Europe Breakfast Cereals Market Outlook, 2027

Europe Breakfast Cereals Market Outlook, 2027

Breakfast cereal is a food that is consumed as the first meal of the day and is mostly processed from grains or several grains like oats, corn, and others. The grain used in breakfast cereal is light, low in cholesterol, high in fibre, and packed with minerals. Porridge, breads and buns, eggs, and noodles were traditionally eaten for breakfast, but the demand for breakfast cereals in Europe is being driven by the growing popularity of ready-to-eat meals. Barley porridge used to be a common breakfast option, but fiber-rich cereals have replaced it. Due to hectic lifestyles and the rapid modernization of the entire European continent, breakfast cereal has virtually become an indispensable item in the modern kitchen.

According to the report, Europe Breakfast Cereal Market Outlook, 2027, published by Bonafide Research, the market has grown at more than 4% CAGR during the historical time period of 2016–2021. Because it offers a practical solution to easily accessible food that optimises the simplicity of consumption without further preparation, the market is growing primarily due to changing food habits and the effect of western culture on consumer dietary patterns. Additionally, a rise in global health consciousness and consumers' recurrent preference for highly nutritious foods are further boosting the industry. The market for morning cereal is expanding as a result of the strong expansion of convenience stores that support brand visibility. However, the market is stagnating due to the consumer's equal inclination towards traditional breakfast foods, which is, therefore, restraining the market's growth.

Cereals are in great demand since they are widely regarded as being healthful and simple to prepare. The demand for multi-grain cereals made up of grains, nuts, and beans has grown as a result of the desire for a filling breakfast meal. The use of organic and whole grain-based cereals has advantages that increase the demand for hot cereals. Furthermore, cereal is evolving from a morning dish to a anytime food that may be eaten as a meal, snack, or dessert due to the on-going development of a wide range of decadent flavours that are reminiscent of desserts and packaging that is convenient for eating on-the-go. Along with the demand for healthier options, it specifically mentions the UK and Germany as two of the top morning cereal markets in Europe. Due to these causes, there has been a significant paradigm shift in consumers' shopping behaviour and eating habits, which has increased the demand for dining options that can be consumed while on the go. The demand for on-the-go food options is greatly influenced by rapid urbanisation and the expansion of the middle class.

The food and shopping habits of Europeans are evolving. As the population ages, many customers are becoming more worried about their health and nutrition, which is causing them to turn to ready-to-eat cereal instead of hearty eggs-and-meat breakfasts. A growing number of working women value the convenience as well. As they travel more, Europeans are acquiring more global tastes. Cereal sales are being boosted by two other significant shifts in Europe. All around Europe, supermarkets with their endless rows of shelves and vibrant point-of-purchase displays are mushrooming. Additionally, there is an increase in new commercial television channels where cereal producers can air advertisements.

According to the report, the ready-to-cook market, which includes products such as muesli, granola, and other hot cereal products, is growing rapidly in Europe. Hot cereals include products like oats, oat bran, wheat bran, and porridge. Owing to the rising consumers' awareness of the consumption and health benefits of grains, the segment is expected to witness higher growth during the forecast period. Whole wheat-based ready-to-cook cereals are leading the market owing to the value addition in terms of micronutrients in these products. Furthermore, manufacturers are incorporating traditionally grown cereal grains, such as quinoa, into breakfast cereal products to create innovation. For instance, Continental Foods' brand, Erasco, offers a wide range of ready-to-cook products, including baked beans, Balkan rice, cabbage rolls, and others.

France and Germany remain the largest consumers and importers of breakfast cereals in the EU, actively engaged in mutual trade. In 2020, most products imported to Germany came from Poland and the Netherlands, while Belgium and Spain were the key suppliers to France. According to the report, the market is further segmented into various distribution channels, including supermarkets and hypermarkets, convenience stores, e-commerce and online, and others. Among them, the e-commerce segment is witnessing higher adoption owing to increasing internet penetration across the region. Furthermore, due to the higher health benefits, the organic cereal segment is expected to grow at a faster rate than conventional cereals.

Covid-19 Impacts:
The COVID-19 outbreak has had a significant impact on the market for making breakfast cereal in 2020, as supply chains were disrupted by trade restrictions and consumption fell as a result of lockdowns imposed by governments around the world. Food and beverage producers in Europe rely on the supply of raw materials from both domestic and foreign vendors. Manufacturers were forced to suspend production due to a shortage of raw materials as several governments imposed restrictions on international and domestic trade in goods. The drop was also influenced by trade restrictions on non-essential items and concerns about contamination coming from manufacturing sites. Business losses from the outbreak are anticipated to persist beyond 2021.

Major Companies present in the market:
PepsiCo, Inc., Nestlé S.A., General Mills, Inc., The Kellogg Company, Nature's Path Foods, Associated British Foods plc, Dr. Oetker, Family Cereal (Custom Food Group), Calbee, Inc., Post holding Inc., Nature Foods Company, Hamlyn’s of Scotland

Considered in this report
• Geography: Europe
• Historic year: 2016
• Base year: 2021
• Estimated year: 2022
• Forecast year: 2027

Aspects covered in this report
• Europe Breakfast Cereal market with its value and forecast along with its segments
• Country-wise Breakfast Cereal market analysis
• Various drivers and challenges
• On-going trends and developments
• Top profiled companies
• Strategic recommendation

Countries covered in the report
• Germany
• UK
• France
• Spain
• Italy
• Russia

By Product Type
• Hot Cereals
• Ready-to-Eat (RTE)

By Ingredient type
• Wheat
• Rice
• Corn
• Barley
• Oats
• Others

By Distribution Channel
• Supermarkets & Hypermarkets
• Convenience Stores
• E-commerce/Online
• Others

By Nature Type
• Conventional
• Organic

The approach of the report:
This report consists of a combined approach of primary as well as secondary research. Initially, secondary research was used to get an understanding of the market and listing out the companies that are present in the market. The secondary research consists of third party sources such as press releases, annual report of companies, analysing the government generated reports and databases. After gathering the data from secondary sources primary research was conducted by making telephonic interviews with the leading players about how the market is functioning and then conducted trade calls with dealers and distributors of the market. Post this we have started doing primary calls to consumers by equally segmenting consumers in regional aspects, tier aspects, age group, and gender. Once we have primary data with us we have started verifying the details obtained from secondary sources.

Intended audience
This report can be useful to industry consultants, manufacturers, suppliers, associations & organizations related to food & beverage industry, government bodies and other stakeholders to align their market-centric strategies. In addition to marketing & presentations, it will also increase competitive knowledge about the industry.