- January 22, 2025
93% of Poles eat breakfast regularly - according to the study "Humour changes from eating" prepared by the ARC Research Institute Market and Opinion. Increasingly, these are healthy, nutritious meals. As consumers do not like boredom, they are looking for new flavours and connections. This is one of the reasons why the breakfast cereals market is changing fast.
- This year on the breakfast cereals market we evaluate very positively. This is a category that is growing fast, which gives us the opportunity to develop both our portfolio and sales in general - indicates Agata Stachoń, brand manager of the Lubella brand in the flakes category, in an interview with the news agency Newseria Biznes Agata Stachoń. - We have introduced a novelty in the category of flakes for adults: these are products based on four different types of cereals. So we had a big opening this year. We are optimistic and think that next year will be even better.
As he emphasizes, the flakes and muesli market in Poland is developing steadily. According to Gfk Polonia data, in the period from November 2014 to November 2015 Polish households purchased over 19 thousand tons of cereal flakes. This category includes rice, oat, rye, barley, lambage and oatmeal flakes. This result is 7% higher in terms of volume than the year before. Of this group, 73% of households bought breakfast cereals and muesli in the period under analysis.
- The breakfast cereals market is growing year by year, both in terms of volume and value. We usually divide it into three segments: children's, adult and family products. I think that these divisions may persist for some time, but if new strong trends appear, some new segments may appear in this category - says Agata Stachoń.
Experts point out that the growing popularity of flakes is due to the change in consumers' lifestyles to healthier ones. In line with the maxim that breakfast is the most important meal of the day, Poles try to choose for breakfast full value products that will provide them with energy for the whole day. According to a survey by the National Grain Manufacturers' Federation, 76% of consumers believe that breakfast cereals are the most nutritious cereal product.
- Poles first of all look for new flavours and new connections in flakes. They want to break the breakfast boredom a little, because they already know that you have to eat breakfast. But they also need something original. That's why we added some extra fruits or other additives to our cereal portfolio and focused on different cereals so that every consumer could find something for themselves," says Agata Stachoń.
