I analyzed 55 products (with known nutrition facts as of April 24, 2024) in the Breakfast Cereals category of the India database of Open Food Facts - the 'Wikipedia of food'. The data, which has been obtained from Open Food Facts and subsequently cleaned, is available on GitHub in CSV format. You can also view that curated dataset with the Flat Viewer tool.
Here are my findings and fun facts I discovered -
* Flattened rice flakes, commonly known as "poha" or "beaten rice," have long been a popular breakfast item in many regions of India. Traditionally sold loosely in retail stores, these rice flakes have recently made their way into branded breakfast cereal offerings, such as those by Tata Sampann. Poha is appreciated for its nutritional value, versatility, and ease of preparation, making it a staple in Indian households and an increasingly popular choice in the global breakfast cereal market.
* Flattened rice flakes are produced by parboiling, rolling, flattening, and drying rice, making them lightweight, easily digestible, and versatile for different meal preparations.
* Corn Flakes has been the other quick breakfast option. Mohan Meakin Limited, the company that produced Mohun's Corn Flakes and other products like Old Monk rum, has faced various challenges over the years. The company has had to adapt to changing market conditions, especially with the entry of foreign competitors like Kellogg's.
* As the demand for diverse and nutritious breakfast options continues to grow, several
new alternatives like Oats, Muesli, Granola have emerged in the market in the last two decades, providing consumers with a broader range of choices.
* These products shown in the chart are not entirely representative of their categories. They are products that I've tried. Most Muesli & Cornflakes brands have varying levels of added sugar. As the ingredients are non-standard, the nutrition profile of processed products will vary.
* Currently the top players in the Indian breakfast cereal market are:
- Kellogg Co.
- Bagrry's
- PepsiCo Quaker
- Marico
- Nestle
* In 2022, Marico, an FMCG (Fast-Moving Consumer Goods) major in India, acquired a 54% stake in HW Wellness Solutions, the company that owns the True Elements brand.
* ITC is set to acquire 100% stake in Yoga Bar owner, Sproutlife Foods Private Limited (SFPL) by 2025.
* Private label brands offered by supermarkets (Vishal's First Crop), retail chains (RIL's Desi Kitchen) and e-commerce platforms (Amazon's Solimo) are also gaining traction in the Indian breakfast cereal market.
*
India imports Oats primarily from Australia, Ukraine, United Arab Emirates, United States and Sri Lanka.
* Cereal flakes like Rolled oats, categorized under NOVA Group 1, are generally considered healthier than most
Muesli brands, which often fall under NOVA Group 4 due to presence of additives. The NOVA classification system groups foods based on their level of industrial processing, with Group 1 representing unprocessed or minimally processed foods and Group 4 comprising ultra-processed foods.
* Breakfast cereals typically have a shelf life of 6 to 12 months.
* Non-standard weights in cereal packs make price comparison tricky for shoppers. Since dimensions don't reflect quantity, consumers must check product weight and unit price for the best value.
* Breakfast Cereals are classified under the Food Safety and Standards Authority of India (FSSAI) category 06 - Cereals and cereal products, derived from cereal grains, from roots and tubers, pulses,legumes and pith or soft core of palm tree, excluding bakery wares of food category 7.0 and sub-category 06.3 while Cereals, Pulses Mixes are under 06.6.
Note - This research was based on Open Food Facts data available as of a certain date. Information on product packaging may change; for the most current details, consult the latest data.
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