Table of Contents
Introduction
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- Definition
- Abbreviations
Executive Summary
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- The market
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- Figure 1: UK retail value sales of the total breakfast cereals market, 2009-19
- Market factors
- Busy lifestyles are shaping demand for breakfast products
- Health concerns heightened by the high-profile sugar debate
- Demographic changes are set to impact the breakfast market
- Companies, brands and innovation
- Volume and value losses for Kellogg’s
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- Figure 2: Leading manufacturers’ sales in the UK RTE breakfast cereals market, by value, 2012/13 and 2013/14
- Upsurge in hot cereals NPD in 2013
- An uptick in adspend in 2013
- The consumer
- Breakfast cereals enjoy high penetration
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- Figure 3: Types of breakfast cereal eaten in the past six months, May 2014
- Porridge stands out on health grounds
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- Figure 4: Attributes most commonly associated with breakfast cereals, May 2014
- Figure 5: Other attributes associated with breakfast cereals, May 2014
- Consumers are undecided about the healthiness of cold cereals
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- Figure 6: Attitudes towards cold breakfast cereals, May 2014
- 45% of parents want cereals to please the whole family
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- Figure 7: Attitudes towards breakfast cereals, May 2014
- What we think
Issues and Insights
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- Alternative sweeteners provide a route to overcoming negative perceptions of flavoured cereals in terms of their high sugar content
- The facts
- The implications
- Innovation can attract more young people to the porridge market
- The facts
- The implications
- Innovation in breakfast cereal packaging and formats can help to add value to the category
- The facts
- The implications
Trend Application
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- Trend: Mood to Order
- Trend: Make it Mine
- Mintel Futures: East Meets West
Market Drivers
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- Key points
- Busy lifestyles are shaping the breakfast market…
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- Figure 8: Consumers who ever eat breakfast out of home, by age and working status, April 2014
- …with strong demand for on-the-go options
- The sugar debate is likely to have damaged the appeal of flavoured cereals
- Ageing population set to hinder RTE cereals but to boost porridge
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- Figure 9: Forecast trends in the age structure of the UK population, 2014-19
- Growth in 25-34s to benefit cold cereals and portable formats
Strengths and Weaknesses
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- Upsurge in hot cereals NPD in 2013
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- Figure 10: New product development in the UK cereals market as a share of total food NPD, 2010-14
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- Figure 11: New product development in the UK cereals market, by category, 2010-14
- Kellogg’s remains the leader in innovation
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- Figure 12: New product launches in the UK breakfast cereals market, by top 10 companies in 2013, 2010-14
- Limited innovation in low-sugar cereals
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- Figure 13: New product launches in the UK breakfast cereals market, by top 10 claims in 2013, 2010-14
- Growing availability of Bircher muesli
Market Size and Forecast
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- Key points
- Value sales expected to slip in 2014
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- Figure 14: UK retail value and volume sales of the total breakfast cereals market, 2009-19
- Forecast
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- Figure 15: UK retail value sales of the total breakfast cereals market, 2009-19
- Figure 16: UK retail volume sales of the total breakfast cereals market, 2009-19
- Factors used in the forecast
Segment Performance
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- Key points
- Value sales of cold cereal forecast to fall 2% in 2014
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- Figure 17: UK retail value and volume sales of RTE cereals, 2009-19
- The hot cereals market loses momentum
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- Figure 18: UK retail value and volume sales of hot cereals, 2009-19
Market Share
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- Key points
- Volume and value losses for Kellogg’s
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- Figure 19: Leading brands’ sales in the UK RTE breakfast cereals market, by value and volume, 2012/13 and 2013/14
- Figure 20: Leading manufacturers’ sales in the UK RTE breakfast cereals market, by value and volume, 2012/13 and 2013/14
- Mornflake and Dorset buck the downward trend
- Oat So Simple is stable at the top
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- Figure 21: Leading brands’ sales in the UK hot breakfast cereals market, by value and volume, 2012/13 and 2013/14
- Figure 22: Leading manufacturers in the UK hot breakfast cereals market, by value and volume, 2012/13 and 2013/14
Companies and Products
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- Figure 23: Selected leading companies in the breakfast cereals market in the UK and their brands, 2014
