Breakfast Cereals in Costa Rica - New Report Available

Breakfast cereals has resulted in one of the most benefited categories from the increased health and wellness awareness trend, which has significantly created opportunities for the fastest growing categories, such as weight-approach formulations. Not only health-orientated lines, but also children’s breakfast cereal brands are turning their attention to the promotion of health and wellness listing ingredients, such as real ingredients, low fat, fortified (vitamins and minerals added), whole grain wheat, high fibre and multigrain amongst other more specialised formulations (higher priced segment), which feature gluten free and organic solutions that tend to offer up to seven different grains. On the other hand, the offer of family orientated economic solutions (value packs) is resulting in a major trend amongst the majority of children’s brands, such as 3, 10, 2 packs accompanied with the further development of supersized alternatives (private label, generic).

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Competitive Landscape

Kellogg remained the clear leader in the sales of breakfast cereals in Costa Rica during 2014, accounting for 45% of retail value sales. This company’s success leverages on developed manufacturing economies of scale, wide distribution networks (taking advantage of consolidated distributors) and global marketing support, which has led to top-of-mind flagship brands, such as Cornflakes and Special K, which are strongly positioned in the health-orientated segment. Nestlé and Alimentos Jacks de Centroamérica ranked second, each on 16% value shares. Nestlé benefits from the strong positioning of its children-orientated cereals Nesquik and Trix and Fitness, which are widely available at most retailers and benefit from their successful marketing strategies (value for money promotions). Jacks continues to be very popular among lower-income consumers due to its good assortment of child-orientated products.

Industry Prospects

Forecast trends may continue developing under an intensifying competitive scenario, which could force manufactures to offer both value-for-money deals and value-added alternatives. Children’s products will further consider health-orientated features (lower sugar content, real ingredients, fortified) in order to respond to the increasing health awareness amongst local families, without sacrificing self-indulgence differentiating factors and product innovation, which are the key purchasing criteria for such products. The health-orientated category could see further levels of functionality (higher quality, certified grains, gluten free, super foods-fruits) while also being anticipated to see deeper levels of competition (due to free trade agreements).

Report Overview

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

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