"Breakfast Cereals in Belgium" is now available at Fast Market Research

Breakfast cereals continued to experience a difficult time in 2014. First, marketers deplored a switch back to value for money and traditional breakfasts, namely bread and spreads, during the persisting sluggish economic context. Then, the debate about nutrition and the impact of possibly too rich, sugarised and unhealthy breakfast cereals on weight seemed to return with more intensity in 2014. It seems to be cyclical, as there was a respite in the middle of the review period. Just as at the beginning of the review period, nutritionists also pointed to the high rate of sugar in cereals for children, and considered that such products were partly responsible for the rising rates of obesity and overweight in the country. There were media reports covering the high sugar and salt content of many breakfast cereals, in addition to other adverse press coverage.

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Competitive Landscape

The competitive landscape in breakfast cereals is highly concentrated, with the two first players and overall private label accounting for a combined 88% share of value sales in 2014. Kellogg Benelux remained the leader with a 45% value share in 2014. Its leadership relies on the company’s wide portfolio of leading brands, and huge capacity for innovation and advertising.

Industry Prospects

The scope for development in breakfast cereals is still limited. The primary concern of Belgian parents is that their children eat breakfast; hence other efforts from manufacturers in 2014/2015 to improve both the texture and taste, and progressively reduce the amount of sugar and fat in order to reassure mothers. It is possible that products for adults could recover; for instance, the penetration rate of breakfast cereals amongst women is just over half of that of children, which stood at 75-80% in 2014, according to local trade sources. However, products for adults mainly encompass reduced fat cereals, which have been waning for many years. For instance, private label strongly progressed everywhere in 2014, with the exception of "adult line management" – further proof that this segment has reached the end of its life cycle.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Breakfast cereals industry in Belgium 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 Belgium, our research will save you time and money while empowering you to make informed, profitable decisions.

The Breakfast cereals in Belgium market research report includes:

* Analysis of key supply-side and demand trends

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