In 2025, South Africa’s breakfast cereals industry was shaped largely by price pressures rather than rising consumption. Higher input costs and constrained household budgets led to modest volume declines, with shrinkflation being a commonly used strategy used by manufacturers to offset rising input costs. Despite this, breakfast cereals remained relevant as affordable and convenient meal solutions, increasingly consumed as snacks or light meals. Muesli and granola was as the most dynamic categor

With inflation gradually receding, breakfast cereals in North Macedonia experienced a moderate slowdown in current value growth in 2025. Conversely, retail volume sales grew at a slightly faster rate than in 2024 thanks to reduced pricing pressures and improvements in purchasing power. Demand also continued to be buoyed by rising appreciation for the convenience of these products and the increasing tendency of consumers to see them as a more nutritious choice for breakfast and snacking. Interest

Rising health awareness, and particularly increasing concerns about the health impact of excessive sugar consumption, shaped demand in breakfast cereals in 2025. Consumers increasingly looked for healthier options, such as muesli and granola, while turning away from products deemed to have a high sugar content. Children’s breakfast cereals suffered as parents sought to reduce their children’s sugar consumption.

Breakfast cereals in Brazil saw current value growth in 2025 as input-cost inflation pushed up shelf prices, prompting more trading down to private label and larger packs sold through warehouse clubs. Demand held up as cereals continued to fit budget management needs, with hot cereals and granola benefiting from value-for-money perceptions, long shelf life and flexibility across eating occasions. Health and regulatory pressures reinforced this shift, lifting interest in high-fibre, wholegrain an

In 2025, breakfast cereals in Hong Kong experienced stable growth, driven by health-conscious and cost-effective choices such as hot cereals, muesli, and granola. Hot cereals remained the largest category by volume, benefiting from convenience, affordability, and perceived nutritional value, particularly as high foodservice costs prompted more at-home consumption. Ready-to-eat cereals, especially muesli and granola, showed strong value growth due to its versatility, health positioning, and appea

Breakfast cereals returned to positive volume growth in Taiwan in 2025, following negative slumps seen over the past few years of the review period. Meanwhile, value growth also strengthened in 2025, from a previous low positive and prior negative slumps. While value growth is supported by increases in unit prices caused by higher costs for raw materials, the positive volume growth shows a rising consumer interest in breakfast cereals in the country.

Retail value sales of breakfast cereals in Thailand rose in 2025, supported by stronger consumer focus on nutrition and wellness, with muesli and granola benefiting most from better-for-you positioning. RTE cereals recorded the fastest growth, as brands expanded flavour variety and introduced single-serve and on-the-go formats that matched busier routines. Over the forecast period, convenience stores are expected to gain importance as distribution widens for smaller packs and cereals increasingl

Retail current value sales of breakfast cereals in Nigeria saw further double-digit growth in 2025, albeit slower than in 2024 as inflationary pressure eased, but remained strong. Breakfast cereals saw an improved performance in retail volume sales terms in 2025, rebounding from two years of decline, as economic conditions improved, albeit slightly. However, retail volume growth was limited by persistent poor conditions, in particular still high inflation, which constrained consumer spending pow

Retail current value sales of breakfast cereals in Morocco increased strongly in 2025, albeit at a slower rate than in 2024. Most Moroccan consumers remained accustomed to a breakfast consisting of bread with spreads, olive oil or cheese. Eating cereal for breakfast remains an unpopular choice in the country, as these products are relatively expensive and considered less filling than bread, for example. Thus, retail volume sales rose moderately, albeit slower than in 2024, and from a low base. I

Children’s breakfast cereals continued to account for most value sales, though muesli and granola registered highest value growth, due to its healthier positioning. Nestlé’s Moulin d’Or continued to dominate, though the competitive landscape is becoming more fragmented, and local brands have a sizeable foothold.

In 2025, growth of breakfast cereals in Algeria was supported by widespread advertising about their nutritional benefits, as well as their convenience. The perceived healthier image of muesli and granola ensured this category recorded the strongest growth in the year. While children’s breakfast cereals continues to account for most value sales, companies are expected to develop more health and wellness breakfast cereals over the forecast period, targeting adult consumers.

