Australia
March 18, 2026
While much of Australia’s sorghum crop is exported, there is growing demand for the grain in the domestic breakfast cereal sector.
In its latest supermarket audit, the Grains and Legumes Nutrition Council (GLNC) has found a change in Australian breakfast cereal trends.
The GLNC conducts supermarket audits every 2 years to track category trends over time. The latest audit shows a slight tightening in the breakfast cereal category, with 665 products on shelves, 3% fewer than in 2023, and new launches plateauing.
Oats remain the most commonly used grain in breakfast cereals, used in nearly 75% of all products.
Sorghum use, while still small overall, is on the rise. Products containing sorghum have increased by 42% since 2023, bringing its share to 0.8% and reflecting growing interest in this drought-tolerant crop.
While several factors may be influencing this, increased interest in gluten-free options is likely to be one.
Wholegrains remain an essential component of nutritious breakfast cereals, yet their presence in the Australian market is declining.
Just over half of breakfast cereal products contain wholegrains, a decline from 2023. On-pack wholegrain claims have dropped by 4% over the 2-year period. In contrast, fibre claims remain strong, with 67% of cereals highlighting fibre, even when wholegrains are reduced.
Including wholegrains in breakfast cereals is particularly important because they provide sustained energy, essential nutrients and dietary fibre that support digestive health.
Cereals made with wholegrains are generally lower in saturated fat, sodium and sugar, and provide a wider range of vitamins and minerals compared with those made with refined grains. Choosing cereals that feature wholegrains can help maintain a nutritious diet and support long-term health.
More information: Toni Gam, Grains and Legumes Nutrition Council, tonig@glnc.org.au
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