Healthier Cereals Driving Growth amidst Covid-19
Sales of breakfast cereals have seen substantial double-digit growth during the COVID-19 pandemic.
Bucking trends of recent years, sales of breakfast cereals have seen substantial double-digit growth during the COVID-19 pandemic.1 Consumers now have more time to eat breakfast at home, and cereals are appealing because of their convenience and affordability, and because manufacturers have made reformulations that improved the nutrient density of their products.1
The global breakfast cereals market is expected to see a growth rate of 4.8 percent through 2025, taking into account market factors, such as the impact of COVID-19 and a potential economic slowdown, according to research conducted by Advanced Market Analytics (AMA). 2 High demand for packaged cereals coupled with increasing awareness about the importance of eating a healthy breakfast is driving growth for the breakfast cereals market. 2
In turn, whole-grain cereals increasingly have been adopted by consumers worldwide. 2 In the United Kingdom, breakfast cereal manufacturers have committed to helping consumers eat more fiber and whole grains along with reducing sugar and maintaining lower levels of salt.3 They have also pledged to advertise responsibly and to make it easier for consumers to understand the nutritional content of their products. 3 Already UK cereal manufacturers had cut added salt by 63.5 percent during the last two decades. 3
Rising demand for organic breakfast cereals also is driving market growth globally. 4 Many organic cereals are made from a few simple-to-understand ingredients, such as sea salt and ancient and heritage grains.1 With the label-friendly movement, Cargill understands how formulating with sea salt can further drive sales of breakfast cereal products that are appealing to consumers.