Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Cereal a large category but growth is slower
- Sales of all breakfast cereal vs. private-label breakfast cereal
- Private label cold cereal outselling hot cereal
- Food channels reverse negative trend
- Quaker is the dominant hot cereal name-brand manufacturer, Kellogg’s leads cold cereal
- New product introduction claims
- Name-brand and private label purchase behavior
- Gender and pricing influence on store brand purchase
- Cereal satisfaction and desired improvements
- Race/Hispanic influence on private label vs. name-brand purchases
Insights and Opportunities
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- Overview
- Drug stores can create healthy private label cereals
- Cross-promote with related private label items
- Develop cereals that tie in with local sports or colleges
- Develop ethnic-driven products that appeal to Hispanics
- Develop promotion with container companies
Inspire Insights
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- Trend 1: The Re-Socialization of Food
- From communal to commodity
- Recreate the eating space
- Trend 2: Unconscious Decisions
- Coming to consciousness
Market Size and Forecast
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- Key points
- Cereal big but not getting any bigger
- All breakfast cereal—sales and forecast
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- Figure 1: FDMx sales and forecast of breakfast cereal, at current prices, 2005-15
- Figure 2: FDMx sales and forecast of breakfast cereal, at inflation-adjusted prices, 2005-15
- Sales of all breakfast cereal vs. private-label breakfast cereal
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- Figure 3: FDMx sales of breakfast cereal, total vs. private label, 2005-10
- Private label outgrowing brands
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- Figure 4: FDMx sales and forecast of private-label breakfast cereal, at current prices, 2005-15
- Figure 5: FDMx sales of private-label breakfast cereal, at inflation-adjusted prices, 2005-15
Segment Performance—Overview
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- Key points
- Private label cold cereal outselling hot cereal
- Private label breakfast cereal sales, by segment
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- Figure 6: FDMx private label sales of breakfast cereal, by segment, 2009 and 2010
Segment Performance—Hot Cereal
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- Key points
- Private label enjoying growth at the expense of name brands
- Hot cereal sales
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- Figure 7: U.S. FDMx sales and forecast of hot cereal, total vs. private label, 2005-15
Segment Performance—Cold Cereal
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- Key points
- Private label hits sales peak in 2010
- Cold cereal sales
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- Figure 8: U.S. FDMx sales and forecast of cold cereal, total vs. private label, 2005-15
Retail Channels
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- Key points
- Food channels reverse negative trend
- Channel sales and trends
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- Figure 9: FDMx sales of private-label breakfast cereal, 2005-10
- Figure 10: Food and “other FDMx” stores’ sales share of FDMx sales of private-label breakfast cereal, 2005-10
Retail Channels—Food Retailers
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- Key points
- Overall breakfast sales virtually unchanged
- Private label share slowly growing
- Food retailers’ sales
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- Figure 11: Food retailers’ sales of breakfast cereal, total vs. private label, 2005-10
Retail Channels—“Other” Retailers
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- Key points
- Cereal sales growth leveling off
- Private label growth slowing down as well
- Other retailers’ sales
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- Figure 12: Other FDMx retailers’ sales of breakfast cereal, total vs. private label, 2005-10
Brands vs. Private Label—Hot Cereal
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- Key points
- Quaker is the dominant name-brand manufacturer
- Smaller manufacturers enjoying modest success
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- Figure 13: FDMx top brands and private label sales of hot cereal, 2009 and 2010
- Top brands in terms of usage
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- Figure 14: Brands of hot cereal eaten in household, 2005-09
Brands vs. Private Label—Cold Cereal
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- Key points
- General Mills edging closer to segment leader Kellogg’s
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- Figure 15: FDMx top brands and private label sales of cold cereal, 2009 and 2010
- Cheerios is most popular brand in terms of consumption
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- Figure 16: Brands of cold cereal eaten in household, 2005-09
Innovation and Innovators—Brands vs. Private Label
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- Top claims for private label and name-brand cereal introductions
