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Breakfast Cereals - Europe - February 2011

In the ‘Big 5’ European countries, retail volume sales of breakfast cereals reached 934,000 tonnes in 2009, up by 1% on the previous year and fairly stable when compared with 2005. However, this trend is not uniform across the leading European countries.

In the UK, breakfast cereals are a staple of the British breakfast and the market is mature, meaning that sales registered modest growth, whereas in France and Germany the market is stagnant at best; although penetration is far behind the UK. In Italy, breakfast cereals have reported positive growth but they are not yet an essential component of the Italian breakfast. Presently, Spain and Eastern European countries are offering the best opportunities, with good penetration and a lively growth rate.

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Table of contents

  1. Issues in the Market

      • Key points
        • Definition
          • Consumer research
            • Abbreviations
            • Market in Brief

                • Ready-to-eat cereals are the most popular
                  • Health claims are crucial
                    • Few players and own-labels
                      • Frequency of consumption can rise
                        • The future
                        • European Market Size and Forecast

                          • Key points
                            • The ‘Big 5’ – Value sales rise while volume is more sluggish
                              • Figure 1: Breakfast cereals, by value in local currency, 2004-14
                              • Figure 2: Breakfast cereals, by volume, 2004-14
                              • Figure 3: Breakfast cereals, by spend per capita (population), 2004-14
                            • Other European countries – Healthy eating supports sales
                              • Figure 4: Breakfast cereals, by value in local currency, 2004-14
                              • Figure 5: Breakfast cereals, by volume, 2004-14
                              • Figure 6: Breakfast cereals, by spend per capita (population), 2004-14
                          • Market Segmentation

                            • Key points
                              • The ‘Big 5’
                                • France – Expanding the adult segment
                                  • Figure 7: France: Breakfast cereals, market segmentation, by volume, 2009
                                  • Figure 8: France: Breakfast cereals, market segmentation, by value, 2009
                                • Germany – Traditional cereals lead
                                  • Figure 9: Germany: Breakfast cereals, market segmentation, by volume, 2009
                                  • Figure 10: Germany: Breakfast cereals, market segmentation, by value, 2009
                                • Italy – Still a niche market, but place for added value ranges
                                  • Figure 11: Italy: Breakfast cereals, market segmentation, by volume and value, 2009
                                • Spain – Plenty of scope for children’s cereals
                                  • Figure 12: Spain: Breakfast cereals, market segmentation, by volume, 2009
                                  • Figure 13: Spain: Breakfast cereals, market segmentation, by value, 2009
                                • UK – Positive growth for hot cereals
                                  • Figure 14: UK: Breakfast cereals, market segmentation, by volume, 2008
                                  • Figure 15: UK: Breakfast cereals, market segmentation, by value, 2009
                                • Other European countries
                                  • Poland – Healthier food options drive sales
                                    • Figure 16: Poland: Breakfast cereals, market segmentation, by volume and value, 2009
                                  • Russia – Plenty of scope for further growth
                                    • Figure 17: Russia: Breakfast cereals, market segmentation, by volume and value, 2009
                                • Companies and Product Innovation

                                  • Key points
                                    • North America sees rapid growth in NPD activity in 2010
                                      • Figure 18: % of new product launches, by region, March 2010-February 2011
                                    • UK leads NPD in Europe
                                      • Figure 19: % of new product launches, by top ten European countries, March 2010-February 2011
                                      • Figure 20: % of new product launches, by the ‘Big 5’ countries, March 2010-February 2011
                                    • Latest trends
                                      • Figure 21: % of new product launches by top five claims by the ‘Big 5’ European countries, March 2010-February 2011
                                    • Healthy choices are the main driver of NPD
                                      • Focus on greener packaging
                                        • Natural products but not unnatural prices
                                          • France – Strong focus on children
                                              • Figure 22: Number of new product launches, France, 2008-11
                                              • Figure 23: Top five claims on new product development, France, 2008-11
                                            • Most innovative products
                                              • Germany – Health dominates NPD
                                                  • Figure 24: Number of new product launches, Germany, 2008-11
                                                  • Figure 25: Top five claims on new product development, Germany, 2008-11
                                                • Most innovative products
                                                  • Italy – Limited innovation
                                                      • Figure 26: Number of new product launches, Italy, 2008-11
                                                      • Figure 27: Top five claims on new product development, Italy, 2008-11
                                                    • Most innovative products
                                                      • Spain – Strong focus on the adult segment
                                                          • Figure 28: Number of new product launches, Spain, 2007-10*
                                                          • Figure 29: Top five claims on new product development, Spain, 2007-10*
                                                        • Most innovative products
                                                          • UK – health claims shape NPD
                                                              • Figure 30: Number of new product launches, UK, 2008-11
                                                              • Figure 31: Top five claims on new product development, UK, 2008-11
                                                            • Most innovative products
                                                            • The Consumer

