Innovation Breathes Life Into Moribund RTE Breakfast Cereal, Snack Bar Markets

Ready-to-eat (RTE) breakfast cereals got a long-awaited sales boost in 2013 from granola-based – and other seed-packed cereals – and Greek yogurt products that were able to claim high protein content, a major interest of consumers concerned about weight management and muscle building. Other innovations and trends showing up on Datamonitor’s breakfast cereals and snacks radar: increased breakfast product portability, including hot cereals in lidded cups and resealable pouches; snack bars with “added value” (i.e., premium ingredients like nuts, fruits, ancient grains, etc.) and Greek yogurt bars; savory and spicy flavors; high-protein snack bars, including some with meat or alternative proteins; and, lastly, breakfast biscuits.