COMPETITIVE LANDSCAPE
Kellog remains leader of overall breakfast cereals
Kellogg Middle East continues to lead overall breakfast cereals, leveraging strong brand recognition and a reputation that is almost synonymous with the category. The company’s extensive portfolio and established presence underpin its near-dominant position, supported by widespread consumer trust and familiarity with its flagship brands.
Fortification may encourage uptake
Consumers in the United Arab Emirates are increasingly prioritising healthier lifestyles to enhance their physical and mental wellbeing. Awareness of the benefits of a nutritious diet has grown, prompting many to seek out breakfast cereals made with natural ingredients.
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Overview:
Understand the latest market trends and future growth opportunities for the Breakfast Cereals industry in United Arab Emirates 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 United Arab Emirates, 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 United Arab Emirates 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 United Arab Emirates?
- Which are the leading brands in Breakfast Cereals in United Arab Emirates?
- How are products distributed in Breakfast Cereals in United Arab Emirates?
- 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 United Arab Emirates?
- 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 United Arab Emirates - Category analysis
KEY DATA FINDINGS
Health-driven polarisation and functional demand shape modest category performance
Low growth hampered by health trends
RTE cereals continue to fall
Breakfast cereals faces both growth and challenges in the UAE
Hot cereals to remain key driver
Sustainability as focus of packaging innovation
Kellog remains leader of overall breakfast cereals
Fortification may encourage uptake
Hypermarkets continues to lead distribution thanks to wide assortment and frequent promotions
E-commerce posts fastest expansion among channels in 2025
Staple Foods in the United Arab Emirates - Industry Overview
Essential demand, health-led innovation and channel diversification underpin positive outlook
KEY DATA FINDINGS
Staple foods benefits from essential nature of products
Health and wellness trends impact competitive dynamics
Private label expands amid rising price sensitivity
Further growth forecast for staple foods in the UAE
Innovation in line with prevailing health and sustainability concerns
Hypermarkets will remain preferred channel despite persistent expansion for e-commerce
Baked goods dominated by artisanal brands
Players focus on building consumer trust
Hypermarkets dominates distribution in 2025
Foodservice continues to benefit from tourism
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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