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Breakfast Cereals - UK - February 2010

  • Just over 9m consumers have a wide selection (ie four or five) of breakfast cereals in their cupboards, principally but not exclusively multigrain-based recipes, low fat, children's or honey based cereals.
  • Health considerations are the top priority when choosing a breakfast cereal, with 43% of consumers checking the amount of sugar in their cereal.
  • Buying a cereal that their whole family can eat is an important purchase consideration for 8.5m consumers.
  • Almost 24% consumers claim to only buy branded cereals, but 26% feel there is no difference between own label and branded cereals.
  • Consumers seek variety in their breakfast cereals, especially as almost 15m claim to get bored of eating the same cereal everyday.
  • Retailers should make better use of cross-branding opportunities between breakfast cereals, fruits and yogurts; 6m consumers eat their cereals with fresh fruit or yogurt.

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Table of contents

  1. Issues in the Market

      • Key themes
        • Definitions
          • Consumer research
            • mysupermarket-insights.co.uk
            • Future Opportunities

              • Conveying a consistent healthy eating message
                • ‘If you’d just tell me the truth…’
                  • ‘Saturday is naughty cereal day’
                    • Naughty sugary treats – for adults
                      • Nature’s grains, packed naturally, savoured slowly
                        • More environmentally friendly…and more experiential
                          • Creating affinity via interactivity
                            • The box as console
                              • The diet partner
                                • Follow the story online
                                • Market in Brief

                                  • Performance of the breakfast cereal market
                                    • The importance of breakfast…especially for children
                                      • A healthy eating message
                                        • NPD increases consumer choice
                                          • Consumer attitudes and preferences
                                          • Internal Market Environment

                                            • Key points
                                              • Starting the day with breakfast
                                                • Figure 1: Attitudes towards breakfast, December 2009
                                              • Attitudes towards health and diet
                                                • Figure 2: Agreement with selected lifestyle statements on diet and health, 2005-09
                                              • A healthier breakfast balance
                                                • Figure 3: Household purchased quantities of food and drink, 2004/05-2007
                                              • Kellogg’s comes under fire
                                              • Broader Market Environment

                                                • Key points
                                                  • Cereals under fire
                                                    • Fluctuating commodity prices
                                                      • Figure 4: UK commodity price of cereals, January 2004-November 2009
                                                    • Over-65s set to experience the fastest growth
                                                      • Figure 5: Trends and projections in UK population, by age group, 2004-14
                                                    • The working mother
                                                      • Figure 6: Working population, by gender, 2004-14
                                                  • Competitive Context

                                                    • Key points
                                                      • Cereal a popular breakfast choice for children
                                                        • Figure 7: Trends in things eaten for breakfast – 7-10-year-olds, 2004-09
                                                      • Several choices at the breakfast table
                                                        • Figure 8: Competing products with breakfast cereals, 2004-09
                                                    • Strengths and Weaknesses in the Market

                                                      • Strengths
                                                        • Weaknesses
                                                        • Who’s Innovating?

                                                          • Key points
                                                            • Hot cereals lead innovation
                                                              • Figure 9: NPD in breakfast cereals, by sector, 2008 and 2009
                                                            • Health on the agenda
                                                              • Figure 10: NPD in breakfast cereals, by positioning, 2008 and 2009
                                                            • Smaller manufacturers take a stake in the cereal market
                                                              • Figure 11: NPD in breakfast cereals, p own-label vs branded, 2008 and 2009
                                                              • Figure 12: NPD in own-label breakfast cereals, 2008 and 2009
                                                            • Ingredient innovation
                                                              • Figure 13: NPD in breakfast cereals, by flavour, 2008 and 2009
                                                            • What’s new for children?
                                                            • Market Value and Forecast

                                                              • Key points
                                                                • Value sales growth in a mature market
                                                                  • Figure 14: UK retail volume and value sales of breakfast cereals, 2004-14
                                                                • Recession keeps consumers at the breakfast table
                                                                  • Future sales growth
                                                                      • Figure 15: Forecast retail volume and value sales of RTE cereal, 2004-14
                                                                      • Figure 16: Forecast retail volume and value sales of hot cereals, 2004-14
                                                                    • Factors used in the forecast
                                                                    • Segment Performance

                                                                      • Key points
                                                                        • Ready-to-eat cereals maintain their lead
                                                                          • Figure 17: UK retail volume and value sales of RTE cereal, 2004-14
                                                                        • Consumers encouraged to eat well
                                                                          • Figure 18: Value share of sub-sections of the RTE breakfast cereal market, 2009
                                                                        • Backing the healthy ranges
                                                                          • Kids’ cereals remain competitive
                                                                            • Hot on the heels of RTE cereals
                                                                              • Figure 19: UK retail volume and value sales of hot cereals, 2004-14
                                                                          • Market Share

