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Breakfast Goods - Ireland - April 2011

  • In-home vs. out-of-home – How have consumer habits changed in terms of where they eat their breakfast? How will this affect sales of various breakfast goods segments?
  • How has the recession affected breakfast habits? – With consumers cutting back on spending, does this make them more inclined to skip breakfast, or trade down to cheaper breakfast items?
  • What consumers eat for breakfast – What types of goods are consumers eating for breakfast? Do they prefer cold or cooked breakfasts? What segments are growth areas?
  • Effect of health trends on the breakfast market – With consumers increasingly considering their health and diet, how is this impacting on their breakfast habits. Do consumers consider breakfast to be ‘the most important meal of the day?’
  • The breakfast cereal market – How important is cereal to the overall breakfast market? Who are the main consumers of cereal? How will global grain shortages affect cereal prices/usage?

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Table of contents

  1. Issues in the Market

      • Key themes in the report
        • Definition
          • Market size rationale
            • Abbreviations
            • Insights and Opportunities

              • Appealing to breakfast skippers
                • Injecting new flavours into the cereal segment
                  • Own-label brands a significant threat to the breakfast goods market
                  • Market in Brief

                    • Health and wellbeing a dominant trend within the breakfast market
                      • Most Irish consumers prefer to eat breakfast at home
                        • Half of Irish consumers skip breakfast
                          • Recession stifles out of home breakfast spending
                          • Fast Forward Trends

                              • Trend 1: Customization
                                • What’s it about?
                                  • What we’ve seen
                                    • What next?
                                      • Trend 2: Brand Cooperation
                                        • What’s it about?
                                          • What we’ve seen
                                            • What next?
                                            • Internal Market Environment

                                              • Key points
                                                • Irish consumers look towards becoming more healthy
                                                  • Figure 1: Agreement with the statement ‘I should do more about my health’, NI and RoI, 2005-10
                                                  • Figure 2: Agreement with the statement ‘I am eating more healthy food than I have in the past’, by age and gender, NI and RoI, 2010
                                                • Media and government issue grim warnings about obesity
                                                  • Childhood obesity a big issue for cereal manufacturers
                                                    • Figure 3: Sugar content of selected cereals, 2009
                                                  • Parents struggle to deny children sugary snacks and cereals
                                                    • Figure 4: Agreement with the statements relating to diet, by age of children, NI and RoI, 2010
                                                  • Pester power
                                                    • Figure 5: Agreement with the statement “I wouldn’t let my children eat junk food”, by age of children, NI and RoI, 2010
                                                  • To kids, branding more important than sugar
                                                    • Salt also an issue in children’s cereals
                                                      • Use of wholegrain continues
                                                        • Perceived time poverty see consumers eat on the go
                                                          • Figure 6: Amount of time spent travelling to and from work and working, NI and RoI, 2010
                                                        • Meal skipping down in RoI, but up in NI
                                                          • Figure 7: Agreement with the statement “I often skip meals to keep my weight down”, NI and RoI, 2007-10
                                                        • Sandwich bars and cafés preferred out of home breakfast dining venue
                                                          • Figure 8: Out of home breakfast location experience, RoI, 2010*
                                                        • Fast food outlets stepping up their breakfast offering
                                                        • Broader Market Environment

                                                          • Key points
                                                            • Recession stifles spending
                                                              • Figure 9: Economic outlook, NI and RoI, 2008-10
                                                            • Confidence suffers in the face of spending and job cuts
                                                              • Figure 10: Consumer Sentiment/Confidence Index, March 2008-11
                                                            • Key youth market is leaving Ireland
                                                              • Recession sees consumers eat breakfast outside the home less
                                                                • Simple cereals benefit from in-home breakfast boost
                                                                  • Increase in price of raw materials will make breakfasts more expensive
                                                                    • Birth rates effect demand for children’s cereals
                                                                      • Figure 11: Number of life births, NI and RoI, 1989-2009
                                                                    • Gender gap in the breakfast market
                                                                      • Figure 12: Population projections, NI, by gender, 2006-20
                                                                      • Figure 13: Population projections, RoI, by gender, 2006-20
                                                                      • Figure 14: Selected types of breakfast goods eaten (all), by gender, NI and RoI, 2011
                                                                  • Competitive Context

