I keep a close eye in the breakfast cereals market since the early 2000s, when breakfast cereals were relatively underdeveloped as a category in Greece. Together with the growth of pasteurized / “fresh” milk, breakfast cereals grew vastly during the last decade riding on the global health & wellness trend in the food industry.

The category itself has a lot of great characteristics on shelf. The 3 things I particularly like in this category is that there is a pretty clear segmentation (kids / teens / family / muesli / adult / functional), there is room for innovation and experimentation (possibly the only way to differentiate in a category that would otherwise have been a commodity) and lastly there is plenty of available facing space to communicate on pack.

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