COMPETITIVE LANDSCAPE
Brunch Time leads through Diamond Grains in granola
Brunch Time Co led breakfast cereals in Thailand in 2025. Its flagship brand, Diamond Grains, has successfully positioned itself as the pioneer of locally produced granola, earning strong recognition as the leading brand in the muesli and granola category.
Diamond Grains benefits from strong online presence
Diamond Grains enjoyed strong growth within breakfast cereals in 2025, largely due to its robust digital presence and innovative marketing strategies. The brand’s success is anchored in its strategic positioning and strong engagement across online platforms.
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Overview:
Understand the latest market trends and future growth opportunities for the Breakfast Cereals industry in Thailand 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 Thailand, 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 Thailand 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 Thailand?
- Which are the leading brands in Breakfast Cereals in Thailand?
- How are products distributed in Breakfast Cereals in Thailand?
- 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 Thailand?
- 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 Thailand - Category analysis
KEY DATA FINDINGS
Granola-led innovation strengthens breakfast cereals
Consumers show increased interest in nutrition
RTE cereals sees growth fuelled by granola
Convenience channel set to see further expansion within breakfast cereals
Muesli and granola will continue to attract attention thanks to alignment with current health trends
Flavour innovations designed pique consumers’ interest
Brunch Time leads through Diamond Grains in granola
Diamond Grains benefits from strong online presence
Hypermarkets maintains dominance over distribution of breakfast cereals
Retail e-commerce sees fastest growth as consumers flock to third-party platforms
Staple Foods in Thailand - Industry Overview
Cost pressures reshape staple food spending
KEY DATA FINDINGS
Staple foods benefits from home-cooking trend
Health and wellness continues to have strong impact on development
Affordability as key growth driver
Health and wellness trends set to accelerate and expand
Premiumisation and innovative flavours will shape progress
Thai President Foods maintains overall leadership in 2025
Private label expands as living cost rise
Modern trade dominates distribution
Proximity and favourable prices support growth in convenience channel
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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