The breakfast cereal market - Italy

INFORMATION ON THE STUDY

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Last update: 03/12/2020
Language: EN
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MARKET OVERVIEW

1.1 Definition and scope of study

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

Two types of cereals can be distinguished:

Ready-to-eat cereals are the most common: they include wheat-based cereals, baby cereals, corn petals and muesli;
Ready-to-make cereals: mainly oat flakes such as porridge.

The breakfast cereals market consists of two segments: cereals for adults and cereals for children. Each segment has a different underlying dynamics. Nutritional input is particularly important in children's cereals, while dietary and taste characteristics are more relevant in the adult market.

It is estimated that the global cereal market has grown in recent years and will continue to grow at a rate of 3.5% until 2027. The growth of the market is mainly due to the growing demand for convenience foods, the urbanization trend and the growing awareness of the importance of food for health.

In Italy, the market is growing as Italians become more aware of the beneficial effects of having breakfast. In 2018, in fact, 88% of Italians declared to have breakfast and the annual per capita consumption of cereals is 1.6 kg.

The Italian market is very concentrated, with the prevalence of some operators belonging to large international groups, such as Kellogg's and Unilever. The distribution takes place mainly in the large-scale retail trade, where supermarkets represent the most significant market share.

In recent years, the market has seen a trend towards healthiness. In fact, supply has expanded to meet this new demand, producing 145% more fiber-rich cereals and decreasing sodium content by 61%.