Breakfast cereals in India maintained strong double-digit retail current value growth in 2024. The category has been experiencing a notable shift towards high protein and functional breakfast cereals, driven by a more health-conscious consumer base. With the growing emphasis on fitness and preventive healthcare in the country, brands are now offering breakfast cereals enriched with whey protein, plant-based proteins (pea, soy, and quinoa), probiotics, and dietary fibre. These innovations cater t

Breakfast cereals in Thailand is expected to record stable retail volume growth in 2024, along with slower retail current value growth, as cost pressures on key ingredients such as wheat and sugar are expected to ease towards the end of the year along with the stabilisation of global supply chains. Consequently, price increases for breakfast cereals are anticipated to settle.

Despite slower retail unit price growth compared to previous years, retail volume growth of breakfast cereals in Indonesia remained stable in 2024, rather than showing significant improvement. This is partly due to the limited reach of breakfast cereals beyond more affluent consumers, who tend to be less sensitive to price fluctuations. For these consumers, breakfast cereals are often viewed as a convenient, nutritious, and modern breakfast option that aligns with their lifestyles. However, for

Brazil is currently experiencing a significant shift towards healthier food choices, driven by increasing health consciousness and changing consumer preferences. This trend is evident in the growing demand for fortified foods and beverages. Manufacturers are responding to this trend by incorporating essential vitamins, minerals, and protein into a variety of products. For instance, dairy products such as milk and yoghurt are often fortified with vitamins D and A, while breakfast cereals are fort

Retail value sales of breakfast cereals are expected to rise significantly in current terms in Israel in 2024. The increase in value is being driven in large part by rising prices, with the price of breakfast cereals growing significantly in both 2023 and 2024 on the back of the increasing cost of sugar and cocoa, which are key ingredients in children’s breakfast cereals products in particular.

Breakfast cereals in Germany continues to adapt to shifting consumer habits, exacerbated by the ongoing cost-of-living crisis and inflationary pressures. While breakfast remains a central meal, especially for busy households, consumers are now more sensitive to price and are prioritising cost-effective options. This has resulted in growing demand for private label breakfast cereals, which offer comparable quality at lower prices.

In 2024, breakfast cereals posted a positive performance in both retail volume and value growth. Despite an increasing number of consumers opting to have breakfast outside the home or skipping it altogether due to time constraints, the category recorded positive retail growth. This can be attributed to manufacturers' efforts to cater to the growing demand for healthier options, with many brands introducing products that offer both nutritional benefits and health-conscious ingredients.

Breakfast cereals in Vietnam is set to record moderate retail volume growth in 2024, driven by the healthy living and convenience trends. As more people embrace healthier lifestyles and seek time-saving breakfast solutions, breakfast cereals such as hot cereals, are becoming more popular. Hot cereals, which targets mainly adults, is benefiting from the health and wellness trend, as many of them are marketed as nutritious options rich in fibre, vitamins, or minerals. These offerings cater to the

Retail demand for breakfast cereals in South Africa remains stagnant in 2024. The cost of living in South Africa has been steadily increasing over the review period to reach record highs. Persistent inflation has eroded the purchasing power of consumers, making essential goods and services more expensive, leaving consumers with a smaller budget for groceries. The cost of utilities, such as electricity and water, has also risen, adding to household expenses. Higher interest rates also contribute

Breakfast cereals in Greece benefited from the need for convenient, on-the-go solutions, enhanced by the return to the workplace in the post-Coronavirus (COVID-19) period. Rich or simple, many consumers consider breakfast to be the most important meal of the day, giving the human body the energy it needs to meet its daily obligations. There are many options on offer, however, breakfast cereals are among the most popular, as they contain carbohydrates and nutrients that provide intense satiety. T

Breakfast cereals remain a staple breakfast choice for many Dutch consumers; however, the category has faced mounting challenges in 2024 due to increasing concerns about sugar content. A growing number of consumers have shifted to bread, particularly whole wheat and reduced-salt varieties, which have gained a positive reputation for their health benefits. This shift has been further reinforced by government campaigns actively promoting bread as a healthier and more affordable breakfast option. I

Breakfast cereals have experienced a decline in volume terms in 2024 due to the significant impact of inflationary economic conditions on consumer spending power. The rise in the price of breakfast cereals, coupled with the broader economic situation, has resulted in reduced consumption, while simultaneously driving strong growth in current value sales. Consumers have been highly price-sensitive, leading many to opt for cheaper alternatives, such as local unpackaged cereals, in place of more exp

