• Login
    • Join
  • FOLLOW:
  • Subscribe Free
    • Magazine
    • eNewsletter
    Checkout
    • Magazine
    • News
    • Exclusives
    • Nutraceuticals
    • Markets
    • Health
    • Jobs
    • Events
    • Buyers' Guide
    • Showcases
    • More
  • Magazine
  • News
  • Exclusives
  • Nutraceuticals
  • Markets
  • Health
  • Jobs
  • Events
  • Buyers' Guide
  • Showcases
  • Current & Past Issues
    Features
    Columns
    Editorials
    Digital Edition
    Subscribe Now
    Advertise Now
    eNewsletter
    Editorial Guidelines
    Top Features
    Health Products Association - China Executive Director Reflects on Market Dynamics, Challenges

    Blood Sugar Management: Personalized Testing Drives Home The Need for Early Intervention

    New and Evolving Formulation Options Must Be Mindful of Blood Sugar Maintenance

    Tapping Functional Beverages to Meet Modern Wellness Needs

    Adaptogens: Where Ancient Remedies Meet Modern Wellness Products
    Breaking News
    Certifications, Approvals and Patents
    Exclusives
    Industry & Market News
    People
    Products
    Regulatory
    Research
    Supplier News
    Supplier Insights
    Live From Shows
    Top News
    CRN Announces New Staff Appointments

    Food Supplements Europe: Most Consumers Use Dietary Supplements Safely

    True Westfjords Launches Dropi Cod Liver Oil Tonic

    Alkemist Labs Warns About Missing Components to Pesticide Testing

    Boswellia and Bengal Quince Fruit Extract Blend Linked to Respiratory Benefits
    Exclusives
    Blogs & Guest Articles
    Health E-Insights
    Area Code 420
    eBook
    Antioxidants
    Dairy-Based Ingredients
    Enzymes
    Fatty Acids
    Fiber & Carbohydrates
    Green Foods
    Herbs & Botanicals
    Marine Nutraceuticals
    Minerals
    Omega 3s
    Probiotics & Prebiotics
    Proteins, Peptides, Amino Acids
    Sweeteners
    Vitamins

    True Westfjords Launches Dropi Cod Liver Oil Tonic

    Alkemist Labs Warns About Missing Components to Pesticide Testing

    Boswellia and Bengal Quince Fruit Extract Blend Linked to Respiratory Benefits

    Largest Cannabinoids Trial to Date Yields Positive Findings on Pain Management

    Kensing Acquires Vitae Naturals
    Consumer Trends
    Contract Manufacturing
    Cosmeceuticals / Nutricosmetics
    Delivery & Dosage Technologies
    Dietary Supplements
    Flavors & Colors
    Functional Foods & Beverages
    Healthcare Trends
    Medical Nutrition
    Mergers & Acquisitions
    Natural/Organic
    Nutrition Bars
    Packaging
    Pet Nutraceuticals
    Quality & Safety
    Regulations
    Research
    Testing
    World Markets

    CRN Announces New Staff Appointments

    Food Supplements Europe: Most Consumers Use Dietary Supplements Safely

    True Westfjords Launches Dropi Cod Liver Oil Tonic

    ODSP Director Cara Welch Discusses Agency Priorities

    Alkemist Labs Warns About Missing Components to Pesticide Testing
    Bone & Joint Health
    Cancer Risk
    Cardiovascular Health
    Cognitive Function
    Diabetes & Blood Sugar Management
    Digestive Health
    Energy
    Eye Health
    Healthy Aging
    Immune Function
    Infant & Children's Health
    Inflammation
    Men's Health
    Mood Health & Sleep
    Oral Health
    Sexual & Reproductive Health
    Skin Health
    Sports Nutrition
    Weight Management/Weight Loss
    Women's Health

    Boswellia and Bengal Quince Fruit Extract Blend Linked to Respiratory Benefits

    Younger Consumers Drive Growing Demand for Ingestible Beauty and Skin Care Products

    Lynside® Forte B offers full range of B-vitamin benefits with nutritional yeast

    CoQ10 and Royal Jelly Supplementation May Improve High Intensity Exercise

    Shiitake Mushroom Extract Appears Helpful in HPV Infections
    Industry Events
    Live From Show Events
    Webinars
    All Companies
    Categories
    Trade Associations
    Company Capabilities
    International Buyers Guide Companies
    Gencor

    Bioactive Resources

    Bioenergy Life Science, Inc. (BLS)

