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Breakfast Cereal - US - September 2009

Breakfast cereals enjoy high household penetration as well as high personal consumption rates. This report explores the factors that influence product selection by the market’s most fervent cereal consumers—families. Price, value perceptions, convenience and health emerge as key themes. The heart of the report is Mintel’s exclusive consumer research and analysis that explores usage by segment, frequency and brand as well as behavior, attitudes, and preferences related to breakfast cereal.

Other topics explored include:

  • Opportunities to promote cereal as a family favorite, as a functional food, and how manufacturers can help consumers think about cereal in a new way
  • Analysis of market size and segments that highlight the most influential reasons for shifts in sales based on consumer trends (health, convenience) and the impact of shifts in buying behavior as a result of the economic downturn
  • Evaluation of the extensive competition for consumers’ food budgets and how cereal manufacturers can stave off these threats
  • How the recession and higher food prices have impacted consumer choice within the category as well as noting the effect on future sales—but also how the recession has changed business behavior in terms of influencing advertising and promotional activity
  • Best practices for reaching kids and bridging the gap between adults and kids
  • The role of increasing concern with an interest in healthy eating habits
  • Assessing the influence of family and kids on market sales and the implications for the market
  • Analysis of leading manufacturers and brand positioning
  • Creative insight into how the Special K brand has honed its identity and consumer perception through alignment as a diet-friendly brand for women—making it an industry standout
  • How innovators and innovation focus on three core themes—health and wellness, convenience and flavor and fun, along with product examples and marketing claim trends
  • Examination of trends in sales by sugar content

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources and methodology
          • Sales data
            • Consumer survey data
              • Advertising clips
                • Abbreviations
                  • Terms
                  • Executive Summary

                    • Well-established market leaves little room for growth
                      • Competition for the food dollar
                        • Market drivers mostly positive
                          • Cold cereal controls market
                            • Supermarkets command majority of sales
                              • Kellogg and General Mills battle for top spot
                                • Brand focus: Kellogg’s Special K—the diet-friendly cereal
                                  • Innovation driven by attitudes toward health, convenience and flavor
                                    • Advertising and promotion of cereals
                                      • The breakfast cereal consumer
                                        • Frequency of usage
                                          • Cereal for breakfast, lunch, dinner, and snacks
                                            • Most important attributes: Taste, price, whole grains, familiar flavor, fiber, and sugar
                                              • Reasons for eating cereal: Convenience, health, and value
                                                • Attitudes toward price
                                                  • Attitudes towards trial and brand
                                                    • Kids’ and teens’ use of cereal
                                                      • Custom consumer groups: Moms and dads
                                                      • Insights and Opportunities

                                                        • Continued efforts to break out of the breakfast daypart
                                                          • Special K leads the way
                                                            • A focus on “enhancing” breakfast cereal
                                                              • Promoting customization
                                                                • Talking to married couples without children
                                                                • Inspire Insights

                                                                    • An Inconvenient Fruit
                                                                      • Figure 1: Preference for local food, by household income, June 2009
                                                                    • Mood from Food
                                                                      • Purity
                                                                        • Nostalgia
                                                                        • Market Size and Forecast

                                                                          • Growth difficult in saturated market
                                                                            • Increasing usage per eater
                                                                              • Raising prices
                                                                                • Sales and forecast of market
                                                                                  • Figure 2: Total U.S. breakfast cereal sales and forecast, at current prices, 2004-14
                                                                                  • Figure 3: Total U.S. breakfast cereal sales and forecast, at inflation-adjusted prices, 2004-14
                                                                              • Competitive Context

                                                                                • Myriad choices available
                                                                                  • Figure 4: Types of breakfast foods eaten, February 2008-March 2009
                                                                                • Convenience of cereal bars
                                                                                  • Nutritional content of yogurt
                                                                                    • The special treat
                                                                                      • Price sensitivity creates internal competition
                                                                                        • Figure 5: Breakfast cereal purchase behavior, June 2009
                                                                                      • The foodservice battle for breakfast
                                                                                      • Segment Performance

