Trends & Market needs
Vegan claims in breakfast cereals are becoming increasingly embedded in a wider clean label positioning, featuring alongside other health and ethical claims. Popular claims currently used together with vegan references include 'organic', 'low/no/reduced allergen', 'high/added fibre' as well as 'wholegrain' and 'gluten free'.
Germany: breakfast cereals with vegan claims, by top 10 claims 2018
Our best answer
Which will win? Sweet or healthy, or both?
Is cereal too sweet or not sweet enough? Cereal eaters send mixed messages: they look for low/no sugar cereals but they add sweeteners such as honey or fruit to cereal.
Given the wide range of behaviors around cereal consumption, there will continue to be room for both sweet and healthy cereals going forward, which that provide sweetness from ingredients other than sugar will do extremely well.