    PhytoGaia Inc

    Aiya America, Inc. (Aiya Matcha)
    Companies
    Product Releases
    News Releases
    Literature / Brochures
    White Papers
    Jobs
    VIdeos
    Services
    Add New Company
    International Buyers Guide Companies
    Gencor

    Bioactive Resources

    Bioenergy Life Science, Inc. (BLS)

    PhytoGaia Inc

    Aiya America, Inc. (Aiya Matcha)
    • Magazine
      • Current / Back Issue
      • Features
      • Editorial
      • Columns
      • Digital Edition
      • eNewsletter Archive
      • Editorial Guidelines
      • Subscribe Now
      • Advertise Now
    • Breaking News
    • Buyers' Guide
      • All Companies
      • Categories
      • Trade Associations
      • Company Capabilities
    • Nutraceuticals
      • Antioxidants
      • Dairy-Based Ingredients
      • Enzymes
      • Fatty Acids
      • Fiber & Carbohydrates
      • Green Foods
      • Herbs & Botanicals
      • Marine Nutraceuticals
      • Minerals
      • Omega 3s
      • Probiotics & Prebiotics
      • Proteins, Peptides, Amino Acids
      • Sweeteners
      • Vitamins
    • Markets
      • Consumer Trends
      • Contract Manufacturing
      • Cosmeceuticals / Nutricosmetics
      • Delivery & Dosage Technologies
      • Dietary Supplements
      • Flavors & Colors
      • Functional Foods & Beverages
      • Healthcare Trends
      • Medical Nutrition
      • Mergers & Acquisitions
      • Natural/Organic
      • Nutrition Bars
      • Packaging
      • Pet Nutraceuticals
      • Quality & Safety
      • Regulations
      • Research
      • Testing
      • World Markets
    • Health
      • Bone & Joint Health
      • Cancer Risk
      • Cardiovascular Health
      • Cognitive Function
      • Diabetes & Blood Sugar Management
      • Digestive Health
      • Energy
      • Eye Health
      • Healthy Aging
      • Immune Function
      • Infant & Children's Health
      • Inflammation
      • Men's Health
      • Mood Health & Sleep
      • Oral Health
      • Sexual & Reproductive Health
      • Skin Health
      • Sports Nutrition
      • Weight Management/Weight Loss
      • Women's Health
    • Online Exclusives
    • Webinars
    • Slideshows
    • Blogs & Guest Articles
    • Health E-Insights
    • Videos
    • Podcasts
    • Infographics
    • eBook
    • Whitepapers
    • Research
      • TrendSense
      • Monograph Center
      • White Papers
      • Research News
    • Jobs
    • Events
      • Industry Events
      • Live From Show Events
      • Webinars
    • Supplier Showcases
      • Companies
      • Product Releases
      • News Releases
      • Literature / Brochures
      • White Papers
      • Jobs
      • VIdeos
      • Services
    • About Us
      • About Us
      • Contact Us
      • Advertise With Us
      • Privacy Policy
      • Terms of Use
    Blog

    Keys to Success in Breakfast Foods: Nutrition & Convenience

    Ancient grains, clean labels, gluten-free options and convenient, on-the-go products appeal to today’s consumers.

    Keys to Success in Breakfast Foods: Nutrition & Convenience
    Related CONTENT
    • Fiber Market Rising with Attention to Digestion, Gut Health Connection
    • Indulgent Flavors More Popular At Breakfast Time, Innova Market Insights Reports
    • Refined Grains Linked to Heart Attack Risk, Early Death
    • Global Overview of Naturally Healthy Beverages
    • Jeff Harmening Named CEO of General Mills
    Maria Mascaraque, Health and Wellness Associate, Euromonitor International10.03.16
    Breakfast cereals alongside bread toasts are commonly consumed as part of the morning meal in developed countries. In the case of breakfast cereals, however, they have been suffering from an unhealthy perception due to a number of campaigns about their high sugar content. Action on Sugar in the U.K. has recently put them in the firing line, presenting a survey highlighting the startling sugar content of many popular brands, including the likes of Kellogg's Frosties, which contains 37 grams of sugar per 100 grams.

    To combat this perception, manufacturers are focusing on key trends to revive the category, following the lead set in bread. Ancient grains, clean labels, gluten-free options and development of convenient, on-the-go products have emerged as the way forward.

