Smart breakfast

This article is available for reading in Trade magazin 2025/5.

Tamás Simonics
head of the cereals
business unit
Nestlé Hungária

„According to NIQ market research data, the most dynamically growing segment was the bar category in both value and volume terms in 2024”,

analy­ses Tamás Simonics, head of the cereals business unit at Nestlé Hungária.

Fine-tuning promotions

Anna Pókecz, marketing manager of Cerbona Élelmiszergyártó Zrt. says that recent success stories such as muesli bars and granola continue to perform well, but the most dynamic growth is currently generated by products that concentrate on functionality, such as protein-fortified or low-sugar alternatives.

Anna Pókecz
marketing manager
Cerbona

„Consumers are becoming more price-sensitive, focusing on larger, more economical product sizes, while demand for private label products remains strong. Because of this we are also fine-tuning our promotional strategy, in order to appeal to shoppers with value-for-money promotions and new products”,

adds the marketing manager.

Tamás Bozó, sales manager of GOF Hungary Kft. believes promotional strategies need to be reviewed.

Tamás Bozó
sales manager
GOF Hungary

“In order to appeal to health-conscious consumers, it would be best to emphasise the nutritional value and natural ingredients of the products. In addition to this, it would also be a good idea to focus on the promotion of smaller formats and private label products, as there is a growing demand for these”,

explains Tamás Bozó.

The cereals category is dominated by cocoa and cinnamon flavours, while bars and muesli are dominated by fruit and chocolate flavours

Growth through innovation

Nestlé’s cereal business unit introduced numerous new products in the cereal category last year. In the second half of 2024 the children’s breakfast cereal range was extended with TRIX, a fruit flavoured cereal with added natural flavours. The Nestlé Fitness range welcomed two new additions in October 2024 and the cereals are available in two flavours: Fitness Cocoa cereal is a protein source and Fitness Honey cereal is high in fibre. The two new 310g products contain sweeteners instead of sugar. Nestlé launched the Fitness Cappuccino flavoured cereal bar in March 2025, and the company will soon be introducing new flavoured cereals too.

Last year was a challenging one for Cerbona in the cereal market. Volume sales stayed put in line with the market trends, but the company was able to secure sales growth mainly through innovation. This year they will continue to focus on innovation in the hope of a recovery in demand. At Cerbona muesli bars remain the most successful product category. This year the firm is strengthening its positions with a number of innovations in each product line: new flavours, special limited editions and seasonal surprises can be expected from Cerbona. They are also appearing on store shelves with new innovations in the porridge category.

In response to the growing demand for functional products, more and more protein-enriched or sugar-reduced alternatives are available

Recent success stories continue to perform solidly

Róbert Vida
managing director
Úsovsko Hungary

Róbert Vida, managing director of Úsovsko Hungary Kft.:

“The cereal market is undergoing a major transformation. With our Fit products we have lived up to the challenges: our strategy focuses on quality, nutritious and easy-to-prepare breakfasts. There is unbroken confidence in Fit products and in 2024 we were delighted to see Fit dark chocolate rice porridge become the best-selling product in the rice and oat porridge segment, according to the NIELSEN IQ survey”.

At the end of last year they put a special new product on the market: the Fit ZAB KRÉMKÁSA range, creamy oat-based porridge available in vanilla and chocolate flavours. In the near future the company will be launching further product innovations, concentrating on low-sugar, high-fibre and plant-based alternatives. //