Heidi Lanschuetzer
With over 10 years' experience in the research industry, Food & Drink Analyst Heidi writes about consumer and market trends across multiple categories in several European countries, in particular Germany.

With growing health concerns about sugar content, flavours and processed ingredients, breakfast cereal producers today have to react to more health-conscious cereal buyers. They place high importance on fibre and low sugar, no or less additives and natural ingredients, while also demanding great taste! People’s busier lifestyles has also made on-the-go eating more common, leading to an increased demand for convenient yet healthy options. This is particularly true for younger Germans: Mintel’s latest Breakfast Cereal Report – Germany shows that nearly half (48%) of 16-24 year olds eat cereal as a snack, with almost 4 out of 10 (39%) claiming to like products that can be eaten on the go. 

Here we highlight 5 trending claims that resulted in interesting product innovations in the German breakfast cereal category to meet these changing demands.

1. Breakfast cereals with health boosting properties



Veganz Müsli+ Früchte Müsli mit Milchsäurekulturen (Fruit Muesli with Lactic Acid Cultures) is said to promote digestive health and wellness. This fruit muesli contains lactic acid cultures (B. bifidum, L. acidophilus and L. casei) and a blend of whole grains, crispy oat clusters, crunchy banana chips, berries and agave inulin.



OneDayMore Müsli für Immunsystem (Muesli for Immune System) is a vegan product with strawberries, black currant, sunflower seeds, cashew and other natural ingredients. It contains no added sugar or cooking salt, and is recommended as a snack or with yogurt, milk or water. It is naturally rich in vitamin C, copper, iron and zinc – which are said to support the immune system.


2. Free-from and no added / lower sugar cereals



Kölln Veggie Müsli Karotte & Ingwer Hafer-Vollkorn (Carrot & Ginger Oat Wholegrain Muesli) is a vegan combination of crispy oat flakes, carrots and ginger for a wholesome breakfast or snack in between. It features 67% wholegrain content and is said to be perfect for those who like a crispy, less sweet and natural flavour. It is also free from added sugar, flavourings and salt.


Bett’r Low Sugar Granola with Hazelnut contains only 2g of sugar per serving, and is said to have a balanced carbohydrate, protein and fat content. This high-fibre product can be combined with nut milk to get a great breakfast or poured into a bowl and eaten as a guilt-free snack. It said to be rich in nuts and seeds and contains no gluten. 


3. Energy & protein boasting cereals


Nestle Fitness
Nestlé Fitness Geröstete Getreidekost Teilweise Überzogen mit Milchschokolade und Schokolade (Wholegrain Chocolate Cereal) contains wholegrain wheat, rice, wholegrain oat flakes, and vitamins B2 and B6, which are said to contribute to normal energy metabolism.



Nu3 Bio Protein Bowl Himbeere + Kokos (Organic Raspberry + Coconut Protein Bowl) is described as a protein rich breakfast cereal mix with oat flakes, tigernuts, raspberries and coconut pieces.


4. Unusual flavours enter the breakfast cereal category



Legumi Loops


Green Panda Bio Legumi Loops Zimt und Kurkuma (Organic Legume Loops with Cinnamon and Turmeric) are said to be a healthy breakfast alternative made of legumes such as peas and chickpeas and can be consumed hot or cold. The product has a high protein content and retails in a pack featuring the EU Green Leaf logo.


Grillon Dor

Grillon d’Or Crunchy Coconut & Hibiscus Granola comprises organic crispy cereal flakes with coconut pieces and hibiscus powder. It is free from palm oil, and retails in a pack featuring AB and EU Green Leaf logos.


5. Portable and portion-sized formats for breakfast on the go


Rewe To Go

Rewe To Go Erdbeer-Banane Smoothie mit Frucht-Knuspermüsli (Strawberry & Banana Smoothie with Fruity Crunchy Muesli) is free from added flavourings and preservatives, and retails in a 224g pack containing 159g of fruit drink, 65g of muesli and a spoon.



Single-portion sachets are nothing new to the porridge market, but they remain rare. This Schapfen Mühle Waldbeere Hafer Porridge (Forest Berries Oat Porridge) has been repackaged in an updated 260g pack, containing four 65g practical portion sachets with preparation instructions and a QR code. This product is said to be easy and quick to prepare at home or on-the-go as a breakfast or an in-between meal, and is a source of fibre.


For more information on the German breakfast cereal market, please get in touch with hello@mintel.com.