Traditionally, breakfast cereal is not widely consumed in Japan with consumers preferring rice for breakfast. Recently, however, cereal sales are rising rapidly. The emergence of different cereal varieties including healthy options are drawing consumers to the segment. Manufacturers are actively launching flavours that capitalise on local tastes, including baked soy bean granola, corn soup flavor and sweet potato flavor. Currently, sales of cereal is the fastest growing among all packaged food categories in Japan.
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