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Breakfast Cereals - US - August 2013

“Manufacturers should continue to develop products that meet consumer demand for wholesome and portable offerings in an effort to revitalize stagnant cereal sales. A new focus on adults, following decades of appealing to younger consumers, is now needed to revitalize the category.”

– Amanda Topper, Food Analyst

Some questions answered in this report include:

  • What can be done to revitalize the category?
  • How can breakfast cereals capture sales from new demographics?
  • How can the hot cereal segment continue to warm up the category?

The breakfast cereal category is highly-saturated with a cold cereal household penetration rate of 91.6% and a hot cereal household penetration rate of 61.8%, according to IRI Builders Panel data. Cold cereal sales have remained virtually flat during the past several years, with a 1% decline from 2011-13 to reach $10.1 billion.

The hot cereal segment has proven to be the category’s true area of growth, showing a 7% sales increase from 2011-13. After inflation, however, the category experienced actual declines of 7%, bringing sales to $11.5 billion. Manufacturers are rapidly innovating to meet changing cereal eating occasions that are moving away from the breakfast table and toward on-the-go consumption.

Consumer interest in better-for-you foods is extremely relevant to the category. Product innovation is being driven by a demand for high-protein, high-fiber and low-sugar options. To keep the category moving forward, adults are increasingly being targeted.

Mintel here provides a comprehensive analysis of the following factors that have the greatest potential to impact the category’s performance:

  • How macro level trends (e.g., economy, America’s obesity problem, aging Baby Boomers, HHs with children) are impacting the breakfast cereal category
  • How the market is broadening and how future growth will hinge on a growing interest in snacking, and expanded premium offerings
  • How both hot and cold cereal segments have been performing in recent years, and how they are expected to perform in the near term. Also, what impact do the segments have on each other’s sales performance
  • Challenges (including interest in health and expansion of QSR/grab-and-go offerings) to the market and how manufacturers and retailers can position products to confront them
  • How inertia as well as new product innovation (including on-the-go offerings) are impacting sales trends for the category as a whole and in each of its segments, plus growth forecasts through 2018
  • Which brands are gaining, which are losing, and why, as well as the relevant trends of private label performance within the market
  • Current product positioning (including TV ads, online and digital promotional efforts) and what marketing strategies could prove most effective, given the various target audiences that manufacturers are trying to connect with to maximize sales opportunities

The attitudes and behaviors of breakfast cereal consumers, including purchase decision criteria, brand preference factors, flavor preferences, and more

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Table of contents

  1. Scope and Themes

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

                        • The market
                          • Breakfast cereal sales estimated to reach $11.5 billion in 2013
                            • Figure 1: Total market sales and fan chart forecast of breakfast cereals, at current prices, 2008-18
                          • Cold cereal is not so hot
                            • Figure 2: Total retail sales of breakfast cereals, by segment, at current prices, 2011 and 2013
                          • Market factors
                            • A focus on health drives purchase preferences
                              • Figure 3: Interest in breakfast cereal options (Top 5), June 2013
                            • Changing demographics impacting sales, brand focus
                              • Retail channels
                                • Supermarket sales continue to rule the category
                                  • Figure 4: Total U.S. retail sales of breakfast cereal, by channel, at current prices, 2011-13
                                • Key players
                                  • Offerings from Kellogg, General Mills, and PepsiCo fuel market
                                    • Figure 5: MULO sales of breakfast cereals, by leading companies, 52 weeks ending May 19, 2013
                                  • The consumer
                                    • Cereal consumption expands beyond the breakfast table
                                      • Figure 6: Hot and cold cereal occasions, June 2013
                                    • Cross-promotion, organic, key areas for consideration
                                      • Health claims and portability top purchase motivations
                                        • Figure 7: Attitudes toward hot and cold cereal, any agree, June 2013
                                      • What we think
                                      • Issues and Insights

                                          • What can be done to revitalize the category?
                                            • Insight: Manufacture cereals for occasions beyond breakfast
                                              • How can breakfast cereals capture sales from new demographics?
                                                • Insight: Target adults based on their cereal product preferences
                                                  • How can the hot cereal segment continue to warm up the category?
                                                    • Insight: Emphasize perceived health benefits
                                                    • Trend Applications

                                                        • Trend: Transumers
                                                          • Trend: extend my brand
                                                            • Mintel Futures: Brand Intervention
                                                            • Market Size and Forecast

