Table of Contents
Issues in the Market
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- Key themes
- Definitions
- Consumer research
- mysupermarket-insights.co.uk
Future Opportunities
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- Conveying a consistent healthy eating message
- ‘If you’d just tell me the truth…’
- ‘Saturday is naughty cereal day’
- Naughty sugary treats – for adults
- Nature’s grains, packed naturally, savoured slowly
- More environmentally friendly…and more experiential
- Creating affinity via interactivity
- The box as console
- The diet partner
- Follow the story online
Market in Brief
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- Performance of the breakfast cereal market
- The importance of breakfast…especially for children
- A healthy eating message
- NPD increases consumer choice
- Consumer attitudes and preferences
Internal Market Environment
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- Key points
- Starting the day with breakfast
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- Figure 1: Attitudes towards breakfast, December 2009
- Attitudes towards health and diet
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- Figure 2: Agreement with selected lifestyle statements on diet and health, 2005-09
- A healthier breakfast balance
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- Figure 3: Household purchased quantities of food and drink, 2004/05-2007
- Kellogg’s comes under fire
Broader Market Environment
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- Key points
- Cereals under fire
- Fluctuating commodity prices
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- Figure 4: UK commodity price of cereals, January 2004-November 2009
- Over-65s set to experience the fastest growth
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- Figure 5: Trends and projections in UK population, by age group, 2004-14
- The working mother
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- Figure 6: Working population, by gender, 2004-14
Competitive Context
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- Key points
- Cereal a popular breakfast choice for children
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- Figure 7: Trends in things eaten for breakfast – 7-10-year-olds, 2004-09
- Several choices at the breakfast table
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- Figure 8: Competing products with breakfast cereals, 2004-09
Strengths and Weaknesses in the Market
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- Hot cereals lead innovation
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- Figure 9: NPD in breakfast cereals, by sector, 2008 and 2009
- Health on the agenda
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- Figure 10: NPD in breakfast cereals, by positioning, 2008 and 2009
- Smaller manufacturers take a stake in the cereal market
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- Figure 11: NPD in breakfast cereals, p own-label vs branded, 2008 and 2009
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- Figure 12: NPD in own-label breakfast cereals, 2008 and 2009
- Ingredient innovation
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- Figure 13: NPD in breakfast cereals, by flavour, 2008 and 2009
- What’s new for children?
Market Value and Forecast
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- Key points
- Value sales growth in a mature market
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- Figure 14: UK retail volume and value sales of breakfast cereals, 2004-14
- Recession keeps consumers at the breakfast table
- Future sales growth
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- Figure 15: Forecast retail volume and value sales of RTE cereal, 2004-14
- Figure 16: Forecast retail volume and value sales of hot cereals, 2004-14
- Factors used in the forecast
Segment Performance
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- Key points
- Ready-to-eat cereals maintain their lead
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- Figure 17: UK retail volume and value sales of RTE cereal, 2004-14
- Consumers encouraged to eat well
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- Figure 18: Value share of sub-sections of the RTE breakfast cereal market, 2009
- Backing the healthy ranges
- Kids’ cereals remain competitive
- Hot on the heels of RTE cereals
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- Figure 19: UK retail volume and value sales of hot cereals, 2004-14
Market Share
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- Key points
- Consumers opt for healthier cereals
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- Figure 20: The top-selling breakfast cereals in the UK, by estimated brand shares, 2008 and 2009
- Weetabix holds on to top spot
- Opting for some Special K
- Kids’ choice
- Oatso good
- Own-label encroaches on brand share
Companies and Products
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- Manufacturers and brands
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- Figure 21: Leading companies in the breakfast cereal market in the UK and their brands, 2009
- Major players
- Cereal Partners UK
- Dorset Cereals
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- Figure 22: New breakfast cereals launched by Dorset Cereals, 2008 and 2009
- Honey Monster Foods
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- Figure 23: New product launches by honey monster foods, 2009
- Jordans
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- Figure 24: Examples of new product launches by Jordans, 2008 and 2009
- Kallo Foods
- Kellogg’s
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- Figure 25: Examples of new product launches by Kellogg’s, 2008 and 2009
- PepsiCo (Quaker)
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- Figure 26: New breakfast cereal launches by Quaker 2008 and 2009
- Weetabix
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- Figure 27: New breakfast cereals launched by Weetabix after February 2008
- Mornflake
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- Figure 28: New Breakfast cereals launched by Mornflake Oats, 2009
- Other manufacturers
- Doves Farm
Brand Elements
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- Key points
- Brand map
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- Figure 29: Attitudes towards and usage of breakfast cereal brands, December 2009
