Fortified Breakfast Cereals Market Size
| Study Period | 2019 - 2029 |
| Market Size (2024) | USD 16.82 Billion |
| Market Size (2029) | USD 28.76 Billion |
| CAGR (2024 - 2029) | 11.33 % |
| Fastest Growing Market | Asia Pacific |
| Largest Market | North America |
| Market Concentration | High |
Major Players
*Disclaimer: Major Players sorted in no particular order |
Fortified Breakfast Cereals Market Analysis
The Fortified Breakfast Cereals Market size is estimated at USD 16.82 billion in 2024, and is expected to reach USD 28.76 billion by 2029, at a CAGR of 11.33% during the forecast period (2024-2029).
Today's fast-paced urban lifestyles are driving a growing demand for convenient, nutrient-rich ready-to-eat meals. Fortified breakfast cereals are stepping up to meet this demand, providing a quick meal option loaded with essential nutrients. This convenience resonates strongly with working professionals and families alike. Urbanization and population growth in emerging markets, particularly in Asia and Africa, are stoking the demand for these cereals. Wheat and corn cereals, due to their affordability and easy availability, are rapidly gaining traction in these regions. Data from India's Ministry of Agriculture and Farmers Welfare shows that in 2023, each person in India had access to an estimated 521 grams of cereal daily. Furthermore, initiatives like India's Poshan Abhiyan, which focuses on fortification to combat malnutrition, have made it mandatory to include iron and folic acid in publicly distributed cereals. This not only highlights the importance of fortified foods but also accelerates the growth of fortified breakfast cereals.
Additionally, rising malnutrition rates are driving the demand for fortified foods, especially fortified breakfast cereals. Over the last thirty years, South Africa and East Africa have undergone a nutritional transformation, grappling with three main malnutrition challenges. Households are contending with undernutrition, hidden hunger, and the obesity paradox, all stemming from poor dietary choices. For instance, Ghana's 2022 Demographic and Health Survey painted a troubling picture: 17% of children under five are stunted, 6% are wasted, 12% are underweight, and 2% are overweight or obese. Such statistics underscore a significant demand for fortified foods, particularly breakfast cereals, in these regions. Given these trends, the market for fortified breakfast cereals is set for sustained growth in the coming years.
Fortified Breakfast Cereals Market Trends
Wheat and Corn-Based Fortified Breakfast Cereals Holds Significant Market Share
With health and wellness becoming paramount for consumers, the appetite for breakfast cereals fortified with vitamins, minerals, and fiber is on the rise. Wheat-based cereals, celebrated for their whole grains and fiber content, champion digestive health and weight management. In contrast, corn-based cereals cater to those seeking gluten-free options. This interplay is driving the expansion of both fortified wheat and corn-centric breakfast cereals.
In today's fast-paced world, convenience reigns supreme. As consumers lean towards easily prepared foods, cereals have solidified their status as a top choice. For the employed, juggling work and personal life, these fortified cereals stand out. They offer a nutritious breakfast in just minutes, appealing to anyone in search of a swift yet wholesome meal. This allure of convenience, especially with the U.S. witnessing a rise in full-time employees from 123.19 million in 2020 to 134.06 million in 2023 (Bureau of Labor Statistics), underscores the escalating demand.
The growing enthusiasm for functional foods is propelling the popularity of fortified products, breakfast cereals included. These cereals align with the functional food trend, offering benefits that surpass mere nutrition, such as boosted immunity and heightened energy. Such features make them especially enticing for families and individuals alike. Given these dynamics, the market for fortified wheat and corn-based cereals is set for a bullish trajectory in the years ahead.
North America Holds the Largest Market Share
In North America, consumers are increasingly prioritizing health, actively seeking foods that meet their nutritional needs. This shift has spurred a growing demand for organic and natural ingredients in cereals. In response, many fortified cereals now feature non-GMO, organic, or gluten-free variants. These choices appeal to health-conscious consumers who value minimally processed and clean-label products. Additionally, the rising incidence of micronutrient deficiencies in North American children, specifically in iron, vitamin A, vitamin D, iodine, and zinc, further fuels this demand.
