Major Shift in Breakfast Cereal Market... Granola's Prestige Surpasses 100 Billion Won

High-Nutrient Granola Gains Popularity... Overlooked in Flake Market
Euromonitor Predicts Granola to Surpass Flake Sales Next Year

[Asia Economy Reporter Lee Seon-ae] The polarization of the cereal market, a convenient meal replacement product, is becoming more pronounced. As the trend of health consciousness takes hold, the popularity of 'granola' (processed food made by drying or baking grains and fruits) and 'muesli' (cereal made by mixing whole oats and other grains with fresh or dried fruits and nuts) is soaring. On the other hand, 'flakes,' which are relatively lacking in nutritional content compared to granola and muesli, are increasingly being neglected.

According to global market research firm Euromonitor on the 17th, the muesli and granola market size grew from 34 billion KRW in 2014 to 38.4 billion KRW in 2017, 51.2 billion KRW in 2018, and reached 69.3 billion KRW in 2019. Euromonitor predicted that the market size would continue to expand due to health trend tendencies. It is expected to increase to 79.7 billion KRW in 2020, 89.3 billion KRW in 2021, surpass 100 billion KRW in 2023, and reach 111.3 billion KRW in 2024.

Moon Kyung-sun, Chief Researcher at Euromonitor International Korea (Food and Nutrition sector), analyzed, "As consumers' interest in health increases, changes are occurring in the breakfast cereal market, with the granola market, known for its rich dietary fiber content, growing significantly." She added, "In response to demand, companies like Dongseo Food, Nongshim Kellogg, and Orion are launching granola products and actively conducting marketing activities, which is expanding the market."

What is noteworthy is that granola is appearing on breakfast tables. This is a clear distinction from existing cereals, which were mostly used as snacks. The analysis is that this is because granola offers not only nutrition but also taste. Researcher Moon explained, "Granola is popular as a convenient breakfast because it offers both taste and health benefits, differentiating itself from somewhat conventional cereals with a healthy image." She further noted, "Especially Korean consumers value taste as much as nutrition, so they tend to prefer granola over muesli or hot oat cereals, which have a coarser texture."

In September last year, the Ministry of Agriculture, Food and Rural Affairs included granola products in the 'Breakfast Convenience Food Support Pilot Project' that provides rice-processed products to elementary schools, highlighting its distinguished status.

Muesli, which is still less familiar than granola, is gradually gaining popularity through word of mouth. Muesli originated from natural foods eaten in Switzerland 100 years ago, made by minimally processing grains or fruits to preserve nutrition and maintain taste. It is characterized by preserving the original flavor and texture of the ingredients, but due to Korean consumers' preference for softer textures, its market size is still smaller than granola. According to Researcher Moon, the market size compiled by Euromonitor is mostly occupied by granola.

A department store food section official said, "Although most customers still prefer granola, there is a growing trend of young housewives seeking muesli."

On the other hand, the flakes market, which is relatively lacking in nutritional content compared to granola, is shrinking. The market, which reached 91.1 billion KRW in 2014, decreased to 83.9 billion KRW in 2017 and remained around 82.5 billion KRW last year. The market outlook is also not bright. Euromonitor forecasted a decline from 80 billion KRW in 2020 to 77.4 billion KRW in 2021, dropping further to 69 billion KRW by 2024. Researcher Moon analyzed, "The main reason flakes are being neglected in the market is due to their relatively lower nutritional content and the increased consumer preference for whole grains."

This content was produced with the assistance of AI translation services.