COMPETITIVE LANDSCAPE
Alicorp reinforces leadership as imported brands cede ground to local value propositions
In the Peruvian breakfast cereals market, Alicorp has further consolidated its leadership as imported brands lose visibility amid heightened price sensitivity and a stronger focus on local value propositions. The company has placed particular emphasis on strengthening its flagship Ángel brand, which underwent a comprehensive update including a fortified formula and redesigned packaging that places greater emphasis on nutritional benefits.
Ajeper accelerates growth via D’Gussto expansion in the traditional channel
Ajeper SA has emerged as one of the fastest-growing players in 2025, leveraging the nationwide rollout of its D’Gussto brand through the traditional channel. Building on its established expertise in beverages and mass-market distribution, the company has capitalised on the dense network of bodegas and neighbourhood outlets that remain central to everyday shopping for many Peruvians.
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Overview:
Understand the latest market trends and future growth opportunities for the Breakfast Cereals industry in Peru 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 Peru, 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 Peru 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 Peru?
- Which are the leading brands in Breakfast Cereals in Peru?
- How are products distributed in Breakfast Cereals in Peru?
- 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 Peru?
- 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 Peru - Category analysis
KEY DATA FINDINGS
Health-led demand for oats supports resilience amid trading down to cheaper breakfasts
Oats and healthier cereals underpin performance as consumers rebalance value and nutrition
Hot cereals consolidate their role as nutritious and accessible breakfast options
Healthier breakfast habits and shifting segment roles will shape future category growth
Healthier breakfast cereals move into the mainstream of consumer demand
Innovation and format diversification help brands defend against private label pressure
Alicorp reinforces leadership as imported brands cede ground to local value propositions
Ajeper accelerates growth via D’Gussto expansion in the traditional channel
Traditional grocers remain central but gradually cede share to modern formats
Discounters gain relevance as private label oats and cereals anchor low-price strategies
Staple Foods in Peru - Industry Overview
Cost sensitivity, evolving health priorities and expanding private label offerings shape overall market performance
KEY DATA FINDINGS
Affordability pressures reinforce the dominance of value-led formats and private label alternatives
Health redefinition accelerates demand for simpler, less processed and functionally oriented offerings
Indulgence constrained by rising input costs reshapes portfolios in baked goods and sweetened cereals
Moderate future growth supported by stable pricing, category maturity and broader availability in modern retail
Competitive environment intensifies as leaders strengthen portfolios and private label reshapes value dynamics
Modern retail expansion, discounter momentum and improving e-commerce logistics reshape channel dynamics
Alicorp consolidates leadership through portfolio breadth, affordability strategies and strong distribution reach
Acquisitions, portfolio expansion and private label momentum reshape competitive dynamics
Traditional trade remains dominant but continues to cede ground to modern retail expansion
Discounters accelerate as the fastest-growing channel, reshaping value access and consumer migration patterns
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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