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Summary
Since 2020, the breakfast cereal market has shown signs of significant growth and transition, projecting a 6.5% CAGR through to 2027. The sector is characterized by substantial innovation, an increasing inclination towards organic ingredients, and a shift toward ready-to-eat products. Emerging economies contribute prominently to this upward trend, driven by demographic changes and the adoption of Western dietary habits. In France, sales stabilized in 2022 following an 8% volume drop in 2021, with a notable 7.2% increase in value.
Despite a stable cereal production environment, the French breakfast cereals market remains highly concentrated with Kellogg's and Nestlé leading, holding a combined market share of 65%. International trade for France shows a consistent trade deficit for processed cereals but maintains strong trade relations with countries like Belgium, Spain, and Germany. The market is evolving with niche demands and increasing online presence alongside traditional in-store retail.
Navigating the Evolving French Breakfast Cereal Landscape: Demand, Trends, and Health Consciousness
In the midst of shifting consumer preferences and health trends, the French breakfast cereal market has experienced a remarkable transformation. While the traditional allure of cereals as a convenient breakfast choice remains strong, the market structure reflects a nuanced and evolving demand pattern that places health at the forefront of consumer choices. The market size for breakfast cereals in France holds a value estimated at between 750 and 800 million euros, indicating a robust sector marked by a value growth of approximately 7.2% in recent years. Evidently, economic factors such as inflation have influenced purchasing patterns, prompting an inclination towards value-based decisions, but the appeal for healthy and organic options has not waned.
French consumers, particularly those above the age of 65, continue to affirm their dedication to breakfast as a daily ritual, with over 90% partaking in the meal daily. However, among the working population, nearly 90% disclose consuming breakfast, with a majority doing so in the comfort of their homes. Interestingly, only about 32% of these breakfasts include cereals. When it comes to schoolchildren, nearly 80% maintain a daily breakfast habit, with a focus on fullness and nutritional balance. Diving into specific consumption habits, the prevalence of cereal intake significantly varies across age groups. Youngsters aged 11 to 17 demonstrate the highest rate of consumption at around 45 to 50%, markedly more than adults aged 18 to 79, who have a consumption rate barely surpassing 15%. This insight is reflective of a market where choices are influenced significantly by age, aligning with taste profiles and nutritional priorities segmented by consumer demographics.
The French cereal market has also been subject to increasing scrutiny over healthfulness, with concerns over sugar content and processing levels steering some consumers towards alternatives like quality fresh bread. Consequently, volumes of children's cereals have seen a dip, prompting brands to enhance their offerings with better nutritional profiles, as evidenced by a growing prominence of the Nutri-score on packaging—a system well-recognized and valued by French consumers, with over 75% opting for products with superior nutritional ratings. Aligned with health consciousness, the organic segment has burgeoned, now accounting for around 20% of the market by value. This appetite for "better-for-you" options has given rise to a plethora of organic and local cereal brands, diluting the erstwhile dominance of mainstay players like Kellogg's and Nestlé.
The Breakfast Cereal Titans: Kellogg's and Nestlé Lead the Market with a Plethora of Beloved Brands
When it comes to breakfast cereals, two key players have consistently claimed a sizeable share of the market with their multitude of popular brands - Kellogg's and Nestlé. These giants have not only shaped our morning routines but also impacted global food trends with their innovative offerings and marketing strategies.
- Kellogg's: A Legacy of Breakfast Innovation - Kellogg's stands as a trailblazer in the breakfast cereal industry with a hefty 40% market share, showcasing a diverse portfolio of brands that cater to various tastes and dietary preferences. Among their celebrated brands are All Bran, known for high fiber content, and Coco Pops, beloved by children and those young at heart for its chocolatey goodness. Other household names under their wing include Extra, Frosties, Honey Pops, Rice Krispies, Smacks, and the nutrition-focused Special K. Kellogg's also adeptly captures chocolate enthusiasts with Trésor and caters to traditionalists with their time-honored Kellogg's Corn Flakes.