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- Figure 17: Trends in claims in non-PL cereal new product launches, 2005-10*
- Figure 18: Trends in claims in PL cereal new product launches, 2005-10*
- Hot cereal—branded
- Hot cereal—private label
- Cold cereal—branded
- Cold cereal—private label
Advertising and Promotion
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- Social media emerging as marketing tool for cereal category
- General Mills unveils retro boxes as part of marketing push
Store Brand vs. Name-brand Purchase
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- Key points
- Incidence of purchase—store brand vs. name brand
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- Figure 19: Purchase of store brand breakfast cereal in past month, hot vs. cold, by age, April 2010
- Figure 20: Purchase of store brand breakfast cereal in past month, hot vs. cold, by household income, April 2010
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- Figure 21: Purchase of store brand breakfast cereal in past month, hot vs. cold, by presence and number of children, April 2010
- Purchase behavior—store brand vs. name brand
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- Figure 22: Brand vs. store brand breakfast cereal purchase behavior, by age, April 2010
- Figure 23: Brand vs. store brand breakfast cereal purchase behavior, by household income, April 2010
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- Figure 24: Brand vs. store brand breakfast cereal purchase behavior, by presence and number of children, April 2010
- Attitudes toward quality of store brand vs. name brand
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- Figure 25: Attitudes toward quality of brand vs. store brand breakfast cereal, by age, April 2010
- Figure 26: Attitudes toward quality of brand vs. store brand breakfast cereal, by household income, April 2010
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- Figure 27: Attitudes toward quality of brand vs. store brand breakfast cereal, by presence and number of children, April 2010
Factors Influencing Breakfast Cereal Purchase
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- Key points
- Impact of price on store brand purchase
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- Figure 28: Impact of price on store brand breakfast cereal purchase, by gender, April 2010
- Figure 29: Impact of price on store brand breakfast cereal purchase, by age, April 2010
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- Figure 30: Impact of price on store brand breakfast cereal purchase, by household income, April 2010
- Figure 31: Impact of price on store brand breakfast cereal purchase, by presence and number of children, April 2010
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- Figure 32: Impact of price on store brand breakfast cereal purchase, by region, April 2010
- Factors influencing brand purchase by type of cereal bought
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- Figure 33: Factors influencing brand purchase, by type of cereal bought, April 2010
- Impact of children on store brand breakfast cereal purchase
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- Figure 34: Purchase of brand vs. store brand breakfast cereal for adults and/or children, by age, April 2010
- Figure 35: Purchase of brand vs. store brand breakfast cereal for adults and/or children, by number of children, April 2010
Reasons For Not Buying Store Brand Breakfast Cereal
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- Key points
- Age plays small role for non-buyers of private label cereal
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- Figure 36: Reasons for not buying store brands of breakfast cereal, by age, April 2010
- Figure 37: Reasons for not buying store brands of breakfast cereal, by household income, April 2010
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- Figure 38: Reasons for not buying store brands of breakfast cereal, by presence and number of children, April 2010
- Figure 39: Reasons for not buying store brands of breakfast cereal, by urban/rural status, April 2010
Contentment with Cereal Brands, and Improvements Looked For
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- Key points
- Interest in new cereal brands and role of retailer in store brand quality
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- Figure 40: Interest in new cereal brands and role of retailer in store brand quality, by gender, April 2010
- Figure 41: Interest in new cereal brands and role of retailer in store brand quality, by age, April 2010
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- Figure 42: Interest in new cereal brands and role of retailer in store brand quality, by number of people in household, April 2010
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- Figure 43: Interest in new cereal brands and role of retailer in store brand quality, by presence and number of children, April 2010
- Improvements looked for in breakfast cereal
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- Figure 44: Improvements looked for in breakfast cereal, by gender, April 2010
