Cereal & Breakfast

Breakfast has long since developed from an unspectacular morning task into a food trend.

Food blogs try to outdo one another with ever more creative recipe ideas, and market research firm Mintel has declared breakfast to be the fastest-growing eating occasion and in addition a clear rise of breakfast cereals can be seen.

Trending – the most important meal of the day!

In addition to inspiring information on the Fruit of the Month and our AGRANA insights, we will also present discoveries of extraordinary food trends that we research from different sources all around the globe!

Breakfast assumes various forms, and it adapts itself to the often stressful daily routine of the consumer and (naturally) follows the trend of healthy eating. The main keywords associated with the most important meal of the day are: convenient, healthy, varied, portable and (ideally) innovative. Also convenience products for breakfast are on the rise: Breakfast cookies, muesli, yogurt, cups of oatmeal and breakfast drinks fill the shelves at supermarkets and enable consumers to take breakfast on the go and eat at their convenience. The spotlight is also on yogurt with cereal ingredients, glutenfree ingredients, new grains, crunchy muesli, whole grains, more fruit, porridge and other sources of fiber because these combinations increase the added value of a breakfast.

Breakfast with a crunch

The above mentionend relationship between cereal & yogurt does more than only satisfy ones hunger: yoghurt is well-known for its digestive advantage due to probiotics. The addition of cereals increases the functionality of a breakfast product. Cereals provide – due to the crunch effect - an additional consumption experience and are more saturating. We see many new launches in Germany and UK in that direction - Spain already has a big range of dairy with cereal products. 

We are looking forward to seeing a lot of new breakfast products throughout 2015 as we not only love Fruit we also adore the most important meal of the day!