                                                                                        • Overview
                                                                                          • Cold cereal dominates and provides growth
                                                                                            • Figure 6: FDMx sales of breakfast cereal, by type and sugar content, 2007 and 2009
                                                                                            • Figure 7: FDMx sales of breakfast cereal, segmented by type, 2004-09
                                                                                            • Figure 8: Total U.S. sales and forecast of breakfast cereal at current prices, by segment, 2004-14
                                                                                        • Segment Performance—Cold Cereal

                                                                                          • Key points
                                                                                            • Medium-high sugar cereals successful by striking a balance for consumers
                                                                                              • Ramping up health perceptions
                                                                                                • Sales and forecast of cold cereal
                                                                                                  • Figure 9: Total U.S. sales and forecast of cold cereal, 2004-14
                                                                                                • Cold cereal sales by sugar content
                                                                                                  • Low sugar cold cereal
                                                                                                    • Figure 10: FDMx sales and forecast of low sugar cold cereal, 2004-14
                                                                                                  • Medium sugar cold cereal
                                                                                                    • Figure 11: FDMx sales and forecast of medium sugar cold cereal, 2004-14
                                                                                                  • Medium-high sugar cold cereal
                                                                                                    • Figure 12: FDMx sales and forecast of medium-high sugar cold cereal, 2004-14
                                                                                                  • High sugar cold cereal
                                                                                                    • Figure 13: FDMx sales and forecast of high sugar cold cereal, 2004-14
                                                                                                • Segment Performance—Hot Cereal

                                                                                                  • Key points
                                                                                                    • Trade down trend hurting segment performance
                                                                                                      • Competition squeezing out hot cereals
                                                                                                        • Sales and forecast of hot cereal
                                                                                                          • Figure 14: Total U.S. sales and forecast of hot cereal, 2004-14
                                                                                                      • Retail Channels

                                                                                                        • Key points
                                                                                                          • Cereal is a supermarket staple
                                                                                                            • Mass merchandiser/other growth rates very strong
                                                                                                              • Sales of market, by channel
                                                                                                                • Figure 15: Total U.S. sales of breakfast cereal, by retail channel, 2007 and 2009
                                                                                                            • Retail Channels—Supermarket/Food Stores

                                                                                                              • Key points
                                                                                                                • Supermarkets faced with challenges—implementing changes
                                                                                                                  • Supermarkets aggressive in promoting private label programs
                                                                                                                      • Figure 16: Total U.S. sales of breakfast cereal at supermarkets/food stores, 2004-09
                                                                                                                  • Retail Channels—Mass Merchandiser, Drug and Other

                                                                                                                    • Key points
                                                                                                                      • Target hits the bull’s eye with tiered private label brands
                                                                                                                        • Figure 17: Total U.S. sales of breakfast cereal at mass and other, 2004-09
                                                                                                                    • Natural Channel Sales

                                                                                                                        • Figure 18: Natural product supermarket retail sales of breakfast cereal, at current prices, 2007-09
                                                                                                                        • Figure 19: Natural product supermarket retail sales of breakfast cereal, at inflation adjusted prices, three years ending July 11, 2009*
                                                                                                                      • Implications
                                                                                                                        • Natural channel sales by segment
                                                                                                                          • Figure 20: Natural product supermarket retail sales of breakfast cereal, by segment, 2007-09
                                                                                                                        • Brand sales
                                                                                                                          • Nature’s Path and Weetabix’s Barbara’s surge
                                                                                                                              • Figure 21: Manufacturer brand natural supermarket sales of breakfast cereal*, 2007 and 2009
                                                                                                                            • Natural channel sales of organic cereal
                                                                                                                              • Figure 22: Natural product supermarket retail sales of breakfast cereal*, by organic/non-organic, 2007-09
                                                                                                                            • Natural channel sales of gluten-free breakfast cereal
                                                                                                                              • Figure 23: Natural product supermarket retail sales of breakfast cereals, by gluten-free, 2007-09
                                                                                                                          • Market Drivers

