Granola more than breakfast: Cereal and bars gain foothold in snack aisles
Convenience stores and groceries should add more granola to their shelves, advises Future Market Insights (FMI). “The granola market is entering a stable growth phase as consumers increasingly prioritize convenient, nutritious, and functional food products aligned with modern health-conscious lifestyles and evolving breakfast consumption trends.”
According to the study, the granola market, valued at CA 6.3 billion in 2026, is projected to reach CA 9.39 billion by 2036, registering a CAGR of 4.1% during the forecast period. Growth is being supported by expanding demand for granola bars, and the rapid expansion of retail and e-commerce distribution channels worldwide.
Once popular with hikers and campers for its lightweight portability, granola is now popular again for those looking for high fibre options, and the increasing adoption of gluten-free and high-protein food products. Protein-seekers can find protein-added versions that include quinoa and nuts; some ready-made yogurt parfaits include granola toppings for extra crunch.
Key players in granola market
FMI reports that the leading product segment is granola bars (52.4% share) with the leading segment is flavoured (57.1% share.)
The leading specialty segment is gluten-free (36.8% share) with the key growth regions being India, Germany, China, USA, Japan.
The study identified the “key players” as Kellogg Company, Kraft Foods Inc., Sunnycrunch Foods Ltd., Conagra Foods, Clif Bar & Co, General Mills, Nestlé, Nature Valley, Mars Inc.
READ: Innova’s top food and beverage trends for 2026 focus on functionality and balance
Breakfast and snacking trends to watch for
As consumers increasingly seek nutritious, convenient, and functional snack products that align with GLP-1 use, active and wellness-focused dietary lifestyles. The report states that manufacturers are:
- Expanding gluten-free, vegan, and organic granola product portfolios
- Developing protein-enriched and clean-label formulations for granola
- Enhancing convenience-oriented snack packaging and portable formats
- Strengthening retail and direct-to-consumer distribution capabilities
- Supporting premium product positioning through functional ingredient innovation
FMI states that priorities for customers include high nutritional value and clean-label transparency, portable and shelf stable snack formats. Aside from clients who are looking for vegan or gluten-free options, granola also presents an option for those with allergy restrictions.
The products that move the most have displayed a premium taste profile and “flavour innovation” in newer fruit and nut mixtures. Convenience stores looking to optimize snacking and breakfast options can learn from Dank Mart, which offering options like Earthling brand granola and options that focus on ready-to-go snacks, or shelf-stable breakfast options for office workers.