- Nestlé: A Global Powerhouse in Cereals - Nestlé, in collaboration with General Mills Inc., has formed Cereal Partners Worldwide (CPW S.A.), a powerhouse serving the global market, excluding the USA and Canada, where their presence is similarly felt through various subsidiaries and brands. With a market share comprising a quarter of the cereal market, they've carved a substantial niche for themselves. They boast a lineup including Lion cereals for those craving a decadent start to their day and Fitness for health-conscious consumers. The playful Nesquik and the family-favorite Cheerios balance taste with wholesomeness, while Chocapic, NAT, Golden Grahams, Nestlé Cookie Crips, and Crunch offer distinctive flavors and textures to start the morning right.
Emerging Organic and Healthy Market Entrants :
- While Kellogg's and Nestlé remain dominant, the landscape of breakfast cereals is seeing an increasing presence from niche players offering organic and healthy alternatives. These brands, including Piboom, Bonneterre, Favrichon, Céréco, Bjorg, along with newcomers like Hoope and Funky Veggie, reflect a growing consumer trend towards more health-conscious choices, organic ingredients, and environmentally-friendly practices.
- Private Labels and Diversity in Offerings - Not to be overlooked are private labels, which have been diversifying their offerings to provide cost-effective alternatives.
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Inforamtion
- Number of pages : 30 pages
- Format : Digital and PDF versions
- Last update : 22/11/2023
Summary and extracts
1 Market overview
1.1 Definition and presentation
Breakfast cereals are an agglomeration of nutrients, mainly cereals such as wheat, oats or corn, with natural or artificial flavors and sugar.
There are two types of cereal:
- Ready-to-eat cereals are the most common: they include wheat-based cereals, children's cereals, cornflakes and mueslis;
- Ready-to-prepare cereals : mainly oat-based cereals such as porridge.
The breakfast cereals market comprises two distinct types of cereal: adult cereals and children's cereals. Each segment has a different underlying dynamic. Indeed, a health aspect is strongly attached to the children's cereal segment, while a dietary and taste aspect is particularly important in the adult market.
In 2023, the global breakfast cereal market is estimated at US$72 billion, with average growth forecast at 6.5% to 2027. The United States holds a dominant position in this market.
After experiencingan 8% decline in volume in 2021, the French cereals market, favoragedby the Covid period, returned to stability in 2022. Moreover, in 2022, France's trade balance showed a deficit of 50 million euros, marking a deterioration of 12 million euros on the previous year. France's main economic partners in this sector are Belgium, Spain, Germany and Italy .
Numerous players have emerged in recent years, with a gradual fragmentation of the market. These players rely on a demand for niche products such as organic, local products or products perceived as healthy by consumers, such as granola or muesli. This niche demand became particularly acute in 2020 with the pandemic and subsequent confinements, as many French people changed their consumption habits and turned to healthier, more balanced products: to organic products. As a result, the main players in the market have recognized this new trend and are increasingly changing their recipes to achieve Nutri-scores of type A or B.
1.2 Steady global growth
Global sales of the breakfast cereals market will amount to $**.* billion in ****, rising to an estimated $** billion in ****. Industry experts anticipate an annual CAGR of *.*% for the period ****-****, to reach ** billion in ****.
Breakfast cereals market value World, ****-****, $ billion Source : The business research company Market trends :
Product innovation: Continued flavor ...
1.3 The French market has seen some growth in value terms in recent years
With estimated sales of *** million euros in ****, the cereals market is set to grow by nearly *.*% in **** in value and *.*% in volume [***]
Breakfast cereals market sales France, ****-***** CAGR (***): +*.*% CAGR (***): +*.*% Source: ****
After declining by *% in volume in ****, the cereals market in France,boosted by the Covid period, returns to stability in ...
1.4 International trade: a slight rise in imports and exports
Foreign trade France, ****-****, in millions of US$ Source: ****
The code used for this section may include more than just breakfast cereals. It is code ****: Cereal products obtained by puffing or roasting (***), pre-cooked or otherwise prepared.
In ****, the French trade balance for code **** showed a deficit of ** million euros. It should ...
2 Demand analysis
2.1 Breakfast demand remains strong in France
Daily breakfast consumption declines with age between * and **. However, this trend seems to reverse after a certain age, with **% of people aged ** and over declaring that they eat breakfast every day.