                                                                    • Key points
                                                                      • Own-label breakfast goods gaining ground in the market
                                                                        • Figure 15: Type of own-label products bought in the last 12 months, NI and RoI, May 2010
                                                                      • Attitudes to own-brand items improves
                                                                        • Figure 16: Agreement with the statement “On the whole I think well-known brands are better than a shop’s own brand”, NI and RoI, 2008-10
                                                                        • Figure 17: Agreement with statements relating to own-brand products, NI and RoI, May 2010
                                                                      • Threat of own-label cereals set to increase
                                                                        • Figure 18: All food retail sales vs. own-label food retail sales, all of Ireland, 2005-10
                                                                      • Branding key to competing with own-label
                                                                        • Competing with other mealtimes
                                                                            • Figure 19: Time of day for main meal occasion, RoI and NI, 2005-10
                                                                          • Health focused consumers wrong to skip breakfast
                                                                          • Strengths and Weaknesses

                                                                            • Strengths
                                                                              • Weaknesses
                                                                              • Who’s Innovating?

                                                                                • Key points
                                                                                  • Cereal NPD bouncing back from recession
                                                                                    • Figure 20: Number of new product launches in cereal, UK and Ireland, 2006-11
                                                                                  • Cold cereal sees higher level of NPD
                                                                                    • Figure 21: Number of new product launches in cereal, by type of cereal, UK and Ireland, 2006-11
                                                                                  • High level of new varieties and range extensions launched
                                                                                    • Figure 22: Number of new product launches in cereal, by launch type, UK and Ireland, 2006-11
                                                                                  • Wholegrain claims remain strong
                                                                                    • Figure 23: Number of new product launches in cereal, by claims, UK and Ireland, 2006-11
                                                                                  • Unflavoured and chocolate top flavourings
                                                                                    • Figure 24: Number of new product launches in cereal, by flavours, UK and Ireland, 2006-11
                                                                                  • Examples of breakfast cereals
                                                                                    • Bread sees highest level of NPD
                                                                                      • Figure 25: Number of new product launches in bread, UK and Ireland, 2006-11
                                                                                    • 1,571 new varieties and ranges of bread launched
                                                                                      • Figure 26: Number of new product launches in bread, by launch type, UK and Ireland, 2006-11
                                                                                    • No additives most popular claim in bread
                                                                                      • Figure 27: Number of new product launches in bread, by claim, UK and Ireland, 2006-11
                                                                                    • Examples of breakfast breads
                                                                                      • Yogurt sees huge surge of NPD in 2010
                                                                                        • Figure 28: Number of new product launches in yogurt, UK and Ireland, 2006-11
                                                                                      • Spoonable yogurt accounts for biggest segment of NPD
                                                                                        • Figure 29: Number of new product launches in yogurt, by category, UK and Ireland, 2006-11
                                                                                      • Health claims dominate yogurt category
                                                                                        • Figure 30: Number of new product launches in yogurt, by claim, UK and Ireland, 2006-11
                                                                                      • Strawberry the most popular flavour
                                                                                        • Figure 31: Number of new product launches in yogurt, by flavour, UK and Ireland, 2006-11
                                                                                      • Examples of breakfast yogurt
                                                                                      • Market Size and Forecast

                                                                                        • Key points
                                                                                          • In-home breakfast market grows despite recession
                                                                                            • Figure 32: Total In-home breakfast market, by value, NI and RoI, 2006-14*
                                                                                          • NI in-home market sees brief dip in value
                                                                                            • Higher awareness of benefits of breakfast help to boost in-home sales
                                                                                              • Out-of home breakfast spending drops
                                                                                                • Figure 33: Estimated out-of-home breakfast market, by value, NI and RoI, 2006-14*
                                                                                              • Bigger breakfasts at home impacting on mid-morning snacking
                                                                                                • Figure 34: Estimated out-of-home breakfast market vs. in-home breakfast market, by indexed value, NI and RoI, 2006-14*
                                                                                              • Who are the out-of-home breakfast diners?
                                                                                              • Market Segmentation

