Content of the study

Available languages

MARKET OVERVIEW

1.1 Market definition and scope

Breakfast cereals are an agglomerate of nutrients, mainly cereals such as wheat, oats or corn, with natural or artificial flavours and sugar.

Marked by a product plethora the breakfast cereal industry is dominated by very large players, such as Kellogg's, especially in Belgium where the group represents more than 40% of the market . However, new players have been appearing on the market for several years now and are taking shares in the two leading companies in Belgium, thanks in particular to a high demand for products labelled organic or perceived as healthier such as granola or muesli .

However, the market has to cope with the growing lack of interest in breakfast, which is increasingly being missed by Belgians.

The following study includes cereals breakfast, as well as the so-called ready-to-eat tie-ins like cereal bars.

1.2 Sustained global growth

The global turnover of the breakfast cereal market represents **.* billion in ****. Industry experts anticipate a CAGR annual by *.*% for the period ****-****.

Source: ****

The market is being driven by emerging economies where there is a paradigm shift in customers' purchasing behaviour and eating habits.

Rapid urbanization and a rapidly growing middle-class ...

1.3 The Belgian market is experiencing weak growth, which should nevertheless accelerate

With an estimated turnover of €***.* million in ****, the market is expected to grow at a steady rate of *.*% over the period ****-****.

Source: ****

In a highly concentrated market where a few players compete for consumers with a multitude of brands, the low growth of the market can be partly explained by ...

1.4 Sharp increase in trade

Source: ****

The code used for this part may include more than just breakfast cereals. This code covers code ****: Prepared foods obtained by the swelling or roasting of cereals or cereal products (***), pre-cooked or otherwise prepared. [***]

While the coverage rate (***), there has been a sharp increase in the amounts in question. Over ...

DEMAND ANALYSIS

2.1 Belgians eat less lunch than the European average

According to the independent survey conducted by Spark on behalf of Kellogg's, Belgians and their children eat breakfast less often than other Europeans.

Source: ****

Among the * countries surveyed, Belgium is the second least breakfast consuming country, after Spain. Indeed, one Belgian out of four does not eat breakfast on a daily ...

2.2 Consumption that takes place mainly at home, but which varies according to several factors

Place of consumption

Breakfast is mainly eaten at home. Belgians were still particularly reluctant to eat breakfast outside.

Source: ****

Age, but also gender and location, influence breakfast consumption

Consumption is primarily related to age. During adolescence, breakfast consumption becomes less regular, as shown in the graph below. The * - * year olds, ...

2.3 Trend: Towards healthier products

Health concerns are shaping new forms of diet

As more and more Belgians are becoming more health-conscious, cereal consumption is moving towards healthier products.

Muesli and granola are the ones that benefit the most from this health trend. Indeed, the natural image of muesli and granola is bringing new health-conscious consumers ...

MARKET STRUCTURE

3.1 Kellogg: a leader in loss of momentum

Source: ****

The evolution of the market shares of the main players in the segment shows a trend towards deconcentration, to the benefit of the smaller players, who are making greater progress.

Thus, Kellogg Benelux, which accounted for almost half of the market in ****, will represent "only" **.*% in ****. Similarly, Nestlé Belgilux has ...

3.2 A market in the hands of a small number of companies

Source: ****

The Herfindahl-Hirschmann index calculated for the breakfast cereal sector in Belgium is **** points. It is obtained by adding the square of the market shares (***) of all companies in the sector concerned. It thus provides a relevant indicator of market concentration according to the following scale:

This shows that the breakfast ...

3.3 Belgian organic cereal production intensifies

Source: ****

Between **** and ****, the area of land devoted to organic cereal farming in Belgium increased steadily.

From **** to ****, the area of land cultivated with organic cereals in Belgium had increased by about *,*** hectares to a total of **,*** hectares. This increase is part of the general increase in agricultural land dedicated to ...

3.4 Market distribution channels

According to Euromonitor In terms of sales, **.*% of breakfast cereals were sold in grocery stores, supermarkets and traditional hypermarkets, with the remainder sold over the Internet (***), the latter percentage is up *.* points compared to ****.

 Source: ****

ANALYSIS OF THE OFFER

4.1 Many brands compete for the market

Source: ****

There is a great diversity of brands, with a very strong presence of private labels: Colruyt, Carrefour, Delhaize and other private labels together accounted for **.*% of the market in ****. The development of s'est marque has therefore been achieved at the expense of the historical players, in particular Kellogg's, which is ...

