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Breakfast Cereals - Europe - July 2010

Breakfast cereals enjoy high penetration and frequency of consumption in the UK, whereas in the rest of Europe (France, Germany, Italy and Spain) levels are much lower. Unsurprisingly, growth rates have flattened in the mature, developed UK market. The recession has led to consumers opting for cheaper breakfast alternatives or purchasing own-label ranges. But manufacturers can compete by focusing on innovation, which is pretty much focused on three core themes – health and wellness, convenience and flavour. Interestingly, these elements are increasingly being mixed with a more hedonistic and indulgent aspect, especially when targeting children.

European FMCG reports - now new and improved!

In response to increased demand and client feedback, Mintel European FMCG reports now cover more market sectors on a Pan-European scale and are enhanced with even more consumer and market analysis. In 2010, we will publish more than 60 reports across five key FMCG categories, providing insight into the major European markets including the UK, Germany, France, Italy and Spain.

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Each title explores a specific sector on a Pan-European scale and helps you stay on top of market sizes, shares and forecasts, consumer trends, brand news and product innovation.

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Using Mintel’s Global New Products Database (GNPD), the reports look at new product development trends and launches in Europe including country, product and claim comparison. In addition, the new reports provide market size and
share information,allowing cross-market analysis and forecasts. Consumer research has been enhanced with TGI Europe and Toluna data.

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Table of contents

  1. Issues in the Market

      • Definition
        • Consumer research
          • Abbreviations
          • Market in Brief

            • Sales slowed down
              • NPD scenario
                • Consumers and breakfast cereals
                • European Market Size and Forecast

                  • Key points
                    • Breakfast cereal
                      • Figure 1: Retail value sales of breakfast cereals, by country, 2004-13
                      • Figure 2: Retail value sales of breakfast cereals, by country, 2004-13
                      • Figure 3: Spend per capita, by country, 2004-08
                      • Figure 4: Retail volume sales of breakfast cereals, by country, 2004-13
                  • Market Segmentation

                    • Key points
                      • France
                        • Figure 5: Market segmentation, by volume, France, 2008
                      • Germany
                        • Figure 6: Market segmentation, by value, Germany, 2008
                        • Figure 7: Market segmentation, by volume, Germany, 2008
                      • Italy
                        • Figure 8: Market segmentation, by value, Italy, 2008
                      • Spain
                        • Figure 9: Market segmentation, by value, Spain, 2008
                        • Figure 10: Market segmentation, by volume, Spain, 2008
                      • UK
                        • Figure 11: Market segmentation, by value, UK, 2008
                      • Other countries: Netherlands, Poland and Russia
                        • Figure 12: Market segmentation, by volume, Netherlands, 2008
                        • Figure 13: Market segmentation, by value, Poland, 2008
                        • Figure 14: Market segmentation, by volume, Russia, 2008
                    • Companies and Products

                      • Key points
                        • Regional NPD analysis
                          • Figure 15: Percentage of new product launches, by region, 2009
                        • Regional NPD analysis: Europe
                          • Figure 16: Percentage of new product launches, by top ten European countries, 2009
                        • Europe: Latest NPD Trends
                          • Wholegrain is dominant and added fibre grows in popularity
                            • Focus on increasing convenience
                              • Economy and premium on the rise
                                • Functional and low/reduced/no
                                  • Still niche but ethical claims increased popularity
                                    • Trends in the top ten European countries
                                      • Figure 17: Percentage of new product launches, by top five claims, by the ‘Big 5’ European countries, 2009
                                      • Figure 18: Percentage of new product launches, by top five flavours, by the ‘Big 5’ European countries, 2009
                                    • France – Breakfast cereal
                                      • Figure 19: Percentage of new product launches, France, 2006-09
                                      • Figure 20: Top five claims on new product development, France, 2006-09
                                      • Figure 21: Top five flavours in new product development, France, 2006-09
                                    • Germany – Breakfast cereal
                                      • Figure 22: Percentage of new product launches, Germany, 2006-09
                                      • Figure 23: Top five claims on new product development, Germany, 2006-09
                                      • Figure 24: Top five flavours in new product development, Germany, 2006-09
                                    • Italy – Breakfast cereal
                                        • Figure 25: Top five claims on new product development, Italy, 2006-09
                                        • Figure 26: Top five flavours in new product development, Italy, 2006-09
                                      • Spain – Breakfast cereal
                                        • Figure 27: Percentage of new product launches, Spain, 2006-09
                                        • Figure 28: Top five claims on new product development, Spain, 2006-09
                                        • Figure 29: Top five flavours in new product development, Spain, 2006-09
                                      • UK – Breakfast cereal
                                        • Figure 30: Percentage of new product launches, UK, 2006-09
                                        • Figure 31: Top five claims on new product development, UK, 2006-09
                                        • Figure 32: Top five flavours in new product development, UK, 2006-09
                                    • The Consumer

                                      • Key points
                                        • Penetration and Frequency of use
                                          • Figure 33: Penetration of breakfast cereal, by country, 2009
                                          • Figure 34: Frequency of eating breakfast cereal, by country, 2009
                                          • Figure 35: Frequency of eating cereal, GB, 2009
                                          • Figure 36: Trends in penetration of breakfast cereals, GB, 2005-09
                                          • Figure 37: Trends in penetration of breakfast cereals, by country, 2005-09
                                        • Demographics
                                          • Figure 38: Eat breakfast cereals, by demographics, France, 2009
                                          • Figure 39: Eat breakfast cereals, by demographics, Germany, 2009
                                          • Figure 40: Eat breakfast cereals, by demographics, Spain, 2009
                                          • Figure 41: Eat breakfast cereals, by demographics, GB, 2009
                                          • Figure 42: Eat cereals, by demographics, GB, 2009
                                          • Figure 43: Eat porridge/oats, by demographics, GB, 2009
                                        • Attitudes
                                          • Figure 44: Attitudinal statements, by country, 2009
                                      • Appendix – Market Size and Forecast Data

                                          • Figure 45: Retail value sales of breakfast cereals, by country, 2004-13
                                          • Figure 46: Retail value sales of breakfast cereals, by country, 2004-13
                                          • Figure 47: Spend per capita, by country, 2004-08
                                          • Figure 48: Retail volume sales of breakfast cereals, by country, 2004-13

                                      Breakfast Cereals - Europe - July 2010

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