As people switch to eggs and protein is it the end of big breakfast cereal brands?

04/04/25 • 14 min

A fall in the breakfast cereal market in Europe has led to Nestlé closing a factory, with the loss of hundreds of jobs. It's an illustration of what happens when consumer trends reach a tipping point. Rising consumer preferences for eggs, dairy protein and health-centred, small entrepreneurial brands have sealed the fate of traditional breakfast cereals. More in this podcast.

Time: 14 minutes

Time: 14 minutes

Previous Episode

Red meat is reborn & dairy protein growth hits double-digits as consumers embrace animal protein

Animal protein has become the most important growth trend in the business of food, nutrition and health.

Consumer demand for dairy protein has been growing strongly – witness surging demand for cottage cheese – and red meat is now on the same path. Meat snacks are a hugely successful category in the supermarket, and one of the fastest-growing brands in America is a meat snack.

Consumers are putting the brakes on meat-reducing, veganism is shrinking back to its niche, and cardiologists and doctors are re-thinking the role of red meat in a healthy diet.

We're not alone in spotting rising demand for animal protein; Whole Foods Market, the leading natural foods retail chain in the US, reports that health-conscious consumers are now prioritizing animal protein.

But how is this possible, after years of plant-based push? Dairy protein and red meat tick many boxes for consumers: “real” whole foods, nutrient-dense, versatile and good-tasting.

Tune in to learn more!

Time: 38 minutes