Author: Mintel Group Ltd.
Last saved by: HTTP server

Breakfast Cereals - UK - August 2014

INTRODUCTION
Definition
Abbreviations
EXECUTIVE SUMMARY
The market
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
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
Figure 3: Types of breakfast cereal eaten in the past six months, May 2014
Porridge stands out on health grounds
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
Figure 6: Attitudes towards cold breakfast cereals, May 2014
45% of parents want cereals to please the whole family
Figure 7: Attitudes towards breakfast cereals, May 2014
What we think
ISSUES AND INSIGHTS
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
Trend: Mood to Order
Trend: Make it Mine
Mintel Futures: East Meets West
MARKET DRIVERS
Key points
Busy lifestyles are shaping the breakfast market…
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
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
Strengths
Weaknesses
WHO’S INNOVATING?
Key points
Upsurge in hot cereals NPD in 2013
Figure 10: New product development in the UK cereals market as a share of total food NPD, 2010-14
Figure 11: New product development in the UK cereals market, by category, 2010-14
Kellogg’s remains the leader in innovation
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
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
Key points
Value sales expected to slip in 2014
Figure 14: UK retail value and volume sales of the total breakfast cereals market, 2009-19
Forecast
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
Key points
Value sales of cold cereal forecast to fall 2% in 2014
Figure 17: UK retail value and volume sales of RTE cereals, 2009-19
The hot cereals market loses momentum
Figure 18: UK retail value and volume sales of hot cereals, 2009-19
MARKET SHARE
Key points
Volume and value losses for Kellogg’s
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
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
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
BRAND COMMUNICATION AND PROMOTION
Key points
An uptick in adspend in 2013
Figure 24: Total above-the-line advertising expenditure in the UK breakfast cereals market, by segment, 2010-14
Kellogg’s captures half of adspend
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
Brand map
Figure 27: Attitudes towards and usage of brands in the breakfast cereal sector, June 2014
Correspondence analysis
Brand attitudes
Figure 28: Attitudes, by breakfast cereal brand, June 2014
Brand personality
Figure 29: Breakfast cereal brand personality – Macro image, June 2014
Figure 30: Breakfast cereal brand personality – Micro image, June 2014
Brand experience
Figure 31: Breakfast cereal brand usage, June 2014
Figure 32: Satisfaction with various breakfast cereal brands, June 2014
Figure 33: Consideration of breakfast cereal brands, June 2014
Figure 34: Consumer perceptions of current breakfast cereal’ brand performance, June 2014
Brand recommendation
Figure 35: Recommendation of selected breakfast cereal brands, June 2014
THE CONSUMER – USAGE OF BREAKFAST CEREALS
Key points
Breakfast cereals enjoy high penetration
Figure 36: Types of breakfast cereal eaten in the past six months, May 2014
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
Figure 38: Types of cold breakfast cereal eaten in the past six months, by presence of children, May 2014
Porridge attracts over-45s
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
Figure 40: Frequency of eating breakfast cereals in the past six months, May 2014
THE CONSUMER – PERCEPTIONS OF DIFFERENT TYPES OF BREAKFAST CEREALS
Key points
Porridge stands out on health grounds…
Figure 41: Attributes most commonly associated with breakfast cereals, May 2014
Figure 42: Other attributes associated with breakfast cereals, May 2014
…but also benefits from its fillingness
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
Key points
Consumers are undecided about the healthiness of cold cereals
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
Key points
45% of parents want cereals to please the whole family
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?
Figure 46: New product development in the UK cereals market, branded vs private label, 2010-14
APPENDIX – MARKET SIZE AND FORECAST
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