                                                                            • Key points
                                                                              • Consumers opt for healthier cereals
                                                                                • Figure 20: The top-selling breakfast cereals in the UK, by estimated brand shares, 2008 and 2009
                                                                              • Weetabix holds on to top spot
                                                                                • Opting for some Special K
                                                                                  • Kids’ choice
                                                                                    • Oatso good
                                                                                      • Own-label encroaches on brand share
                                                                                      • Companies and Products

                                                                                        • Manufacturers and brands
                                                                                          • Figure 21: Leading companies in the breakfast cereal market in the UK and their brands, 2009
                                                                                        • Major players
                                                                                          • Cereal Partners UK
                                                                                            • Dorset Cereals
                                                                                                • Figure 22: New breakfast cereals launched by Dorset Cereals, 2008 and 2009
                                                                                              • Honey Monster Foods
                                                                                                • Figure 23: New product launches by honey monster foods, 2009
                                                                                              • Jordans
                                                                                                  • Figure 24: Examples of new product launches by Jordans, 2008 and 2009
                                                                                                • Kallo Foods
                                                                                                  • Kellogg’s
                                                                                                      • Figure 25: Examples of new product launches by Kellogg’s, 2008 and 2009
                                                                                                    • PepsiCo (Quaker)
                                                                                                        • Figure 26: New breakfast cereal launches by Quaker 2008 and 2009
                                                                                                      • Weetabix
                                                                                                        • Figure 27: New breakfast cereals launched by Weetabix after February 2008
                                                                                                      • Mornflake
                                                                                                          • Figure 28: New Breakfast cereals launched by Mornflake Oats, 2009
                                                                                                        • Other manufacturers
                                                                                                          • Doves Farm
                                                                                                          • Brand Elements

                                                                                                              • Key points
                                                                                                                • Brand map
                                                                                                                    • Figure 29: Attitudes towards and usage of breakfast cereal brands, December 2009
                                                                                                                  • Brand qualities of breakfast cereal brands
                                                                                                                    • Health and family
                                                                                                                      • Figure 30: Personalities of various breakfast cereal brands, December 2009
                                                                                                                    • Experience of breakfast cereal brands
                                                                                                                      • Kellogg’s and Weetabix most popular brands
                                                                                                                        • Figure 31: Consumer usage of various breakfast cereal brands, December 2009
                                                                                                                      • Brand consideration for breakfast cereal brands
                                                                                                                        • Premium brands most considered
                                                                                                                          • Figure 32: Consideration of various breakfast cereal brands, December 2009
                                                                                                                        • Brand satisfaction for breakfast cereal brands
                                                                                                                          • Simple most satisfying
                                                                                                                            • Figure 33: Satisfaction with various breakfast cereal brands, December 2009
                                                                                                                          • Brand commitment to breakfast cereal brands
                                                                                                                            • Weetabix fronts the cereal cupboard
                                                                                                                              • Figure 34: Commitment to various breakfast cereal brands, December 2009
                                                                                                                            • Brand intentions for breakfast cereal brands
                                                                                                                              • Popularity breeds content
                                                                                                                                • Figure 35: Future usage intentions for various breakfast cereal brands, December 2009
                                                                                                                              • Brand recommendation for breakfast cereal brands
                                                                                                                                • Old favourites most recommended
                                                                                                                                  • Figure 36: Recommendation of various breakfast cereal brands, December 2009
                                                                                                                                • Weetabix
                                                                                                                                  • What the consumer thinks
                                                                                                                                    • Figure 37: Attitudes towards the Weetabix brand, December 2009
                                                                                                                                  • Coco Pops
                                                                                                                                    • What the consumer thinks
                                                                                                                                      • Figure 38: Attitudes towards the Coco Pops brand, December 2009
                                                                                                                                    • Quaker Oats
                                                                                                                                      • What the consumer thinks
                                                                                                                                        • Figure 39: Attitudes towards the Quaker Oats brand, December 2009
                                                                                                                                      • Special K
                                                                                                                                        • What the consumer thinks
                                                                                                                                          • Figure 40: Attitudes towards the Special K brand, December 2009
                                                                                                                                        • Kellogg’s Corn Flakes
                                                                                                                                          • What the consumer thinks
                                                                                                                                            • Figure 41: Attitudes towards the Kellogg’s Corn Flakes brand, December 2009
                                                                                                                                        • Brand Communication and Promotion

