Latest TMR Report Explores Impact of COVID-19 Outbreak on Edible Flakes Market

Rising Demand from Health-conscious Consumers to Propel Edible Flakes Market Growth

New edible flakes have brought about a considerable amount of changes in how individuals across the world consume breakfast. The constant need for eating nutritious breakfast and jumpstarting the day has paved the way for ready-to-eat breakfast options in recent times. Edible flakes, including wheat flakes, corn flakes, and rice flakes have emerged as one of the heartiest breakfast options over the past decade, due to which edible flakes market is witnessing consistent growth. In addition, the growing inclination toward a healthier lifestyle, particularly among millennials has provided a considerable boost to the adoption of edible flakes in recent times – a trend that is set to continue during the forecast period (2019-2029).

In the past few years, edible flakes have garnered significant popularity as one of the healthiest breakfast items. As edible flakes are rich in fiber, assist in tackling constipation, keep the cholesterol levels in check, and consist of vital minerals and antioxidants, an increasing number of consumers across the world are consuming edible flakes as a meal during breakfast. As edible flakes have a low glycemic index and contain low quantities of saturated fat, consumption among health-conscious consumers continues to move in the upward direction. Due to these factors coupled with the launch of new edible flakes at regular intervals, the global edible flakes market is likely to reach a market value of ~US$ 22.3 Bn by the end of 2029.

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Edible Flakes Gain Popularity As Consumers Reject Sugar

While regulations pertaining to sugar were relatively more accommodating in the past, at present, the scenario has taken a U-turn. Food regulations continue to scrutinize the sugar levels in different food products. For several years, edible flakes have received a lot of criticism due to the high amounts of sugar per serving in these products. Stakeholders in the edible flakes market have started to focus on curbing the sugar levels of their products due to stringent regulations, and growing consumer awareness regarding the ill effects of high sugar consumption.

As consumers continue to look toward the opposite direction as far as consumption of food products that are rich in sugar, edible flake manufacturers are increasingly branding and marketing their products as ‘low sugar’ and ‘sugar-free’ products. Ever since the Clean Living Movement initiated by Kelloggs gained popularity among consumers, demand for edible flakes has grown at a significant pace, owing to its high-fiber and nutrition content.

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Stakeholders Focus on Expanding Product Portfolio

Stakeholders operating in the current edible flakes market are expected to focus on expanding their product portfolio to solidify their position in the current market landscape. While consumer trends continue to evolve at a rapid pace, brand loyalty is anticipated to remain a critical factor for market players to gain a competitive edge. Several key participants operating in the global edible flakes market are focusing on launching new products and improving their market penetration. For instance, The Kellogg Company, one of the leading players in the edible flakes market, is introducing new products in an array of sizes and price points to attract consumers in both, the rural as well as the urban areas of India. Some of the key strategies used by Kellogg include offering free samples to school kids, digital branding, and customization.

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As the free form, no-preservative, and low-sugar fad continues to gain momentum in Europe, several brands are likely to align their product development strategies in tune with these trends to fulfill customer requirements. In addition, the growing number of vegan consumers, particularly in Europe and North America has played an important role in persuading stakeholders of the edible flakes market to launch vegan-friendly products to attract consumers with niche preferences. For instance, Kölln, a leading edible flakes manufacturer in Germany, launched the carrot & ginger oat wholegrain muesli, particularly for consumers that demand low-sugar, preservative-free, and products that utilize natural flavors.

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