- Cereal Partners UK
- Background
- Product range and innovation
- Recent activity and promotion
- Dorset Cereals
- Background
- Product range and innovation
- Recent activity and promotion
- Jordans & Ryvita Company
- Background
- Product range and innovation
- Recent activity and promotion
- Kellogg’s
- Background
- Product range
- Innovation
- Recent activity and promotion – Special K
- Recent activity and promotion – Other brands
- PepsiCo
- Background
- Product range
- Innovation
- Recent activity and promotion
- Weetabix
- Background
- Product range
- Innovation
- Recent activity and promotion
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Brand Communication and Promotion
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- Key points
- An uptick in adspend in 2013
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- Figure 24: Total above-the-line advertising expenditure in the UK breakfast cereals market, by segment, 2010-14
- Kellogg’s captures half of adspend
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- Figure 25: Total above-the-line advertising expenditure in the UK breakfast cereals market, by top 10 advertisers in 2013, 2010-14
- Figure 26: Share of total above-the-line advertising expenditure in the UK breakfast cereals market, by top 10 advertisers in 2013, 2010-14
- Kellogg’s targets social media
- Nestlé and Jordans step up adspend in 2013
- Debut TV ad campaign from Mornflake
Brand Research
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- Brand map
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- Figure 27: Attitudes towards and usage of brands in the breakfast cereal sector, June 2014
- Correspondence analysis
- Brand attitudes
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- Figure 28: Attitudes, by breakfast cereal brand, June 2014
- Brand personality
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- Figure 29: Breakfast cereal brand personality – Macro image, June 2014
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- Figure 30: Breakfast cereal brand personality – Micro image, June 2014
- Brand experience
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- Figure 31: Breakfast cereal brand usage, June 2014
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- Figure 32: Satisfaction with various breakfast cereal brands, June 2014
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- Figure 33: Consideration of breakfast cereal brands, June 2014
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- Figure 34: Consumer perceptions of current breakfast cereal’ brand performance, June 2014
- Brand recommendation
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- Figure 35: Recommendation of selected breakfast cereal brands, June 2014
The Consumer – Usage of Breakfast Cereals
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- Key points
- Breakfast cereals enjoy high penetration
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- Figure 36: Types of breakfast cereal eaten in the past six months, May 2014
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- Figure 37: Types of breakfast cereal eaten in the past six months, June 2013 and May 2014
- Families are most likely to cold eat cereals
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- Figure 38: Types of cold breakfast cereal eaten in the past six months, by presence of children, May 2014
- Porridge attracts over-45s
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- Figure 39: Consumers who have eaten porridge in the last six months, by gender and age, May 2014
- Cold cereals also enjoy the highest usage frequency
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- Figure 40: Frequency of eating breakfast cereals in the past six months, May 2014
The Consumer – Perceptions of Different Types of Breakfast Cereals
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- Key points
- Porridge stands out on health grounds…
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- Figure 41: Attributes most commonly associated with breakfast cereals, May 2014
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- Figure 42: Other attributes associated with breakfast cereals, May 2014
- …but also benefits from its fillingness
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- Figure 43: Consumers who perceive porridge to be filling, contain natural ingredients and to provide long-lasting energy, by age, May 2014
- Porridge falls down on convenience
- Half of adults think flavoured cereals are too high in sugar
- A poor image of naturalness may also be a concern
- Cereals bars/breakfast biscuits score highest on convenience
The Consumer – Attitudes Towards Cold Breakfast Cereals
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- Key points
- Consumers are undecided about the healthiness of cold cereals
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- Figure 44: Attitudes towards cold breakfast cereals, May 2014
- Low levels of awareness of reformulations
- Over-55s steer towards low-sugar cereals
- One in five are open to cold cereals with natural sweeteners
- Under-25s are most interested in satiation
The Consumer – Attitudes Towards Breakfast Cereals
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- Key points
- 45% of parents want cereals to please the whole family
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- Figure 45: Attitudes towards breakfast cereals, May 2014
- One in three would like to see more resealable packaging
- Under-35s are most interested in on-the-go convenience
- Convenience proposition of cold cereals splits views
- Breakfast cereal drinks appeal to one in five under-25s
Appendix – Who’s Innovating?
