Liquid breakfast is a new entry in the healthy food segment. Features such as reduction in consumption time and easy to carry are added to healthy breakfast item to produce liquid breakfast. On-the-go lifestyle, health awareness, and desire for innovative food has resulted in the formation of a strong market for liquid breakfast. The liquid breakfast market is niche and had a lot of opportunities to grow globally. It is anticipated to see high competition in liquid breakfast market with both old and new players, adding more features to their products. North America, Europe, and Asia Pacific are current growing markets for Liquid breakfast products.
The liquid breakfast market can be segmented on the basis of product offering, packaging form, flavor, and distribution channel.
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On the basis of product offering, the liquid breakfast market can be segmented into gluten-free, lactose-free, high fiber, and high protein. The liquid breakfast is available in attractive offerings according to current trends to attract the aware population as a consumer base.
Based on packaging form, the liquid breakfast market can be segmented into cartoons and P.E.T. Both the product offering are based on consumer preference and support the on-the-go functionality.
On the basis of flavor, the liquid breakfast market can be segmented into banana, chocolate, strawberry, vanilla, coffee, and others. Banana and Chocolate are common offerings globally due to their wide acceptance as flavors.
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Based on distribution channel the liquid breakfast can be divided into hypermarket, retail chains, mom and pop shops, and others. The hypermarkets and retail chain have a greater demand for liquid breakfast products as consumers for these products belong to the age group of 18 to 35 years.
Northern America and Europe are at present the largest markets for liquid breakfast products as both producer and consumer. Asia-Pacific & Japan are the next big markets for liquid breakfast. In both the region the new players have taken the ground with the introduction of liquid breakfast products.
The liquid breakfast market is driven by the products placing as on-the-go healthy food. As days passed, working class is facing health issues due to the ill diet caused by lack of time to cook. This results in high demand for on-the-go products. The success of liquid breakfast is based on the daily lifestyle and health trends, which is now supporting liquid breakfast globally.
The consistency of the product can create a negative appeal and can get the consumer confused while differentiating between healthy snacks and beverages. This may result in restrain for the liquid breakfast market. Also strict regulation has standardized the nutrient content for the products to get the healthy tag, this is anticipated to result in re-launch or withdraw of the old product causing a negative effect on the current brands for liquid breakfast market.
The key global players for the liquid breakfast market are
Sanitarium Health & Wellbeing Company, Kellogg Co., Vitasoy Australia Products Pty Ltd, ALDI Ltd, LD&D Milk Pty. Ltd., Devondale Murray Goulburn Co-op, Monde Nissin (Australia) Pty Ltd, and Smart Beverages Ltd.
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