Breakfast Cereals - Europe - February 2011
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In the ‘Big 5’ European countries, retail volume sales of breakfast cereals reached 934,000 tonnes in 2009, up by 1% on the previous year and fairly stable when compared with 2005. However, this trend is not uniform across the leading European countries.
In the UK, breakfast cereals are a staple of the British breakfast and the market is mature, meaning that sales registered modest growth, whereas in France and Germany the market is stagnant at best; although penetration is far behind the UK. In Italy, breakfast cereals have reported positive growth but they are not yet an essential component of the Italian breakfast. Presently, Spain and Eastern European countries are offering the best opportunities, with good penetration and a lively growth rate.
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