Breakfast Food Market - Growth, Trends, COVID-19 Impact, and Forecast (2022 - 2027)

The Breakfast Food Market is Segmented by Product Type (Cereals, Beverage, Snack Bars, Ready Meals, and Other Product Types), Distribution Channel (Hypermarkets/Supermarkets, Convenience Stores, Specialty Stores, Online Retailers, and Other Distribution Channels), and Geography (North America, Europe, Asia-Pacific, South America, and Middle-East and Africa). The report offers market size and forecast in USD million for the above segments.

Market Snapshot

Breakfast Food Market Share
Study Period: 2016 -2027
Base Year: 2021
Fastest Growing Market: Asia Pacific
Largest Market: North America
CAGR: 5.2 %
Breakfast Food Market Companies

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Market Overview

The breakfast food market is expected to witness a CAGR of 5.2% during the forecast period (2022-2027).

Due to the global lockdown as a pandemic measure, the habit of eating breakfast at home improved dramatically, as large restaurants and cafés were closed for an extended period of time. Growing health consciousness among consumers to build immunity during the COVID-19 outbreak led to increased demand for healthy breakfast cereals and snacks, which is expected to continue over the forecast period.

Customers are actively favoring more nutritious, quick breakfast diets due to the rising global health awareness. The market is expected to be driven by a rise in the number of fitness enthusiasts who seek nutritious foods daily, such as cereals and snack bars, during the forecast period. ​

Consumers worldwide consider instant breakfast cereals to be convenient and satisfying. Breakfast cereals’ flavor variants and their health-promoting properties are driving the overall market.

Scope of the Report

Breakfast is eaten primarily as the first meal of the day. The breakfast food market is segmented by product type, distribution channel, and geography. For each segment, the market sizing and forecast have been done based on value (USD million).

By Product Type
Snack Bars
Ready Meals
Other Product Types
By Distribution Channel
Convenience Stores
Specialist Stores
Online Retailers
Other Distribution Channels
By Geography
North America
United States
Rest of North America
United Kingdom
Rest of Europe
Rest of Asia-Pacific
South America
Rest of South America
Middle-East and Africa
South Africa
Saudi Arabia
Rest of Middle-East and Africa

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Key Market Trends

Rising Demand for Ready-to-eat Food in the Breakfast Food Market

Due to the growing trend of busy lifestyles in developed and developing countries, a tendency to skip morning meals has emerged, mainly led by the millennial generation. Customers' increasing understanding of the concept and the importance of having breakfast at the start of the day boosted the ready-to-eat food industry. Ready-to-eat foods are the nearest alternatives to traditional breakfast meals. The widespread consumer acceptance of such breakfast foods is expanding the ready-to-eat food category. In addition, advancements in packaging technology and innovative products in functional ingredients, convenience, and organic foods may generate future growth opportunities in the sector.

Breakfast Food Market Trends

The Dominance of Breakfast Food Items in North America

The demand for breakfast foods in the global market is dominated by North America, followed by Europe. Market expansion in the region is driven by excess production capacity, purchase behavior, and consumption patterns. For instance, one of the key players in the market, the US-based PepsiCo, entered the breakfast cereal market in 2001 via its ownership of Quaker Oats Company. It continues to take over the breakfast food market through creative partnerships like PepsiCo-Frito-Lay, thus maintaining its dominance in the market.

Manufacturers are also focused on the health and wellness trend in North America, with an emphasis on youths and the working class. Consumers' changing lifestyles, including smaller meals, are leading to an increase in breakfast food consumption, which is likely to drive the demand for snack bars, cereals, and other breakfast foods in the region.

Breakfast Food Market Analysis

Competitive Landscape

The breakfast food market is highly competitive with the presence of many regional and domestic players. It is entirely focused on business to consumers. Some of the major players in the market include The Kellogg Company, General Mills Inc., Nestle SA, and The Kraft Heinz Company. Leading manufacturers are focusing on expanding their revenue bases by embracing opportunities in emerging markets, such as Asia-Pacific and Middle-East and Africa. Omnichannel strategies are expected to yield the highest return on investment. However, mergers, expansions, acquisitions, partnerships, and new product developments are highlighted as strategic approaches key players use to increase their brand exposure among consumers.