APPENDIX – SEGMENT PERFORMANCE
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
APPENDIX – BRAND RESEARCH
Figure 53: Brand usage, June 2014
Figure 54: Brand commitment, June 2014
Figure 55: Brand momentum, June 2014
Figure 56: Brand diversity, June 2014
Figure 57: Brand satisfaction, June 2014
Figure 58: Brand recommendation, June 2014
Figure 59: Brand attitude, June 2014
Figure 60: Brand image – Macro image, June 2014
Figure 61: Brand image – Micro image, June 2014
APPENDIX – THE CONSUMER – USAGE OF BREAKFAST CEREALS
Figure 62: Types of breakfast cereal eaten in the past six months, May 2014
Figure 63: Most popular types of breakfast cereal eaten in the past six months, by demographics, May 2014
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
Figure 65: Repertoire of types of breakfast cereal eaten in the past six months, May 2014
Figure 66: Repertoire of types of breakfast cereal eaten in the past six months, by demographics, May 2014
Frequency of eating breakfast cereals
Figure 67: Frequency of eating breakfast cereals in the past six months, May 2014
Figure 68: Frequency of eating breakfast cereals in the past six months – Cereals, by demographics, May 2014
Figure 69: Frequency of eating breakfast cereals in the past six months – Cereals, by demographics, May 2014 (continued)
Figure 70: Frequency of eating breakfast cereals in the past six months – Porridge/oats, by demographics, May 2014
Figure 71: Frequency of eating breakfast cereals in the past six months – Porridge/oats, by demographics, May 2014 (continued)
APPENDIX – THE CONSUMER – PERCEPTIONS OF DIFFERENT TYPES OF BREAKFAST CEREALS
Figure 72: Attributes associated with breakfast cereals, May 2014
Figure 73: Most popular attributes associated with breakfast cereals – Plain cereal, by demographics, May 2014
Figure 74: Next most popular attributes associated with breakfast cereals – Plain cereal, by demographics, May 2014
Figure 75: Other attributes associated with breakfast cereals – Plain cereal, by demographics, May 2014
Figure 76: Most popular attributes associated with breakfast cereals – Flavoured cereal, by demographics, May 2014
Figure 77: Next most popular attributes associated with breakfast cereals – Flavoured cereal, by demographics, May 2014
Figure 78: Other attributes associated with breakfast cereals – Flavoured cereal, by demographics, May 2014
Figure 79: Most popular attributes associated with breakfast cereals – Porridge/oats, by demographics, May 2014
Figure 80: Next most popular attributes associated with breakfast cereals – Porridge/oats, by demographics, May 2014
Figure 81: Other attributes associated with breakfast cereals – Porridge/oats, by demographics, May 2014
Figure 82: Most popular attributes associated with breakfast cereals – Muesli/granola, by demographics, May 2014
Figure 83: Next most popular attributes associated with breakfast cereals – Muesli/granola, by demographics, May 2014
Figure 84: Other attributes associated with breakfast cereals – Muesli/granola, by demographics, May 2014
Figure 85: Most popular attributes associated with breakfast cereals – Cereal bars/breakfast biscuits, by demographics, May 2014
Figure 86: Next most popular attributes associated with breakfast cereals – Cereal bars/breakfast biscuits, by demographics, May 2014
Figure 87: Other attributes associated with breakfast cereals – Cereal bars/breakfast biscuits, by demographics, May 2014
APPENDIX – THE CONSUMER – ATTITUDES TOWARDS COLD BREAKFAST CEREALS
Figure 88: Attitudes towards cold breakfast cereals, May 2014
Figure 89: Most popular attitudes towards cold breakfast cereals, by demographics, May 2014
Figure 90: Next most popular attitudes towards cold breakfast cereals, by demographics, May 2014
Figure 91: Other attitudes towards cold breakfast cereals, by demographics, May 2014
APPENDIX – THE CONSUMER – ATTITUDES TOWARDS BREAKFAST CEREALS
Figure 92: Attitudes towards breakfast cereals, May 2014
Figure 93: Most popular attitudes towards breakfast cereals, by demographics, May 2014
Figure 94: Next most popular attitudes towards breakfast cereals, by demographics, May 2014
Figure 95: Other attitudes towards breakfast cereals, by demographics, May 2014

This report is supplied in accordance with Mintel's terms and conditions.  
© Mintel Group Ltd.