                                                              • Key points
                                                                • Cereal consumption flat due to stale cold cereal segment
                                                                  • Oatmeal innovation balancing cold cereal segment declines
                                                                    • Sales and forecast of market
                                                                      • Figure 8: Total U.S. MULO sales and forecast of breakfast cereal, at current prices, 2008-18
                                                                      • Figure 9: Total U.S. MULO sales and forecast of breakfast cereal, at inflation-adjusted prices, 2008-18
                                                                    • Fan chart forecast
                                                                        • Figure 10: Total Market sales and fan chart forecast of breakfast cereals, at current prices, 2008-18
                                                                    • Market Drivers

                                                                      • Key points
                                                                        • Households with children declining
                                                                          • Figure 11: Households, by presence of own children, 2002-12
                                                                        • Cereal category not immune from rising costs
                                                                          • Figure 12: Consumer price index for all urban consumers: cereals and bakery products, May 2008-13
                                                                        • Health concerns motivate food purchases
                                                                        • Competitive Context

                                                                          • Key points
                                                                            • Quick, portable options fuel away-from-home breakfast occasions
                                                                              • Figure 13: Consumer top five attitudes toward breakfast, October 2012
                                                                            • Customizable oatmeal options increasing in fast casual segment
                                                                              • Frozen breakfast foods popular among cereal eaters
                                                                                • Figure 14: Household consumption of frozen waffles, pancakes, and French toast by type, by age, January 2012-March 2013
                                                                                • Figure 15: Household consumption of frozen waffles, pancakes, and French toast by type, by breakfast cereals, January 2012-March 2013
                                                                                • Figure 16: Household consumption of frozen breakfast entrées and sandwiches, by breakfast cereals, January 2012-March 2013
                                                                            • Segment Performance

                                                                              • Key points
                                                                                • Hot cereal shows largest growth from 2011-13
                                                                                  • Sales of breakfast cereal, by segment
                                                                                    • Figure 17: Total U.S. retail sales of breakfast cereal, by segment, at current prices, 2011 and 2013
                                                                                • Segment Performance – Cold Cereal

                                                                                  • Key points
                                                                                    • Cold cereal sales dip slightly after marginal growth
                                                                                      • Sales of cold cereal
                                                                                        • Figure 18: Total U.S. retail sales of cold cereal, at current prices, 2008-13
                                                                                    • Segment Performance – Hot Cereal

                                                                                      • Key points
                                                                                        • Oatmeal warms up segment sales
                                                                                          • Sales of hot cereal
                                                                                            • Figure 19: Total U.S. retail sales of hot cereal, at current prices, 2008-13
                                                                                        • Retail Channels

                                                                                          • Key points
                                                                                            • Sales of market, by channel
                                                                                              • Figure 20: Total U.S. retail sales of breakfast cereal, by channel, at current prices, 2011-13
                                                                                            • Cereals still selling most in supermarkets
                                                                                              • Figure 21: U.S. Supermarket sales of breakfast cereal, at current prices, 2008-13
                                                                                              • Figure 22: U.S. drug store sales of breakfast cereal, at current prices, 2008-13
                                                                                              • Figure 23: U.S. sales of breakfast cereal through other retail channels, at current prices, 2008-13
                                                                                          • Retail Channels – Natural Supermarkets

                                                                                            • Key points
                                                                                              • Channel sales grow as product innovation continues
                                                                                                • Sales of breakfast cereal in the natural channel
                                                                                                  • Figure 24: Natural supermarket sales of breakfast cereal, at current prices, 2011-13*
                                                                                                  • Figure 25: Natural supermarket sales of breakfast cereal at inflation-adjusted prices, 2011-13*
                                                                                                • Brands of note
                                                                                                  • Natural channel sales of breakfast cereal by segment
                                                                                                    • Figure 26: Natural supermarket sales of breakfast cereal, by segment, 2011 and 2013*
                                                                                                  • Natural channel sales of breakfast cereal by organic
                                                                                                    • Figure 27: Natural supermarket sales of breakfast cereal, by organic, 2011 and 2013*
                                                                                                  • Natural channel sales of breakfast cereal by gluten free
                                                                                                    • Figure 28: Natural supermarket sales of breakfast cereal, by gluten-free, 2011 and 2013*
                                                                                                • Leading Companies

                                                                                                  • Key points
                                                                                                    • Kellogg and General Mills still rule breakfast cereal
                                                                                                      • Other, private label outsell Post
                                                                                                        • Manufacturer sales of breakfast cereal
                                                                                                          • Figure 29: MULO sales of breakfast cereals, by leading companies, rolling 52 weeks 2012 and 2013
                                                                                                      • Brand Share – Cold Cereal

