Health consciousness drives lightning breakfast cereals growth

Hot cereals including oats, oat bran and wheat bran have been growing quickest due to a prevailing preference for hot breakfasts in India, according to Research & Markets, which compiled the study.

With its greater level of urbanisation and higher incomes, the west of India had the biggest market share, followed by northern and southern states. Cereal consumers are largely urbanites. 

On the whole, manufacturers tend to promote ranges that appeal separately to kids, adults and the entire family, the market researcher said. 

Cornflake-type cereals dominate market share, followed by oats and muesli, which are growing much faster than conventional cereals as people become more health conscious. 

Awareness of cardiovascular diseases, diabetes and obesity is a significant contributor to the growth of breakfast cereal, with many doctors and nutritionists, in the home and in the consultation room, recommending brands for breakfast.

This is something manufacturers assiduously support and are happy to play the health card whenever possible, again contributing to the segment’s growth.