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- Figure 45: Improvements looked for in breakfast cereal, by presence and number of children, April 2010
- Figure 46: Improvements looked for in breakfast cereal, by region, April 2010
Impact of Race/Hispanic Origin
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- Key points
- Store brand vs. name-brand purchase
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- Figure 47: Purchase of store brand breakfast cereal in past month, hot vs. cold, by race/Hispanic origin, April 2010
- Purchase behavior—store brand vs. name brand
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- Figure 48: Brand vs. store brand breakfast cereal purchase behavior, by race/Hispanic origin, April 2010
- Volume consumption of cold cereal by race/Hispanic origin
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- Figure 49: Frequency of cold cereal consumption on weekly basis, by race/Hispanic origin, November 2008-December 2009
- Attitudes toward store brand vs. name brand
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- Figure 50: Attitudes toward quality of brand vs. store brand breakfast cereal, by race/Hispanic origin, April 2010
- Factors influencing breakfast cereal purchase
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- Figure 51: Impact of price on store brand breakfast cereal purchase, by race/Hispanic origin, April 2010
- Figure 52: Purchase of brand vs. store brand breakfast cereal for adults and/or children, by race/Hispanic origin, April 2010
- Reasons for not buying store brand breakfast cereal
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- Figure 53: Reasons for not buying store brands of breakfast cereal, by race/Hispanic origin, April 2010
- Contentment with cereal brands, and improvements looked for
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- Figure 54: Interest in new cereal brands and role of retailer in store brand quality, by race/Hispanic origin, April 2010
- Improvements looked for in breakfast cereal
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- Figure 55: Improvements looked for in breakfast cereal, by race/Hispanic origin, April 2010
- Kids and teens
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- Figure 56: Teen eating of hot/cold cereal brands and store brands, by race/Hispanic origin, November 2008-December 2009
- Figure 57: Kid eating of hot/cold cereal brands and store brands, by race/Hispanic origin, November 2008-December 2009
Cluster Analysis
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- Satisfactories
- Demographics
- Characteristics
- Opportunity
- Sacrificers
- Demographics
- Characteristics
- Opportunity
- Privatizers
- Demographics
- Characteristics
- Opportunity
- Cluster characteristics
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- Figure 58: Private label cereal clusters, April 2010
- Figure 59: Brand vs. store brand breakfast cereal purchase behavior, by private label cereal clusters, April 2010
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- Figure 60: Attitudes toward quality of brand vs. store brand breakfast cereal, by private label cereal clusters, April 2010
- Figure 61: Brand vs. store brand breakfast cereal purchase behavior, by private label cereal clusters, April 2010
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- Figure 62: Impact of price on store brand breakfast cereal purchase, by private label cereal clusters, April 2010
- Figure 63: Interest in new cereal brands and role of retailer in store brand quality, by private label cereal clusters, April 2010
- Cluster demographics
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- Figure 64: Private label cereal clusters, by gender, April 2010
- Figure 65: Private label cereal clusters, by age, April 2010
- Figure 66: Private label cereal clusters, by household income, April 2010
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- Figure 67: Private label cereal clusters, by race, April 2010
- Figure 68: Private label cereal clusters, by Hispanic origin, April 2010
- Cluster methodology
Custom Consumer Groups
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- Store brand cereal usage by food lifestyle segmentations
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- Figure 69: Household usage of hot/cold cereal brands and store brands, by food lifestyle segmentation, November 2008-December 2009
- Store brand cereal usage by health and shopping attitudes
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- Figure 70: Household usage of hot/cold cereal brands and store brands, by attitudes toward health and shopping, November 2008-December 2009
Appendix—Frequency of Hot Cereal Consumption
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- A fifth of households are heavy hot cereal users
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- Figure 71: Frequency of hot cereal consumption on weekly basis, by household income, November 2008-December 2009
Appendix: Trade Associations
Appendix: Food Lifestyle Segmentation System
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- Convenience and Ease
- Reformed Traditionals
- Variety on a Budget
- True Foodies
- Weekend Cooks
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