Breakfast every day France, ****, in
a **** survey conducted by Ifop for the Lavazza brand highlights the breakfast and lunch consumption ...
2.2 Cereal consumption habits vary widely according to consumer age
Cereal consumption among children in ****
In ****, the largest proportion of cereal consumers were children aged ** to **, who accounted for **.*%, with an average consumption of **.* g/d, while children aged * to ** represented **%, with an average consumption of **.* g/d.
Average distribution of daily consumption by place of consumption France, ****, in Source: ****
Overall, ...
2.3 Breakfast: Substitutable demand
the [***] article highlights the positive trend in the breakfast sector in France, highlighting a *-point recovery in penetration, largely attributed to teleworking and periods of confinement linked to the Covid-** pandemic. The main challenges facing industry players include the need to continue innovating to win over consumers, to improve recipes and ...
2.4 Trend: organic and healthy products are growing exponentially
Health concerns shape new eating habits
French dietary trends France, ****, percentage Source: ****
the French are increasingly aiming for a healthy, balanced diet, for a variety of reasons (***). In fact, according to the graph above, **% of those questioned say that eating a healthy, balanced diet is a major concern, and **% would like ...
2.5 France's favourite breakfast cereal brands
The graph below shows the favorite breakfast cereal brands of the French. The percentages represent the positive responses to the question "Do you like this brand?" for each cookie brand.
Kellogg's is the favorite cereal brand of the French, with almost **% saying they like it. Frosties is the least popular cereal ...
3 Market structure
3.1 Market value chain and distribution
How cereals are made :
Source: ****
Breakfast cereals are made from cereals, often wheat or rice, produced in France or imported from abroad.
The petals
After the first cooking, the petals are cooked again, in a circuit of hot air to remove all traces of moisture. Once cooled, they are flattened by ...
3.2 Stable cereal production, but with an increase in organic production
Stable grain production
NAF code **.**B : "Other grain processing activities" includes the production of groats, meal or pellets, wheat or other cereals, as well as the production of husked, milled or processed rice.it also includes the production of husked, milled or processed rice, but above all the manufacture of puffed, ...
3.3 Main brands on the market
Breakdown of the breakfast cereals market by value France, ****, in percent Source: ****
The breakfast cereal market is dominated by * main players: Kellogg's with **% of market share in ****, followed by Nestlé with a quarter of market share. Two other players also stand out: Jordans and Quaker. between them, these * players accounted for ...
4 Offer analysis
4.1 Cereal composition and typology
Average cereal composition
Source: ****
The different cereals
We saw in *.* that there are different types of cereal: petals, puffs, bursts and extruded products. There are also mueslis and granolas. Mueslis are a mixture of uncooked cereals, mainly oat flakes, with fruit.mueslis are often eaten with milk and/or yoghurt; granolas, ...
4.2 Grain prices
in **** (***), consumer breakfast prices rose by **.*% in less than * year .
This increase is mainly attributed to the war in Ukraine, which has led to higher manufacturing costs for packaging, due to Ukraine's crucial role in European production. In addition, soaring energy costs and difficulties in sourcing rawmaterials led to a sharp ...
4.3 Nutri-score: a major challenge for cereals, is organic a solution?
Nutri-score: a decisive factor
The availability of the Nutri-score in France, along with product comparison apps such as Yuka, is playing a further role in raising consumer awareness of the low nutritional value of breakfast cereals.
Most organic brands have adopted the Nutri-score, with scores between A and B for the ...
4.4 More trends and innovations to challenge the market
Eco-packaging:
Packaging is a factor that enables a brand to stand out from the crowd. In fact, eco-packaging helps to attract customers who are concerned about their waste production, especially as most cereals are packaged in a plastic bag that, a priori, cannot be recycled.
French organic cereal brand Snooz offers ...
5 Regulations
5.1 World Customs Nomenclature and Harmonized System
The Harmonized System is an international nomenclature for product classification. It enables participating countries to classify traded goods on a common basis for customs purposes. At international level, the Harmonized System (***) for the classification of goods is a six-digit code system. [***]
The HS comprises around *,*** item/product descriptions, which appear as ...