                                                                                                                            • Higher prices
                                                                                                                              • Recession is good for cereal sales
                                                                                                                                • Perception of health benefits drives routine usage among adults
                                                                                                                                  • Figure 24: Routine use of cereal for breakfast, July 2009
                                                                                                                                  • Figure 25: Reasons to eat cereal, routine users vs. non-routine users, July 2009
                                                                                                                                • Not skipping breakfast—“the most important meal of the day”
                                                                                                                                  • Figure 26: Kellogg’s Frosted Mini Wheats, More than just coffee, June 2009
                                                                                                                                • Population growth insufficient to drive meaningful gains
                                                                                                                                  • Figure 27: Population by age, focus on kids, 2009-14
                                                                                                                                • Long commutes and traffic delays
                                                                                                                                  • Figure 28: Average commuting times in select major U.S. cities, October 2006
                                                                                                                                • Making the commute earlier—impacting breakfast plans
                                                                                                                                  • One in seven too busy for cereal
                                                                                                                                    • Figure 29: Factors impacting breakfast habits, by gender, June 2009
                                                                                                                                    • Figure 30: Factors impacting breakfast habits, by age, June 2009
                                                                                                                                    • Figure 31: Factors impacting breakfast habits, by presence of children, June 2009
                                                                                                                                • Leading Companies

                                                                                                                                  • Brand leaders raise prices, decrease package sizes
                                                                                                                                    • Private label sales flourish
                                                                                                                                      • Company sales
                                                                                                                                        • Figure 32: FDMx sales of leading breakfast cereal companies, 2008 and 2009
                                                                                                                                    • Selected Brand Analysis—Low Sugar Cold Cereal

                                                                                                                                        • Key points
                                                                                                                                          • Cheerios and Rice Krispies—classic kid brands dominate sales
                                                                                                                                            • General Mills’ Fiber One gains while other fiber-rich cereals plummet
                                                                                                                                              • Manufacturer and brand sales of low sugar cold cereal
                                                                                                                                                • Figure 33: Selected FDMx brand sales of low sugar cold cereal in the U.S., 2008 and 2009
                                                                                                                                            • Selected Brand Analysis—Medium Sugar Cold Cereal

                                                                                                                                                • Key points
                                                                                                                                                  • Kellogg’s Special K dominates via adult focus and flavor diversity
                                                                                                                                                      • Figure 34: FDMx brand sales of medium sugar cold cereal in the U.S., 2008 and 2009
                                                                                                                                                  • Selected Brand Analysis—Medium-high Sugar Cold Cereal

                                                                                                                                                      • Key points
                                                                                                                                                        • General Mills’ MultiGrain Cheerios “healthy enough”
                                                                                                                                                          • Post Just Bunches brand off to a good start
                                                                                                                                                            • Manufacturer and brand sales of medium-high sugar cold cereal
                                                                                                                                                              • Figure 35: FDMx brand sales of medium-high sugar cold cereal in the U.S., 2008 and 2009
                                                                                                                                                          • Selected Brand Analysis—High Sugar Cold Cereal

                                                                                                                                                              • Key points
                                                                                                                                                                • Kellogg’s gives kid-centric brands a healthier makeover
                                                                                                                                                                  • General Mills focused on fun
                                                                                                                                                                    • Manufacturer and brand sales of high sugar cold cereal
                                                                                                                                                                      • Figure 36: FDMx brand sales of high sugar cold cereal in the U.S., 2008 and 2009
                                                                                                                                                                  • Selected Brand Analysis—Hot Cereal

                                                                                                                                                                    • Key points
                                                                                                                                                                      • Private label hot cereal stealing market share
                                                                                                                                                                        • Manufacturer and brand sales of hot cereal
                                                                                                                                                                          • Figure 37: FDMx brand sales of hot cereal in the U.S., 2008 and 2009
                                                                                                                                                                      • Brand Qualities Case Study: Kellogg’s Special K

