The rise in non-communicable diseases (NCDs), such as cardiovascular disease and type 2 diabetes, poses an increasing health threat in Europe and beyond. Addressing the underlying risk factors, such as unhealthy diets and obesity, requires systemic change and collective action from various stakeholders, including the food industry, health professionals and policymakers.
Though the concept of breakfast as the most important meal of the day may seem antiquated, it remains as relevant as ever. Research consistently shows that individuals who regularly start their day with breakfast benefit from sustained energy, improved cognitive function, better weight management and a reduced risk of NCDs.
As breakfast cereal manufacturers and oat millers, we take our role in improving public health and fostering more sustainable food systems seriously, as explained in our CEEREAL Manifesto. Our overarching commitment is to provide people with products that are safe, nutritious, sustainable and enjoyable.
Breakfast cereals and oats are a convenient way to kickstart the day and increase intakes of dietary fibre and whole grain, thereby providing various health benefits. The importance of oats and its unique components are highlighted in our Benefits of Oats brochure. Fortified breakfast cereals can play an important role in providing essential vitamins and minerals. Both breakfast cereals and oats encourage the consumption of other essential food groups, such as fruits and dairy.
Providing people with consistent information helps them choose a nutritious and balanced breakfast option that fits their dietary requirements and preferences. To complement mandatory nutrition information, CEEREAL has developed guidance on portion sizes, which gives people a more realistic idea of how much they should consume and how this contributes to their overall energy and nutrient intake.
Improving the nutritional value of breakfast cereals remains a key priority for us. Between 2015 and 2023, the industry increased the whole grain content by 39%, fibre by 12%, and reduced sugars by 9%. Reformulation, however, remains a gradual, resource-intensive process that must take consumers along on the journey.
Policymakers can support these efforts by shaping a regulatory framework that incentivises reformulation and highlights health benefits associated with oats, whole grains, and fibre and allows meaningful communication around these benefits and gradual reformulation achievements.
Breakfast cereal manufacturers remain committed to reducing the environmental footprint of breakfast cereal production and consumption. This includes advancing and promoting sustainable practices along the supply chain, adopting sustainable packaging materials, adhering to CEEREAL’s pack-fill standard, and expanding practices of sourcing deforestation-free ingredients. Yet, public efforts are required to reduce overall food waste and improve consumer understanding of date marking.
In conclusion, breakfast cereals provide a valuable contribution to a plant-based and balanced diet, addressing dietary fibre and whole grain gaps while supporting more sustainable food systems. Yet, they represent only one part of the puzzle. Achieving impactful change towards sustainable and healthy dietary choices requires coordinated and collective action – from seed to spoon and from public and private actors.
Click here to read CEEREAL's Manifesto 2024-2029
Click here to read CEEREAL's Benefits of Oats Brochure