COMPETITIVE LANDSCAPE
Nestlé invests in its strong stable to lead the field
Nestlé Singapore is projected to remain the leading company in breakfast cereals in Singapore in 2025, recouping the marginal loss in retail value share recorded in 2024. The company’s strength in the category lies in children’s breakfast cereals and flakes with brand names like Koko Krunch, Honey Stars and Milo in the former and Nestlé Cornflakes in the latter.
Alpen is perceived as a better for you alternative to sugary breakfast cereals
Meanwhile, Weetabix is projected to be the most dynamic company in breakfast cereals, and staple foods overall, in terms of retail value sales growth over 2025, albeit from a relatively low base. Weetabix is primarily present in the fast-growing muesli and granola category with its Alpen brand.
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Overview:
Understand the latest market trends and future growth opportunities for the Breakfast Cereals industry in Singapore 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 Singapore, 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 Singapore 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 Singapore?
- Which are the leading brands in Breakfast Cereals in Singapore?
- How are products distributed in Breakfast Cereals in Singapore?
- 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 Singapore?
- 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 Singapore - Category analysis
KEY DATA FINDINGS
Breakfast cereals develops as a category in retail and foodservice spaces
Demographic trends inform sales development in breakfast cereals
Rising popularity of muesli and granola reflects a shift to healthier and more natural options
Muesli and granola to gain ground on children’s breakfast cereals
Wellness trends to drive innovation in breakfast cereals in the forecast period
Foodservice trends expand consumption occasions for muesli and granola
Nestlé invests in its strong stable to lead the field
Alpen is perceived as a better for you alternative to sugary breakfast cereals
Wide store presence, large product offer and pricing strategies maintain the appeal of supermarkets
E-commerce offers convenience and value for money deals to win over consumers
Staple Foods in Singapore - Industry Overview
Premiumisation and innovation amidst maturity spur retail value over volume sales growth
KEY DATA FINDINGS
Dried pasta and muesli and granola see the highest growth in retail value sales
Premiumisation and flavour profiles stimulate baked goods and instant noodles
Convenience underpins new launches in baked goods and frozen processed poultry
State support and new entries offer growth opportunities
New offerings to cater to an increasingly health-conscious consumer base
The foodservice tie-up is expected to remain a key strategy
PSC Corp leverages strength in tofu to lead staple foods
Shift in dietary preferences boosts the performance of Weetabix’s Alpen
Supermarkets develop through digitalisation, strategic partnerships and value propositions
Functionality, accessibility and safety improvements are behind e-commerce’s strong retail value sales 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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