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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.

What's included

What's included

Table of contents

Table of contents

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About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

  • Market

    Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.

  • Consumer

    Mintel's proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.

  • Brand/Company

    Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.

  • Data

    Market reports provide appendices of data to support the research and insight produced. Our tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.

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