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 ****-****.
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 ****-****.
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
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 ...
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.
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.
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 ...
3.1 Kellogg: a leader in loss of momentum
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
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
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 ****.
4.1 Many brands compete for the market
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
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 ...
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 ...
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