Abstract
The breakfast cereal market is worth an estimated £1.28 billion and, considering its high household penetration, has shown strong growth over the last five years, increasing in size by 17%. The cereal market has been on the front foot of the health revolution making the most of its natural goodness and the importance of breakfast, as well as actively limiting added salt and sugar.
However, high penetration and frequency of usage make further growth difficult. In the future, breakfast cereals will need to deliver more in terms of health benefits, provenance and green issue awareness, if they are to increase consumer engagement. Increasing frequency of consumption will be crucial to driving growth, and new and diverse eating occasions will need to be secured against a backdrop of rising raw ingredient prices.
- Four key issues
- Health as the key driver
- Impact of ready to eat cold oat-based cereals
- Big brands and big media budgets
- Raising frequency of usage.
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