                                                                                                                                                                          • Alignment as a diet-friendly cereal
                                                                                                                                                                            • Figure 38: FDMx brand sales of leading diet* cereals in the U.S., 2008 and 2009
                                                                                                                                                                          • Connecting with women
                                                                                                                                                                            • Figure 39: Special K Challenge, Bikini vs. You, May 2009
                                                                                                                                                                          • Extending the brand
                                                                                                                                                                          • Innovation and Innovators

                                                                                                                                                                              • Health and wellness
                                                                                                                                                                                • Convenience
                                                                                                                                                                                  • Flavor and fun
                                                                                                                                                                                    • Focused on fun
                                                                                                                                                                                      • Leading new product claims
                                                                                                                                                                                        • Figure 40: Top 10 cereal product launches by product claim and year, 2004-09
                                                                                                                                                                                    • Advertising and Promotion

                                                                                                                                                                                      • Recession fuels need for more advertising to stave off private label
                                                                                                                                                                                        • Ad spend remains flat
                                                                                                                                                                                          • Figure 41: Top cereal advertisers*, 2007 and 2008
                                                                                                                                                                                        • The traditional route: Targeting kids with cartoon fun
                                                                                                                                                                                          • Figure 42: General Mills Cereals, Measuring Up, August 2008
                                                                                                                                                                                          • Figure 43: General Mills Lucky Charms, Mini Lucky Charms, June 2009
                                                                                                                                                                                        • Bridging the gap: One brand targeting both kids and adults
                                                                                                                                                                                          • Figure 44: General Mills Honey Nut Cheerios, Bee Happy Bee Healthy, February 2009
                                                                                                                                                                                          • Figure 45: General Mills Honey Nut Cheerios, Buzz Saves the Day, May 2009
                                                                                                                                                                                      • Consumption

                                                                                                                                                                                        • Key points
                                                                                                                                                                                          • Household usage
                                                                                                                                                                                            • Cold cereal
                                                                                                                                                                                              • Hot cereal—household usage
                                                                                                                                                                                                • Figure 47: Household use of cereal, hot and cold, by age and presence of children, February 2008-March 2009
                                                                                                                                                                                              • Frequency of use per week
                                                                                                                                                                                                  • Figure 48: Weekly portions of cereal eaten, by age, race/Hispanic origin, and presence of children, February 2008-March 2009
                                                                                                                                                                                              • Brand Usage

                                                                                                                                                                                                • Brand usage
                                                                                                                                                                                                  • Figure 49: Leading brands of cold cereal used, February 2008-March 2009
                                                                                                                                                                                                  • Figure 50: Leading brands of cold cereal used, by household size, February 2008-March 2009
                                                                                                                                                                                                • Hot cereal
                                                                                                                                                                                                  • Figure 51: Leading brands of hot cereal used, February 2008-March 2009
                                                                                                                                                                                              • Breakfast, Lunch, Dinner and Snacks

                                                                                                                                                                                                • Key points
                                                                                                                                                                                                  • How cereal is used
                                                                                                                                                                                                    • Figure 52: How cereal is used, by gender, June 2009
                                                                                                                                                                                                    • Figure 53: How cereal is used, by age, June 2009
                                                                                                                                                                                                    • Figure 54: How cereal is used, by presence of children, June 2009
                                                                                                                                                                                                • Most Important Attributes of Cereal

                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                    • Cereal attributes that influence purchase
                                                                                                                                                                                                      • Figure 55: Important attributes of cereal, by age, June 2009
                                                                                                                                                                                                      • Figure 56: Important attributes of cereal*, by household income, June 2009
                                                                                                                                                                                                  • Reasons Why Cereal is Eaten

                                                                                                                                                                                                    • Key points
                                                                                                                                                                                                      • Reasons for eating cereal
                                                                                                                                                                                                        • Figure 57: Reasons for eating cereal, by age, June 2009
                                                                                                                                                                                                        • Figure 58: Reasons for eating cereal, by household income, June 2009
                                                                                                                                                                                                        • Figure 59: Reasons for eating cereal, by presence of children, June 2009
                                                                                                                                                                                                        • Figure 60: Reasons for eating cereal, by gender, June 2009
                                                                                                                                                                                                    • Purchasing Behavior