- Brand qualities of breakfast cereal brands
- Health and family
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- Figure 30: Personalities of various breakfast cereal brands, December 2009
- Experience of breakfast cereal brands
- Kellogg’s and Weetabix most popular brands
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- Figure 31: Consumer usage of various breakfast cereal brands, December 2009
- Brand consideration for breakfast cereal brands
- Premium brands most considered
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- Figure 32: Consideration of various breakfast cereal brands, December 2009
- Brand satisfaction for breakfast cereal brands
- Simple most satisfying
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- Figure 33: Satisfaction with various breakfast cereal brands, December 2009
- Brand commitment to breakfast cereal brands
- Weetabix fronts the cereal cupboard
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- Figure 34: Commitment to various breakfast cereal brands, December 2009
- Brand intentions for breakfast cereal brands
- Popularity breeds content
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- Figure 35: Future usage intentions for various breakfast cereal brands, December 2009
- Brand recommendation for breakfast cereal brands
- Old favourites most recommended
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- Figure 36: Recommendation of various breakfast cereal brands, December 2009
- Weetabix
- What the consumer thinks
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- Figure 37: Attitudes towards the Weetabix brand, December 2009
- Coco Pops
- What the consumer thinks
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- Figure 38: Attitudes towards the Coco Pops brand, December 2009
- Quaker Oats
- What the consumer thinks
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- Figure 39: Attitudes towards the Quaker Oats brand, December 2009
- Special K
- What the consumer thinks
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- Figure 40: Attitudes towards the Special K brand, December 2009
- Kellogg’s Corn Flakes
- What the consumer thinks
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- Figure 41: Attitudes towards the Kellogg’s Corn Flakes brand, December 2009
Brand Communication and Promotion
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- Key points
- Manufacturers maintain above-the-line expenditure
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- Figure 42: Main monitored media advertising expenditure on breakfast cereals, 2006-09
- Focus on TV
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- Figure 43: Main monitored media advertising expenditure on breakfast cereals, by medium, 2006-09
- Kellogg’s outspends its competitors
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- Figure 44: Adspend of top ten advertisers in the cereal bars market, 2006-09
- Nestlé and Weetabix promote their ranges
- Retailer promotional activity
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- Figure 45: Trends in promotional activity for breakfast cereals, December 2007-November 2009
Channels to Market
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- Key points
- Supermarkets still lead the breakfast cereal market
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- Figure 46: UK retail distribution of breakfast cereals, 2005-09
- Manufacturers work closely with convenience stores
- Tesco stocks the widest range of breakfast cereals
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- Figure 47: Trends in total number of SKUs in the breakfast cereal market, December 2007-November 2009
The Consumer – Usage and Frequency
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- Key points
- Cold cereals feed the masses
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- Figure 48: Consumption of cold breakfast cereals in the last 12 months, 2004-09
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- Figure 49: Most valuable consumers for volume sales of cold cereals, by gender, age and presence of children in the household, 2009
- Growing popularity of hot cereals
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- Figure 50: Consumption of hot breakfast cereals (porridge/oats) in the last 12 months, 2004-09
- Older consumers favour hot cereals
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- Figure 51: Consumption of hot breakfast cereals in the last 12 months, by age, 2009
- Penetration of cereal bars still low
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- Figure 52: Consumption of cereal bars, cold breakfast cereals and hot breakfast cereals in the last 12 months, 2004-09
The Consumer – Types of Cereals Eaten
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- Key points
- Half of consumers have at least three types of cereals
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- Figure 53: Number of different types of breakfast cereals in the household cupboard, December 2009
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- Figure 54: Profile of consumers, by number of different types of breakfast cereals in the household cupboard, December 2009
- Porridge is consumers’ favourite
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- Figure 55: Types of breakfast cereals eaten, December 2009
- Understanding individual preferences
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- Figure 56: Breakfast cereal preferences, by key demographic group, December 2009
The Consumer – Attitudes towards Breakfast Cereals
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- Key points
- Looking for health credentials
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- Figure 57: Factors taken into account when choosing a breakfast cereal, December 2009
- Something for the family
- Getting value for money
- A bit of variety
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- Figure 58: Attitudes towards breakfast cereals, December 2009
- A well-packaged cereal
- A branded cereal is not all that counts
- A cereal snack
Targeting Breakfast Cereal Groups
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- Key points
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- Figure 59: Consumer clusters for breakfast cereals, December 2009
- Cereal Adventurists (16%)
- Who are they?