Value growth of breakfast cereals in Cameroon in 2025 was supported by rising health awareness, demand for convenience, and wider product variety, but adoption remained limited by high prices and entrenched bread-based breakfast habits. Growth was strongest in children’s cereals, driven by parents seeking more nutritious and diverse breakfast options, supported by expanded ranges and shelf space.

Rising demand for convenience drives healthy growth in breakfast cereals. In addition, the continuing expansion of modern grocery retailers is driving growth in what is an immature product area. Over the forecast period, rising health consciousness, as well as rising concerns about climate change, will influence product development.

Breakfast cereals in India witnessed further fast retail volume and current value growth rates in 2025, albeit slightly slower than in 2025. The growth in the category was driven by evolving consumption patterns on the back of rising health and nutrition consciousness. In addition, urbanisation and resulting faster-paced lifestyles have fundamentally redefined morning routines, leading to the increasing incorporation of breakfast cereals.

In the Philippines, breakfast cereals recorded rising value sales in 2025, with value growth outpacing modest volume gains as the category continued to develop alongside more entrenched breakfast staples. Hot cereals and children’s breakfast cereals generated most value sales, supported by strong brand equities and pack-size strategies that encourage trial and repeat purchasing. Hot cereals delivered the fastest value growth, benefiting from clear health positioning around fibre and satiety, whi

Breakfast cereals in Vietnam recorded rising value and volume sales in 2025, but from a relatively low base compared with other staple foods. Uptake is being driven by urban consumers seeking convenient options that still fit with healthier eating, as western-style routines become more familiar. Hot cereals led growth, with oat-based products benefiting from strong health associations and growing cross-category visibility that is increasing ingredient familiarity. Over the forecast period, sales

Breakfast cereals in the UK is projected to see a slightly faster moderate increase in retail current value sales over 2025, compared with 2024. This performance is primarily driven by moderate price increases, rather than rising consumption. While wheat prices have stabilised, cocoa shortages continued to influence pricing, particularly for chocolate-based breakfast cereals. Notably, retail volume sales are projected to decline over 2025, reflecting the effects of economic pressures and heighte

Breakfast cereals boasted resilience in Japan in 2025. Amid ongoing food inflation and global supply chain uncertainty, Japanese consumers are increasingly seeking affordable staple foods, with private-label products gaining traction as ranges expand and quality improves. The cost-of-living pressures are prompting a shift towards discount retailers and alternative shopping channels. At the same time, health priorities are evolving beyond high protein to a greater focus on digestive health and me

Breakfast cereals in Uzbekistan is poised to register another impressive performance in retail volume and current value growth terms in 2025. Increasingly busy lifestyles continue to reinforce the convenience appeal of these products, particularly among young adults and families with young children. They have also become more affordable to many consumers thanks to rising disposable incomes, the gradual easing of inflationary pressures and the widening offer in the mid-priced and economy segments

Sales of baked goods are seeing a stable performance in Bosnia and Herzegovina in 2025, with stronger value growth and low volume growth, reflecting the fact that prices remain high.

In 2025, breakfast cereals in Peru faced a more challenging growth environment as inflationary pressures and tighter household budgets encouraged many consumers to opt for cheaper breakfast alternatives such as bread with spreads, homemade drinks or traditional preparations purchased from street vendors and small foodservice outlets. Against this backdrop, overall category dynamism slowed, with value gains increasingly driven by price adjustments rather than strong volume expansion. Nonetheless,

In 2025, value sales of breakfast cereals in Egypt rose mainly due to increased prices resulting from higher raw material costs, supply chain disruptions, and government fuel price hikes. However, overall sales volumes declined as consumers adapted to reduced affordability. Consumers responded by opting for smaller, lower-priced packs, prioritising value and essential items amid economic pressures. Hot cereals emerged as the fastest-growing category, boosted by health trends, affordability, and

Breakfast cereals in Norway continued a cautious recovery in 2025, with value sales supported by gradually improving perceptions of the category and a clear shift towards products that better fit Norwegian health priorities and everyday routines. After the post-pandemic period, when many households moved back to more traditional breakfasts or home-prepared alternatives, the category has regained some ground thanks to cereals positioned around whole grains, oats, reduced sugar and cleaner ingredi

Value sales of breakfast cereals are achieving marginal positive growth in Canada in 2025, in a slight improvement compared to the previous year. Meanwhile, volume sales remain in a small negative slump, slightly down from the previous year.