Retail volume sales of breakfast cereals in the US are expected to decline throughout the forecast period, and retail current value growth will be price-led, as consumer demand and production challenges will remain volatile. As the breakfast cereals category continues to mature, the volume performance will remain negative, although will slowly move towards a path of flat growth over the course of the forecast period.
With lifestyle trends largely benefiting selected breakfast cereals, a need for cost convenience will provide opportunities across the broader breakfast cereals category. Private label lines will be particularly favoured by this trend, as such value brands leverage heightened consumer scrutiny of products and prices.
On the flip side of the trends of budgeting and convenience, major brands wanting to defend their shares will struggle to balance volume recovery with value sales growth. As volumes are likely to be slow to recover, and production costs face increasing challenges, national brands are likely to be more inclined to prioritise price-led growth.
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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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