Abstract
About this report
Breakfast cereals enjoy high household penetration as well as high personal consumption rates. This report explores the factors that influence product selection by the market’s most fervent cereal consumers– families. Price, value perceptions, convenience and health emerge as key themes. The heart of the report is Mintel’s exclusive consumer research and analysis that explores usage by segment, frequency and brand as well as behavior, attitudes, and preferences related to breakfast cereal.
Other topics explored include:
- Opportunities to promote cereal as a family favorite, as a functional food, and how manufacturers can help consumers think about cereal in a new way
- Analysis of market size and segments that highlight the most influential reasons for shifts in sales based on consumer trends (health, convenience) and the impact of shifts in buying behavior as a result of the economic downturn
- Evaluation of the extensive competition for consumers’ food budgets and how cereal manufacturers can stave off these threats
- How the recession and higher food prices have impacted consumer choice within the category as well as noting the effect on future sales– but also how the recession has changed business behavior in terms of influencing advertising and promotional activity
- Best practices for reaching kids and bridging the gap between adults and kids
- The role of increasing concern with an interest in healthy eating habits
- Assessing the influence of family and kids on market sales and the implications for the market
- Analysis of leading manufacturers and brand positioning
- Creative insight into how the Special K brand has honed its identity and consumer perception through alignment as a diet-friendly brand for women– making it an industry standout
- How innovators and innovation focus on three core themes– health and wellness, convenience and flavor and fun, along with product examples and marketing claim trends
- Examination of trends in sales by sugar content
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