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Here’s a look at the global trends in breakfast cereals, the top cereal markets, and reasons people are increasing their consumption of breakfast cereal.
Breakfast remains the top eating occasion for cereal, with 79% of global consumers typically consuming it at breakfast.1 However, the growing popularity of cereal for snacking is creating opportunities for manufacturers to refine their messaging, flavors, and even packaging to better target this occasion. Consumers are reaching for cereal as a morning (28%), afternoon (25%), and evening (19%) snack, as well as for lunch and dinner.2
Globally, 23% of consumers have increased their breakfast cereal consumption over the past year, with over half citing health as a reason.3 Of the countries with the largest recent increases in consumption—Vietnam (47%), India (39%), Saudi Arabia (36%), and Thailand (35%)4—most are in Asia, indicating an emerging opportunity in this region. Consumers are eating oats/oatmeal the most often (44% at least twice a week), followed by cornflakes and sweet cereals.5
The $30.1 billion global retail breakfast cereal market has grown at a CAGR of 2.1% over the past five years.6 North America and Western Europe are the largest markets (accounting for about 60% of sales), while Asia is the fastest-growing market, with a forecast CAGR of 11% between 2021 and 2023.7 While the US is the largest market for breakfast cereals at $6.7 billion,8 it ranks only 12th in per capita consumption (indicating room for growth), with Ireland holding the top spot.9
| Country | 2021 Retail Sales (in millions) |
|---|---|
| United States | $6,966 |
| United Kingdom | $3,245 |
| Mexico | $3,013 |
| Canada | $1,980 |
| Australia | $1,258 |
| Germany | $1,243 |
| Japan | $1,105 |
| France | $1,002 |
| Brazil | $823 |
| Italy | $607 |
Breakfast cereal is strongly associated with healthfulness among today’s consumers. When Innova asked consumers from 37 countries why they consume cereal, the top reason was that “it’s healthy” (50%)—ahead of “it’s tasty” (47%) and “it’s convenient” (44%).10 In India, Indonesia, and Brazil, as many as two in three consumers cited health as a reason.11
For those who have recently increased their cereal consumption, health is the main driver. While an average of 53% of global consumers say health is a reason they’re eating more cereal, this number is much higher in certain areas, including Argentina and Brazil (64%), Peru (66%), and China (70%).12
This surging interest in breakfast cereals is creating some exciting opportunities for manufacturers, particularly for those who can offer consumers new healthy options without sacrificing taste. Here are some of the key global breakfast cereal trends to know:
Naturally, healthy is an important trend underway in the breakfast cereal category. Beyond “all natural” claims, consumers are looking to start their day with ingredients that are naturally healthy such as oats for heart health benefits or flax known for its rich omega-3 ALA and fiber content.
Consumers are also looking for high fiber in their cereal. Over one-third of global consumers (and about half in Canada and the Philippines) say a "high in fiber" or "source of fiber" claim influences their cereal purchase decision.13 And manufacturers are responding, with 42% of cold cereal launches and 48% of hot cereal launches in 2021 featuring a fiber claim (CAGR +8.6% and +7.6% from 2017 to 2021).14
High protein claims are growing even faster. Between 2017 and 2021, "high in" or "source of" protein claims grew at a CAGR of 17.9% in cold breakfast cereal launches and 11.4% in hot breakfast cereal launches.15 Currently protein claims are more likely to be featured on hot cereals (25% of 2021 new product launches, compared with 16% for cold cereals).16 With protein’s benefits becoming more widely known, one in four global consumers now say they’re influenced by protein claims when buying cereal.17
Consumers’ interest in “real ingredients” is also impacting the category. With 29% of global consumers considering claims of real ingredients or natural when choosing a cereal,18 more manufacturers are looking beyond the typical corn, rice, and wheat flour ingredients—particularly to nuts and seeds. 32% of 2021 cold cereal product launches contained nuts (such as almonds and walnuts), while 28% contained seeds (such as flax and chia).19 The use of seeds grew the most of all ingredients, up 6.4 percentage points in hot cereals and 4.5 percentage points in cold cereals since 2017.20
Breakfast cereal plays an important role in consumers’ diets (as a nourishing breakfast and a better-for-you snack), providing them with the nutrients and health benefits they’re looking for to start their day and keep them going. Formulating with the right ingredients will help ensure your consumers are getting their needs met.
Glanbia Nutritionals offers a wide range of nutritional ingredients and services to help brands make the natural and healthy breakfast cereals consumers crave. This includes our plant-based solutions—a portfolio of high quality, allergen-free flaxseed, chia, quinoa, oat, and functional protein solutions like our semi-finished extruded dairy and plant-based pieces that are perfect for a high protein cereal.