                                                                                                        • Key points
                                                                                                          • Nutrient-packed brands remain strongest selling
                                                                                                            • Cold cereal’s sweet success
                                                                                                              • Manufacturer sales of cold cereal
                                                                                                                • Figure 30: MULO sales of cold breakfast cereals, by leading companies, rolling 52 weeks 2012 and 2013
                                                                                                            • Brand Share – Hot Cereal

                                                                                                              • Key points
                                                                                                                • Growth for Quaker, but increased competition from others
                                                                                                                  • Manufacturer sales of hot cereal
                                                                                                                    • Figure 31: MULO sales of hot breakfast cereals, by leading companies, rolling 52 weeks 2012 and 2013
                                                                                                                • Innovations and Innovators

                                                                                                                  • Cereal manufacturers seek to reinvent existing brands
                                                                                                                    • Figure 32: Top 10 breakfast cereal companies, by new products, February 2012-May 2013
                                                                                                                  • Chocolate makes for an indulgent snack
                                                                                                                    • Figure 33: Top 10 Breakfast Cereal Flavor Introductions, February 2012 – May 2013
                                                                                                                  • Majority of cereal launches include innovative packaging
                                                                                                                    • Figure 34: Breakfast cereal launches, by launch type, February 2012-May 2013
                                                                                                                  • Nutritious ingredients still top of mind for consumers
                                                                                                                    • Figure 35: Top 10 breakfast cereal claims, February 2012-May 2013
                                                                                                                • Marketing Strategies

                                                                                                                  • Overview of the brand landscape
                                                                                                                    • Brand analysis: Cheerios (General Mills)
                                                                                                                      • Figure 36: Brand analysis of Cheerios, 2013
                                                                                                                    • Online initiatives
                                                                                                                      • Figure 37: Cheerios Website, 2013
                                                                                                                    • TV presence
                                                                                                                      • Figure 38: Cheerios, television ad, 2013
                                                                                                                    • Brand analysis: Lucky Charms (General Mills)
                                                                                                                      • Figure 39: Brand analysis of Lucky Charms, 2013
                                                                                                                    • Online initiatives
                                                                                                                      • Figure 40: Lucky Charms Twitter Post, 2013
                                                                                                                      • Figure 41: Lucky Charms Website, 2013
                                                                                                                    • TV presence
                                                                                                                      • Figure 42: Lucky Charms, television ad, 2013
                                                                                                                    • Brand analysis: Quaker
                                                                                                                      • Figure 43: Brand analysis of Quaker, 2013
                                                                                                                    • Online initiatives
                                                                                                                      • Figure 44: Quaker Website, 2013
                                                                                                                    • TV presence
                                                                                                                      • Figure 45: Quaker, television ad, 2013
                                                                                                                    • Brand analysis: Kashi
                                                                                                                      • Figure 46: Brand analysis of Kashi, 2013
                                                                                                                    • Online initiatives
                                                                                                                      • Figure 47: Kashi Website, 2013
                                                                                                                    • TV presence
                                                                                                                      • Figure 48: Kashi, television ad, 2013
                                                                                                                    • Brand analysis: Kellogg’s Corn Flakes (Kellogg Company)
                                                                                                                      • Figure 49: Brand analysis of Kellogg’s Corn Flakes, 2013
                                                                                                                    • Online initiatives
                                                                                                                      • Figure 50: Kellogg’s Twitter Post, 2013
                                                                                                                      • Figure 51: Kellogg’s Website, 2013
                                                                                                                    • TV presence
                                                                                                                      • Figure 52: Kellogg’s Corn Flakes, television ad, 2013
                                                                                                                    • Print and other
                                                                                                                      • Figure 53: Kellogg’s print ad, 2013
                                                                                                                  • Social Media – Breakfast Cereal