                                                                                                                                          • Key points
                                                                                                                                            • Manufacturers maintain above-the-line expenditure
                                                                                                                                              • Figure 42: Main monitored media advertising expenditure on breakfast cereals, 2006-09
                                                                                                                                            • Focus on TV
                                                                                                                                              • Figure 43: Main monitored media advertising expenditure on breakfast cereals, by medium, 2006-09
                                                                                                                                            • Kellogg’s outspends its competitors
                                                                                                                                              • Figure 44: Adspend of top ten advertisers in the cereal bars market, 2006-09
                                                                                                                                            • Nestlé and Weetabix promote their ranges
                                                                                                                                              • Retailer promotional activity
                                                                                                                                                • Figure 45: Trends in promotional activity for breakfast cereals, December 2007-November 2009
                                                                                                                                            • Channels to Market

                                                                                                                                              • Key points
                                                                                                                                                • Supermarkets still lead the breakfast cereal market
                                                                                                                                                  • Figure 46: UK retail distribution of breakfast cereals, 2005-09
                                                                                                                                                • Manufacturers work closely with convenience stores
                                                                                                                                                  • Tesco stocks the widest range of breakfast cereals
                                                                                                                                                    • Figure 47: Trends in total number of SKUs in the breakfast cereal market, December 2007-November 2009
                                                                                                                                                • The Consumer – Usage and Frequency

                                                                                                                                                  • Key points
                                                                                                                                                    • Cold cereals feed the masses
                                                                                                                                                      • Figure 48: Consumption of cold breakfast cereals in the last 12 months, 2004-09
                                                                                                                                                      • Figure 49: Most valuable consumers for volume sales of cold cereals, by gender, age and presence of children in the household, 2009
                                                                                                                                                    • Growing popularity of hot cereals
                                                                                                                                                      • Figure 50: Consumption of hot breakfast cereals (porridge/oats) in the last 12 months, 2004-09
                                                                                                                                                    • Older consumers favour hot cereals
                                                                                                                                                      • Figure 51: Consumption of hot breakfast cereals in the last 12 months, by age, 2009
                                                                                                                                                    • Penetration of cereal bars still low
                                                                                                                                                      • Figure 52: Consumption of cereal bars, cold breakfast cereals and hot breakfast cereals in the last 12 months, 2004-09
                                                                                                                                                  • The Consumer – Types of Cereals Eaten

                                                                                                                                                    • Key points
                                                                                                                                                      • Half of consumers have at least three types of cereals
                                                                                                                                                          • Figure 53: Number of different types of breakfast cereals in the household cupboard, December 2009
                                                                                                                                                          • Figure 54: Profile of consumers, by number of different types of breakfast cereals in the household cupboard, December 2009
                                                                                                                                                        • Porridge is consumers’ favourite
                                                                                                                                                            • Figure 55: Types of breakfast cereals eaten, December 2009
                                                                                                                                                          • Understanding individual preferences
                                                                                                                                                            • Figure 56: Breakfast cereal preferences, by key demographic group, December 2009
                                                                                                                                                        • The Consumer – Attitudes towards Breakfast Cereals

                                                                                                                                                          • Key points
                                                                                                                                                            • Looking for health credentials
                                                                                                                                                                • Figure 57: Factors taken into account when choosing a breakfast cereal, December 2009
                                                                                                                                                              • Something for the family
                                                                                                                                                                • Getting value for money
                                                                                                                                                                  • A bit of variety
                                                                                                                                                                    • Figure 58: Attitudes towards breakfast cereals, December 2009
                                                                                                                                                                  • A well-packaged cereal
                                                                                                                                                                    • A branded cereal is not all that counts
                                                                                                                                                                      • A cereal snack
                                                                                                                                                                      • Targeting Breakfast Cereal Groups

                                                                                                                                                                        • Key points
                                                                                                                                                                            • Figure 59: Consumer clusters for breakfast cereals, December 2009
                                                                                                                                                                          • Cereal Adventurists (16%)
                                                                                                                                                                            • Who are they?
                                                                                                                                                                              • Types of cereals eaten
                                                                                                                                                                                • What are their attitudes towards breakfast cereals?
                                                                                                                                                                                  • Cereal Experimenters (24%)
                                                                                                                                                                                    • Who are they?
                                                                                                                                                                                      • Types of cereals eaten
                                                                                                                                                                                        • What are their attitudes towards breakfast cereals?
                                                                                                                                                                                          • Habitual Cerealists (19%)
                                                                                                                                                                                            • Who are they?
                                                                                                                                                                                              • Types of cereals eaten
                                                                                                                                                                                                • What are their attitudes towards breakfast cereals?
                                                                                                                                                                                                  • Branded Cerealists (41%)
                                                                                                                                                                                                    • Who are they?
                                                                                                                                                                                                      • Types of cereals eaten
                                                                                                                                                                                                        • What are their attitudes towards breakfast cereals?
                                                                                                                                                                                                        • Appendix

