Busy consumers trying to maintain a healthy lifestyle are more attracted to products in this sector that promote convenience and are paired with ‘free-from’, ‘non-GMO’ and ‘all-natural’ claims.

Global manufacturers are eager to illustrate not only the clean label attributes of their portfolios, but also to express underlying principles like transparency, robustness, clarity and relevancy.

In order to keep fit, Chinese people are trying to consume fewer carbs. Rice is being replaced with grains and cereals to fill the stomach and lower blood sugar and cholesterol.

Many consumers are shifting away from breakfast as a main meal challenging the growth of breakfast cereals. Yet this presents a new opportunity for cereal manufacturers to market their products as all-day fulfilling snacks.