South Africa is the largest market for Breakfast Cereal in Africa. The reason for the growth of the market is raising health concerns such as digestive, diabetes, and obesity disorders that have an impact on the growth of the breakfast cereal market. This is due to increased awareness among South Africans towards health benefits of having a healthy breakfast and promotional campaigns gaining visibility. It is estimated that one out of five South African child skips breakfast on a daily basis. However, awareness campaigns such as National Nutrition Week and National Obesity Week are working to re-establish the importance of a healthy breakfast. According to the research report "South Africa Breakfast Cereal Market Overview, 2027," published by Bonafide Research, the market is expected to increase by USD 0.20 Billion by the end of the year 2027. The breakfast cereal market consists of two types of cereals: Hot cereal and ready-to-eat cold cereal Instant cereal (RTE), also known as cold cereal, includes corn flakes, chocolate flakes, wheat flakes, muesli, and hot cereals, which are mainly oatmeal, oat bran, and porridge. The ready-to-cook segment dominates the market due to the convenience of preparing the food and thus saving time. The hot cereal segment is expected to grow at a higher CAGR during the forecast period due to the growing concern regarding health and wellness among consumers. In addition to this, consumers are shifting toward oats and other hot cereals as a breakfast meal, which is further driving the hot cereal segment. However, the availability of alternative breakfast meals, as well as the high cost of raw materials, is likely to limit the growth of the South Africa breakfast cereal market. The population of South Africa was 60.04 Million, of which 29.56 Million are male and 30.48 Million are female. Of the total population, 20 million fall under the age of 14 years, 34 million are aged between 15-64 years. The urban population is 8.2 million and the rural population is 1.26 million. As per World Bank, The GDP of South Africa USD 419.95 Billion in 2021, the inflation rate was 6%, and per capita income is $6,994.2 (2021). South Africa's breakfast cereal consumption is low compared to developed markets, and the poor economy, high unemployment and decreasing disposable incomes are affecting consumer spending. During tough times, price-sensitive consumers switch cereals for cheaper carbohydrates such as bread or maize or between brands based on promotional prices, different pack sizes or cheaper variants.
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The demand for portable meals and snacks is increasing. Cereal and oatmeal companies have repackaged and reconfigured their products to make them more portable and create on-the-go breakfast products. They are also adding healthy ingredients to their breakfast cereals. Low-carbohydrate, low-sodium, gluten-free, or grain-free breakfast cereals are popular. Rising obesity rates worldwide and a backlash against high-sugar grains have led manufacturers to adopt sugar-free or unsweetened grains. For Breakfast Cereals, this trend also means the rise of breakfast foods that meet new healthy lifestyle demands. One such example is a digestive health variant of low-sugar granola introduced by South African food and beverage manufacturer Pioneer Foods. It contains natural ingredients such as oats, almonds, walnuts, coconut, pumpkin seeds, sunflower seeds, and pecan nuts. These are then combined with stomach-friendly bacteria to add the digestive health benefit to the product, and treacle is used to bind the oats instead of honey to make the product vegan-friendly Further market responses to the health centric consumers include a wider variety of healthy breakfast cereal options available in physical and online stores such as Wellness Warehouse and Faithful to Nature. The expanded variety includes private label brands such as Wazoogles, Health Connection, Nairn’s, and Komati Foods (available from Faithful to Nature) and The Great Food Co., Mojome, Good Life Organic, Truefood, and in-house brands (available from Wellness Warehouse). Based on distribution channels, the supermarket/hypermarket segment holds a major share in the South African breakfast Cereal market due to the high dependency of consumers on the aforementioned distribution for grocery shopping and the increasing number of supermarkets across the city. Some of the well-known supermarkets are Shoprite Holdings, Spar Group, Pick n Pay, and Woolworths Holdings Limited. The E-Commerce segment is projected to expand at a remarkable CAGR over the forecast period, which can be attributed to increasing internet penetration rates across South Africa. E-commerce platforms offer a wide range of products to their consumers at attractive discounts, and they provide multiple payment options such as net banking, debit cards, and credit cards, which are some of the important factors augmenting the segment's growth.
COVID-19 The outbreak of COVID-19 has positively impacted the growth of the market. Due to COVID-19, people are now concerned about their health and overall wellness, as COVID-19 impacted their mental and physical wellbeing. This in turn has driven consumers toward healthy breakfasts and cereals. Consumers now need healthy food, including breakfast cereals, to keep them healthy, which in turn is expected to propel the growth of the market. Considered in this report • Geography: South Africa • Base Year: 2021 • Estimated Year: 2022 • Forecast Year: 2027 Aspects covered in this report • South Africa Breakfast Cereal market with its value and forecast along with its segments • Various drivers and challenges • On-going trends and developments • Top profiled companies • Strategic recommendation By Product Type • Ready-to-eat (RTE) • Hot Cereals
By Distribution Channel • Supermarkets & Hypermarkets • Convenience Stores • E-commerce/Online • Others By Ingredient Type • Wheat • Oat • Corn • Barley • Rice • Others Approach of the report The information contained in the report “South Africa Breakfast and Cereal Market Outlook 2027" are obtained from complete analysis through secondary and primary research. Secondary research includes the information obtained from third party source, various press releases, government generated reports, data's from government databases, company annual reports and listing down the major companies present into the market. After gathering the data's from secondary sources primary research was conducted by making telephonic interviews to the local players about how the market is functioning at the ground level and verifying the details obtained from secondary sources. After completion of all the research process value data of the market were analyzed and forecasted for the future years. Intended audience This report can be useful to Industry consultants, manufacturers, suppliers, associations & organizations related to breakfast and cereal industry, government bodies and other stakeholders to align their market-centric strategies. In addition to marketing & presentations, it will also increase competitive knowledge about the industry. Please get in touch with our sales team in order to find out more