                                                                                                                                                                                                          • Advertising data
                                                                                                                                                                                                            • Abbreviations
                                                                                                                                                                                                            • Appendix – Internal Market Environment

                                                                                                                                                                                                                • Figure 60: Agreement with selected lifestyle statements on diet and health, by demographics, 2009
                                                                                                                                                                                                                • Figure 61: Agreement with selected lifestyle statements on diet and health, by demographics, 2009 (continued)
                                                                                                                                                                                                            • Appendix – Broader Market Environment

                                                                                                                                                                                                                • Figure 62: Where do you eat breakfast, by demographics, December 2009
                                                                                                                                                                                                            • Appendix – Competitive Context

                                                                                                                                                                                                                • Figure 63: Things eaten for breakfast – 7-10-year-olds, by gender, socio-economic group, region and presence of children, 2009
                                                                                                                                                                                                                • Figure 64: Retail value sales of products eaten for breakfast, 2004-09
                                                                                                                                                                                                            • Appendix – Who’s Innovating?

                                                                                                                                                                                                                • Figure 65: Percentage of NPD, by manufacturer, 2008 and 2009
                                                                                                                                                                                                            • Appendix – Market Value and Forecast

                                                                                                                                                                                                                • Figure 66: Consumer Price Index: food categories, January 2006-September 2009
                                                                                                                                                                                                                • Figure 67: Trends in personal concerns, June-December 2009*
                                                                                                                                                                                                                • Figure 68: UK retail volume and value sales of breakfast cereal, by type, 2005-09
                                                                                                                                                                                                            • Appendix – Brand Communication and Promotion

                                                                                                                                                                                                                • Figure 69: Trends in own-label SKUs in the breakfast cereal market, December 2007-November 2009
                                                                                                                                                                                                            • Appendix – The Consumer: Usage and Frequency

                                                                                                                                                                                                                • Figure 70: Consumption of cold breakfast cereals in the last 12 months, by demographics, 2009
                                                                                                                                                                                                                • Figure 71: Consumption of hot breakfast cereals (porridge/oats) in the last 12 months, by demographics, 2009
                                                                                                                                                                                                            • Appendix – Types of Cereals Eaten

                                                                                                                                                                                                                • Figure 72: Types of cereals have at home, by demographics, December 2009
                                                                                                                                                                                                                • Figure 73: Types of cereals have at home, by demographics, December 2009
                                                                                                                                                                                                                • Figure 74: Number of different types of breakfast cereals in the household cupboard, by demographics, December 2009
                                                                                                                                                                                                                • Figure 75: Number of different types of breakfast cereals at home, by type of breakfast cereals at home, December 2009
                                                                                                                                                                                                            • Appendix – The Consumer – Attitudes towards Breakfast Cereals

                                                                                                                                                                                                                • Figure 76: Factors taken into account for choosing a breakfast cereal, by demographics, December 2009
                                                                                                                                                                                                                • Figure 77: Factors taken into account for choosing a breakfast cereal, by demographics, December 2009
                                                                                                                                                                                                                • Figure 78: Agreement with statements about health and healthy lifestyles, December 2009
                                                                                                                                                                                                                • Figure 79: Repertoire of factors taken into account when choosing a breakfast cereal, December 2009
                                                                                                                                                                                                                • Figure 80: Repertoire of factors take into account for choosing a breakfast cereal, by demographics, December 2009
                                                                                                                                                                                                                • Figure 81: Percentage of NPD in the breakfast cereal market, by pack size, 2008 and 2009
                                                                                                                                                                                                                • Figure 82: Percentage of NPD in the breakfast cereal market, by launch type, 2008 and 2009
                                                                                                                                                                                                                • Figure 83: Attitudes towards breakfast cereals, by demographics, December 2009
                                                                                                                                                                                                                • Figure 84: Attitudes towards breakfast cereals, by demographics, December 2009
                                                                                                                                                                                                                • Figure 85: Attitudes towards breakfast cereals, by demographics, December 2009
                                                                                                                                                                                                            • Appendix – Targeting Breakfast Cereal Groups

