025. The company also launched a new product in 2025, Golden Penny Yum Bowl in children’s breakfast cereals.
Delivery:
Files are delivered directly into your account soon after payment is received and any tax certification is verified (where applicable).
This report comes in PDF with additional info in Excel included.
Overview:
Understand the latest market trends and future growth opportunities for the Breakfast Cereals industry in Nigeria 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 Nigeria, 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 Nigeria 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 Nigeria?
- Which are the leading brands in Breakfast Cereals in Nigeria?
- How are products distributed in Breakfast Cereals in Nigeria?
- 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 Nigeria?
- 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 Nigeria - Category analysis
KEY DATA FINDINGS
The demand for breakfast cereals rebounds but is subject to persistent pressures
The use of local ingredients makes “other” RTE cereals competitive
Children’s breakfast cereals benefit from growing company activity
Improving economic conditions and company activity to boost the appeal and offer of breakfast cereals
Health and wellness to shape new product development
New packaging and product content and higher-quality options to pique the interest of consumers
Golden Morn benefits from wide distribution and a developing offer
Flour Mills of Nigeria continues new product development to gain retail value share
Small local grocers win over convenience- and affordability-seeking consumers
Supermarkets expand to move closer to consumers
Staple Foods in Nigeria - Industry Overview
Slower price increases push a rebound in demand
KEY DATA FINDINGS
Focus on essentials and affordability in a still tough economic situation
Bokku! emerges with a good quality, economy-based offer
Health concerns play a growing role in consumers’ purchasing decisions
Improving economic conditions to boost the demand for staple foods
Strong company activity to develop and grow staple foods in Nigeria
Ongoing gradual shift to modern retail channels
Local companies dominate the competitive landscape
Local companies invest to make gains
Small local grocers dominate despite increasing competition from modern retail formats
Foodservice benefits from easing inflation and a consistent customer base
COUNTRY REPORTS DISCLAIMER
The following categories and subcategories are included:
Breakfast Cereals
- Hot Cereals
-
- Children's Breakfast Cereals
-
- 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.
NEW REPORT GUARANTEE
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extraction Free!