                                                                                                                    • Key points
                                                                                                                      • Social media metrics
                                                                                                                        • Figure 54: Key performance indicators, July 2013
                                                                                                                      • Market overview
                                                                                                                        • Brand usage and awareness
                                                                                                                          • Figure 55: Brand usage and awareness of breakfast cereal brands, June 2013
                                                                                                                        • Interaction with breakfast cereal brands
                                                                                                                          • Figure 56: Interaction with selected breakfast cereal brands, June 2013
                                                                                                                        • Online conversations
                                                                                                                          • Figure 57: Online conversations on selected breakfast cereal brands, by day, June 14-July13, 2013
                                                                                                                        • Where are people talking about breakfast cereal brands?
                                                                                                                          • Figure 58: Online conversations on selected breakfast cereal brands, by page type, June 14-July13, 2013
                                                                                                                        • What are people talking about?
                                                                                                                          • Figure 59: Types of conversations on selected breakfast cereal brands, June 14-July13, 2013
                                                                                                                          • Figure 60: Types of conversations on selected breakfast cereal brands, by day, June 14-July13, 2013
                                                                                                                        • Analysis by brand
                                                                                                                          • Cheerios
                                                                                                                            • Figure 61: Cheerios—key social media indicators, July 2013
                                                                                                                          • Key online campaigns
                                                                                                                            • Figure 62: Online mentions of GMOs, per month, July 1, 2012-July 1, 2013
                                                                                                                          • What we think
                                                                                                                            • Cap’n Crunch
                                                                                                                              • Figure 63: Cap’n Crunch—key social media indicators, July 2013
                                                                                                                            • Key online campaigns
                                                                                                                              • What we think
                                                                                                                                • Kellogg’s Corn Flakes
                                                                                                                                  • Figure 64: Kellogg’s Corn Flakes—key social media indicators, July 2013
                                                                                                                                • Key online campaigns
                                                                                                                                  • What we think
                                                                                                                                    • Cinnamon Toast Crunch
                                                                                                                                      • Figure 65: Cinnamon Toast Crunch—key social media indicators, July 2013
                                                                                                                                    • Key online campaigns
                                                                                                                                      • What we think
                                                                                                                                        • Cream of Wheat
                                                                                                                                          • Figure 66: Cream of Wheat—key social media indicators, July 2013
                                                                                                                                        • Key online campaigns
                                                                                                                                          • What we think
                                                                                                                                            • Kashi
                                                                                                                                              • Figure 67: Kashi—key social media indicators, July 2013
                                                                                                                                            • Key online campaigns
                                                                                                                                              • What we think
                                                                                                                                              • Cereal Consumption by Type and Occasion

                                                                                                                                                • Key points
                                                                                                                                                  • Cold consumption high among Gen X, but spans income spectrum
                                                                                                                                                    • Figure 68: Household consumption of breakfast cereals (cold), by age, January 2012-March 2013
                                                                                                                                                    • Figure 69: Household consumption of breakfast cereals (cold), by household income, January 2012-March 2013
                                                                                                                                                    • Figure 70: Hot and cold cereal user groups, by gender and age, June 2013
                                                                                                                                                    • Figure 71: Household consumption of breakfast cereals (cold), by presence of children in household, January 2012-March 2013
                                                                                                                                                    • Figure 72: Personal consumption of breakfast cereal (cold), by gender and age, October 2011-November 2012
                                                                                                                                                    • Figure 73: Personal consumption of cold cereal, by gender and age, October 2011-November 2012
                                                                                                                                                  • Hot cereal consumption skews older, less affluent
                                                                                                                                                    • Figure 74: Household consumption of breakfast cereals (hot), by age, January 2012-March 2013
                                                                                                                                                    • Figure 75: Household consumption of breakfast cereals (hot), by household income, January 2012-March 2013
                                                                                                                                                    • Figure 76: Personal consumption of breakfast cereal (hot), October 2007-November 2012
                                                                                                                                                    • Figure 77: Personal consumption of hot cereal, October 2007-November 2012
                                                                                                                                                    • Figure 78: Household consumption of breakfast cereals (hot), by presence of children in household, January 2012-March 2013
                                                                                                                                                  • Cereal occasions expanding beyond breakfast
                                                                                                                                                    • Figure 79: Hot and cold cereal occasions, by age, June 2013
                                                                                                                                                    • Figure 80: Purchase of hot and cold cereal, by hot and cold cereal occasions, June 2013
                                                                                                                                                • Purchase Habits and Preferences

                                                                                                                                                  • Key points
                                                                                                                                                    • Gender and children impact cereal purchases
                                                                                                                                                      • Figure 81: Purchase of hot and cold cereal, by gender, June 2013
                                                                                                                                                      • Figure 82: Purchase of hot and cold cereal, by presence of children in household, June 2013
                                                                                                                                                    • The hot and cold cereal connection
                                                                                                                                                      • Figure 83: Purchase of hot and cold cereal, by purchase of cold cereal, June 2013
                                                                                                                                                      • Figure 84: Purchase of hot cereal, by purchase of cold cereal, June 2013
                                                                                                                                                    • Organic: an untapped opportunity
                                                                                                                                                      • Figure 85: Household consumption of organic breakfast cereal, by age, January 2012-March 2013
                                                                                                                                                    • Older consumers most cost conscious
                                                                                                                                                      • Figure 86: Hot and cold cereal purchase habits, by generations, June 2013
                                                                                                                                                  • Attitudes Toward Breakfast Cereals