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- Figure 46: New product development in the UK cereals market, branded vs private label, 2010-14
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Appendix – Market Size and Forecast
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- Figure 47: Best- and worst-case forecasts for the total UK breakfast cereals market, by value, 2014-19
- Figure 48: Best- and worst-case forecasts for the total UK breakfast cereals market, by volume, 2014-19
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Appendix – Segment Performance
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- Figure 49: Best- and worst-case forecasts for the UK RTE breakfast cereals market, by value, 2014-19
- Figure 50: Best- and worst-case forecasts for the UK RTE breakfast cereals market, by volume, 2014-19
- Figure 51: Best- and worst-case forecasts for the UK hot cereals market, by value, 2014-19
- Figure 52: Best- and worst-case forecasts for the UK hot cereals market, by value, 2014-19
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Appendix – Brand Research
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- Figure 53: Brand usage, June 2014
- Figure 54: Brand commitment, June 2014
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- Figure 55: Brand momentum, June 2014
- Figure 56: Brand diversity, June 2014
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- Figure 57: Brand satisfaction, June 2014
- Figure 58: Brand recommendation, June 2014
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- Figure 59: Brand attitude, June 2014
- Figure 60: Brand image – Macro image, June 2014
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- Figure 61: Brand image – Micro image, June 2014
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Appendix – The Consumer – Usage of Breakfast Cereals
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- Figure 62: Types of breakfast cereal eaten in the past six months, May 2014
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- Figure 63: Most popular types of breakfast cereal eaten in the past six months, by demographics, May 2014
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- Figure 64: Next most popular types of breakfast cereal eaten in the past six months, by demographics, May 2014
- Repertoire of usage of breakfast cereals
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- Figure 65: Repertoire of types of breakfast cereal eaten in the past six months, May 2014
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- Figure 66: Repertoire of types of breakfast cereal eaten in the past six months, by demographics, May 2014
- Frequency of eating breakfast cereals
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- Figure 67: Frequency of eating breakfast cereals in the past six months, May 2014
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- Figure 68: Frequency of eating breakfast cereals in the past six months – Cereals, by demographics, May 2014
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- Figure 69: Frequency of eating breakfast cereals in the past six months – Cereals, by demographics, May 2014 (continued)
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- Figure 70: Frequency of eating breakfast cereals in the past six months – Porridge/oats, by demographics, May 2014
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- Figure 71: Frequency of eating breakfast cereals in the past six months – Porridge/oats, by demographics, May 2014 (continued)
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Appendix – The Consumer – Perceptions of Different Types of Breakfast Cereals
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- Figure 72: Attributes associated with breakfast cereals, May 2014
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- Figure 73: Most popular attributes associated with breakfast cereals – Plain cereal, by demographics, May 2014
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- Figure 74: Next most popular attributes associated with breakfast cereals – Plain cereal, by demographics, May 2014
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- Figure 75: Other attributes associated with breakfast cereals – Plain cereal, by demographics, May 2014
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- Figure 76: Most popular attributes associated with breakfast cereals – Flavoured cereal, by demographics, May 2014
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- Figure 77: Next most popular attributes associated with breakfast cereals – Flavoured cereal, by demographics, May 2014
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- Figure 78: Other attributes associated with breakfast cereals – Flavoured cereal, by demographics, May 2014
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- Figure 79: Most popular attributes associated with breakfast cereals – Porridge/oats, by demographics, May 2014
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- Figure 80: Next most popular attributes associated with breakfast cereals – Porridge/oats, by demographics, May 2014
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- Figure 81: Other attributes associated with breakfast cereals – Porridge/oats, by demographics, May 2014
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- Figure 82: Most popular attributes associated with breakfast cereals – Muesli/granola, by demographics, May 2014
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- Figure 83: Next most popular attributes associated with breakfast cereals – Muesli/granola, by demographics, May 2014
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- Figure 84: Other attributes associated with breakfast cereals – Muesli/granola, by demographics, May 2014
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- Figure 85: Most popular attributes associated with breakfast cereals – Cereal bars/breakfast biscuits, by demographics, May 2014
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- Figure 86: Next most popular attributes associated with breakfast cereals – Cereal bars/breakfast biscuits, by demographics, May 2014
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- Figure 87: Other attributes associated with breakfast cereals – Cereal bars/breakfast biscuits, by demographics, May 2014
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Appendix – The Consumer – Attitudes Towards Cold Breakfast Cereals
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- Figure 88: Attitudes towards cold breakfast cereals, May 2014
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- Figure 89: Most popular attitudes towards cold breakfast cereals, by demographics, May 2014
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- Figure 90: Next most popular attitudes towards cold breakfast cereals, by demographics, May 2014
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- Figure 91: Other attitudes towards cold breakfast cereals, by demographics, May 2014
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Appendix – The Consumer – Attitudes Towards Breakfast Cereals
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- Figure 92: Attitudes towards breakfast cereals, May 2014
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- Figure 93: Most popular attitudes towards breakfast cereals, by demographics, May 2014
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- Figure 94: Next most popular attitudes towards breakfast cereals, by demographics, May 2014
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- Figure 95: Other attitudes towards breakfast cereals, by demographics, May 2014
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