The breakfast cereal market - Belgium

The global breakfast cereal market has been growing steadily, driven largely by consumer health awareness and the popularity of on-the-go meal options. With an estimated market value of 29.9 billion euros and a forecast CAGR of 2.9% from 2017 to 2023, the industry has seen a significant shift towards healthier products such as muesli and granola. In Belgium, market growth remained modest, with a CAGR of 1.1%, but is expected to accelerate to a CAGR of 2.5% between 2019 and 2023, with sales of 176.3 million euros.

The market is highly concentrated, with major players like Kellogg's losing market share to smaller brands, private labels and organic alternatives. Belgian consumers are increasingly looking for organic breakfast options, although availability and price are often limited. The market depended mainly on traditional grocery stores for distribution, with 96.2% of products sold in-store and 3.8% online. Regulatory frameworks in Belgium and the EU continued to maintain strict controls on food products, with labeling schemes such as the organic label and Nutri-Score influencing consumers' purchasing decisions. The segment was dominated by leaders such as Kellogg's with sales of 10 billion euros, Nestlé with 89.2 billion Swiss francs, and Jordan's with £180 million, while dedelhaize, Carrefour and Colruyt reported sales of 62.8 billion euros, 78.9 billion euros and 9.03 billion euros respectively.

Dynamics and demand in the Belgian breakfast cereals market

The Belgian breakfast cereals market, which includes nutritious options such as wheat, oats and corn with a variety of flavors, has matured with a mix of mainstays and emerging brands vying for consumers' attention. Major players like Kellogg's dominate the scene, holding over 40% of market share. However, the landscape is changing as Belgian consumers increasingly turn to organic and perceived healthier options such as granola and muesli, nibbling away at the dominance of traditional market leaders. This shift in preference is partly due to growing health awareness among consumers, and the willingness to pay more for premium products should accelerate market growth in the years ahead.

Despite these optimistic trends, the sector faces a major challenge: Belgians skip breakfast more often than their European counterparts. According to one study, only three quarters of Belgians regularly eat the first meal of the day, which is quite low compared to France and Italy, where over 90% of inhabitants eat breakfast every day. The main reasons given for not eating breakfast are lack of appetite and time constraints, underlining the demand for quick and convenient meal options. Emerging economies are driving the global breakfast cereal market, which was valued at nearly 30 billion euros, with projections suggesting steady growth over the next decade. This increase is fuelled by lifestyle transformations induced by urbanization and an expanding middle class looking for convenient meal solutions.

Trade figures reflect Belgium's strong presence on international markets, with exports up by over 60% in the last five years, outstripping imports which have also risen by over 50%. Belgium's main trading partners are neighboring France and the Netherlands, as well as Germany and the UK. In terms of product composition, children's cereals remain sweet, although recent reactions to criticism of high sugar content have led to recipe reforms, aimed at reducing sugar and salt in several brands. Breakfast options for adults are gradually shifting towards mueslis, granolas and oats, in response to the pro-health trend.

Main competitors in breakfast cereals In the breakfast cereals sector, several big names stand out, each with its own footprint in the market. This eclectic group of companies ranges from specialist cereal manufacturers to multi-purpose multinationals, as well as the influential retail chains that help put these products on consumers' tables.

• Kellogg's: The pioneering titan Recognized as a pioneering force in the breakfast cereal industry, Kellogg's has etched its name its name in the history books with a wide range of cereals that have delighted generations around the world. The brand's distinctive red logo is synonymous with breakfast time, with a product range that caters for a wide variety of palates and nutritional needs, although it has been facing increasing competition of late.
• Nestlé: a global giant with a local touch As a giant in the global food and beverage landscape, Nestlé's venture into breakfast cereals reflects its commitment to adaptability and nutritional innovation. With an extensive portfolio that goes beyond simple cereals, Nestlé stays in step with changing consumer trends, striking a balance between pleasure and health consciousness in its cereal offerings.
• Jordans: the health challenge Jordans has made a name for itself with products that emphasize natural ingredients and healthy eating, carving out a niche among those looking for more than just a tasty breakfast. Its success reflects a shift in consumer preferences, with more and more people turning to products that combine convenience and health benefits, such as granola and muesli.
• Delhaize: The gateway to breakfast choices This major retailer not only offers a varied selection of leading cereal and specialty brands, but also contributes to the competitive landscape with its own cereal brands. Delhaize's shelves testify to the retailer's adaptability and customer-centric approach to the breakfast segment, offering both upscale and affordable alternatives to cater to different market segments.
• Carrefour: The consumer-focused retailer Carrefour's extensive network, with its global reach into local communities, ensures that a variety of breakfast cereals are always at the consumer's fingertips. By focusing on product variety and accessibility, the retailer plays a crucial role in the distribution and availability of both conventional and health-focused cereal options.
• Colruyt: the value-driven competitor Renowned for its pragmatic approach to retailing, Colruyt boasts a strong market presence thanks to its focus on value for money. The retailer's intelligent positioning enables it to capture a substantial segment of the market.

Inforamtion

• Number of pages : ~ 40 pages
• Format : Digital and PDF versions
• Last update : 06/12/2021

Summary and extracts

List of charts presented in this market study

• Breakfast cereals market value
• Breakfast cereals market sales
• Main export destination countries
• Main countries of origin of imports
• Foreign trade
• Percentage of individuals eating breakfast daily
• Reasons given for missing breakfast
• Average time spent preparing a meal
• Daily breakfast consumption by age
• Breakfast consumption frequency by gender
• Where breakfast is eaten
• Breakfast consumption frequency by geographical area
• Leading breakfast cereal companies
• Cereal farmland
• Agricultural area reserved for organic farming
• Main breakfast cereal brands