The global breakfast cereal market is forecast to expand 3.0% per year to $40 billion in 2023, supported by an ongoing shift toward value-added products that target health-conscious consumers in mature markets and increasing breakfast cereal penetration in developing markets. In particular, rising incomes in large-population countries such as China and India – where western cultural influences are growing – will bolster demand. However, market gains will be checked by trends in the dominant US market, where consumers increasingly opt for healthier breakfast options if they do not skip the meal altogether.
This study covers the global market for breakfast cereals by type, region, and major national market. Proprietary historical data and forecasts to 2023 are presented in US dollars for breakfast cereal sales. Key trends in the usage of breakfast cereal ingredients (e.g., grains, sweeteners, fruit/nut, protein, additives, etc.) and packaging are also discussed, as are the main types of distribution channels. In addition, the study analyzes consumer, marketing, and product development and innovation trends affecting the global cereal market.
Breakfast cereals covered in the study encompass the following product types:
Unprocessed cereals and flours, as well as foods that contain breakfast cereals (such as cereal bars), are excluded.
Breakfast cereal data are broken out for the following regional (and national) markets:
North America (US, Canada)
Latin America (Mexico)
Europe (France, Germany, Spain, United Kingdom)
Asia/Pacific (Australia, China, India, Japan)
Global demand for breakfast cereal packaging is segmented by:
Bags & Pouches
Scope of the Report
This report covers the scope, size, and growth of the global market for breakfast cereals, including trends in key market segments. Historical data are provided for 2010, 2013, and 2018, with forecasts to 2023. Breakfast cereal data are provided in US dollar terms. Also included are analyses of consumer, marketing, and product development trends affecting the global breakfast cereal market, as well as cultural trends governing breakfast-eating habits across the world.
While the outlook for breakfast cereal varies around the world, there are several issues that suppliers face worldwide, including increasing demand for cereals that are healthy, convenient, and offer novel formats or interesting flavors:
Cereal producers are introducing products with new flavors and new formats (including nostalgic flavors, regional flavors, seasonal versions, and products that make cereal eating even more convenient – for example, packaged overnight oats).
Innovations in better tasting, better-for-you cereals – particularly those with organic ingredients or a nutritional profile suitable to gluten-free, grain-free, “paleo,” or “keto” diets – are also avenues to renew the customer base.
Cereal is being repositioned from a breakfast food to an “anytime” food that can be consumed as a meal, snack, or dessert through the ongoing development of a wide variety of dessert-like indulgent flavors and packaging amenable to on-the-go eating.
In cultures where cereal is not traditionally consumed (in part because lactose intolerance is common), the widespread availability of nondairy milks that taste good with cereal will help boost the market. Sales in such markets will also be helped by offering cereals that are tasty and easy to consumer when dry (without milk), playing into the snacking trend.