The fashion for a healthy lifestyle is leading to an increased demand for breakfast cereals and snacks containing natural and healthy ingredients for humans, i.e.. healthy snacks. These include granola, a natural cereal in breakfast cereals.
Based on statistics, economic and welfare recovery, increase in the minimum wage and employment have led to changes in the habits of Ukrainians. Consumer interest in healthy eating has increased, especially in large cities where the active population has higher incomes and is loyal to breakfast cereals.
Prospects for the development of breakfast cereals in Ukraine
The future of breakfast cereals in the forecast period will depend on changes in the life rhythm of Ukrainians. Consumers in large cities will remain the most loyal buyers of breakfast cereals, while most rural residents will continue to ignore the existence of these products and consume cheaper homemade breakfast cereals. Muesli, granola and baby breakfast cereals will show the most growth. Consumers will continue to see these products as good for the body, to follow healthy trends.
Television will remain the primary channel for advertising breakfast cereals, although the influence of social media on teens and young adults – the 17-30 year old audience – is expected to increase. At this stage, the most active social media users are becoming more interested in healthy eating and dieting.
Read also: Cereal market research: production and consumption, current prices
Further development of products with additional ingredients is predicted: oatmeal, dried fruits, seeds, new flavors. The positive image of muesli, granola, children’s breakfast cereals presented in social networks and the Internet in Ukraine will also help to increase the value of these products.
Source: Ukrgosstat
Breakfast cereals – audience, buying situation, market trends in Ukraine
Statistically, breakfast cereals are mostly consumed by women. People living in cities of 500+ thousand inhabitants are leading the way in purchases. Shaped products are bought by people aged 18 to 29, while cereals, pads, granola and crunches are bought by an audience of 30 to 39 year olds.
Source: Ukrgosstat
Breakfast cereal shoppers have high and above average incomes. More often than not, they are concerned about their health or they have children. Sweet cereal is popular among middle- and upper-income consumers. Granola is purchased by the high-income consumer.
Generalized portrait of the target audience – active and modern family men, residents of large cities. They pay attention to the price-quality ratio, learn about new products on the market through advertising in social networks, and less often – on TV.
- Are socially responsible and prioritize health and family issues. They love order and making successful purchases.
- They shop in supermarkets close to where they live or work, less often in hypermarkets when buying for a week in advance.
As we mentioned above, the trend towards a healthy lifestyle is an important factor. Consumers are willing to change their diet and habits to feel better. This affects the approach to food choices, including breakfast cereals.
A corollary from healthy lifestyle trends is a list of products that the target audience tries to avoid – containing harmful additives. That’s why natural products labeled “gluten free,” “organic,” “eco,” etc. are on trend.
Flavoring additives (aka flavorings, flavor enhancers), artificial preservatives and antibiotics/hormones (contained in meat) are among the top most undesirable additives that the target audience will not purchase. Dyes and GMOs are not as perceived, but their presence in a product is undesirable for a successful marketing campaign.
Results of the research of the breakfast cereals market in Ukraine
The granola and breakfast cereals market in Ukraine is developing rapidly. Healthy snacking is keeping up with healthy eating trends and reaching a growing audience. In the near future it is expected to expand the lines of Ukrainian brands and gradually replace imported products with domestic ones.
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