"Overall average retail prices were rising between 2010 and 2013 but owing to the rise in popularity of the discount supermarkets and bargain stores there has been deflation in the market over the last two years. Consumers’ breakfast habits are changing, with a wider variety of foods available, providing enticement away from the traditional breakfast of cereal/porridge and toast."
- Amy Price, Senior Food & Drink Analyst
This report discusses the following key topics:
Catering to the more adventurous breakfast eater should help to stem the decline in sales Interest in fortification and tummy health provides an incentive to NPD and communication around these issues A greater adoption of alternatives such as stevia could alleviate concerns on sugar