                                                              • Key points
                                                                • France – Penetration rose in 2010
                                                                    • Figure 32: Trends in frequency and usage of breakfast cereals (including porridge/oats), France, 2007-09
                                                                    • Figure 33: Trends in frequency and usage of breakfast cereals (including porridge/oats), France, 2010
                                                                  • Germany – Breakfast cereals are losing consumers
                                                                      • Figure 34: Trends in frequency and usage of breakfast cereals (including porridge/oats), Germany, 2007-09
                                                                      • Figure 35: Trends in frequency and usage of breakfast cereals (including porridge/oats), Germany, 2010
                                                                    • Spain – Large base of heavy users
                                                                        • Figure 36: Trends in frequency and usage of breakfast cereals (including porridge/oats), Spain, 2007-10
                                                                      • GB – A mature market
                                                                          • Figure 37: Trends in frequency and usage of breakfast cereals (including porridge/oats), GB, 2009
                                                                          • Figure 38: Trends in frequency and usage of breakfast cereals (including porridge/oats), GB, 2010
                                                                          • Figure 39: Trends in frequency and usage of porridge/oats, GB, 2007-09
                                                                          • Figure 40: Trends in frequency and usage of porridge/oats, GB, 2010
                                                                          • Figure 41: Trends in frequency and usage of cereals, GB, 2008-09
                                                                          • Figure 42: Trends in frequency and usage of cereals, GB, 2010
                                                                        • Consumer profile by country – Demographics
                                                                          • Women are the main consumers
                                                                            • Widespread consumer base, but not yet in Spain
                                                                              • Attitudes
                                                                              • Appendix – Demographic Data

                                                                                  • Figure 43: Use of breakfast cereals (including porridge/oats), by demographics, GB, 2010
                                                                                  • Figure 44: Use of breakfast cereals (including porridge/oats), by demographics, Germany, 2010
                                                                                  • Figure 45: Use of breakfast cereals (including porridge/oats), by demographics, France, 2010
                                                                                  • Figure 46: Use of breakfast cereals (including porridge/oats), by demographics, Spain, 2010
                                                                                  • Figure 47: Trends in agreement with selected lifestyle statements, Spain, 2006-10
                                                                                  • Figure 48: Trends in agreement with selected lifestyle statements, GB, 2006-10
                                                                                  • Figure 49: Trends in agreement with selected lifestyle statements, France, 2006-10
                                                                                  • Figure 50: Trends in agreement with selected lifestyle statements, Germany, 2007-10
                                                                                  • Figure 51: Agreement with selected lifestyle statements, by demographics, Spain, 2010
                                                                                  • Figure 52: Agreement with selected lifestyle statements, by demographics, Spain, 2010
                                                                                  • Figure 53: Agreement with selected lifestyle statements, by demographics, Spain, 2010
                                                                                  • Figure 54: Agreement with selected lifestyle statements, by demographics, Spain, 2010
                                                                                  • Figure 55: Agreement with selected lifestyle statements, by demographics, Spain, 2010
                                                                                  • Figure 56: Agreement with selected lifestyle statements, by demographics, GB, 2010
                                                                                  • Figure 57: Agreement with selected lifestyle statements, by demographics, GB, 2010
                                                                                  • Figure 58: Agreement with selected lifestyle statements, by demographics, GB, 2010
                                                                                  • Figure 59: Agreement with selected lifestyle statements, by demographics, GB, 2010
                                                                                  • Figure 60: Agreement with selected lifestyle statements, by demographics, GB, 2010
                                                                                  • Figure 61: Agreement with selected lifestyle statements, by demographics, Germany, 2010
                                                                                  • Figure 62: Agreement with selected lifestyle statements, by demographics, Germany, 2010
                                                                                  • Figure 63: Agreement with selected lifestyle statements, by demographics, Germany, 2010
                                                                                  • Figure 64: Agreement with selected lifestyle statements, by demographics, Germany, 2010
                                                                                  • Figure 65: Agreement with selected lifestyle statements, by demographics, Germany, 2010
                                                                                  • Figure 66: Agreement with selected lifestyle statements, by demographics, France, 2010
                                                                                  • Figure 67: Agreement with selected lifestyle statements, by demographics, France, 2010
                                                                                  • Figure 68: Agreement with selected lifestyle statements, by demographics, France, 2010
                                                                                  • Figure 69: Agreement with selected lifestyle statements, by demographics, France, 2010
                                                                                  • Figure 70: Agreement with selected lifestyle statements, by demographics, France, 2010
                                                                              • Appendix – Market Size and Forecast Data

                                                                                  • Figure 71: Breakfast cereals, by value in local currency, 2004-14
                                                                                  • Figure 72: Breakfast cereals, by volume, 2004-14
                                                                                  • Figure 73: Breakfast cereals, by spend per capita (population), 2004-14
                                                                                  • Figure 74: Breakfast cereals, by value in local currency, 2004-14
                                                                                  • Figure 75: Breakfast cereals, by volume, 2004-14
                                                                                  • Figure 76: Breakfast cereals, by spend per capita (population), 2004-14

                                                                              Companies Covered

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                                                                              Breakfast Cereals - Europe - February 2011

                                                                              £1,407.00 (Excl.Tax)