Breakfast cereals enjoy high household penetration as well as high personal consumption rates. This report explores the factors that influence product selection by the market’s most fervent cereal consumers—families. Price, value perceptions, convenience and health emerge as key themes. The heart of the report is Mintel’s exclusive consumer research and analysis that explores usage by segment, frequency and brand as well as behavior, attitudes, and preferences related ...
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Overview
Overview
This report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.
Scope and Themes
Executive Summary
Insights and Opportunities
Inspire Insights
Market
Market
Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.
Market Size and Forecast
Competitive Context
Segment Performance
Segment Performance—Cold Cereal
Segment Performance—Hot Cereal
Retail Channels
Retail Channels—Mass Merchandiser, Drug and Other
Natural Channel Sales
Market Drivers
Consumer
Consumer
Mintel's proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.
Consumption
Breakfast, Lunch, Dinner and Snacks
Most Important Attributes of Cereal
Reasons Why Cereal is Eaten
Purchasing Behavior
Attitudes Towards Cereal
Interest in Artificial Sweetener
Impact of Race/Hispanic Origin
Kids’ and Teens’ Use of Breakfast Cereal
Custom Consumer Groups: Moms and dads
Cluster Analysis
Brand/Company
Brand/Company
Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.
Retail Channels—Supermarket/Food Stores
Leading Companies
Selected Brand Analysis—Low Sugar Cold Cereal
Selected Brand Analysis—Medium Sugar Cold Cereal
Selected Brand Analysis—Medium-high Sugar Cold Cereal
Selected Brand Analysis—High Sugar Cold Cereal
Selected Brand Analysis—Hot Cereal
Brand Qualities Case Study: Kellogg’s Special K
Innovation and Innovators
Advertising and Promotion
Brand Usage
Data
Data
Reports provide appendices of data to support the research and insight produced. Our tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.
IRI/Builders Panel Data
Appendix: Other Useful Consumer Tables
Appendix: Penetration of Cereal by Mosaic Classification
Appendix: Personal Consumption Among Online Respondents
Appendix: New QSR Breakfast Offerings
Appendix: IRI/Builders Panel Data Definitions
Appendix: Trade Associations
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Opportunities to promote cereal as a family favorite, as a functional food, and how manufacturers can help consumers think about cereal in a new way