    In the Footsteps of Ancient Grains Bread
    Breakfast cereals are following the ancient grains trend in an attempt to shift their perception of unhealthiness. Kellogg Co, the global leading player in the breakfast cereal category, with 28% of the global market in 2015, has hopped on the bandwagon. In January 2016 the company launched its new Ancient Legends range in the U.K., which contain spelt, rye or quinoa, combined with almonds, sultanas, cranberries and seeds (pumpkin, flax, sunflower or chia seeds). This brand is similar to the Origins cereals launched by the company in the U.S. in the summer of 2015, following General Mills' launch of Cheerios Ancient Grains in January of the same year.

    This trend is also fueling the extraordinary performance of NH high-fiber breakfast cereals, which was the fastest-growing category globally within HW breakfast cereals in the review period (2010-2015), with $449 million growth in absolute terms.

    The future continues to appear bright; in April 2016, another major player, PepsiCo, launched a couple of new supergrain-based breakfast products under its Quaker brand in the U.S. Its new Quaker Supergrain Instant Hot cereal includes oats, barley, rye, flax and quinoa, while its new Real Medleys Supergrains Granola is a blend of oats, wheat, flax seeds, quinoa, sunflower seeds, amaranth and barley. The numerous product developments including ancient grains make clear that a niche market has gone mainstream, being far more accessible for consumers. Euromonitor International expects NH high-fiber breakfast cereals to grow by another 8% in 2015-2020.

    Gluten-Free Fuels Breakfast Cereals Performance
    The gluten-free trend has already moved to breakfast cereals as well. Although in value terms they were worth $303 million, accounting for just 1% of global HW breakfast cereals sales in 2015, they grew by an impressive 79% in the review period (2010-2015) and it was the second fastest-growing HW breakfast cereal category, with $134 million in absolute terms. This growth was fueled by developed countries, mainly the U.S., Australia and the U.K.

    Major brand owners have already developed gluten-free variants within their breakfast cereal portfolios. Gluten Free Corn Flakes from Nestlé has been in the Western European market since November 2014, followed by the gluten-free Special K variant launched by Kellogg Co in the U.S. in January 2015. General Mills has also joined the trend and launched its new gluten-free Cheerios in September 2015 in the U.S.

    Success of Clean Label
    The increasing desire for natural and sustainable products is also shown in breakfast cereals. Clean-labeled breakfast cereals were worth $3 billion in 2015, with labels claiming "no artificial colors" and "no artificial flavors" delivering $2 billion sales each. This is in line with major brands' ethics; for instance, General Mills has committed to removing artificial flavors and colors from all of its U.S. retail cereal by 2017, expecting that 90% of the portfolio will meet that goal by the end of 2016.

    Convenience in the Spotlight
    Nowadays, convenience is key for the morning meal. Working people in the developed world are rushing around, creating a need to develop portable options that can be eaten on the go, which also fit the desires of Millennials.

    Snack bars are already filling that gap and are widely consumed for breakfast. Within the HW variants, valued at $11 billion in 2015, NH granola bars and FF energy and nutrition bars are the ones accounting for the majority of the global market, with 37% and 32%, respectively. However, there are other offerings in this convenience-seeking landscape, like the breakfast buns "Tip Top Grab'n Go Fruit & Fibre" launched in Australia in 2014, described as quick and handy snack-sized buns that can be heated in the microwave, or the instant oatmeal pouch applied to Quaker Supergrains Instant Hot Cereals, which combines the ancient grains trend and convenient packaging.

    Getting back to snack bars, the ancient grains movement is also penetrating this category, with a mainstream player like PepsiCo having Quinoa Chocolate Nut Medley Granola Bars under its Quaker name, it is likely that other leading companies will launch new products in this line to compete. Gluten-free snack bars are also popular, with companies like Kind Holding Limited having this claim in its nut and fruit bars or Kellogg's Chewy Nut Bars also being considered as gluten-free options.


