While food & daily products major, Nestle is believed to be launching its breakfast cereal range in India, Godrej Foods and ITC Foods are in the process of test marketing in the health & breakfast food space.

Industry experts estimate that the branded convenience breakfast cereals market is growing at a healthy 23% and the momentum is likely to continue for some time, thanks to a higher retail exposure. Leveraging this factor, PepsiCo recently introduced its Quaker Oats range in India to addresses the rapidly growing health trend. Cornflake king Kelloggs is also extending its breakfast cereal portfolio with the introduction of its ‘Just right’ muesli. Not to be left behind in the stake for the breakfast pie, regional players in the snack category such as Haldirams and Cremica are also preparing to enter this health food segment.

But even today almost 80% of the branded breakfast cereal market has been cornered by cornflakes. Wheat porridge, white oats and muesli, as well as breakfast cereal bars are however now becoming popular, with urban India warming up to the idea of convenience foods. According to Bagrry’s India Limited CMD Shyam Bagri, the oats and muesli segment is growing at more than the industry average and Bagrry’s is planning to double its cereal production capacity from 350 tonne per month to 750 metric tonne.