                                                                                                                                                                                                      • Key points
                                                                                                                                                                                                        • Sampling, couponing, and trading down
                                                                                                                                                                                                          • Figure 61: Cereal purchasing and eating behaviors, by gender, June 2009
                                                                                                                                                                                                          • Figure 62: Purchasing and eating behaviors, by age, June 2009
                                                                                                                                                                                                          • Figure 63: Purchasing and eating behaviors, by household income, June 2009
                                                                                                                                                                                                          • Figure 64: Purchasing and eating behaviors, by presence of children, June 2009
                                                                                                                                                                                                      • Attitudes Towards Cereal

                                                                                                                                                                                                        • Key points
                                                                                                                                                                                                          • Women, younger, and higher-income demos keen on variety
                                                                                                                                                                                                            • Figure 65: Attitudes towards cereal, by age, June 2009
                                                                                                                                                                                                            • Figure 66: Attitudes towards cereal, by household income, June 2009
                                                                                                                                                                                                            • Figure 67: Attitudes towards cereal, by presence of children, June 2009
                                                                                                                                                                                                            • Figure 68: Attitudes towards cereal, by gender, June 2009
                                                                                                                                                                                                        • Interest in Artificial Sweetener

                                                                                                                                                                                                          • Older, wealthier consumers seeking artificial sweeteners
                                                                                                                                                                                                            • Figure 69: Interest in artificial sweetener, by age, June 2009
                                                                                                                                                                                                            • Figure 70: Interest in artificial sweetener, by household income, June 2009
                                                                                                                                                                                                            • Figure 71: Interest in artificial sweetener, by presence of children, June 2009
                                                                                                                                                                                                        • Impact of Race/Hispanic Origin

                                                                                                                                                                                                          • Key points
                                                                                                                                                                                                            • Household usage
                                                                                                                                                                                                              • Cold cereal
                                                                                                                                                                                                                • Hot cereal
                                                                                                                                                                                                                  • Figure 72: Household use of cereal, hot and cold, by race/Hispanic origin, February 2008-March 2009
                                                                                                                                                                                                                • Reasons for eating cereal
                                                                                                                                                                                                                  • Figure 73: Reasons for eating cereal, by race/Hispanic origin, June 2009
                                                                                                                                                                                                                • Purchasing and eating behaviors
                                                                                                                                                                                                                  • Figure 74: Purchasing and eating behaviors, by race/Hispanic origin, June 2009
                                                                                                                                                                                                              • Kids’ and Teens’ Use of Breakfast Cereal

                                                                                                                                                                                                                • Key points
                                                                                                                                                                                                                  • Near-universal penetration among children for cold cereal
                                                                                                                                                                                                                    • Figure 75: Incidence of kids’ consumption of cereal, by gender and age, October 2007-December 2008
                                                                                                                                                                                                                  • Availability of favorite brands in home
                                                                                                                                                                                                                    • Figure 76: Prevalence of child’s favorite cereal in home, October 2007-December 2008
                                                                                                                                                                                                                  • Penetration declines as kids become tweens and teens
                                                                                                                                                                                                                    • Figure 77: Incidence of teens’ consumption of cereal, by gender and age, October 2007-December 2008
                                                                                                                                                                                                                  • Getting to decide on brands
                                                                                                                                                                                                                    • Figure 78: Incidence of teens’ ability to decide which brands of cereal to buy, October 2007-December 2008
                                                                                                                                                                                                                • Custom Consumer Groups: Moms and dads

                                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                                    • How parents use cereal
                                                                                                                                                                                                                        • Figure 79: Cereal as a snack for kids, by moms and dads, June 2009
                                                                                                                                                                                                                      • Parental attitudes and behaviors towards cereal
                                                                                                                                                                                                                          • Figure 80: Attitudes towards cereal, by moms and dads, June 2009
                                                                                                                                                                                                                          • Figure 81: Purchasing and eating behaviors, by moms and dads, June 2009
                                                                                                                                                                                                                        • What’s important to parents when buying cereal for kids
                                                                                                                                                                                                                            • Figure 82: Important attributes when buying cereal for kids, by moms and dads, January 2009
                                                                                                                                                                                                                          • An emerging market in premium-priced low-sugar cereal for kids
                                                                                                                                                                                                                            • Figure 83: Important attributes when buying cereal for kids, by household income, January 2009
                                                                                                                                                                                                                        • Cluster Analysis

