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Breakfast Cereals in New Zealand

Publisher Euromonitor International
Published Nov 25, 2025
Length 24 Pages
SKU # EP20638971

Description

Breakfast cereals in New Zealand continued to evolve in 2025 as consumers balanced tightening household budgets with rising expectations around nutrition, ingredient transparency and the suitability of packaged foods for everyday health. The category’s steady performance was underpinned by a gradual but pronounced shift toward products perceived as less processed, lower in sugar and better aligned with holistic wellness. Many households reconsidered the role of traditional cereals in their morni...

Euromonitor International's Breakfast Cereals in New Zealand 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

24 Pages
Breakfast Cereals in New Zealand
Euromonitor International
November 2025
List Of Contents And Tables
BREAKFAST CEREALS IN NEW ZEALAND
KEY DATA FINDINGS
2025 DEVELOPMENTS
Health redefinition, affordability pressures and evolving breakfast habits reshape overall category direction
INDUSTRY PERFORMANCE
Shift toward functional, allergy-friendly and cleaner-label cereals supports steady value expansion
Portfolio restructuring intensifies as manufacturers prioritise core brands and respond to changing breakfast routines
WHAT’S NEXT?
Functional innovation and nutritional repositioning expected to sustain category value despite modest volumes
Health and wellness positioning becomes central to innovation as demand rises for cleaner, nutrient-dense cereals
Regulatory debates around agricultural inputs highlight growing tensions between food safety assurance and sustainability goals
COMPETITIVE LANDSCAPE
Kellanova reinforces leadership through high-protein innovation and stronger health positioning
Sanitarium pivots toward core brands as demand for portable and functional breakfast formats accelerates
CHANNELS
Supermarkets strengthen category presence through wellness-led merchandising and expanded free-from ranges
E-commerce gains traction as rapid delivery, digital visibility and convenience drive occasional cereal purchases
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 NEW ZEALAND
EXECUTIVE SUMMARY
Economic pressures, shifting dietary priorities and evolving retail strategies shape performance in 2025
KEY DATA FINDINGS
INDUSTRY PERFORMANCE
Health, naturalness and sustainability reshape expectations of everyday staples
Retailers expand curated free-from and plant-forward assortments to support conscious shopping
Reassessment of plant-based credentials shifts focus from hype to authenticity and quality
WHAT’S NEXT?
Steady growth outlook supported by economic recovery, home-cooking habits and value-seeking behaviour
Innovation will centre on wellness, functionality and credible sustainability
Private label expansion and evolving retail strategies will reshape competition and channel dynamics
COMPETITIVE LANDSCAPE
Goodman Fielder reinforces leadership through portfolio breadth, health positioning and brand revitalisation
Foodstuffs capitalises on private label strength and value positioning amid cost-of-living pressures
CHANNELS
Supermarkets remain dominant but face mounting scrutiny and pressure for structural reform
E-commerce grows gradually as retailers refine delivery models and consumers weigh cost versus convenience
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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