5.2 Organic label and nutri-score
For a brand to obtain the organic label on one of its products, it must meet the following conditions:
at least **% of the product's components come from organic farming in accordance with EU regulations; The product complies with the rules of the official inspection system; The product comes directly from the ...
6 Positioning the players
6.1 Segmentation
- Kellogg’s
- Bjorg (Ecotone)
- Jordans
- Nestlé Groupe
- Quaker Oats Company (Pepsico Group)
- Chabrior (ITM Intermarché)
- General Mills
- Grillon d'Or
- Joseph Favrichon
- La vie Claire
- Terres et Cereales (Céréceco)
- Verival
- Dailycer
List of charts
- Breakfast cereals market value
- Breakfast cereals market sales
- Foreign trade
- Main export destination countries
- Main countries of origin of imports
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Latest news
Cereals: Dailycer expands and automates its plant - 25/10/2023
- The breakfast cereal specialist founded 40 years ago
- Dailycer revenues: 125 million euros by 2022.
- Investment in new logistics warehouse: 45 million euros.
- Number of Dailycer employees: 400.
- Annual cereal production: 115 million boxes, or 300,000 pallets.
- Exports as a proportion of sales: 70% to some twenty countries, mainly in Europe.
Kellogg's: 5 things you need to know about the demerger of the cereal and potato chips giant - 03/10/2023
- 15.3 billion in sales by 2022, 32,000 employees
- kellogg's has split into two separate, listed entities
- On the one hand, cereals, and on the other, snacks (but also cereals) in the rest of the world
- Kellogg's has a portfolio of some thirty brands
- International activities account for over 80% of sales
- North American division accounts for around 17% of sales
- north American cereal market in decline
- The snacks market is booming
- 200 employees in France and net sales of 367 million euros,
- France is Europe's second-largest market behind England
- Pringles generates sales of 1 billion euros in Europe
Kellogg separates its US operations from the rest of the world - 16/09/2023
- The separation of Kellogg into two companies, Kellanova and WK Kellogg, takes place from October 2, 2023.
- Kellanova will manage the snacks and breakfast cereals business outside North America, generating sales of around $13.4 to $13.6 billion (€12.5 to €12.7 billion).
- WK Kellogg will manage the cereal business for North American markets, corresponding to sales of around 2.7 billion dollars (2.5 billion euros).
Kellogg's splits up - 12/09/2023
- Kellogg Company sales in 2021 will be $15.3 billion.
- More than 80% of the company's sales come from international business.
- The North American division accounts for around 17% of sales.
- The Group's snacks division is set to grow by 9% a year between 2019 and 2022.
- International cereal brands have been growing at 5% a year since 2019.
- Kellanova, one of the company's new entities, forecasts sales of between $13.4 and $13.6 billion in 2024
- The second entity, WK Kellogg, forecasts sales of $2.7 billion in 2023.
Nestlé wants to conquer the vitamin market. - 19/04/2023
- Nestlé has made more than 60 acquisitions since Mark Schneider took the helm in 2017.
- Nestlé Health Science sales have almost tripled in 5 years, from 2.6 billion Swiss francs to 6.6 billion in 2022.
- The global vitamin and mineral market is worth 140 billion Swiss francs (142 billion euros).
- Nestlé has increased its market share in vitamins from 1% to 4% between 2018 and 2021, while it has risen from 18% to 19% over the same period in medical nutrition.
- Nestlé acquired The Bountiful Company in 2021 for 5 billion Swiss francs.
- Nestlé controls 14% of the US vitamin and dietary supplement market.
- The French market for vitamins and dietary supplements reached 2.6 billion euros in 2022, up 3%.
- Nestlé is the leader in clinical nutrition in France, with a market share of 30%.
The organic sector in turmoil: Vie Claire sales down 8.7% by 2022 - 10/04/2023
- -Decline in national organic sales: 12% by 2022
- Number of La Vie Claire stores: 400
- La Vie Claire sales in 2022: 325 million euros
- Drop in La Vie Claire sales in 2022: 8.7%
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the breakfast cereal market | France
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