Breakfast Cereals Market Report
Report description
Breakfast cereals are an integral part of the British diet, and a key sector of the grocery market in the UK. The breakfast cereals market is made up of two main sectors: the ready-to-eat (RTE) sector, which consists of staples (including corn flakes and wheat biscuits), children’s, healthy and adult indulgence ranges; and the hot cereals sector, which consists of cereals that require some kind of preparation, such as porridge.
Since the Second World War, consumption of breakfast cereals has shown steady growth, although in 2008 the UK economy was hit by the recession, which saw the sale of breakfast cereals — alongside other food items — slow. Between 2006 and 2010, Key Note estimates that the entire breakfast cereals market grew by 15.6% in value terms, with particular growth demonstrated in the RTE cereal sector, which accounted for 91.2% of sales by value in 2010, compared with 90.9% in 2006. In addition, the consumption of hot cereals, which had been in long-term decline, has risen over the past 5 years. The cold weather experienced at the beginning and end of 2010, coupled with an awareness of the cholesterol-lowering properties of oats, has helped increase their popularity — though this sector is affected by seasonality, with consumption rates of hot cereals growing in colder months and falling in the spring and summer.
The breakfast cereals market is well established and has been dominated by three main companies — Kellogg, Weetabix and Cereal Partners (an alliance between Nestlé and General Mills) — for many years, as these companies are able to invest huge resources into marketing, building brands and new product development (NPD). Furthermore, due to supermarket discounts and buy-one-get-one-free (BOGOF) offers, the own-brand market saw value sales fall by 2.8% between 2009 and 2010, allowing popular brands to maintain their stronghold of the market, according to The Grocer. Owing to growing health concerns, particularly regarding child obesity levels, smaller companies have had considerable success in recent years targeting niche markets, such as organic, premium and gluten-/wheat-free products. However, the growth of alternative breakfast products, such as cereal bars and breakfast biscuits, poses a possible threat to the expansion of the breakfast cereals market, as busy modern lifestyles force consumers to search for even more convenient breakfast products.
Given its healthy image and the convenience of most products, the breakfast cereals market should continue to prosper in the long term. Breakfast cereal manufacturers have responded to criticism of their products by lowering sugar and salt content and reinforcing the positive image of the market with fortified and premium products. Although the impact of the recession continues to affect the UK economy, Key Note estimates that — although market growth in the breakfast cereals industry will slow — the market will grow by 15.2% in the next 5 years, as consumers continue to prioritise healthy eating.
Table of contents
Executive Summary
Market Definition
REPORT COVERAGE
MARKET SECTORS
Ready-to-Eat Cereals
Hot Cereals
MARKET TRENDS
Healthy Eating
Eating Habits
Snacking
Price of Ingredients
ECONOMIC TRENDS
Population
Gross Domestic Product
Inflation
Unemployment
Household Disposable Income
MARKET POSITION
The UK
Overseas
Market Size
THE TOTAL MARKET
By Volume
By Value
BY MARKET SECTOR
Ready-to-Eat Cereals
Hot Cereals
OVERSEAS TRADE
Industry Background
RECENT HISTORY
NUMBER OF COMPANIES
EMPLOYMENT
REGIONAL VARIATIONS IN THE MARKETPLACE
DISTRIBUTION
HOW ROBUST IS THE MARKET?
LEGISLATION
Food Safety Act
Food Labelling Regulations
Food Standards Act
KEY TRADE ASSOCIATIONS
Association of Cereal Food Manufacturers
The Food and Drink Federation
Competitor Analysis
THE MARKETPLACE
Rankings by Turnover
MARKET LEADERS
Cereal Partners UK
Dailycer Ltd
Dorset Cereals Ltd
Doves Farm Foods Ltd
Kellogg Company of Great Britain Ltd
Morning Foods Ltd
PepsiCo Inc
The Jordans and Ryvita Company Ltd
Weetabix Ltd
Other Companies
OUTSIDE SUPPLIERS
Food Flavourings and Ingredients
Specialist Machinery
Packaging
MARKETING ACTIVITY
Main Media Advertising Expenditure
Strengths, Weaknesses, Opportunities and Threats
STRENGTHS
WEAKNESSES
OPPORTUNITIES
THREATS
Buying Behaviour
CONSUMER PENETRATION
Ready-to-Eat Cereals
Hot Cereals
Current Issues
NEW PRODUCT DEVELOPMENT - MANUFACTURERS FOCUS ON HEALTH ISSUES
HEALTH ISSUES - CONCERNS OVER SUGAR AND SALT CONTENT
THE ECONOMY
THE ENVIRONMENT - SUSTAINABLE INGREDIENTS
The Global Market
TOTAL MARKET SIZE
The US
The Developing World
Forecasts
INTRODUCTION
The Economy
FORECASTS TO
MARKET GROWTH
FUTURE TRENDS
Healthy Eating and New Product Development
Alternative Diets
Company Profiles
INTRODUCTION
DEFINITIONS
Turnover (Sales)
Pre-Tax Profit
Profit Margin
Average Remuneration
Sales per Employee
FURTHER INFORMATION
DAILYCER LTD
Previous Name(s) and Date(s) of Change
Principal Activities
SIC Code
Structure
Brand Information
Recent Developments
FINANCIAL PROFILE
Sales
Profits
Employees
Balance Sheet/Ratios
DORSET CEREALS LTD
Previous Name(s) and Date(s) of Change
Principal Activities
SIC Codes
Structure
Brand Information
Recent Developments
FINANCIAL PROFILE
Sales
Profits
Employees
Balance Sheet/Ratios
DOVES FARM FOODS LTD
Previous Name(s) and Date(s) of Change
Principal Activities
SIC Codes
Structure
Brand Development
Recent Developments
FINANCIAL PROFILE
Sales
Profits
Employees
Balance Sheet/Ratios
KELLOGG COMPANY OF GREAT BRITAIN LTD
Previous Name(s) and Date(s) of Change
Principal Activities
SIC Code
Structure
Brand Information
Recent Developments
FINANCIAL PROFILE
Sales
Profits
Employees
Balance Sheet/Ratios
MORNING FOODS LTD
Previous Name(s) and Date(s) of Change
Principal Activities
SIC Codes
Structure
Brand Information
Recent Developments
FINANCIAL PROFILE
Sales
Profits
Employees
Balance Sheet/Ratios
THE JORDANS and RYVITA COMPANY LTD
Previous Name(s) and Date(s) of Change
Principal Activities
SIC Codes
Structure
Brand Information
Recent Developments
FINANCIAL PROFILE
Sales
Profits
Employees
Balance Sheet/Ratios
WEETABIX LTD
Previous Name(s) and Date(s) of Change
Principal Activities
SIC Codes
Structure
Brand Information
Recent Developments
FINANCIAL PROFILE
Sales
Profits
Employees
Balance Sheet/Ratios
Further Sources
Associations
Publications
General Sources
Government Publications
Other Sources
Related market research by sector
Cereals (in Dried foods)
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