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Breakfast Cereals in the Netherlands

Publisher Euromonitor International
Published Nov 14, 2025
Length 21 Pages
SKU # EP20589523

Description

Breakfast cereals in the Netherlands achieved solid current value growth in 2025, although volume sales remained largely stable. The category continued to face a challenging reputation around high sugar content, which has made many consumers more cautious in their purchasing decisions. Established brands such as Quaker and Kellogg’s sought to counter this by reformulating products and launching lower sugar or no added sugar variants, yet consumer scepticism persisted. Rising costs of key ingredi...

Euromonitor International's Breakfast Cereals in Netherlands report offers in-depth knowledge of the market at a national level, providing local insight and understanding unavailable elsewhere. In addition to the latest retail sales data 2020-2024, it identifies the leading companies, brands and retail outlets, and assesses the key trends and demographic shifts behind consumer demand and sales growth. How key trends such as health and wellness, sustainability and recovery from the pandemic are currently shaping the market along with prospects for the next five years, clearly indicating how the market is expected to change.

Product coverage: Hot Cereals, RTE Cereals.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?
* Get a detailed picture of the Breakfast Cereals market;
* Pinpoint growth sectors and identify factors driving change;
* Understand the competitive environment, the market’s major players and leading brands;
* Use five-year forecasts to assess how the market is predicted to develop.

Table of Contents

21 Pages
Breakfast Cereals in the Netherlands
Euromonitor International
November 2025
List Of Contents And Tables
BREAKFAST CEREALS IN THE NETHERLANDS
KEY DATA FINDINGS
2025 DEVELOPMENTS
Premiumisation offsets volume stagnation as sugar concerns persist
INDUSTRY PERFORMANCE
Consumers question health credentials but still value convenience
Muesli and granola outperform traditional flakes amid health redefinitions
WHAT’S NEXT?
Gradual recovery expected as perception of health improves
Functional benefits drive next wave of innovation
Sports nutrition brands intensify competitive pressure
COMPETITIVE LANDSCAPE
Established leaders face stagnation amid image challenges
Holie Foods disrupts the category with health-first positioning
CHANNELS
Supermarkets consolidate dominance with diversified assortments
E-commerce strengthens as consumers embrace convenience
CATEGORY DATA
Table 1 Sales of Breakfast Cereals by Category: Volume 2020-2025
Table 2 Sales of Breakfast Cereals by Category: Value 2020-2025
Table 3 Sales of Breakfast Cereals by Category: % Volume Growth 2020-2025
Table 4 Sales of Breakfast Cereals by Category: % Value Growth 2020-2025
Table 5 NBO Company Shares of Breakfast Cereals: % Value 2021-2025
Table 6 LBN Brand Shares of Breakfast Cereals: % Value 2022-2025
Table 7 Distribution of Breakfast Cereals by Format: % Value 2020-2025
Table 8 Forecast Sales of Breakfast Cereals by Category: Volume 2025-2030
Table 9 Forecast Sales of Breakfast Cereals by Category: Value 2025-2030
Table 10 Forecast Sales of Breakfast Cereals by Category: % Volume Growth 2025-2030
Table 11 Forecast Sales of Breakfast Cereals by Category: % Value Growth 2025-2030
COUNTRY REPORTS DISCLAIMER
STAPLE FOODS IN THE NETHERLANDS
EXECUTIVE SUMMARY
Evolving consumer priorities reshape staple food consumption
KEY DATA FINDINGS
INDUSTRY PERFORMANCE
Affordability drives demand while health and authenticity gain prominence
Shifting eating habits redefine everyday consumption
WHAT’S NEXT?
Mature category poised for steady growth
Health and wellness trends reshape product development
Authenticity and private label to remain strong competitive forces
COMPETITIVE LANDSCAPE
Artisanal and private label products dominate the market landscape
Authenticity and cultural specialisation underpin brand success
CHANNELS
Supermarkets remain central to staple food retailing
Discounters gain further ground amid affordability concerns
MARKET DATA
Table 12 Sales of Staple Foods by Category: Volume 2020-2025
Table 13 Sales of Staple Foods by Category: Value 2020-2025
Table 14 Sales of Staple Foods by Category: % Volume Growth 2020-2025
Table 15 Sales of Staple Foods by Category: % Value Growth 2020-2025
Table 16 NBO Company Shares of Staple Foods: % Value 2021-2025
Table 17 LBN Brand Shares of Staple Foods: % Value 2022-2025
Table 18 Penetration of Private Label by Category: % Value 2020-2025
Table 19 Distribution of Staple Foods by Format: % Value 2020-2025
Table 20 Forecast Sales of Staple Foods by Category: Volume 2025-2030
Table 21 Forecast Sales of Staple Foods by Category: Value 2025-2030
Table 22 Forecast Sales of Staple Foods by Category: % Volume Growth 2025-2030
Table 23 Forecast Sales of Staple Foods by Category: % Value Growth 2025-2030
COUNTRY REPORTS DISCLAIMER
SOURCES
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