Annual Breakfast Cereals Market Overview - International - 2015
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This global annual market overview will provide you with an in-depth review of the key issues in the global breakfast cereals market through 2014 as well as our forecast for what will happen in 2015 and beyond.
In 2014, cereal manufacturers continue to struggle against the twin forces of a fading mature market and an under-developed and slow-to-adopt emerging market. In “cereal using” markets such as Europe, North America, Australia and New Zealand, household penetration remains high but the product is losing its position as the “best breakfast choice,” a situation that has intensified over the past year.
Consumers are looking for convenience, and manufacturers are making more portable packaging. Why, then, is the industry in trouble?
The major hurdle manufacturers have to contend with in developed markets is the plethora of other options that challenge cereal in the breakfast space, from bars and biscuits to ready-to-eat takeaway meals.
Research shows that penetration of cereal in developed markets is high, but the volume per capita across these markets is declining.
In developing markets, manufacturers of “western-style” breakfast cereal are contending with traditional offerings for that day part. In order to maintain – and grow – sales, multinationals must tackle the concept of being “more than just cereal,” both in developed and developing markets.
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