4.2 Product typology and composition and substitutes

Typology of products

The different varieties of breakfast cereals can be divided into different sub-segments. First of all, there are children's cereals, which are generally very sweet. [***]

Adult cereals include muesli, a mixture of oats and other ingredients such as dried fruit or seeds. These are stagnating in terms of sales ...

4.3 Supply trend: New products adapted to new consumer demands

New perspectives

Although the health trend is shifting the adult breakfast cereal supply away from flakes and other breakfast cereals to muesli, granola and oats

Children's breakfast cereals remained relatively unchanged, with the exception of some recipe improvements. Indeed, after a few years of decline, manufacturers of children's breakfast cereals are ...

REGULATIONS

5.1 World Customs Nomenclature and Harmonized System

The Harmonized System is an international nomenclature for the classification of products. It allows participating countries to classify goods traded on a common basis for customs purposes. At the international level, the Harmonized System (***) for the classification of goods is a six-digit code system. [***]

The HS includes approximately *,*** item/product descriptions ...

5.2 Food remains very controlled in Belgium

Food may be contaminated or harmful to health when packaging displays misleading information. Aware of these risks, the Federal Public Service Public Health explains that it has put in place, in accordance with European regulations, a certain number of rules ensuring a regulatory framework for the food industry. [***]

At European level, ...

5.3 Organic and nutri-score label

In order for a brand to obtain the organic label on one of its products, it must meet the following conditions:

At least ** % of the ingredients of the product shall come from organic farming in accordance with EU regulations; The product complies with the rules of the official inspection system ; The ...

POSITIONING OF THE PLAYERS

6.1 Segmentation

  • Kellogg's
  • Nestlé
  • Jordans
  • Delhaize
  • Carrefour
  • Colruyt

To keep reading, buy the full research

What is in this market study?

  • What are the figures on the size and growth of the market?
  • What is driving the growth of the market and its evolution?
  • What are the latest trends in this market?
  • What is the positioning of companies in the value chain?
  • How do companies in the market differ from each other?
  • Access company mapping and profiles.
  • Data from several dozen databases

  • This market study is available online and in pdf format (38 p.)
  • Download an example
  • Recent reviews ★★★★☆ 

Method

Data
Analysts 1 sector analyzed
in 40 pages
Method
Control

Analysts

  • Top Universities
  • Expert opinion

Data

  • Databases
  • Press
  • Company reports

Control

  • Continuously updated
  • Permanent watch

Method

  • Synthetic structure
  • Standardized charts

Analysts

Hugo S.

chargé d'études économiques, Xerfi

Hugo S.

Hugo S. logo 1 Hugo S. logo 2
Mathieu Luinaud

Associate Consultant

Mathieu Luinaud

Mathieu Luinaud logo 1 Mathieu Luinaud logo 2
Education Formation
Robin C.

PhD Industrial transformations

Robin C.

Robin C. logo 1 Robin C. logo 2
Pierre D.

Analyst

Pierre D.

Pierre D. logo 1 Pierre D. logo 2

Ross Alumni Club France

Arnaud W.

Arnaud W. logo 1 Arnaud W. logo 2

Analyste de marché chez Businesscoot

Amaury de Balincourt

Amaury de Balincourt logo 1 Amaury de Balincourt logo 2
Pierrick C.

Consultant

Pierrick C.

Pierrick C. logo 1 Pierrick C. logo 2
Maelle V.

Project Finance Analyst, Consulting

Maelle V.

Héloise Fruchard

Etudiante en Double-Diplôme Ingénieur-Manager Centrale

Héloise Fruchard

Héloise Fruchard logo 1 Héloise Fruchard logo 2
Imane E.

EDHEC

Imane E.

Imane E. logo 1 Imane E. logo 2
Vincent D.

Auditeur

Vincent D.

Vincent D. logo 1 Vincent D. logo 2
Eva-Garance T.

Eva-Garance T.

Eva-Garance T. logo 1 Eva-Garance T. logo 2
Michela G.

Market Research Analyst

Michela G.

Michela G. logo 1 Michela G. logo 2
Azelie P.

Market Research Analyst @Businesscoot

Azelie P.

Azelie P. logo 1 Azelie P. logo 2
Cantiane G.

Market Research Analyst @Businesscoot

Cantiane G.

Cantiane G. logo 1 Cantiane G. logo 2
Jules D.

Consultant

Jules D.

Jules D. logo 1 Jules D. logo 2
Alexia V.

Alexia V.

Emil Ohlsson

Emil Ohlsson

Anna O.

Anna O.

Gabriel S.

Gabriel S.