                                                                                                • Key points
                                                                                                  • Cereal is the dominant segment of the breakfast market
                                                                                                    • Figure 35: Estimated retail sales of cereal, by value, NI and RoI, 2006-14*
                                                                                                  • Kids cereal accounts for 43% of the market
                                                                                                    • Figure 36: Estimated segmentation of Irish cereal market, All-Ireland, 2010
                                                                                                  • Hot vs. cold
                                                                                                    • Figure 37: Estimated segmentation of cereal market, by hot and cold, NI and RoI, 2010
                                                                                                  • Bread sales languish in RoI and grow in NI
                                                                                                    • Figure 38: Estimated retail sales of bread, by value, NI and RoI, 2006-14*
                                                                                                  • Estimated that third of all bread bought is consumed at breakfast
                                                                                                    • Yogurt sales go from strength to strength
                                                                                                      • Figure 39: Estimated retail sales of yogurt, IoI, RoI and NI, 2006-14*
                                                                                                    • Danone lawsuit could damage the healthy image of yogurt market
                                                                                                    • Companies and Products

                                                                                                        • Cereal manufacturers
                                                                                                          • Nestlé
                                                                                                              • Figure 40: Nestlé cereal products, 2011
                                                                                                              • Figure 41: Nestlé yogurt brands, 2011
                                                                                                            • Kellogg’s
                                                                                                                • Figure 42: Kellogg’s cereal products, 2011
                                                                                                                • Figure 43: Kellogg’s snack products, 2011
                                                                                                              • Jordans
                                                                                                                  • Figure 44: Jordans Cereal products, 2011
                                                                                                                • Quaker Oats (PepsiCo Ireland)
                                                                                                                    • Figure 45: Quaker Oats Cereal products, 2011
                                                                                                                  • Weetabix
                                                                                                                      • Figure 46: Weetabix cereal and bar products, 2011
                                                                                                                    • Honey Monster Foods (HMF)
                                                                                                                        • Figure 47: Honey Monster Foods cereal products, 2011
                                                                                                                      • Kelkin
                                                                                                                          • Figure 48: Kelkin Cereal products, 2011
                                                                                                                          • Figure 49: Flahavan’s cereal products, 2011
                                                                                                                        • Yogurt manufacturers
                                                                                                                          • Dale Farm
                                                                                                                              • Figure 50: Dale Farm yogurt ranges, 2011
                                                                                                                            • Glanbia
                                                                                                                                • Figure 51: Yoplait branded products, 2011
                                                                                                                              • Danone
                                                                                                                                  • Figure 52: Danone yogurt brands, 2011
                                                                                                                                • Bread/baked breakfast goods
                                                                                                                                  • Aryzta
                                                                                                                                      • Figure 53: Arytz brands, 2011
                                                                                                                                    • Irwin’s (WD Irwin’s and Sons)
                                                                                                                                        • Figure 54: Irwin’s brands, 2011
                                                                                                                                      • Joseph Brennan Bakeries
                                                                                                                                          • Figure 55: Brennan’s bread ranges, 2011
                                                                                                                                        • Pat the Baker
                                                                                                                                            • Figure 56: Pat the Baker bread ranges, 2011
                                                                                                                                          • Irish Pride
                                                                                                                                              • Figure 57: Irish Pride bread ranges, 2011
                                                                                                                                          • The Consumer – Breakfast Habits