                                                                                                                                                                                                                            • Cerealites
                                                                                                                                                                                                                              • Watchers
                                                                                                                                                                                                                                • Varieties
                                                                                                                                                                                                                                  • Cluster characteristics
                                                                                                                                                                                                                                    • Figure 84: Cereal clusters, June 2009
                                                                                                                                                                                                                                    • Figure 85: Most important attributes of cereal*, by clusters, June 2009
                                                                                                                                                                                                                                    • Figure 86: Reasons for eating cereal, by clusters, June 2009
                                                                                                                                                                                                                                    • Figure 87: How cereal is eaten (by daypart, and by dairy product used) by clusters, June 2009
                                                                                                                                                                                                                                    • Figure 88: Attitudes towards cereal, by clusters, June 2009
                                                                                                                                                                                                                                    • Figure 89: Opinions about cereal, by clusters, June 2009
                                                                                                                                                                                                                                  • Cluster demographics
                                                                                                                                                                                                                                    • Figure 90: Cereal clusters, by gender, June 2009
                                                                                                                                                                                                                                    • Figure 91: Cereal clusters, by age, June 2009
                                                                                                                                                                                                                                    • Figure 92: Cereal clusters, by household income, June 2009
                                                                                                                                                                                                                                    • Figure 93: Cereal clusters, by race, June 2009
                                                                                                                                                                                                                                    • Figure 94: Cereal clusters, by Hispanic origin, June 2009
                                                                                                                                                                                                                                  • Cluster methodology
                                                                                                                                                                                                                                  • IRI/Builders Panel Data

                                                                                                                                                                                                                                      • Cold cereal
                                                                                                                                                                                                                                        • Consumer insights on key purchase measures—cold cereal
                                                                                                                                                                                                                                          • Brand map
                                                                                                                                                                                                                                              • Figure 95: Brand map, selected brands of cold cereal, buying rate by household penetration, 2008*
                                                                                                                                                                                                                                            • Brand leader characteristics
                                                                                                                                                                                                                                              • Key purchase measures
                                                                                                                                                                                                                                                • Figure 96: Key purchase measures for the top brands of cold cereal, by household penetration, 2008*
                                                                                                                                                                                                                                              • Hot cereal
                                                                                                                                                                                                                                                • Consumer insights on key purchase measures—hot cereal
                                                                                                                                                                                                                                                  • Brand map
                                                                                                                                                                                                                                                    • Figure 97: Brand map, selected brands of hot cereal, buying rate by household penetration, 2008*
                                                                                                                                                                                                                                                  • Brand leader characteristics
                                                                                                                                                                                                                                                    • Key purchase measures
                                                                                                                                                                                                                                                      • Figure 98: Key purchase measures for the top brands of hot cereal, by household penetration, 2008*
                                                                                                                                                                                                                                                  • Appendix: Other Useful Consumer Tables

                                                                                                                                                                                                                                                      • Figure 99: Factors impacting breakfast habits, by household income, June 2009
                                                                                                                                                                                                                                                    • Important attributes of cereal
                                                                                                                                                                                                                                                      • Figure 100: Important attributes of cereal, by gender, June 2009
                                                                                                                                                                                                                                                      • Figure 101: Important attributes of cereal, by presence of children, June 2009
                                                                                                                                                                                                                                                      • Figure 102: Important attributes of cereal, by race/Hispanic origin, June 2009
                                                                                                                                                                                                                                                      • Figure 103: Attitudes towards cereal, by race/Hispanic origin, June 2009
                                                                                                                                                                                                                                                    • Important attributes when buying cereal for kids
                                                                                                                                                                                                                                                      • Figure 104: Important attributes when buying cereal for kids, by race/Hispanic origin, January 2009
                                                                                                                                                                                                                                                  • Appendix: Penetration of Cereal by Mosaic Classification

