The breakfast cereal market - Belgium
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Study Overview
Breakfast cereals are an agglomeration of nutrients, mainly cereals such as wheat, oats or corn, with natural or artificial flavoring and sugar. With a plethora of products on offer, the breakfast cereal industry is dominated by very large players, such as Kellogg's, particularly in Belgium, where the group accounts for over 40% of the market. Over the past few years, however, new players have emerged on the market, taking market share from the two leading companies in Belgium, thanks in particular to strong demand for products labeled organic or perceived as healthier, such as granola or muesli. However, the market has to contend with a growing lack of interest in breakfast, which is increasingly being missed by Belgians. The following study includes ready-to-eat breakfast cereals, as well as derived products such as cereal bars.
Key takeaways
- Growth and sector challenges
- Demand analysis
- Market structure and organization
- Supply and pricing analysis
- Player segmentation
- Latest trends and innovations
Our methodology
Our method combines human expertise and a large corpus of sources, including exclusive and private data, for optimal understanding of the sector
Broad source base
- • National, international, and private databases
- • Professional press and polling institutes
- • Industry reports, company financial statements...
Exclusive data
- • Indexpresse sectoral database
- • Preferred Brands database
- • Expert interviews and proprietary indicators
Human expertise
- • Experienced research analysts
- • Know-how developed through 1500+ studies
- • In-depth and rigorous analysis
Visual and actionable reports
- • Graphic studies with synthetic structure
- • Downloadable data
- • Link to original sources
Sommaire
1. Market overview
- 1.1 Market definition and scope
- 1.2 Sustained global growth
- 1.3 The Belgian market is growing slowly, but is set to accelerate
- 1.4 Strong growth in trade
2. Demand analysis
- 2.1 Belgians eat less breakfast than the European average
- 2.2 Consumption mainly takes place in the home, but varies according to several factors
- 2.3 Trend: Towards healthier products
3. Market structure
- 3.1 Kellogg: a leader in decline
- 3.2 A market in the hands of a small number of companies
- 3.3 Production of Belgian organic cereals intensifies
- 3.4 Market distribution channels
4. Offer analysis
- 4.1 Numerous brands vie for market share
- 4.2 Product typology, composition and substitutes
- 4.3 Supply trends: New products adapted to new consumer demands
5. Regulations
- 5.1 World Customs Nomenclature and Harmonized System
- 5.2 Food remains tightly controlled in Belgium
- 5.3 Organic label and nutri-score
The breakfast cereal market - Belgium
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