Breakfast Cereal Market Growth, Trends and Forecasts (2019 - 2024)

Global breakfast cereal market is segmented by Type (Ready-to-cook breakfast cereals and Ready-to-eat breakfast cereals), by Distribution channel (Supermarket/Hypermarket, Convenience stores, Online retailers, and others), and by Geography.

Market Snapshot

Study Period:


Base Year:


Fastest Growing Market:

Asia Pacific

Largest Market:

North America



Key Players:

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Market Overview

The global breakfast cereal market is growing at a CAGR of 4.8% during the forecast period (2019-2024).

  • The growth of the market is mainly witnessed due to the changing food habits and influence of western culture on dietary patterns of consumers, as it provides a convenient solution to readily accessible food that optimizes the ease of consumption without further preparation. Also, consumers' preference for nutritious and healthy food regularly is driving the market. Moreover, the robust growth of convenience stores that promotes brand visibility is driving the growth of the breakfast cereals market.
  • Geographically, the North America market, led by the United States, holds the majority of the global breakfast cereal market demand, followed by Europe. Asia-Pacific is predicted to grow at an accelerating rate over the forecast period due to increased preference of China and India for hot cereals containing rice or wheat as significant ingredients.
  • However, the market is stagnated due to the consumer's equal inclination towards traditional breakfast foods, which is therefor restraining the growth of the market.

Scope of the Report

The global breakfast cereal market has been segmented by types which include ready-to-cook breakfast cereals and ready-to-eat breakfast cereals. Based on distribution channels, the market is segmented as supermarket/hypermarket, convenience stores, online retailers, and others. The report also includes a geographical analysis. 

By Type
Ready-to-cook breakfast cereals
Ready-to-eat breakfast cereals
By Distribution channel
Convenience stores
Onlin Retailers
North America
United States
Rest of North America
United Kingdom
Rest of Europe
Asia Pacific
Rest of Asia-Pacific
South America
Rest of South America
Middle East and Africa
South Africa
United Arab Emirates
Rest of Middle East and Africa

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Key Market Trends

Growing Demand for Ready-to-eat Breakfast Cereals

Ready-to-eat breakfast cereals dominate the whole market owing to the convenience solution it offers to the consumers. The market is mostly driven by the consumers having a busy lifestyle as these are the processed grain formulations suitable for consumption without further cooking. Whole grain-based ready-to-eat cereals are leading the market owing to the value-addition in terms of micronutrients in these products. Also, the leading companies are trying to blend organic and healthy ingredients to boost the sales of breakfast cereals. For instance, in 2015, Back to the Roots launched Organic Stoneground Flakes and Pacific Foods, US condiments, and soup maker started its first breakfast offering with organic steel-cut oatmeal. Also, the manufacturers are utilizing traditionally grown cereal grains such as quinoa to create innovation in breakfast cereal products. For instance, Quinoa Crack offers a quinoa-based gluten-free, super snacking solution.


Trend 1

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Asia-Pacific is the fastest growing region

In Asia-Pacific region, China dominates the market contributing the maximum market share, followed by Japan and Australia. This is due to the change in breakfast cereals consumption pattern and inclination towards healthier products. Also, increased adoption of western lifestyle has paired the driving factors of the market sales. Product development of low carb, high fiber, multigrain and fortified Breakfast Cereals that appeal to health-conscious consumers have triggered the market growth. For instance, in January 2015, thinkThin® launched Protein & Fiber Hot Oatmeal and in November 2018, Kellogs launched new cereal “HI! Happy Inside” that consists of fibers, prebiotics and probiotics and is specially designed to support the digestive wellness. Expanding retail distribution channel is another factor expanding sales in rural and relatively small cities.

Trend 2

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Competitive Landscape

The breakfast cereal market is competitive, having a large number of domestic and multinational players competing for market share. Companies are focusing on new product launches with healthier ingredients/organic claims along with acquisition, merger, partnership, and expansions as their key marketing strategy. For instance, Associated British Foods PLC acquired Dorset Cereals, a British breakfast food manufacturer in 2014 that complemented the company’s existing Jordans cereals and Ryvita crispbread brands.

Major Players

  1. General Mills Inc.
  2. Kellogg Company
  3. PepsiCo, Inc.
  4. Associated British Foods plc
  5. Marico Limited

* Complete list of players covered available in the table of contents below


Table of Contents


    1. 1.1 Study Deliverables

    2. 1.2 Study Assumptions

    3. 1.3 Scope of the Study




    1. 4.1 Market Drivers

    2. 4.2 Market Restraints

    3. 4.3 Porter's Five Forces Analysis

      1. 4.3.1 Threat of New Entrants

      2. 4.3.2 Bargaining Power of Buyers/Consumers

      3. 4.3.3 Bargaining Power of Suppliers

      4. 4.3.4 Threat of Substitute Products

      5. 4.3.5 Intensity of Competitive Rivalry


    1. 5.1 By Type

      1. 5.1.1 Ready-to-cook breakfast cereals

      2. 5.1.2 Ready-to-eat breakfast cereals

    2. 5.2 By Distribution channel

      1. 5.2.1 Supermarket/Hypermarket

      2. 5.2.2 Convenience stores

      3. 5.2.3 Onlin Retailers

      4. 5.2.4 Others

    3. 5.3 Geography

      1. 5.3.1 North America

        1. United States

        2. Canada

        3. Mexico

        4. Rest of North America

      2. 5.3.2 Europe

        1. Spain

        2. United Kingdom

        3. Germany

        4. France

        5. Italy

        6. Russia

        7. Rest of Europe

      3. 5.3.3 Asia Pacific

        1. China

        2. Japan

        3. India

        4. Australia

        5. Rest of Asia-Pacific

      4. 5.3.4 South America

        1. Brazil

        2. Argentina

        3. Rest of South America

      5. 5.3.5 Middle East and Africa

        1. South Africa

        2. United Arab Emirates

        3. Rest of Middle East and Africa


    1. 6.1 Most Active Companies

    2. 6.2 Most Adopted Strategies

    3. 6.3 Market Share Analysis

    4. 6.4 Company Profiles

      1. 6.4.1 General Mills Inc.

      2. 6.4.2 Kellogg Company

      3. 6.4.3 PepsiCo, Inc.

      4. 6.4.4 Associated British Foods plc

      5. 6.4.5 Marico Limited

      6. 6.4.6 B&G Foods, Inc.

      7. 6.4.7 Carman's Fine Foods Pty Ltd.

      8. 6.4.8 Bob's Red Mill Natural Foods

      9. 6.4.9 Freedom Foods Group Limited

      10. 6.4.10 Bagrry's India Ltd.

    5. *List Not Exhaustive

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