On-The-Go Breakfast Cereals Market Segmentation By Product Type (Ready-to-Eat and Ready-to-Drink); By Product Offering (Gluten-free, Lactose-free, High Fiber and High Protein); By Distribution Channel (Retail Stores, Online Stores, Convenience Stores, and Supermarkets & Hypermarkets); and By Packaging Type (Cups & Tubs, Carton Packaging, and Bottles & Pouches)- Global Demand Analysis & Opportunity Outlook 2027

  • Report ID: 1978
  • Published Date: Feb 14, 2023
  • Report Format: PDF, PPT

Introduction to On-The-Go Breakfast Cereals

On-the-go breakfast cereals is referred to those breakfast food products which doesn’t require cooking. These food products comes in pre-mix formulations and are at times contain controlled quantities of calories and nutrients. On-the-go breakfast cereals can be either in solid or liquid form. Solid form on-the-go breakfast cereals are usually ready-to-eat, whereas liquid form on-the-go breakfast cereals are usually ready-to-drink. The ready-to-drink on-the-go breakfast cereals are also known as liquid breakfast product, the market of which is anticipated to record a CAGR of around 6.10% during the forecast period 2019-2027.

On-the-go breakfast cereals comprises of various cereal ingredients, such as wheat, oats, and others. They serve as a meal replacement option towards saving of food preparation time for the consumer.

Market Size and Forecast

The on-the-go breakfast cereals market is observing vibrant growth on account of rapid consumer lifestyle changes owing to increasing working hours, which is also changing their meal preferences from traditional ones to on-the-go meals. Furthermore, demand for food products which takes less preparation or at all no preparation time, are portable, and as well as those food products which offer greater nutritional value, are some of the notable factors that are expected to boost the growth of the on-the-go breakfast cereals market. 

The market is anticipated to record a CAGR of around 4.56% throughout the forecast period, i.e. 2019-2027. The on-the-go breakfast cereals market is segmented by product type into ready-to-eat and ready-to-drink, out of which, ready-to-drink segment is anticipated to hold largest market share on the back of growing demand for liquid breakfast products which can be easily consumed by consumers while doing other activities in parallel, such as driving a car, or travelling in a congested public transport. Moreover, ready-to-drink product ranges usually are available in plastic bottle formats, which provide an extra edge to marketers for better packaging concepts, along with easy to recycle processes that also promotes sustainable packaging methods. All of these factors are anticipated to fuel the growth of the segment.

On-The-Go Breakfast Cereals Market

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Growth Drivers

Preferences For Quickly Prepared Food Products By Consumers

Growing hectic schedules of people around the globe owing to increasing work time is raising the demand for changing preferences of food patterns. People earlier used to have leisure time which they spent for cooking. With complexities in time management and work-life balance, consumers are looking for options which either takes less cooking time, or can be readily prepared by adding a minimum of one or two ingredients. Also, many people are also shifting their focus towards cook processors, so as to reduce their time spent for cooking. According to Bureau of Labor Statistics, U.S. Department of Labor, an average of 9.5 hours of work time was recorded by full time employed persons on weekdays and 5.4 hours in weekends during the year 2018.

Furthermore, preferences for food products which are easily portable and doesn’t require much time for consumption are also promoting the demand for food products which can be consumed on-the-go.

Healthy Food Products And The Growing Consumer Preferences

The newer generation people are having a different outlook for the food they eat. Growing concerns for chronic health diseases owing to bad lifestyle habits and lack of time spent for consuming food, is raising the demand amongst consumers for shifting preferences towards healthy food products, such as healthy snacks, which not only are readily consumable but also reduce their time and efforts that was scheduled for cooking.

Furthermore, growing awareness amongst consumers for health is also adding to the demand for healthy food products, such as on-the go breakfast cereals. The World Health Organization (WHO) states that WHO Member States have agreed to stop the rise in diabetes and obesity in adults, adolescents and children by 2025. Moreover, it also agreed to reduce the intake of salt by the global population by 30% by the year 2025.


