Following the news that Mondelez India has forayed into the breakfast cereals space with the launch of Bournvita Fills by Mondelez India Foods Private Limited;

Nabila Azmatulla, Consumer Project Manager at GlobalData, a leading data and analytics company, offers her view:

“The breakfast cereals category is driven by busy lifestyles of the urban Indian population, who are looking for quick food options requiring less preparation time. The category is further boosted by these consumers, who have seen significant increase in their disposable income. Furthermore, consumers are increasingly moving towards healthier options as they have become more aware about the importance of eating healthy. Bournvita Fills is being positioned as an easy-to-eat and nutritious snack. Interestingly, Kellogg’s had also launched their Chocos Fills breakfast cereal product in India in 2017, marketing it as a breakfast food or an anytime snack.

“According to GlobalData, India’s breakfast cereal market stands at US$486.61m in 2019 and is projected to grow at a compound annual growth rate (CAGR) of 2.0% between 2019 and 2024. Bournvita Fills is ready to retail in the Indian states of Andhra Pradesh, Telangana and Maharashtra under a phased launch, followed by a pan-India launch in the coming months.

“The category holds a cumulative share of approximately 63% by the top three companies, The Kellogg Company, Bagrrys India Limited and PepsiCo. So, it would be interesting to see how Mondelez carves share for itself in this category. Bournvita is one of the leading brands in the other hot drinks category. So, Mondelez’s move to leverage on its brand popularity is expected to garner positive consumer sentiments. However, market share capture of this product will have to be seen, especially considering the high level of consolidation in this category.”