Ready-to eat breakfast cereals dominate the whole market owing to the convenience solution it offers to the consumers. The market is mostly driven by the consumers having busy lifestyle as these are the processed grain formulations suitable for consumption without further cooking. Whole grain based ready-to-eat cereals are leading the market owing to the value-addition in terms of micronutrients in these products. Also, the leading companies are trying to blend organic and healthy ingredients in order to boost the sales of breakfast cereals. For instance, in 2015, Back to the Roots launched Organic Stoneground Flakes and Pacific Foods, US condiments and soup maker launched its first breakfast offering with organic steel cut oatmeal. Also, the manufacturers are also utilizing traditionally grown cereal grains such as quinoa to create innovation in breakfast cereal products. For instance, Quinoa Crack offers a quinoa-based gluten free, super snacking solution.

In Asia-Pacific region, China dominates the market contributing the maximum market share, followed by Japan and Australia. This is due to the change in breakfast cereals consumption pattern and inclination towards healthier products. Also, increased adoption of western lifestyle has paired the driving factors of the market sales. Product development of low carb, high fiber, multigrain and fortified Breakfast Cereals that appeal to health-conscious consumers have triggered the market growth. For instance, in January 2015, thinkThin® launched Protein & Fiber Hot Oatmeal and in November 2018, Kellogs launched new cereal “HI! Happy Inside” that consists of fibers, prebiotics and probiotics and is specially designed to support the digestive wellness. Expanding retail distribution channel is another factor expanding sales in rural and relatively small cities.