                                                                                                                                                                                                                • Figure 86: Number of different types of breakfast cereals in cupboard at home, by target groups, December 2009
                                                                                                                                                                                                                • Figure 87: Type of breakfast cereals eaten, by target groups, December 2009
                                                                                                                                                                                                                • Figure 88: Factors taken into account for choosing a breakfast cereal, by target groups, December 2009
                                                                                                                                                                                                                • Figure 89: Attitudes towards breakfast cereals, by target groups, December 2009
                                                                                                                                                                                                                • Figure 90: Target groups, by demographics, December 2009

                                                                                                                                                                                                            Companies Covered

                                                                                                                                                                                                            • Alara Wholefoods Ltd
                                                                                                                                                                                                            • Aldi Stores Ltd (UK & Ireland)
                                                                                                                                                                                                            • Asda Group Ltd
                                                                                                                                                                                                            • Associated British Foods Plc
                                                                                                                                                                                                            • Big Bear Limited (Fox's Confectionery)
                                                                                                                                                                                                            • Birds Eye Foods
                                                                                                                                                                                                            • British Broadcasting Corporation (BBC)
                                                                                                                                                                                                            • British Market Research Bureau (BMRB)
                                                                                                                                                                                                            • British Sky Broadcasting Group plc (BSkyB)
                                                                                                                                                                                                            • BT Group plc
                                                                                                                                                                                                            • Carbon Trust
                                                                                                                                                                                                            • Cereal Partners Worldwide
                                                                                                                                                                                                            • Channel 4
                                                                                                                                                                                                            • Co-operative Group
                                                                                                                                                                                                            • Costa
                                                                                                                                                                                                            • Department for Environment, Food & Rural Affairs
                                                                                                                                                                                                            • Dorset Cereals
                                                                                                                                                                                                            • Doves Farm Foods Ltd
                                                                                                                                                                                                            • Facebook, Inc.
                                                                                                                                                                                                            • FHM Magazine
                                                                                                                                                                                                            • Food Standards Agency
                                                                                                                                                                                                            • FourFourTwo
                                                                                                                                                                                                            • Freeview
                                                                                                                                                                                                            • Gatorade
                                                                                                                                                                                                            • General Mills Inc
                                                                                                                                                                                                            • HJ Heinz Company UK
                                                                                                                                                                                                            • HomeChoice
                                                                                                                                                                                                            • J. Sainsbury
                                                                                                                                                                                                            • Kallo Foods Ltd
                                                                                                                                                                                                            • Kellogg Company of GB Limited
                                                                                                                                                                                                            • Kraft Foods UK
                                                                                                                                                                                                            • Lidl (UK)
                                                                                                                                                                                                            • Lion Capital
                                                                                                                                                                                                            • Marks & Spencer
                                                                                                                                                                                                            • Mars Incorporated
                                                                                                                                                                                                            • Masterfoods UK
                                                                                                                                                                                                            • McDonald's Restaurants Limited (UK)
                                                                                                                                                                                                            • Mornflake Oats
                                                                                                                                                                                                            • MySpace.com
                                                                                                                                                                                                            • Nestlé UK Ltd
                                                                                                                                                                                                            • Netto Foodstores Ltd
                                                                                                                                                                                                            • Nigella Lawson
                                                                                                                                                                                                            • Ocado Ltd
                                                                                                                                                                                                            • Outdoor Advertising Association of Great Britain
                                                                                                                                                                                                            • Pepsi-Cola UK
                                                                                                                                                                                                            • Pertwood Organic Cereal Co Ltd
                                                                                                                                                                                                            • Quaker
                                                                                                                                                                                                            • Ryvita Company Ltd (The)
                                                                                                                                                                                                            • Scott's Porridge Oats
                                                                                                                                                                                                            • Somerfield
                                                                                                                                                                                                            • Starbucks Coffee Company UK Ltd
                                                                                                                                                                                                            • Tesco Plc
                                                                                                                                                                                                            • The Danish Dairy Board
                                                                                                                                                                                                            • The Grocery Trader
                                                                                                                                                                                                            • Twitter, Inc.
                                                                                                                                                                                                            • Virgin Media Ltd
                                                                                                                                                                                                            • W Jordan Cereals Ltd
                                                                                                                                                                                                            • W Jordans (Cereals) Ltd
                                                                                                                                                                                                            • Waitrose
                                                                                                                                                                                                            • Weetabix Ltd.
                                                                                                                                                                                                            • Wellness Foods
                                                                                                                                                                                                            • Whole Earth Foods
                                                                                                                                                                                                            • Whole Foods Market Inc
                                                                                                                                                                                                            • Wm Morrison Supermarkets
                                                                                                                                                                                                            • YouTube, Inc.

                                                                                                                                                                                                            Breakfast Cereals - UK - February 2010

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