The Cereal Flakes Market is the niche in the breakfast cereal industry comprising the processed grains materials made in form of thin and brittle flakes. Usually produced out of corn, wheat, rice, oats, or multigrain mixtures, cereal flakes are mostly taken as first-course products, but they might be incorporated into snacks and desserts as well. Cereal flakes are generally enriched with e-vitamins and e-minerals and may be sweetened, and/or flavored to suit many age groups.
The goal of the cereal flakes market is to offer a rich nutrient obstinate, convenient and ready breakfast choice to the consumers which satisfies the preferences of the consumers which keep changing. The growing rate of urbanization, the fast pace of lifestyles and the need to consume healthier foodstuff has attributed broadly to the popularity of cereal flakes globally. Flavor, Ingredient and Packaging Innovation are Providing the Brands the Potential to Support Health-Conscientious, Gluten Intolerant and Sugar-Sensitive Consumers - thus Global Pantry Staple Healthy Corn-Based Breakfast Cereal Flakes.
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Market Drivers
1.Growth in Demand of Convenience and Ready-to-Eat Breakfast foods
Contemporary consumers are demanding convenient, readymade foods with no reduction of nutrients. This paradigm change in life has fast-tracked ready to eat cereal flakes in the morning, particularly, on the working professionals, students and parents. The solution is to use cereal flakes: all it takes is to pour milk or yogurt to it and go. They last long on the shelves and need very less preparation, which makes them extra attractive among the urban and semi-urban populations.
2. Increasing Health / Nutrition-Centric Consumer Trend
There has also been an emerging trend in the higher emphasis of the choice of health among consumers of high-fiber, low-sugar and whole-grain food products. This has led to an ever-increasing demand in high-fiber multigrain cereal flakes to control weight and low-sugar fortification cereal flakes to children. This is prompting brands to come up with products which carry added nutrients such as iron, B-vitamins and calcium. Clean-label movement has also forced manufacturers to cut down the use of additives and artificial flavoring to use natural and organic ingredients.
Product Type Segment Analysis: Corn
Of all the grain varieties, the corn derived cereal flakes reign the shelves of the stores owing to its light flavor, broad appeal, and low cost. Corn flakes are foods that have been used household food material in decades and to date they are preferred because of their light feel and ability to fit in any given age. Gluten Free Corn flakes are becoming especially popular as the healthiest breakfasts that were boosted by the growing number of diagnosed cases of gluten intolerance and celiac. Also, corn is cost-efficient in terms of manufacture and goes well with sweet or salty taste.
Flavor Segment Analysis: Honey
Honey-flavored cereals flakes are undergoing consistent expansion as the customers are turning more to natural sweeteners instead of pure sugars. Honey, which is used to sweeten the cereal, also contains a perceived healthy quotient and as such is more favored by parents purchasing cereal with the children. Healthy breakfast with kids honeys corn flakes and natural honey-coated multigrain flakes are becoming a well marketed product in the developed as well as the emerging market. The popularity of honey as a flavor variant can also be explained by the tendency toward wellness since the product is associated with immune-strengthening and antioxidant effects.
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Regional Analysis: North America and Europe
In the North American market cereal flakes are a mature market that is still innovative through product diversification. United States and Canada are the top consumers of cereal per capita. Product development is being influenced by the growing demand of low-sugar Organic cereal flakes in the U.S. and preference to plant-based and vegan products. Brands too are using nostalgia and retro packaging to connect with elderly consumers.
European market is conventionally based on both tradition and innovation. In the case of such countries as UK, Germany and France, there is high demand of high fiber, wholegrain cereal flakes to boost digestive health. Europe consumers are sensitive to clean-label merchandise, eco-friendly supply, and functionality foods. Either local brands or multinationals are swelling portfolios with organic, sugar-free and protein-enriched food, all of which meet EU food safety standards.
Competitive Landscape and Industry Players
The international cereal flakes industry is a competitive market of legacy brands and up and coming health-conscious startups. The strategies being adopted by the major players to achieve the above include the introduction of new flavor, celebrities’ endorsement, sustainable packaging and acquisition of new markets by venturing into emerging economies. Online stores and own labeling in the supermarkets play a significant role as well in terms of product availability and visibility.
Key Industry Players:
• Kellogg’s
• Nestlé S.A. (via Cereal Partners Worldwide with General Mills)
• Post Holdings, Inc.
• PepsiCo, Inc. (Quaker)
• Bagrry’s India Ltd.
• Nature’s Path Foods
• B&G Foods (Malt-O-Meal)
• Weetabix Limited
• Hain Celestial Group
The competitors in these businesses are competing based on innovation, prices, nutritional improvement, and clean-label transparency. Three trending ideas incorporate modelling non-GMO cereal flakes and selling to health conscious or fitness-oriented adults, using ingredients of plant-based origins, and flavour localization to the needs of regional preferences. Competitive differentiation also has a big role in terms of sustainability, ingredient traceability, and digital marketing.
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