Demand for breakfast cereals is set to remain positive over the forecast period, driven both by the convenience trend (ease of preparation, availability at store level) and relevant health and wellness trends like high fibre content, protein, and nutritious attributes. However, climate change means uncertainty as to future crops and harvesting, with soaring temperatures, droughts, heavy rains and dry spells likely to impact unit prices.
Belgian consumers are aware of the high sugar content in breakfast cereals, and manufacturers are reformulating their products in response. For example, Kellogg has reduced the salt content of its Special K range, while Nestlé has reduced the sugar and salt content of its products and increased fibre levels.
The inflationary context will likely entice Belgian consumers to continue trading down to private label when such products show quality comparable to branded alternatives. As a result, private label will remain important over the forecast period and enjoy expanding share, with the likes of Colruyt, Delhaize, Carrefour and others enlarging and promoting their product offerings.
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Understand the latest market trends and future growth opportunities for the Breakfast Cereals industry in Belgium 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 Belgium, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
Breakfast Cereals
This is the aggregation of ready-to-eat (RTE) and hot cereals.
See all of our definitionsThis report originates from Passport, our Breakfast Cereals research and analysis database.
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