In Germany, where cereals face stiff competition from traditional breakfast foods, the emphasis is shifting towards the promotion of cereals as a quick pick-me-up, as meals become lighter and less stodgy. In the Mediterranean countries of Spain, Italy and France, where a late evening meal is the cultural norm, cereals are being promoted as a substantial after-school snack for children.
In this competitive market, companies are battling for market share and constantly looking at new product introductions and improvements to traditional favourites. New product introductions may target specific segments of consumers – young and old – or ride on current trends, whether its health consciousness, the latest action figure or some other ingredient or formulation improvement that will gain interest by its promotion.
