According to Euromonitor International, the increase in family breakfast cereals in Germany was driven by muesli in 2011. As consumers become increasingly health-conscious, and cereals are perceived as convenient and time-saving, muesli achieved positive current value growth of 2% in 2011. On the other hand, the expected poor performance of children's breakfast cereals was driven by a decline in the number of children and stronger health concerns of parents, focusing more on the balanced nutrition of their children. Children's breakfast cereals often contain a high proportion of sugar, and are therefore perceived as relatively unhealthy.
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