Table of Contents
Overview
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- Figure 1: Breakfast cereal, global market performance
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- Figure 2: Breakfast cereal, volume sales, top five markets, 2016*
- Figure 3: Breakfast cereal, per capita consumption, top five markets, 2016*
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- Figure 4: Breakfast cereal, new product launches, top five countries, 2016
- Figure 5: Breakfast cereal, new product launches, top five claims, 2016
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The Big Stories
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- Improvements beyond gluten free
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- Figure 6: New cereal products with the low/no/reduced sugar claim, UK, 2011-15
- The Asian market is growing, but very slowly
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- Figure 7: Breakfast cereal, per capita consumption, select Asian markets, 2016 (est.)
- Healthy cereals for kids prove to be an ongoing challenge
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- Figure 8: Consumption of cereal, by presence of children, UK, June 2016
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- Figure 9: Launches of cereal for children, top 10 cereal markets, by select health claim, 2015-16
Notable Products
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- Raw, sprouted and “super” – new products move beyond traditional flakes
- Beyond flakes and puffs – raw, sprouted and “super” cereals
- Hot cereals also look to new grains for interest
- Oats and beyond… innovations in hot cereals
- More sweet cereal launches in Asia this year
- Hot and cold cereals from Asia: sweet products vie with savory
Looking To The Future
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- To keep cereal sales growing, make it healthier and easier to eat in more places
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- Figure 10: Breakfast cereal, top 10 countries, % of global launches by claim, October 2014-September 2016
- Beyond chocolate: new flavors and textures could help grow the category
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- Figure 11: Breakfast cereal, top 10 flavors, global, 2015-16
- Figure 12: Consumption of chocolate breakfast cereal at home in the past six months, select European markets, 2015
- Making cereal an any-time food
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- Figure 13: “I would snack more on dry cereal throughout the day if there were more snack-size packs available,” select European markets, 2015
The Analyst's View
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