                                                                                                                                            • Key points
                                                                                                                                              • Majority of consumers prefer to eat breakfast at home
                                                                                                                                                • Figure 58: Where consumers buy/eat breakfast, NI and RoI, 2011
                                                                                                                                              • Health benefits see more women choose to eat breakfast at home
                                                                                                                                                  • Figure 59: Consumers who eat breakfast at home every day, by gender and age, NI and RoI, 2011
                                                                                                                                                  • Figure 60: Consumers who eat breakfast at home every day, by number of children in house, NI and RoI, 2011
                                                                                                                                                • Convenience stores and deli counters valuable to those who have breakfast on the go
                                                                                                                                                    • Figure 61: Consumers who buy breakfast from a convenience store or deli at least once per week, by age and work status, NI and RoI, 2011
                                                                                                                                                  • Consumers aged 16-34 most likely to eat on the go
                                                                                                                                                    • Figure 62: Consumers who eat breakfast on the way to work/school/college at least once per week, by age, NI and RoI, 2011
                                                                                                                                                  • One in ten will eat at a restaurant or café at least once per week
                                                                                                                                                    • Figure 63: Consumers who eat breakfast in a restaurant or café at least once per week, by gender, NI and RoI, 2011
                                                                                                                                                • The Consumer – What Consumers Eat for Breakfast

                                                                                                                                                  • Key points
                                                                                                                                                    • Cereal and bread see highest daily consumption among NI and RoI consumers
                                                                                                                                                        • Figure 64: How often consumers buy types of breakfast food, NI and RoI, 2011
                                                                                                                                                      • Cereal shows strong weekly usage across broad spectrum of consumers
                                                                                                                                                          • Figure 65: Consumers who eat cereal everyday for breakfast, by gender, NI and RoI, 2011
                                                                                                                                                        • Cereal sees more consumption among households with young children
                                                                                                                                                          • Figure 66: Usage of breakfast cereals in the last 12 months, by age of children, NI and RoI, 2010
                                                                                                                                                        • Standard cereals more popular with Irish consumers
                                                                                                                                                          • Figure 67: Usage of breakfast cereals in the last 12 months, by age of children, NI and RoI, 2010
                                                                                                                                                        • Bread and toast is the second most likely everyday breakfast item.
                                                                                                                                                            • Figure 68: Consumers who eat bread/toast for breakfast, by frequency, by gender, NI and RoI, 2011
                                                                                                                                                          • Nine out of ten main shoppers bought sliced bread
                                                                                                                                                            • Figure 69: Types of bread bought, NI and RoI, 2010
                                                                                                                                                          • NI prefer white, RoI prefer brown
                                                                                                                                                              • Figure 70: Kinds of bread bought, NI and RoI, 2010
                                                                                                                                                            • More RoI consumers eat fruit for breakfast
                                                                                                                                                                • Figure 71: Consumers who eat fruit for breakfast at least once per week, by gender, NI and RoI, 2011
                                                                                                                                                              • Quarter of RoI consumers will have a cooked breakfast once a week
                                                                                                                                                                • High level of usage among Irish consumers
                                                                                                                                                                  • Figure 72: Sausage and bacon bought in the last 12 months, NI and RoI, 2006-10
                                                                                                                                                                • Yogurt use high among young consumers and women
                                                                                                                                                                    • Figure 73: Yogurt and fromage frais bought in the last 12 months, NI and RoI, 2006-10
                                                                                                                                                                  • Yogurt usage outstrips fromage frais
                                                                                                                                                                    • Figure 74: Type of yogurt bought in the last 12 months, NI and RoI, 2010
                                                                                                                                                                  • Hot drinks outshine fruit juice for daily breakfast usage
                                                                                                                                                                    • Instant coffee sees higher penetration than ground coffee
                                                                                                                                                                      • Figure 75: Type of coffee bought in the last 12 months, NI and RoI, 2010
                                                                                                                                                                    • Tea drunk by more NI and RoI consumers
                                                                                                                                                                        • Figure 76: Type of tea bought in the last 12 months, NI and RoI, 2010
                                                                                                                                                                    • The Consumer – Attitudes towards Breakfast