                                                                                                                                                    • Key points
                                                                                                                                                      • Cereals benefit from perception as valuable, versatile
                                                                                                                                                        • Figure 87: Agreement with attitudes toward hot and cold cereal, by gender, June 2013
                                                                                                                                                        • Figure 88: Agreement with attitudes toward hot and cold cereal, by age, June 2013
                                                                                                                                                      • Fiber, protein top appealing cereal attributes
                                                                                                                                                        • Figure 89: Any Interest in breakfast cereal options, by age, June 2013
                                                                                                                                                        • Figure 90: Any Interest in breakfast cereal options, by consumption of hot and cold cereal, June 2013
                                                                                                                                                        • Figure 91: Attitudes/Opinions about food, by age, January 2012-March 2013
                                                                                                                                                    • Race and Hispanic Origin

                                                                                                                                                      • Key points
                                                                                                                                                        • Blacks, Hispanics lead in weekly cold cereal consumption
                                                                                                                                                          • Figure 92: Purchase of hot and cold cereal, by race, June 2013
                                                                                                                                                          • Figure 93: Household consumption of breakfast cereals (cold), by race/Hispanic origin, January 2012-March 2013
                                                                                                                                                          • Figure 94: Household consumption of breakfast cereals (hot), by race/Hispanic origin, January 2012-March 2013
                                                                                                                                                        • Organic opportunity for Hispanics and blacks
                                                                                                                                                          • Figure 95: Household consumption of organic breakfast cereal, by race/Hispanic origin, January 2012-March 2013
                                                                                                                                                        • Consumption occasions
                                                                                                                                                          • Figure 96: Hot and cold cereal occasions, by race/ethnic origin, June 2013
                                                                                                                                                        • Hispanics least price sensitive
                                                                                                                                                          • Figure 97: Hot and cold cereal purchase habits, by race and Hispanic origin, June 2013
                                                                                                                                                          • Figure 98: Any Interest in breakfast cereal options, by race and Hispanic origin, June 2013
                                                                                                                                                        • Blacks most skeptical of cereal health claims, Hispanics least
                                                                                                                                                          • Figure 99: Agreement with attitudes toward hot and cold cereal, by race and Hispanic origin, June 2013
                                                                                                                                                      • CHAID analysis – Breakfast Cereal

                                                                                                                                                        • Methodology
                                                                                                                                                          • Younger men driving interest in dessert-flavored cereal
                                                                                                                                                            • Figure 100: Breakfast cereal – CHAID – Tree output, August 2013
                                                                                                                                                            • Figure 101: Interest in breakfast cereal options – CHAID – Table output, June 2013
                                                                                                                                                        • IRI/Builders – Key Household Purchase Measures

                                                                                                                                                            • Cold cereal
                                                                                                                                                              • Consumer insights on key purchase measures—cold cereal
                                                                                                                                                                • Brand map
                                                                                                                                                                  • Figure 102: Brand map, selected brands of cold cereal buying rate, by household penetration, 2012*
                                                                                                                                                                • Brand leader characteristics
                                                                                                                                                                  • Key purchase measures
                                                                                                                                                                    • Figure 103: Key purchase measures for the top brands of cold cereal, by household penetration, 2012*
                                                                                                                                                                • IRI/Builders – Key Household Purchase Measures

                                                                                                                                                                    • Hot cereal
                                                                                                                                                                      • Consumer insights on key purchase measures – hot cereal
                                                                                                                                                                        • Brand map
                                                                                                                                                                          • Figure 104: Brand map, selected brands of hot cereal buying rate, by household penetration, 2012*
                                                                                                                                                                        • Brand leader characteristics
                                                                                                                                                                          • Key purchase measures
                                                                                                                                                                            • Figure 105: Key purchase measures for the top brands of hot cereal, by household penetration, 2012*
                                                                                                                                                                        • Appendix – Market Drivers

