The breakfast cereal market - France

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 2024, the global breakfast cereals market is estimated at 67.89 billion US dollars, with average growth forecast at5.9% for the period 2024-2028. The United States holds a dominant position in this market. In 2023, France's trade balance will show a deficit of 37.7 million euros, marking an improvement of 12.3 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 with the pandemic and the 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 obtain Nutri-scores of type A or B.