Fortified breakfast cereals offer a convenient way to incorporate essential vitamins and minerals into daily diets, addressing deficiencies that could lead to stunted growth, weakened immune systems, and hindered cognitive development, thereby driving market expansion. Furthermore, North American parents are becoming more aware of the importance of a balanced diet for their children's growth and development. This growing awareness is boosting sales of fortified breakfast cereals. Enriched with essential vitamins and minerals, these cereals are viewed as an effective means to address nutritional gaps in children's diets, further propelling market growth. Data from the Food and Agricultural Organization of the United Nations indicates that in 2022, approximately 3.6% of children under 5 in North America faced stunting, while 7.9% were classified as overweight, underscoring the increased demand for fortified cereals among this demographic.
Moreover, North American health organizations, such as the American Heart Association and programs like WIC (Women, Infants, and Children), have highlighted the importance of fortified cereals in meeting daily nutrient needs. In line with this, the FDA's support for heightened vitamin D fortification in cereals and bars after a petition from Kellogg has enabled manufacturers to enrich these products with crucial vitamins and minerals. Such regulatory endorsement not only validates the safety and effectiveness of fortification but also enhances consumer trust in the nutritional value of fortified cereals. As a result, an increasing number of consumers are turning to these products as reliable sources of essential nutrients. Given these trends, the market for fortified breakfast cereals is set for sustained growth in the coming years.
Fortified Breakfast Cereals Industry Overview
The global fortified breakfast cereals market is competitive and fragmented. The market studied includes many international and regional players competing for the market share by offering various products with added vitamins, minerals, and other nutrients. Some of the leading global brands like Nestle S.A., General Mills, Inc., The Kellogg Company, PepsiCo, Inc. (Quaker Oats), and Post Holdings, Inc. dominate a significant portion of the market, but there is still competition from local brands and new entrants offering niche products, including organic, gluten-free, and vegan options. Also, key players are focusing on new product launches with healthier ingredients/organic claims and acquisitions, mergers, partnerships, and expansions as their key marketing strategy. The fragmentation is further driven by consumer demand for diverse health benefits and dietary preferences.
Fortified Breakfast Cereals Market Leaders
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Nestle S.A.
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General Mills, Inc
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The Kellogg Company
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PepsiCo, Inc (Quaker Oats)
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Post Holdings, Inc
*Disclaimer: Major Players sorted in no particular order
Fortified Breakfast Cereals Market News
- January 2024: WK Kellogg Co. launched an innovative cereal brand specifically designed to appeal to Millennials and Generation Z, called Eat Your Mouth Off. According to the brand's assertion, it provides a puff cereal containing 22 grams of protein and no sugar per serving.
- July 2023: General Mills, Inc., launched its family-favorite cereals like Cinnamon Toast Crunch and Cheerios with double vitamin D. As per the brand claim, its breakfast from now delivers 20% of the daily value of vitamin D – twice the previous amount – with the majority of Big G Cereals.
- April 2023: Kellogg's expanded its product portfolio with the launch of its new breakfast: Rice Krispies cereals infused with vitamin D in fruity flavors. The company claims that consuming one bowl of these cereals provides 20% of the daily vitamin D requirement. These products are initially available in Europe through online distribution channels.