                                                                                                                                                                          • Consumer confidence
                                                                                                                                                                            • Figure 106: University of Michigan’s index of consumer sentiment (ICS), 2007-13
                                                                                                                                                                          • Unemployment
                                                                                                                                                                            • Figure 107: U.S. unemployment rate, by month, 2002-13
                                                                                                                                                                            • Figure 108: U.S. unemployment and underemployment rates, 2007-13
                                                                                                                                                                            • Figure 109: Number of employed civilians in U.S., in thousands, 2007-13
                                                                                                                                                                          • Food cost pressures
                                                                                                                                                                            • Figure 110: Changes in USDA Food Price Indexes, 2011 through June 25, 2013
                                                                                                                                                                          • Obesity
                                                                                                                                                                            • Figure 111: American adults by weight category as determined by body mass index (BMI), 2008-June 20, 2013
                                                                                                                                                                          • Childhood and teen obesity—highest in decades
                                                                                                                                                                              • Figure 112: Prevalence of obesity among children and adolescents aged 2-19, 1971-2010
                                                                                                                                                                            • Racial, ethnic population growth
                                                                                                                                                                                • Figure 113: U.S. population by race and Hispanic origin, 2008, 2013, and 2018
                                                                                                                                                                                • Figure 114: Households with children, by race and Hispanic origin of householder, 2012
                                                                                                                                                                              • Shifting U.S. demographics
                                                                                                                                                                                • Figure 115: U.S. population, by age, 2008-18
                                                                                                                                                                                • Figure 116: U.S. households, by presence of own children, 2002-12
                                                                                                                                                                            • Appendix – Social Media – Breakfast Cereal

                                                                                                                                                                              • Brand usage and awareness
                                                                                                                                                                                • Figure 117: Brand usage or awareness, June 2013
                                                                                                                                                                                • Figure 118: Cheerios usage or awareness, by demographics, June 2013
                                                                                                                                                                                • Figure 119: Kellogg’s Corn Flakes usage or awareness, by demographics, June 2013
                                                                                                                                                                                • Figure 120: Kashi usage or awareness, by demographics, June 2013
                                                                                                                                                                                • Figure 121: Cap’n Crunch usage or awareness, by demographics, June 2013
                                                                                                                                                                                • Figure 122: Cinnamon toast crunch usage or awareness, by demographics, June 2013
                                                                                                                                                                                • Figure 123: Cream of wheat usage or awareness, by demographics, June 2013
                                                                                                                                                                            • Appendix – Other Useful Consumer Tables

                                                                                                                                                                                • Figure 124: Household consumption of organic breakfast cereal, by household income, January 2012-March 2013
                                                                                                                                                                                • Figure 125: Hot and cold cereal purchase habits, by gender, June 2013
                                                                                                                                                                                • Figure 126: Hot and cold cereal occasions, by gender, June 2013
                                                                                                                                                                                • Figure 127: Hot and cold cereal occasions, by household income, June 2013
                                                                                                                                                                                • Figure 128: Hot and cold cereal occasions, by generations, June 2013
                                                                                                                                                                                • Figure 129: Hot and cold cereal purchase habits, by presence of children in household, June 2013
                                                                                                                                                                                • Figure 130: Hot and cold cereal purchase habits, by purchase of hot and cold cereal, June 2013
                                                                                                                                                                                • Figure 131: Agreement with attitudes toward hot and cold cereal, by presence of children in household, June 2013
                                                                                                                                                                                • Figure 132: Any Interest in breakfast cereal options, by gender and age, June 2013
                                                                                                                                                                                • Figure 133: Any Interest in breakfast cereal options, by generations, June 2013
                                                                                                                                                                                • Figure 134: Any Interest in breakfast cereal options, by presence of children in household, June 2013
                                                                                                                                                                                • Figure 135: Any Interest in breakfast cereal options, by purchase of hot and cold cereal, June 2013
                                                                                                                                                                            • Appendix – Information Resources Inc. Builders Panel Data Definitions

                                                                                                                                                                                • Information resources inc. consumer network metrics
                                                                                                                                                                                • Appendix – Trade Associations

                                                                                                                                                                                  Companies Covered

                                                                                                                                                                                  • General Mills Inc
                                                                                                                                                                                  • Kellogg Company
                                                                                                                                                                                  • Malt-O-Meal Company
                                                                                                                                                                                  • PepsiCo Inc
                                                                                                                                                                                  • Quaker
                                                                                                                                                                                  • Ralcorp Holdings Inc.
                                                                                                                                                                                  • Reuters Group PLC
                                                                                                                                                                                  • Walmart Stores (USA)

                                                                                                                                                                                  Breakfast Cereals - US - August 2013

                                                                                                                                                                                  US $3,995.00 (Excl.Tax)