                                                                                                                                                                                                                                                    • Cold cereal
                                                                                                                                                                                                                                                      • Figure 105: Incidence of household consumption of cold cereal, by mosaic, February 2008-March 2009
                                                                                                                                                                                                                                                    • Hot cereal
                                                                                                                                                                                                                                                      • Figure 106: Incidence of household consumption of hot cereal, by mosaic, February 2008-March 2009
                                                                                                                                                                                                                                                    • Mosaic definitions
                                                                                                                                                                                                                                                    • Appendix: Personal Consumption Among Online Respondents

                                                                                                                                                                                                                                                        • Figure 107: Personal usage and purchase of breakfast cereal, by age and presence of children, June 2009
                                                                                                                                                                                                                                                    • Appendix: New QSR Breakfast Offerings

                                                                                                                                                                                                                                                      • Appendix: IRI/Builders Panel Data Definitions

                                                                                                                                                                                                                                                        • Appendix: Trade Associations

                                                                                                                                                                                                                                                          Companies Covered

                                                                                                                                                                                                                                                          • American Association of Cereal Chemists (AACC)
                                                                                                                                                                                                                                                          • American Dietetic Association (ADA)
                                                                                                                                                                                                                                                          • American Heart Association, Inc.
                                                                                                                                                                                                                                                          • American Institute of Baking (AIB)
                                                                                                                                                                                                                                                          • American Institute of Food Distribution
                                                                                                                                                                                                                                                          • AOL
                                                                                                                                                                                                                                                          • Barbara's Bakery Inc.
                                                                                                                                                                                                                                                          • Burger King Corporation
                                                                                                                                                                                                                                                          • Food and Drug Administration
                                                                                                                                                                                                                                                          • Food Marketing Institute
                                                                                                                                                                                                                                                          • General Mills Inc
                                                                                                                                                                                                                                                          • Grain Industry Alliance
                                                                                                                                                                                                                                                          • Greenfield Online
                                                                                                                                                                                                                                                          • Grocery Manufacturers of America (GMA)
                                                                                                                                                                                                                                                          • Kellogg Company
                                                                                                                                                                                                                                                          • Kraft Foods Inc.
                                                                                                                                                                                                                                                          • Leo Burnett Worldwide, Inc.
                                                                                                                                                                                                                                                          • Malt-O-Meal Company
                                                                                                                                                                                                                                                          • McDonald's Corporation
                                                                                                                                                                                                                                                          • Milling and Baking Division of American Association of Cereal Chemists (MBDAACC)
                                                                                                                                                                                                                                                          • National Restaurant Association (NRA)
                                                                                                                                                                                                                                                          • Nature's Path Foods Inc
                                                                                                                                                                                                                                                          • Organic Trade Association
                                                                                                                                                                                                                                                          • Private Label Manufacturers Association (PLMA)
                                                                                                                                                                                                                                                          • Procter & Gamble USA
                                                                                                                                                                                                                                                          • Quaker
                                                                                                                                                                                                                                                          • Ralcorp Holdings Inc.
                                                                                                                                                                                                                                                          • Roundy's, Inc
                                                                                                                                                                                                                                                          • Safeway Inc
                                                                                                                                                                                                                                                          • Starbucks Corporation
                                                                                                                                                                                                                                                          • The Hain Celestial Group, Inc.
                                                                                                                                                                                                                                                          • Trader Joe's Company Inc
                                                                                                                                                                                                                                                          • U.S. Bureau of Labor Statistics
                                                                                                                                                                                                                                                          • U.S. Department of Agriculture
                                                                                                                                                                                                                                                          • Walmart Stores (USA)
                                                                                                                                                                                                                                                          • Weetabix Ltd.
                                                                                                                                                                                                                                                          • Weight Watchers International Inc.

                                                                                                                                                                                                                                                          Breakfast Cereal - US - September 2009

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