On the shelves of Italian large-scale retail trade, the offer of biscuits, rusks and cereals that make up the “Breakfast” category is always wider and more varied. Products that are worth a turnover of over two and a half billion euros and whose trend is certainly worth analyzing in the different sales formats available to consumers who are always attentive to price, especially in light of the evolution of the offer of discount stores, increasingly complete and stratified within the category.
The study was conducted with the support of data provided by Nielsen IQ and are updated to 2024.
Looking at the sales data in terms of value, we can immediately notice how, in general, Discount Stores (18,9%) have a share that is less than proportional to their market share, while Supermarkets (45,9%) and Free Services (12%) slightly exceed it, with the first to confirm themselves as the most important and preferred channel by the market.
