Breakfast Cereals - Europe - July 2010
Report description
Breakfast cereals enjoy high penetration and frequency of consumption in the UK, whereas in the rest of Europe (France, Germany, Italy and Spain) levels are much lower. Unsurprisingly, growth rates have flattened in the mature, developed UK market. The recession has led to consumers opting for cheaper breakfast alternatives or purchasing own-label ranges. But manufacturers can compete by focusing on innovation, which is pretty much focused on three core themes – health and wellness, convenience and flavour. Interestingly, these elements are increasingly being mixed with a more hedonistic and indulgent aspect, especially when targeting children.
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Table of contents
Definition
Consumer research
Abbreviations
Market in Brief
Sales slowed down
NPD scenario
Consumers and breakfast cereals
European Market Size and Forecast
Key points
Breakfast cereal
Figure 1: Retail value sales of breakfast cereals, by country, 2004-13
Figure 2: Retail value sales of breakfast cereals, by country, 2004-13
Figure 3: Spend per capita, by country, 2004-08
Figure 4: Retail volume sales of breakfast cereals, by country, 2004-13
Market Segmentation
Key points
France
Figure 5: Market segmentation, by volume, France, 2008
Germany
Figure 6: Market segmentation, by value, Germany, 2008
Figure 7: Market segmentation, by volume, Germany, 2008
Italy
Figure 8: Market segmentation, by value, Italy, 2008
Spain
Figure 9: Market segmentation, by value, Spain, 2008
Figure 10: Market segmentation, by volume, Spain, 2008
UK
Figure 11: Market segmentation, by value, UK, 2008
Other countries: Netherlands, Poland and Russia
Figure 12: Market segmentation, by volume, Netherlands, 2008
Figure 13: Market segmentation, by value, Poland, 2008
Figure 14: Market segmentation, by volume, Russia, 2008
Companies and Products
Key points
Regional NPD analysis
Figure 15: Percentage of new product launches, by region, 2009
Regional NPD analysis: Europe
Figure 16: Percentage of new product launches, by top ten European countries, 2009
Europe: Latest NPD Trends
Wholegrain is dominant and added fibre grows in popularity
Focus on increasing convenience
Economy and premium on the rise
Functional and low/reduced/no
Still niche but ethical claims increased popularity
Trends in the top ten European countries
Figure 17: Percentage of new product launches, by top five claims, by the ‘Big 5’ European countries, 2009
Figure 18: Percentage of new product launches, by top five flavours, by the ‘Big 5’ European countries, 2009
France – Breakfast cereal
Figure 19: Percentage of new product launches, France, 2006-09
Figure 20: Top five claims on new product development, France, 2006-09
Figure 21: Top five flavours in new product development, France, 2006-09
Germany – Breakfast cereal
Figure 22: Percentage of new product launches, Germany, 2006-09
Figure 23: Top five claims on new product development, Germany, 2006-09
Figure 24: Top five flavours in new product development, Germany, 2006-09
Italy – Breakfast cereal
Figure 25: Top five claims on new product development, Italy, 2006-09
Figure 26: Top five flavours in new product development, Italy, 2006-09
Spain – Breakfast cereal
Figure 27: Percentage of new product launches, Spain, 2006-09
Figure 28: Top five claims on new product development, Spain, 2006-09
Figure 29: Top five flavours in new product development, Spain, 2006-09
UK – Breakfast cereal
Figure 30: Percentage of new product launches, UK, 2006-09
Figure 31: Top five claims on new product development, UK, 2006-09
Figure 32: Top five flavours in new product development, UK, 2006-09
The Consumer
Key points
Penetration and Frequency of use
Figure 33: Penetration of breakfast cereal, by country, 2009
Figure 34: Frequency of eating breakfast cereal, by country, 2009
Figure 35: Frequency of eating cereal, GB, 2009
Figure 36: Trends in penetration of breakfast cereals, GB, 2005-09
Figure 37: Trends in penetration of breakfast cereals, by country, 2005-09
Demographics
Figure 38: Eat breakfast cereals, by demographics, France, 2009
Figure 39: Eat breakfast cereals, by demographics, Germany, 2009
Figure 40: Eat breakfast cereals, by demographics, Spain, 2009
Figure 41: Eat breakfast cereals, by demographics, GB, 2009
Figure 42: Eat cereals, by demographics, GB, 2009
Figure 43: Eat porridge/oats, by demographics, GB, 2009
Attitudes
Figure 44: Attitudinal statements, by country, 2009
Appendix – Market Size and Forecast Data
Figure 45: Retail value sales of breakfast cereals, by country, 2004-13
Figure 46: Retail value sales of breakfast cereals, by country, 2004-13
Figure 47: Spend per capita, by country, 2004-08
Figure 48: Retail volume sales of breakfast cereals, by country, 2004-13
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