                                                                                                                                                                      • Key points
                                                                                                                                                                        • Sugar content biggest concern for NI, family friendliness for RoI
                                                                                                                                                                            • Figure 77: Factors that consumers feel are important when choosing a breakfast food, NI and RoI, 2011
                                                                                                                                                                          • Low sugar more important for affluent and rural consumers
                                                                                                                                                                              • Figure 78: Consumers who feel low sugar is important in breakfast food, by location and social class, NI and RoI, 2011
                                                                                                                                                                            • Avoiding sugar
                                                                                                                                                                              • Figure 79: Agreement with the statement “I avoid sugar”, NI and RoI, 2007-10
                                                                                                                                                                            • Family favourites at breakfast time
                                                                                                                                                                                • Figure 80: Consumers who feel something the whole family can enjoy is important in breakfast food, by location and social class, NI and RoI, 2011
                                                                                                                                                                              • Weekend family breakfasts could be a potential target for out-of-home breakfast dining market
                                                                                                                                                                                • Low pricing highly important
                                                                                                                                                                                    • Figure 81: Consumers who feel low price is important in breakfast food, by gender and age, NI and RoI, 2011
                                                                                                                                                                                  • Value for money is key
                                                                                                                                                                                    • Figure 82: Agreement with the statement “I look for the lowest possible prices when I go shopping”, NI and RoI, 2006-10
                                                                                                                                                                                  • High in fibre, low in fat
                                                                                                                                                                                      • Figure 83: Selected factors that consumers looks for in breakfast foods, NI and RoI, 2011
                                                                                                                                                                                  • The Consumer – Target Groups

                                                                                                                                                                                    • Key points
                                                                                                                                                                                      • NI target groups
                                                                                                                                                                                        • Figure 84: Consumer target groups, NI, 2010
                                                                                                                                                                                      • Cheapskates
                                                                                                                                                                                        • Wholegrainers
                                                                                                                                                                                          • Fibre Lovers
                                                                                                                                                                                            • Low Sugars
                                                                                                                                                                                              • RoI target groups
                                                                                                                                                                                                • Figure 85: Consumer target groups, RoI, 2011
                                                                                                                                                                                              • Low Fatters
                                                                                                                                                                                                • Fibre Seekers
                                                                                                                                                                                                  • Promo Munchers
                                                                                                                                                                                                    • Family Oriented
                                                                                                                                                                                                    • Appendix