In 2024, breakfast cereals in Lithuania remains shaped by parents' perceptions of ready-to-eat (RTE) cereals as an unhealthy option for children. These products, often associated with high sugar content, struggle to gain favour among health-conscious parents who prioritise nutrition in their children’s diets. While children continue to form the core consumer base for breakfast cereals, this perception has pushed manufacturers to innovate and diversify their offerings. Brands such as Naujasis Nev

The economic downturn in 2024, coupled with diminishing disposable incomes, has significantly slowed sales of breakfast cereals in Morocco. Consumers have increasingly prioritised essential food items, leading to reduced spending on non-essential products such as breakfast cereals. With tighter household budgets, many have shifted to more affordable alternatives, such as bread-based meals, which are perceived to be both more economical and filling compared to breakfast cereals. This trend has be

Value sales continue to be low for breakfast cereals in Uzbekistan, but it is expected to register healthy volume growth in 2024. In particular, children’s breakfast cereal is seeing growth. Themed cereals or cereals featuring animals such as unicorns or dinosaurs are gaining popularity and is a reflection of the appeal of themed cereals among children.

Consumers in Serbia are increasingly seeking foods that can help strengthen their immunity in 2024, with a particular focus on products rich in vitamins, minerals, and antioxidants. Millennials, who are a key target group for breakfast cereals, are driving this demand. Due to their fast-paced lifestyles, many millennials are opting for ready-to-eat breakfast options that offer nutritional benefits without requiring much time to prepare. Ready-to-eat morning cereals that are fortified with vitami

Volume sales of breakfast cereals remain stable in 2024 as the culture of consuming these products is not sufficiently developed in the country. Kazakhs continue to eat bread, eggs and cheese for breakfast for the most part. Also, in light of economic uncertainty and declining purchasing power, consumers are prioritising essential goods in the year. To boost volume sales in the category, manufacturers are expected to offer various promotional deals throughout the year, aiming to attract cost-con

While value sales continue to be low for breakfast cereals in Tunisia in 2024, it is expected to register both positive growth in value and volume sales. Widespread advertising about the nutritional benefits of breakfast cereal, as well as the convenience, is driving growth, with players positioning breakfast cereal as providing health benefits. Children’s breakfast cereals continues to account for most value sales.

Despite the ongoing boycott movement and inflationary pressures in Pakistan, premium breakfast cereal brands have remained largely unaffected, even recording a nominal increase in market share in 2024. Brands such as PepsiCo's Quaker, Nestlé Cereals, and Kellogg’s cater predominantly to high-income consumers, a demographic less inclined to participate in boycotts. Additionally, price hikes in this category have been minimal, allowing affluent consumers to continue purchasing these premium produc

Breakfast cereals in Latvia remains stagnant in 2024, reflecting a combination of long-standing and emerging challenges. Health-conscious parents continue to limit their children's consumption of breakfast cereals, citing concerns about high sugar content. Additionally, the relatively static population of children in Latvia further constrains growth potential. Although the category experienced a temporary boost in 2020 during COVID-19 lockdowns, sales patterns normalised in subsequent years and

In 2024, breakfast cereals in Uruguay are expected to register significant volume decline. This arises from the recent labelling laws that have led to price hikes for products with higher sugar content. These labels have impacted negatively segments in breakfast cereals, including children´s breakfast cereals, with many parents reluctant to buy foods with a high sugar content.

Breakfast cereals in Japan is expected to see a slight decline in retail volume terms in 2024, but an increase in retail current value terms compared with the previous year. After consecutive decreases in both retail volume and value terms in 2022 and 2023, the category appears to be on a recovery path. Amongst the factors driving this turnaround are the end of negative impacts caused by the COVID-19 pandemic, and increases in prices, which have contributed to strong value growth. The resumption

Breakfast cereals, particularly the main volume category of RTE, are expected to continue their positive growth trend in 2024, benefiting from the convenience trend, as modern consumers place a premium on the ease and swiftness of preparing breakfast cereals. The slower increase in unit prices, coupled with more frequent discounting, is also positively impacting all categories, as is rising product awareness in the country. In addition, breakfast cereals are increasingly being consumed beyond th

Overall breakfast cereals in Guatemala will register moderate volume growth, as continuing population growth supports volume sales. However, constant value growth will fall, as high costs continue to hit profitability.