Major companies like Nestle and Kellogg Company have substantially invested in digital advertising to promote consumer awareness among kids and adults about the benefits of consuming foods like oats and muesli to improve their health and fitness.

Recent Developments

In 2021, Magic Spoon, known for its innovative and delicious high-protein, keto-friendly cereals, added two new flavors to its original waffle. The two new protein cereal flavors are Maple Waffle, a classic morning recipe, and Cookies & Cream, a traditional dessert.

In 2021, General Mills launched a cereal based on the theme of the supernatural comedy movie Ghostbusters: Afterlife. The cereal is filled with bright orange crunchy pieces and white and green ghost-shaped marshmallows to give the themed food a spooky look.

In 2021, Kellogg India launched Froot Loops Under Breakfast Cereal Range. Kellogg’s Froot Loops have a delightful fruity flavor, a fruity scent, and vibrant colors. Each loop color is natural, with a taste of mixed berries with citrus tones and a sweet fruity aroma. It is a multigrain cereal made from corn, wheat, and oats and is enriched with energy, protein, calcium, iron, and vitamins.

Table of Contents


    1. 1.1 Study Deliverables and Study Assumptions

    2. 1.2 Scope of the Study




    1. 4.1 Market Drivers

    2. 4.2 Market Restraints

    3. 4.3 Industry Attractiveness - Porter's Five Forces Analysis

      1. 4.3.1 Threat of New Entrants

      2. 4.3.2 Bargaining Power of Buyers/Consumers

      3. 4.3.3 Bargaining Power of Suppliers

      4. 4.3.4 Threat of Substitute Products

      5. 4.3.5 Intensity of Competitive Rivalry


    1. 5.1 By Product Type

      1. 5.1.1 Cereals

      2. 5.1.2 Beverages

      3. 5.1.3 Snack Bars

      4. 5.1.4 Ready Meals

      5. 5.1.5 Other Product Types

    2. 5.2 By Distribution Channel

      1. 5.2.1 Hypermarkets/Supermarkets

      2. 5.2.2 Convenience Stores

      3. 5.2.3 Specialist Stores

      4. 5.2.4 Online Retailers

      5. 5.2.5 Other Distribution Channels

    3. 5.3 By Geography

      1. 5.3.1 North America

        1. United States

        2. Canada

        3. Mexico

        4. Rest of North America

      2. 5.3.2 Europe

        1. United Kingdom

        2. France

        3. Germany

        4. Italy

        5. Spain

        6. Russia

        7. Rest of Europe

      3. 5.3.3 Asia-Pacific

        1. China

        2. Japan

        3. India

        4. Australia

        5. Rest of Asia-Pacific

      4. 5.3.4 South America

        1. Brazil

        2. Argentina

        3. Rest of South America

      5. 5.3.5 Middle-East and Africa

        1. South Africa

        2. Saudi Arabia

        3. Rest of Middle-East and Africa


    1. 6.1 Most Active Companies

    2. 6.2 Most Adopted Strategies

    3. 6.3 Market Share Analysis

    4. 6.4 Company Profiles

      1. 6.4.1 Nestle SA

      2. 6.4.2 General Mills Inc.

      3. 6.4.3 The Kellogg Company

      4. 6.4.4 PepsiCo Inc.

      5. 6.4.5 The Kraft Heinz Company

      6. 6.4.6 Del Monte Food Inc.

      7. 6.4.7 Unilever

      8. 6.4.8 ITC Limited

      9. 6.4.9 Pladis Foods Limited (McVitie's)

      10. 6.4.10 Dr. Oetker

    5. *List Not Exhaustive


**Subject to Availability

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Frequently Asked Questions

The Breakfast Food Market market is studied from 2016 - 2027.

The Breakfast Food Market is growing at a CAGR of 5.2% over the next 5 years.

Asia Pacific is growing at the highest CAGR over 2021- 2026.

North America holds highest share in 2021.

Nestle SA, General Mills Inc., The Kellogg Company, PepsiCo Inc., The Kraft Heinz Company are the major companies operating in Breakfast Food Market.

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