The most popular breakfast foods in Great Britain are toast and regular cereals. For the Irish, toast and porridge are the most frequently eaten breakfast products, although cereals come in third place. The large majority of the Dutch eat bread or crackers for breakfast, although dairy is popular too. Danes are bread consumers as well, as 33 percent of respondents in a recent survey said their daily breakfast includes bread or buns.
The breakfast cereal market in the United Kingdom was valued at nearly 3.2 billion euros in 2014, and according to a recent forecast this will increase to roughly 3.7 billion euros by 2019. A similar development is likely for the German and French markets, which are forecasted to grow from approximately 930 million euros to nearly one billion euros in the same period. The Italian market is forecasted to stagnate around 480 million U.S. euros, with virtually no growth expected until 2018.
Although regular breakfast cereals remain popular, organic and free-from cereals are becoming increasingly mainstream. Between 2010 and 2015, the sales volume of gluten-free breakfast cereals in Europe nearly doubled, from 8,800 to 14,000 metric tons. The market share of organic breakfast cereals in the Netherlands grew from 5.5 percent in 2005 to 12.2 percent in 2015, and estimates are that by 2020 the market share will grow to 16.3 percent. The total market was valued at 24.5 million U.S. dollars in 2015. The organic cereal market in neighboring Germany amounted to nearly 50 million U.S. dollars that year, and is expected to increase by more than 5 million dollars by 2020.