PepsiCo’s Quaker Oats cuts down sugar content by 30% to make muesli more healthy

• The Breakfast Cereal (BFC) category in India is seeing a compound annual growth rate of 6-8%.
  
• India is among the top five countries in the world in terms of BFC market value.
  
• Fiber rich oats and Muesli register growth of 12% and 16% respectively across India this year.

Breakfast is considered to be the most important meal of the day and Indians are giving this meal its due now, as spending capacity has increased along with awareness of nutritional needs.

Millennials across the world are also not keen on consuming higher quantities of sugar and additives that come with processed foods. With increased awareness around healthy food choices, PepsiCo’s Quaker Oats says that it has reduced sugar content by 30% in ready-to-eat breakfast offerings to make them healthier.

“Eating a wholesome breakfast that is easy to make and has numerous benefits is an important emerging trend. The ready-to-eat cereal market has been witnessing an upward growth trend in India, with demand for muesli constantly increasing. As a nutrition brand, we are looking to provide consumers with more options, and we see a clear role for muesli in India,” said Sonam Bikram Vij, associate director and category head, Quaker, PepsiCo India.

Breakfast cereal (BFC) category in India is seeing a compound annual growth rate (CAGR) of 6-8%, revealed industry insights by breakfast and cereal company Quaker Oats. Globally, the BFC market accounts for $38 billion per annum.

According to Statista, India is among the top five countries in the world in terms of BFC market value. Muesli alone has an estimated market size of ₹275 crore and constitutes around 15% of the BFC category in India, growing at 16-18% CAGR. Oats witnessed a growth of 24% in India since 2016, making it the fastest growing category in the BFC sector.

A study done by a Euromonitor International and Quaker revealed that 44% of urban millennials skipped breakfast and delayed their meals due to increased household chores and late start to the day.

To fit the busy schedules of Indian consumers while also aiding their nutritional intake, Quaker Oats has launched two breakfast cereals-Quaker Oats Muesli – Fruit & Nut and Quaker Oats Muesli – Berries & Seeds, available in 700g for ₹440 and ₹460 respectively across India.

“Consumers often even go grocery shopping fortnightly or at least once a month. They are now looking for larger packets that help them last the entire month,” she added.

Other breakfast and cereal companies are also trying to reduce processed content in their offerings.

“With the pandemic, while consumers are making healthier choices they are also changing their lifestyle. For today’s nutrition-conscious consumers, it is all about striking a balance between one’s active lifestyle and consuming nutritious food,” said Vij.

Globally, the breakfast and cereal market is poised to be valued at over $65.1 billion by 2032, with East Asian nations such as China and India clocking a more robust growth in the category.

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