COMPETITIVE LANDSCAPE
Migros Genossenschaftsbund eG retains its leadership in breakfast cereals while Ovomaltine gains share
Migros Genossenschaftsbund eG maintained its position as the leading company in breakfast cereals in 2025. The well-established player continues to offer good-quality products at affordable prices, appealing to a broad consumer base.
Weetabix Ltd leads growth in 2025 with a health-focused positioning
Weetabix Ltd was the most dynamic company in breakfast cereals in Switzerland in 2025, recording a double-digit increase in value growth. The brand’s strong performance was supported by its clear health and nutrition positioning, as its cereals are made from 100% whole wheat, rich in fibre, and low in sugar and fat.
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Overview:
Understand the latest market trends and future growth opportunities for the Breakfast Cereals industry in Switzerland 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 Switzerland, 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 Switzerland 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 Switzerland?
- Which are the leading brands in Breakfast Cereals in Switzerland?
- How are products distributed in Breakfast Cereals in Switzerland?
- 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 Switzerland?
- 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 Switzerland - Category analysis
KEY DATA FINDINGS
Health and convenience drive growth in breakfast cereals during 2025
Breakfast cereals in Switzerland record value growth despite shifting consumption habits
Muesli and granola record strong growth, driven by health and convenience trends
Breakfast cereals is set to grow over the forecast period amid health trends and lifestyle shifts
Muesli and granola will drive growth as health and wellness is expected to grow in importance
Sustainability is expected to become a key priority for breakfast cereal manufacturers
Migros Genossenschaftsbund eG retains its leadership in breakfast cereals while Ovomaltine gains share
Weetabix Ltd leads growth in 2025 with a health-focused positioning
Supermarkets strengthen its dominance in breakfast cereals distribution in 2025
Retail e-commerce gains ground through offering a wide selection and heightened convenience
Staple Foods in Switzerland - Industry Overview
Value growth is driven by convenience, health and sustainability in 2025
KEY DATA FINDINGS
Convenience remains a key growth driver for staple foods in Switzerland
Health and wellness trends shape demand for staple foods in 2025
Sustainability and premiumisation reinforce differentiation in staple foods in Switzerland
Value sales of staple food is set to grow amid health, convenience and sustainability trends
Innovation in staple foods is likely to focus on health, clean labels and sustainability
Rising costs and external risks may put upward pressure on staple food prices in Switzerland
Migros consolidates its leadership through private label, local sourcing and strategic investments
Kraft Heinz Co. and Beyond Meat Inc. drive value growth through shelf-stable and plant-based innovation
Supermarkets maintains its leadership in the distribution of staple foods
Convenience drives rapid growth for retail e-commerce in 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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