The global on-the-go breakfast packaging market is expected to witness elevated demand in the foreseeable future owing to the increasing consumption of dairy-based food products. This incremental opportunity is expected to encourage prominent market players to target the dairy segment in the near term.
The appeal of on-the-go breakfast is significant among millennial consumers owing to busy lifestyles. From a regional perspective, Europe is being viewed as a potential market for on-the-go breakfast packaging, given the presence of a large urban population. A new market trend that has been observed over the years is the increasing demand for innovative packaging solutions concerning breakfast cereals.
As against their consumption (traditional) as a breakfast meal, cereal-based products are being extensively consumed as an anytime snack, thereby driving the demand for efficient packaging materials. Following this consumption shift, food retailers across the globe have realized higher profit margins on the sale of on-the-go oatmeal cups. Shortly, an increased number of key food retailers are likely to detract from the ‘boxed cereal’ concept owing to the growing demand for smaller formats of on-the-go food packages.
The industry is segmented based on the material (plastic, paper, metal, others), packaging type (rigid packaging, flexible packaging), application (breakfast bars, cereals, cakes & muffins, egg meals, sausages & salami, sandwiches & burgers, and others), distribution channel (convenience stores, supermarkets/hypermarkets, and E-commerce) and region. Based on type, the flexible packaging segment is anticipated to grow at the fastest rate over the forecast period owing to the increasing popularity of plastic-based packages paired with enhanced ease of handling and consumption.
The rigid packaging segment, however, dominated the market in 2018 on the back of a considerable rise in demand for paper-based packaging materials coupled with the advent of innovative packaging concepts, including spoon-in-lid packaging. Based on the distribution channel, the E-commerce segment is anticipated to witness robust growth in the near term. The development of E-commerce/online platforms paired with enhanced convenience is a crucial factor driving the growth of the segment.
The on-the-go breakfast packaging market is likely to be driven by the minimalism trend around the world. In this regard, prominent market players are expected to focus on developing packaging materials that are free from cluttered designs and unnecessary materials over the forecast period.
Another key trend in the industry is the growing prominence of sustainable packaging alternatives with various meal delivery service chains opting for more sustainable packaging options for their products. For example, Kore Kitchen, a U.S.-based meal delivery service company, uses recyclable glass bottles for the packaging of smoothies. Such practices are likely to encourage packaging suppliers to offer more environmentally-friendly packaging materials over the projected period.
The industry is characterized by intense rivalry among prominent market participants such as Amcor Limited, Sealed Air Corporation, Bemis Company, Inc., Berry Global, Inc, Tetra Pak International S.A., and Sonoco Products Company. The prominent on-the-go breakfast packaging market participants are encouraged by the increasing demand from breakfast-food producing companies who seek innovative packaging solutions. For instance, in March 2019, Nestlé S.A., a key player in the on-the-go breakfast market, offered its cereal-based products in box bowls.
This move was intended to substitute breakfast alternatives, including breakfast drinks and cereal bars. Such developments in the on-the-go breakfast market have been necessitating the employment of efficient packaging materials. Such trends are expected to surface in the industry over the forecast period.
Recent developments in the on-the-go breakfast space have been creating a significant demand for ingenious packaging products around the world. For instance, in January 2018, The GFB: Gluten Free Bar, a U.S.-based gluten-free snack producer, extended its line of on-the-go snack products to include an oatmeal-based product that was marketed as an on-the-go breakfasting option. This new line of products featured gluten-free, including seeds, nuts, flax, and hemp, among others. This product line was available in a paper pouch-bowl to enhance the function of the convenience of use for the consumer while on-the-go.
Through the launch of the heretofore breakfast option, The GFB: Gluten Free Bar capitalized on the concept of the portable bowl by allowing consumers an option to add hot water pre-consumption. The launch of this product also marked the introduction of what was the first heat-and-serve oatmeal product in the market, given the convenience of consumption.
This packaging consisted of a poly-lined packet (on the interior) bonded within a paperboard-based wraparound sleeve with foldable bottom gusset. The sleeve in this package included unique die cuts and scores along with a bottom panel to support or hold the inner pouch, thereby offering the package structural integrity. This package is the archetype of ingenuity in the packaging of on-the-go breakfast products, most notably in the oatmeal category. Such developments in the on-the-go breakfast packaging industry are expected to encourage prominent market participants to focus on ingenuity as regards packaging.
While traditional distribution channels such as convenience stores and hypermarkets/supermarkets continue to remain as the most preferred distribution channels for on-the-go packaging products, the e-commerce platform, has been gaining traction within the industry over the years, most notably in the Asia Pacific. In this regard, the robust growth of the Indian e-commerce industry has been favoring the growth of the on-the-go breakfast packaging industry.
This growth is being triggered by increasing internet and smartphone penetration in the country. According to the Indian Brand Equity Foundation, the total number of internet users in India is expected to rise from 604.2 million as of December 2018 to 829 million by 2021. Such increases in the number of internet users are likely to encourage players in the on-the-go breakfast packaging industry to opt for the e-commerce channel for the distribution of their products in Asian markets.
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