Kellogg India Says Rising In-Home Consumption Benefits Breakfast Cereal Industry

August 10, 2021: 12:00 AM EST

The Mumbai-based company says its breakfast cereals have experienced strong growth among households thanks to the pandemic. Kellogg India added nearly 30 percent more households in the last six months (year-on-year). According to industry estimates, breakfast cereals are a $300 million industry in the country, with growth rates reaching 18-20 percent during the pandemic from 1-12 percent. The key factor has been rising in-home consumption that has enabled many packaged food categories to enter new households. The company plans to launch its global brand Froot Loops in India to bolster its portfolio, and is experimenting with ready-to-cook cereals. “Not only are we manufacturing [Froot Loops] in the country, but we have also done a lot of R&D work in terms of flavor profiles to cater to the Indian palette. We believe this launch is strategic and opens a new pillar of growth for us,” a company spokesman said.

"Kellogg India sees household consumption of breakfast cereals rising in Covid times", The Hindu Business Line, August 10, 2021, © THG PUBLISHING PVT LTD

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