    For further insight contact Maria Mascaraque, Associate Health and Wellness at Euromonitor International, at maria.mascaraque@euromonitor.com.
    Related Searches
    • Nutrition Bars & Snacks
    • Natural/Organic
    • Consumer Trends
    • Functional Foods & Beverages
    Related Knowledge Center
    • Functional Foods & Beverages
    • Nutrition Bars & Snacks
    • Natural/Organic
    Suggested For You
    Fiber Market Rising with Attention to Digestion, Gut Health Connection Fiber Market Rising with Attention to Digestion, Gut Health Connection
    Indulgent Flavors More Popular At Breakfast Time, Innova Market Insights Reports Indulgent Flavors More Popular At Breakfast Time, Innova Market Insights Reports
    Refined Grains Linked to Heart Attack Risk, Early Death Refined Grains Linked to Heart Attack Risk, Early Death
    Global Overview of  Naturally Healthy Beverages Global Overview of Naturally Healthy Beverages
    Jeff Harmening Named CEO of General Mills Jeff Harmening Named CEO of General Mills
    Kellogg Company Names Fareed Khan CFO Kellogg Company Names Fareed Khan CFO
    Personalized Nutrition Represents Next Big Growth Opportunity Personalized Nutrition Represents Next Big Growth Opportunity
    Natural & Organic Retail Foods and Beverage Market Reaches $69 Billion Natural & Organic Retail Foods and Beverage Market Reaches $69 Billion
    Study Suggests Bread with Ancient Grains May Benefit Heart Health Study Suggests Bread with Ancient Grains May Benefit Heart Health
    Kellogg Establishes Venture Capital Fund Kellogg Establishes Venture Capital Fund
    General Mills Partners with Organic Valley to Expand Organic Dairy Farms General Mills Partners with Organic Valley to Expand Organic Dairy Farms
    Kite Hill Closes $18 Million Funding Round Kite Hill Closes $18 Million Funding Round
    Cereal Sales Continue to Slump Cereal Sales Continue to Slump
    Power To The People Power To The People
    General Mills To Double Organic Acreage Sourcing General Mills To Double Organic Acreage Sourcing

    Related Features

    • Consumer Trends | Dietary Supplements | Digestive Health | Fiber & Carbohydrates | Functional Foods & Beverages | Healthcare Trends
      Fiber Market Rising with Attention to Digestion, Gut Health Connection

      Fiber Market Rising with Attention to Digestion, Gut Health Connection

      Recognizing that the microbiome has broad influence over health, fiber and prebiotics are gaining momentum.
      By Sean Moloughney, Editor 10.08.21

    • Breaking News | Consumer Trends | Dairy-Based Ingredients | Fiber & Carbohydrates | Flavors & Colors | Functional Foods & Beverages | Industry & Market News | Natural/Organic | Nutrition Bars & Snacks | Sweeteners | World Markets
      Indulgent Flavors More Popular At Breakfast Time, Innova Market Insights Reports

      Indulgent Flavors More Popular At Breakfast Time, Innova Market Insights Reports

      Flavors inspired by the bakery category once typically reserved for snacks and desserts are now seeing significant growth in a range of breakfast foods.
      Mike Montemarano, Associate Editor 05.19.21

    • Breaking News | Cardiovascular Health | Diabetes & Blood Sugar Management | Fiber & Carbohydrates | Functional Foods & Beverages | Medical Nutrition | Research | Research News
      Refined Grains Linked to Heart Attack Risk, Early Death

      Refined Grains Linked to Heart Attack Risk, Early Death

      A global study involving low, middle, and high-income countries revealed a significant association.
      Mike Montemarano, Associate Editor 02.26.21


    • Consumer Trends | Functional Foods & Beverages | Healthcare Trends | Herbs & Botanicals | Natural/Organic | Regulations | World Markets
      Global Overview of  Naturally Healthy Beverages

      Global Overview of Naturally Healthy Beverages

      Euromonitor outlines key trends in a crowded and competitive market for health-positioned drinks.
      By Hope Lee, Senior Beverages Analyst, Euromonitor International 06.02.17

    • Breaking News | People News

      Jeff Harmening Named CEO of General Mills

      Ken Powell to continue as Chairman of the Board until retirement.
      05.04.17

    Loading, Please Wait..
    Trending
    • High Blood DHA Levels Linked To 49% Reduced Risk Of Alzheimer’s
    • Three Grams Of Omega-3s May Be Optimal Dose For Reducing Blood Pressure
    • CoQ10 And Royal Jelly Supplementation May Improve High Intensity Exercise
    • Oregon Files Lawsuit Against GNC
    • First Day Life Shuts Down Children's Behavioral, Cognitive Health Claims Following Challenge
    Breaking News
    • MycoTechnology Debuts Plant Proteins Derived from Mycelial Fermentation
    • CRN Announces New Staff Appointments
    • Food Supplements Europe: Most Consumers Use Dietary Supplements Safely
    • True Westfjords Launches Dropi Cod Liver Oil Tonic
    • Alkemist Labs Warns About Missing Components to Pesticide Testing
    View Breaking News >
    CURRENT ISSUE

