Consumption pattern of breakfast cereal in Bangladesh

Abstract

Nestlé, a leading Multi-National Company started its operation in Bangladesh in 1994 with a goal to enhance lives with science-based nutrition and heath solutions for all stages of life, helping customers care for themselves and their families. “Cereals” is one of the product categories of Nestlé Bangladesh limited. It starts with a ‘whole grain’ guarantee and a promise that every Nestlé Breakfast Cereal with a green banner is made with whole grain. Cereal includes products like Nestlé CORN FLAKES, Nestlé KOKO KRUNCH, Nestlé KOKO KRUNCH DUO, MILO AND Nestlé HONEY STARS. Sustained economic growth in Bangladesh has led to higher disposable incomes among consumers. Along with growing income levels, there has also been a rise I health and wellness awareness. Manufacturers of breakfast cereals have been carrying out campaigns highlighting the positive health benefits of their products. As a result, Bangladeshi consumers are gradually realizing the importance and benefits of functional breakfast cereals, such as high-fiber products aiding weight maintenance, and products high in whole grain content being beneficial to the heart. As a result consumers who are health conscious are replacing their traditional breakfast with a bowl of functional breakfast cereals in order to maintain good health. Breakfast cereals are expected to continue growing. Growing awareness of the health benefits associated with breakfast cereals along with the rising health and wellness trend among consumers in general, will drive sales of breakfast cereals. Leading players, such as Nestlé, Kellogg, Sajeeb, Cocola, are expected to continue carrying out consumer awareness programs regarding the health benefits associated with breakfast cereals over the forecast period. Rapid urbanization and growth of modern retail outlets will also help propel sales of breakfast cereals. Now the question is what is the prospect of Nestlé Breakfast Cereals in Bangladeshi market?