Strict Regulation for Nutrient Content

According to the United Nations, an estimated 821 million people were undernourished in 2017 and more than 1 in 8 adults was obese.

Growing unbalance of nutrition in food products and concerns for health related issues have induced governmental organizations to impose strict regulations on the nutrient content in foods, so as to have the tag of ‘healthy products. The change in norms and the resulting action might hamper the existing players of the on-the-go breakfast market, or also might lead to re-launch of products or withdrawal of products from the market that doesn’t meet necessary criteria. All of these factors are anticipated to act as a barrier to the growth of the on-the-go breakfast cereals market during the forecast period.

Market Segmentation

Our in-depth analysis of the on-the-go breakfast cereals market includes the following segments:

By Product Type

  • Ready-To-Eat
  • Ready-To-Drink

By Product Offering

  • Gluten-free
  • Lactose-free
  • High Fiber
  • High Protein

By Distribution Channel

  • Retail Stores
  • Online Stores
  • Convenience Stores
  • Supermarkets & Hypermarkets

By Packaging Type

  • Cups & Tubs
  • Carton Packaging
  • Bottles & Pouches

By Region

On the basis of regional analysis, the on-the-go breakfast cereals market is segmented into five major regions including North America, Europe, Asia Pacific, Latin America and Middle East & Africa region.

North America and Europe are expected to hold largest market share on the back of growing demand amongst consumers for healthy food products that requires no cooking time. Furthermore, increasing food spending by the people in the region is also contributing significantly to the growth of the market in the region. According to the United States Department of Agriculture Economic Research Service (USDA), U.S. consumers, businesses and government entities spent $1.71 trillion USD on food and beverages in grocery stores and other retailers and on away-from-home meals and snacks during the year 2018.

North America & Europe Regional Growth Drivers

The on-the-go breakfast cereals market is further classified on the basis of region as follows:

  • North America (U.S. & Canada) Market size, Y-O-Y growth & Opportunity Analysis
  • Latin America (Brazil, Mexico, Argentina, Rest of Latin America) Market size, Y-O-Y growth & Opportunity Analysis
  • Europe (U.K., Germany, France, Italy, Spain, Hungary, Belgium, Netherlands & Luxembourg, NORDIC,  Poland, Turkey, Russia, Rest of Europe) Market size, Y-O-Y growth & Opportunity Analysis
  • Asia-Pacific (China, India, Japan, South Korea, Indonesia, Malaysia, Australia, New Zealand, Rest of Asia-Pacific) Market size, Y-O-Y growth & Opportunity Analysis.
  • Middle East and Africa (Israel, GCC (Saudi Arabia, UAE, Bahrain, Kuwait, Qatar, Oman), North Africa, South Africa, Rest of Middle East and Africa) Market size, Y-O-Y growth & Opportunity Analysis.

Top Featured Companies Dominating the Market

  • Kellogg NA Co.
    • Company Overview
    • Business Strategy
    • Key Product Offerings
    • Financial Performance
    • Key Performance Indicators
    • Risk Analysis
    • Recent Development
    • Regional Presence
    • SWOT Analysis
  • MTR Foods Pvt. Ltd.
  • Chobani, LLC
  • Müller Milk & Ireland
  • Weetabix
  • Nestle Health Science
  • Soupologie Limited
  • Tio Gazpacho
  • Sanitarium
  • ICONIC Protein



In the News

  • February 2019: Emma Varlow has been appointed as the General Manager of Weetabix On The Go product range by Weetabix Food Company so as to increase market penetration and ensure success into the competition.
  • August 2018: Nestle Cereals have unveiled its new “Breakfast To Go” range in the UK, which is a packaged cereal and milk solution.
  • February 2018: A range of new on-the-go breakfast options have been launched by Fuel10K which has new innovative carton packaging and are fully recyclable. The variants are available in 200ml size and doesn’t promote refrigerating.

Author Credits:  Anil Kumar, Ipsheeta Dash

  • Report ID: 1978
  • Published Date: Feb 14, 2023
  • Report Format: PDF, PPT

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