COMPETITIVE LANDSCAPE
Established leaders face stagnation amid image challenges
Quaker Oats and Kellogg’s continued to lead breakfast cereals in the Netherlands in 2025, yet both recorded limited value growth despite significant cost-driven price adjustments. Their dominance in the mainstream segment has become a constraint, as the category’s broader image problem around sugar and processing weighs more heavily on established brands.
Holie Foods disrupts the category with health-first positioning
Holie Foods achieved the fastest growth within breakfast cereals in 2025, successfully capturing share from long-established leaders. Its success stems from a clear and credible commitment to health, with an emphasis on transparency, no added sugar and recognisable ingredients.
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Overview:
Understand the latest market trends and future growth opportunities for the Breakfast Cereals industry in Netherlands 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 Netherlands, 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 Netherlands 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 Netherlands?
- Which are the leading brands in Breakfast Cereals in Netherlands?
- How are products distributed in Breakfast Cereals in Netherlands?
- 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 Netherlands?
- 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 the Netherlands - Category analysis
KEY DATA FINDINGS
Premiumisation offsets volume stagnation as sugar concerns persist
Consumers question health credentials but still value convenience
Muesli and granola outperform traditional flakes amid health redefinitions
Gradual recovery expected as perception of health improves
Functional benefits drive next wave of innovation
Sports nutrition brands intensify competitive pressure
Established leaders face stagnation amid image challenges
Holie Foods disrupts the category with health-first positioning
Supermarkets consolidate dominance with diversified assortments
E-commerce strengthens as consumers embrace convenience
Staple Foods in the Netherlands - Industry Overview
Evolving consumer priorities reshape staple food consumption
KEY DATA FINDINGS
Affordability drives demand while health and authenticity gain prominence
Shifting eating habits redefine everyday consumption
Mature category poised for steady growth
Health and wellness trends reshape product development
Authenticity and private label to remain strong competitive forces
Artisanal and private label products dominate the market landscape
Authenticity and cultural specialisation underpin brand success
Supermarkets remain central to staple food retailing
Discounters gain further ground amid affordability concerns
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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