- Types of cereals eaten
- What are their attitudes towards breakfast cereals?
- Cereal Experimenters (24%)
- Who are they?
- Types of cereals eaten
- What are their attitudes towards breakfast cereals?
- Habitual Cerealists (19%)
- Who are they?
- Types of cereals eaten
- What are their attitudes towards breakfast cereals?
- Branded Cerealists (41%)
- Who are they?
- Types of cereals eaten
- What are their attitudes towards breakfast cereals?
Appendix
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- Advertising data
- Abbreviations
Appendix – Internal Market Environment
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- Figure 60: Agreement with selected lifestyle statements on diet and health, by demographics, 2009
- Figure 61: Agreement with selected lifestyle statements on diet and health, by demographics, 2009 (continued)
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Appendix – Broader Market Environment
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- Figure 62: Where do you eat breakfast, by demographics, December 2009
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Appendix – Competitive Context
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- Figure 63: Things eaten for breakfast – 7-10-year-olds, by gender, socio-economic group, region and presence of children, 2009
- Figure 64: Retail value sales of products eaten for breakfast, 2004-09
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Appendix – Who’s Innovating?
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- Figure 65: Percentage of NPD, by manufacturer, 2008 and 2009
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Appendix – Market Value and Forecast
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- Figure 66: Consumer Price Index: food categories, January 2006-September 2009
- Figure 67: Trends in personal concerns, June-December 2009*
- Figure 68: UK retail volume and value sales of breakfast cereal, by type, 2005-09
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Appendix – Brand Communication and Promotion
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- Figure 69: Trends in own-label SKUs in the breakfast cereal market, December 2007-November 2009
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Appendix – The Consumer: Usage and Frequency
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- Figure 70: Consumption of cold breakfast cereals in the last 12 months, by demographics, 2009
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- Figure 71: Consumption of hot breakfast cereals (porridge/oats) in the last 12 months, by demographics, 2009
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Appendix – Types of Cereals Eaten
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- Figure 72: Types of cereals have at home, by demographics, December 2009
- Figure 73: Types of cereals have at home, by demographics, December 2009
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- Figure 74: Number of different types of breakfast cereals in the household cupboard, by demographics, December 2009
- Figure 75: Number of different types of breakfast cereals at home, by type of breakfast cereals at home, December 2009
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Appendix – The Consumer – Attitudes towards Breakfast Cereals
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- Figure 76: Factors taken into account for choosing a breakfast cereal, by demographics, December 2009
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- Figure 77: Factors taken into account for choosing a breakfast cereal, by demographics, December 2009
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- Figure 78: Agreement with statements about health and healthy lifestyles, December 2009
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- Figure 79: Repertoire of factors taken into account when choosing a breakfast cereal, December 2009
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- Figure 80: Repertoire of factors take into account for choosing a breakfast cereal, by demographics, December 2009
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- Figure 81: Percentage of NPD in the breakfast cereal market, by pack size, 2008 and 2009
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- Figure 82: Percentage of NPD in the breakfast cereal market, by launch type, 2008 and 2009
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- Figure 83: Attitudes towards breakfast cereals, by demographics, December 2009
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- Figure 84: Attitudes towards breakfast cereals, by demographics, December 2009
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- Figure 85: Attitudes towards breakfast cereals, by demographics, December 2009
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Appendix – Targeting Breakfast Cereal Groups
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- Figure 86: Number of different types of breakfast cereals in cupboard at home, by target groups, December 2009
- Figure 87: Type of breakfast cereals eaten, by target groups, December 2009
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- Figure 88: Factors taken into account for choosing a breakfast cereal, by target groups, December 2009
- Figure 89: Attitudes towards breakfast cereals, by target groups, December 2009
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- Figure 90: Target groups, by demographics, December 2009
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