                                                                                                                                                                                                        • Figure 86: Population, by age, RoI, 2006-41
                                                                                                                                                                                                        • Figure 87: Population, by age, NI, 2008-58
                                                                                                                                                                                                        • Figure 88: Pound to Euro exchange rate used (annual average), 2004-13
                                                                                                                                                                                                      • NI Toluna demographic tables
                                                                                                                                                                                                        • Figure 89: Consumers who eat breakfast on the way to work/school/college, by demographics, NI, 2011
                                                                                                                                                                                                        • Figure 90: Consumers who buy breakfast in work/school/college, by demographics, NI, 2011
                                                                                                                                                                                                        • Figure 91: Consumers who take home-made breakfast to work/school/college, by demographics, NI, 2011
                                                                                                                                                                                                        • Figure 92: Consumers who have breakfast at home, by demographics, NI, 2011
                                                                                                                                                                                                        • Figure 93: Consumers who bought breakfast at a deli counter/convenience store, by demographics, NI, 2011
                                                                                                                                                                                                        • Figure 94: Consumers who bought breakfast in a cafe/restaurant, by demographics, NI, 2011
                                                                                                                                                                                                        • Figure 95: Consumers who eat cereal for breakfast, by demographics, NI, 2011
                                                                                                                                                                                                        • Figure 96: Consumers who eat bread/toast for breakfast, by demographics, NI, 2011
                                                                                                                                                                                                        • Figure 97: Consumers who eat a cooked breakfast, by demographics, NI, 2011
                                                                                                                                                                                                        • Figure 98: Consumers who eat fruit for breakfast, by demographics, NI, 2011
                                                                                                                                                                                                        • Figure 99: Consumers who eat sweet pastry/doughnut/cake for breakfast, by demographics, NI, 2011
                                                                                                                                                                                                        • Figure 100: Consumers who have fruit juice/smoothie for breakfast, by demographics, NI, 2011
                                                                                                                                                                                                        • Figure 101: Consumers who have tea/coffee for breakfast, by demographics, NI, 2011
                                                                                                                                                                                                        • Figure 102: Consumers who have yogurt/pro-biotic yogurt drink for breakfast, by demographics, NI, 2011
                                                                                                                                                                                                        • Figure 103: Factors that consumers consider important for breakfast foods, by demographics, NI, 2011
                                                                                                                                                                                                        • Figure 104: Factors that consumers consider important for breakfast foods, by demographics, NI, 2011
                                                                                                                                                                                                        • Figure 105: Factors that consumers consider important for breakfast foods, by demographics, NI, 2011
                                                                                                                                                                                                      • RoI Toluna demographic tables
                                                                                                                                                                                                        • Figure 106: Consumers who eat breakfast on the way to work/school/college, by demographics, RoI, 2011
                                                                                                                                                                                                        • Figure 107: Consumers who buy breakfast in work/school/college, by demographics, RoI, 2011
                                                                                                                                                                                                        • Figure 108: Consumers who take home-made breakfast to work/school/college, by demographics, RoI, 2011
                                                                                                                                                                                                        • Figure 109: Consumers who have breakfast at home, by demographics, RoI, 2011
                                                                                                                                                                                                        • Figure 110: Consumers who bought breakfast at a deli counter/convenience store, by demographics, RoI, 2011
                                                                                                                                                                                                        • Figure 111: Consumers who bought breakfast in a cafe/restaurant, by demographics, RoI, 2011
                                                                                                                                                                                                        • Figure 112: Consumers who eat cereal for breakfast, by demographics, RoI, 2011
                                                                                                                                                                                                        • Figure 113: Consumers who eat bread/toast for breakfast, by demographics, RoI, 2011
                                                                                                                                                                                                        • Figure 114: Consumers who eat a cooked breakfast, by demographics, RoI, 2011
                                                                                                                                                                                                        • Figure 115: Consumers who eat fruit for breakfast, by demographics, RoI, 2011
                                                                                                                                                                                                        • Figure 116: Consumers who eat sweet pastry/doughnut/cake for breakfast, by demographics, RoI, 2011
                                                                                                                                                                                                        • Figure 117: Consumers who have fruit juice/smoothie for breakfast, by demographics, RoI, 2011
                                                                                                                                                                                                        • Figure 118: Consumers who have tea/coffee for breakfast, by demographics, RoI, 2011
                                                                                                                                                                                                        • Figure 119: Consumers who have yogurt/pro-biotic yogurt drink for breakfast, by demographics, RoI, 2011
                                                                                                                                                                                                        • Figure 120: Factors that consumers consider important for breakfast foods, by demographics, RoI, 2011
                                                                                                                                                                                                        • Figure 121: Factors that consumers consider important for breakfast foods, by demographics, RoI, 2011
                                                                                                                                                                                                        • Figure 122: Factors that consumers consider important for breakfast foods, by demographics, RoI, 2011
                                                                                                                                                                                                      • NI consumer type tables
                                                                                                                                                                                                        • Figure 123: Consumer target groups, by important factors in breakfast foods, NI, 2011
                                                                                                                                                                                                        • Figure 124: Consumer target groups, by where breakfast eaten, NI, 2011
                                                                                                                                                                                                        • Figure 125: Consumer target groups, by types of breakfast food, NI, 2011
                                                                                                                                                                                                        • Figure 126: Consumer target groups, by demographics, NI, 2011
                                                                                                                                                                                                      • RoI consumer type tables
                                                                                                                                                                                                        • Figure 127: Consumer target groups, by important factors when choosing a breakfast food, RoI, 2011
                                                                                                                                                                                                        • Figure 128: Consumer target groups, where breakfast eaten, RoI, 2011
                                                                                                                                                                                                        • Figure 129: Consumer target groups, by types of breakfast food, RoI, 2011
                                                                                                                                                                                                        • Figure 130: Consumer target groups, by demographics, RoI, 2011

                                                                                                                                                                                                    Companies Covered

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                                                                                                                                                                                                    Breakfast Goods - Ireland - April 2011

                                                                                                                                                                                                    Regular Price: £1,095.00

                                                                                                                                                                                                    Special Price: £724.00

                                                                                                                                                                                                    (Excl.Tax)