Until the pre-pandemic period, the “Breakfast” category – which includes biscuits, rusks and cereals – has always been very static, with growth most of the time contained within one percentage point.
Meters of shelves of sweets dedicated to breakfast is avery Italian habit which is not found in any other country in the world.
The pandemic has made us understand the importance of health care, if there was still a need for it, but it is a fact that the shelves have accelerated a process that had been underway for some time.
Today GDO works a lot on innovation in collaboration with the brand industry, but most sales remain the prerogative of classic products. And in this supply territory, a battle for space is underway between retailers and industry.
The brand is fundamental, but on the mainstream it has less and less to tell. The products are easily replaceable and the industry partners of the retailers on the MDD do a great job of metoo.
This article goes into detail about the dynamics of a category that has changed from 2020 onwards, and tells the story definition of the weight of the various segments and the related trends. The article was written with the support of data provided by Nielsen IQ.