    June 2022

    • Tapping Functional Beverages to Meet Modern Wellness Needs
    • Adaptogens: Where Ancient Remedies Meet Modern Wellness Products
    • New and Evolving Formulation Options Must Be Mindful of Blood Sugar Maintenance
    • Health Products Association - China Executive Director Reflects on Market Dynamics, Challenges
    • Blood Sugar Management: Personalized Testing Drives Home The Need for Early Intervention
    • View More >

    Cookies help us to provide you with an excellent service. By using our website, you declare yourself in agreement with our use of cookies.
    You can obtain detailed information about the use of cookies on our website by clicking on "More information”.

    • About Us
    • Privacy Policy
    • Terms And Conditions
    • Contact Us

    follow us

    Subscribe
    Nutraceuticals World

    Latest Breaking News From Nutraceuticals World

    CRN Announces New Staff Appointments
    Food Supplements Europe: Most Consumers Use Dietary Supplements Safely
    True Westfjords Launches Dropi Cod Liver Oil Tonic
    Coatings World

    Latest Breaking News From Coatings World

    The ChemQuest Group Launches New Website
    AkzoNobel to Acquire Lankwitzer Lackfabrik’s Aluminum Wheel Liquid Coatings Business
    Waterborne Symposium Issues 2023 Call for Papers
    Medical Product Outsourcing

    Latest Breaking News From Medical Product Outsourcing

    Royal Philips Teams Up with Biodesix
    Cagent Vascular Expands Angioplasty Balloon Portfolio
    Orchestra BioMed to Go Public in Merger, Partner with Medtronic
    Contract Pharma

    Latest Breaking News From Contract Pharma

    Evotec, Boehringer Ingelheim and BioMérieux Form Joint Venture
    Qualigen, Hande Sciences Partner to Scale-Up Mfg. for IND-Enabling Studies
    KBI Biopharma, Selexis Open State-of-the-Art Facility in Geneva
    Beauty Packaging

    Latest Breaking News From Beauty Packaging

    Arkay Receives Platinum Rating in EcoVadis CSR Assessment
    Kevyn Aucoin Beauty To Launch Contour Eyeshadow Palettes
    Junoco Promotes #ToBeHuman Campaign
    Happi

    Latest Breaking News From Happi

    Azelis Signs Distribution Agreement with Seqens Advanced Cosmetics
    Talc-Free Eyeshadow Debuts from Kevyn Aucoin Beauty
    Jojoba Desert Achieves EcoVadis Gold Medal
    Ink World

    Latest Breaking News From Ink World

    BASF Venture Capital Invests in Climentum Capital’s First Fund
    JNS-SmithChem Acquires Tampa-Based Gulf Coast Chemical
    Quad Added to Membership of US Small-Cap Russell 2000 Index
    Label & Narrow Web

    Latest Breaking News From Label & Narrow Web

    Paper Resources rebrands as Pri+
    Rotocon debuts new logo
    Mark Andy to showcase digital transformation at Labelexpo ​​​​​​
    Nonwovens Industry

    Latest Breaking News From Nonwovens Industry

    Paper Excellence Group to Buy Resolute Forest Products
    Rose Baby Diaper Brand to Be Available in U.S.
    SWM, Neenah Complete Merger of Equals
    Orthopedic Design & Technology

    Latest Breaking News From Orthopedic Design & Technology

    No Revisions, Few Complications for Exactech's Total Ankle System
    SpineX Begins SCONE Clinical Trial
    First Patient Enrolled in BioRestorative Therapies' Chronic Lumbar Disc Disease Trial
    Printed Electronics Now

    Latest Breaking News From Printed Electronics Now

    NREL Scientists Explore How to Make PV Even Greener
    ams OSRAM Announces Closing of Sale of AMLS Business to Plastic Omnium
    Confidex’s Carrier Dual Delivers Shared RAIN RFID and NFC Memory

    Copyright © 2022 Rodman Media. All rights reserved. Use of this constitutes acceptance of our privacy policy The material on this site may not be reproduced, distributed, transmitted, or otherwise used, except with the prior written permission of Rodman Media.

    AD BLOCKER DETECTED

    Our website is made possible by displaying online advertisements to our visitors.
    Please consider supporting us by disabling your ad blocker.


    FREE SUBSCRIPTION Already a subscriber? Login