Now Available: Breakfast Cereals in the Netherlands

Breakfast cereals grew in both retail volume and value terms in 2014, continuing its performance from the previous year. Breakfast cereals benefited from an increasing number of consumers switching away from bread. Most of the diet books which campaigned against bread consumption proposed breakfast cereals, such as muesli, as a healthier alternative.

Competitive Landscape

Kellog held on to its leadership status of breakfast cereals in 2014 despite losing notable value shares, as its closest rival Quaker Oats failed to capitalise from the situation. Specifically, Kellogg remained the largest player in children’s breakfast cereals, while Quaker Oats led value sales within muesli. At the end of the review period, muesli was growing more rapidly than children’s breakfast cereals in value terms, providing a strategic advantage to Quaker Oats. Muesli, together with hot cereals, in which Quaker was more active, performed well in terms of products and sales, providing the company with an advantage. Nonetheless, Quaker Oats’ share within muesli was eroded by private label from Albert Heijn in 2014, resulting in Quaker Oats losing slight value share in overall breakfast cereals in 2014.

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Industry Prospects

Volume growth rates for breakfast cereals are expected to increase over the forecast period, compared to those witnessed over the review period. Value growth at constant 2014 prices is expected to remain stable, an improvement over the decline seen in the historic period. Increased volumes are expected to be driven by a growing number of consumers switching towards breakfast cereals due to its healthy image and as a substitute for bread.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Breakfast cereals industry in Netherlands with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Breakfast cereals industry in Netherlands, our research will save you time and money while empowering you to make informed, profitable decisions.

The Breakfast cereals in Netherlands market research report includes:

* Analysis of key supply-side and demand trends
* Detailed segmentation of international and local products
* Historic volumes and values, company and brand market shares
* Five year forecasts of market trends and market growth
* Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

* What is the market size of Breakfast cereals in Netherlands?
* What are the major brands in Netherlands?

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