Fortified Breakfast Cereals Market Report - Table of Contents
1. INTRODUCTION
1.1 Study Assumptions & Market Definition
1.2 Scope of the Study
2. RESEARCH METHODOLOGY
3. EXECUTIVE SUMMARY
4. MARKET DYNAMICS
4.1 Market Drivers
4.1.1 Increasing Demand For Convenient and Functional Foods Among Consumers with Hectic Schedules
4.1.2 Increasing Prevalence of Micronutrient Deficiencies Fueling the Sales
4.2 Market Restraints
4.2.1 Competition From Traditional Breakfast Items May Limit The Growth
4.3 Porter's Five Forces Analysis
4.3.1 Bargaining Power of Suppliers
4.3.2 Bargaining Power of Buyers/Consumers
4.3.3 Threat of New Entrants
4.3.4 Threat of Substitute Products
4.3.5 Intensity of Competitive Rivalry
5. MARKET SEGMENTATION
5.1 Product Type
5.1.1 Wheat
5.1.2 Rice
5.1.3 Barley
5.1.4 Oat
5.1.5 Corn
5.1.6 Others
5.2 Demographic
5.2.1 Children
5.2.2 Adult
5.2.3 Senior
5.3 Distribution Channel
5.3.1 Supermarkets/Hypermarkets
5.3.2 Convenience Stores
5.3.3 Online Retail Stores
5.3.4 Other Distribution Channels
5.4 Geography
5.4.1 North America
5.4.1.1 United States
5.4.1.2 Canada
5.4.1.3 Mexico
5.4.1.4 Rest of North America
5.4.2 Europe
5.4.2.1 Germany
5.4.2.2 United Kingdom
5.4.2.3 France
5.4.2.4 Italy
5.4.2.5 Spain
5.4.2.6 Russia
5.4.2.7 Rest of Europe
5.4.3 Asia-Pacific
5.4.3.1 China
5.4.3.2 Japan
5.4.3.3 India
5.4.3.4 Australia
5.4.3.5 Rest of Asia-Pacific
5.4.4 South America
5.4.4.1 Brazil
5.4.4.2 Argentina
5.4.4.3 Rest of South America
5.4.5 Middle-East and Africa
5.4.5.1 Saudi Arabia
5.4.5.2 South Africa
5.4.5.3 Rest of Middle East & Africa
6. COMPETITIVE LANDSCAPE
6.1 Strategies Adopted by Leading Players
6.2 Market Share Analysis
6.3 Company Profiles
6.3.1 Nestle S.A.
6.3.2 General Mills, Inc.
6.3.3 The Kellogg Company
6.3.4 Bob's Red Mill Natural Foods
6.3.5 Associated British Foods plc
6.3.6 B&G Foods, Inc
6.3.7 Hometown food company
6.3.8 Post Holdings. Inc
6.3.9 Nature's Path Foods
6.3.10 PepsiCo, Inc (Quaker Oats)
- *List Not Exhaustive
7. MARKET OPPORTUNITIES AND FUTURE TRENDS
8. ABOUT US
Fortified Breakfast Cereals Industry Segmentation
Fortified breakfast cereals are products that have been enriched with additional vitamins and minerals that are not naturally present in the grains. Common nutrients added include iron, B vitamins, and vitamin D. Some of the popular breakfast cereals based on type include wheat, corn, oats and others. Fortified breakfast cereals market is segmented by product type, demographic, distribution channel, and geography. Based on product type, the market is segmented into wheat, rice, barley, oat, corn, and other product types. By demographic, the market is segmented into children, adults and seniors. Based on distribution channels, the market is segmented into supermarkets/hypermarkets, convenience stores, online retail stores, and other distribution channels. The report is also segmented by Geography into North America, Europe, Asia-Pacific, South America, and, Middle East and Africa. The report offers the market size in value terms in USD for all the above-mentioned segments.
| Product Type | |
| Wheat | |
| Rice | |
| Barley | |
| Oat | |
| Corn | |
| Others |
| Demographic | |
| Children | |
| Adult | |
| Senior |
| Distribution Channel | |
| Supermarkets/Hypermarkets | |
| Convenience Stores | |
| Online Retail Stores | |
| Other Distribution Channels |
| Geography | |||||||||
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Fortified Breakfast Cereals Market Research FAQs
How big is the Fortified Breakfast Cereals Market?
The Fortified Breakfast Cereals Market size is expected to reach USD 16.82 billion in 2024 and grow at a CAGR of 11.33% to reach USD 28.76 billion by 2029.
What is the current Fortified Breakfast Cereals Market size?
In 2024, the Fortified Breakfast Cereals Market size is expected to reach USD 16.82 billion.
Who are the key players in Fortified Breakfast Cereals Market?
Nestle S.A., General Mills, Inc, The Kellogg Company, PepsiCo, Inc (Quaker Oats) and Post Holdings, Inc are the major companies operating in the Fortified Breakfast Cereals Market.
Which is the fastest growing region in Fortified Breakfast Cereals Market?
Asia Pacific is estimated to grow at the highest CAGR over the forecast period (2024-2029).
Which region has the biggest share in Fortified Breakfast Cereals Market?
In 2024, the North America accounts for the largest market share in Fortified Breakfast Cereals Market.
What years does this Fortified Breakfast Cereals Market cover, and what was the market size in 2023?
In 2023, the Fortified Breakfast Cereals Market size was estimated at USD 14.91 billion. The report covers the Fortified Breakfast Cereals Market historical market size for years: 2019, 2020, 2021, 2022 and 2023. The report also forecasts the Fortified Breakfast Cereals Market size for years: 2024, 2025, 2026, 2027, 2028 and 2029.
Fortified Breakfast Cereals Industry Report
Statistics for the 2024 Fortified Breakfast Cereals market share, size and revenue growth rate, created by Mordor Intelligence™ Industry Reports. Fortified Breakfast Cereals analysis includes a market forecast outlook for 2024 to 2029 and historical overview. Get a sample of this industry analysis as a free report PDF download.
