Breakfast, considered as the first meal of the day, is usually taken in the morning when you get up and includes hot drinks such as coffee, tea, hot chocolate, fruit juices, bread, cereals and similar products.
The breakfast market was worth €5 billion in 2011. This is a relatively stable market since growth in value is mainly attributable to price increases and not volume increases. The penetration rate is 92%.
In each product category that makes up the breakfast market, competition is fierce, and the sector is dominated by international players. Cereals account for more than half a million euros. Nevertheless, cereals are losing momentum. While they amounted to 13.9 billion euros worldwide in 2000, by 2016 this figure had fallen to only 10 billion euros. The reason for this decline: 40% of young people find it too tedious to eat cereals. Coffee, on the other hand, has a turnover of around one billion euros. It is also important to note the emergence of breakfast solutions such as home delivery or the offer of eating out for breakfast . Industries that benefit from those who eat out for breakfast are also enjoying a prosperous period , with a 13% increase in 2016 and 760 million visits recorded.
As the companies are large multinationals, their strategies are mainly based on two main areas: a strong presence in all the markets where they are present and the development of new and original products.
In the breakfast market, as in the agri-food sector in general, many factors can have an impact: e.g. nutrition and sustainable development. For instance, for coffee, many companies are trying to promote their involvement in fair trade or at least in the responsible management of resources. For other products, such as cereals and especially children's cereals, reducing the amount of sugar is essential these days. Regulations are also to be expected in the nutrition sector. Moreover, it should be noted that the breakfast sector is heavily dependent on the price of raw materials such as coffee, wheat, milk.
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