Breakfast Foods: The Consumer - US - December 2008

Table of Contents

• Scope and ThemesWhat you need to know
• Definition
• Data sources
• Consumer survey data
• Abbreviations and terms
• Abbreviations
• Terms
• Executive Summary
• Steady growth unable to keep up with rate of inflation
• How often consumers eat breakfast and where they go to get it
• Variances in rationales for eating breakfast during the week vs. weekend
• Cereal leads breakfast food choice for weekday, eggs on the weekend
• Health factors influence breakfast choices
• Eating habits influenced by time
• Children influence breakfast decisions
• Restaurants: cost stifles use while convenience/choice add value
• At-home breakfasts: cost and ease support use
• Market Size and Forecast
• Key points
• Breakfast bread and yogurt--propelling market growth now and in future
• Egg prices skyrocket, creating a spike in sales--will it stick?
• Sales and forecast of market
  • Figure 1: Total FDMx and in-store bakery sales of breakfast foods, at current prices, 2003-13
  • Figure 2: Total FDMx and in-store bakery sales of breakfast foods, at inflation-adjusted prices, 2003-13
• Wal-Mart sales
• Market Drivers
• Rising food prices drive market sales
  • Figure 3: Average retail food costs, selected products, 2000 and 2008
• What is driving higher food prices?
• The implication for the breakfast foods market
• Consumers establishing healthier eating habits
• Not skipping breakfast--"the most important meal of the day"
  • Figure 4: Breakfast usage, usage frequency, and mean weekly use, September 2008
• Making better food choices
• Time factors impact market
• Long commute times and traffic delays
  • Figure 5: Average commuting times in select major U.S. cities, October 2006
• The answer: making the commute earlier--impacting breakfast plans
• Breakfast Usage by Location: An Overview
• Key points
• Usage overview
  • Figure 6: Breakfast usage, usage frequency, and mean weekly use, September 2008
  • Figure 7: Breakfast usage, usage frequency, and mean weekly use, by HH income, September 2008
• Breakfast usage by usage location
• Weekday breakfast
  • Figure 8: Weekly breakfast usage, by usage location, net use, September 2008
  • Figure 9: Weekday breakfast usage, by usage location, net use, by age, September 2008
  • Figure 10: Weekday breakfast usage, by usage location, net use, by presence of children in HH, September 2008
• Weekend breakfast
  • Figure 11: Weekend breakfast usage, by usage location, net use, September 2008
  • Figure 12: Weekend breakfast usage, by usage location, net use, by age, September 2008
• Addendum: consumer question
• Rationales for Eating Breakfast
• Key points
• Overview
  • Figure 13: Rationales for eating breakfast, during the week vs. on the weekends, September 2008
• Weekday breakfast
  • Figure 14: Television ad for Special K "Stop Skipping," 2007
  • Figure 15: Rationales for eating breakfast during the week, by gender, September 2008
  • Figure 16: Rationales for eating breakfast during the week, by age, September 2008
• Weekend breakfast
  • Figure 17: Rationales for eating breakfast on the weekend, by gender, September 2008
  • Figure 18: Rationales for eating breakfast on the weekend, by age, September 2008
• Foods Eaten as Part of Breakfast
• Key points
• Overview
  • Figure 19: Foods eaten as a part of breakfast, weekdays vs. weekends, September 2008
• Foods eaten as part of weekday breakfast
  • Figure 20: Foods eaten as a part of weekday breakfast, by age, September 2008
  • Figure 21: Foods eaten as a part of weekday breakfast, by HH income, September 2008
• Foods eaten as part of weekend breakfast
  • Figure 22: Foods eaten as a part of weekend breakfast, by HH income, September 2008
• Breakfast Health Influencers and Eating Habits
• Key points
• Breakfast health influencers
  • Figure 23: Breakfast health influencers, by gender, September 2008
  • Figure 24: Television ad for Cheerios, 2006
  • Figure 25: Breakfast health influencers, by age, September 2008
• Breakfast eating habits
  • Figure 26: Breakfast eating habits, by gender, September 2008
  • Figure 27: Breakfast eating habits, by age, September 2008
  • Figure 28: Breakfast eating habits, by HH income, September 2008
• Children' s Influence on Breakfast Decisions
• Key points
• Breakfast eating habits
  • Figure 29: Children' s influence on breakfast, by gender, September 2008
  • Figure 30: Children' s influence on breakfast, by age, September 2008
  • Figure 31: Children' s influence on breakfast, by race/ethnicity, September 2008
• Eating Breakfast in vs. Eating Breakfast Out
• Key points
• Rationales for eating breakfast at a restaurant
  • Figure 32: Rationales for eating breakfast at a restaurant, by gender, September 2008
  • Figure 33: Rationales for eating breakfast at a restaurant, by age, September 2008
  • Figure 34: Rationales for eating breakfast at a restaurant, by race/ethnicity, September 2008
• Choosing breakfast at home
  • Figure 35: Choosing breakfast at home, by age, September 2008
  • Figure 36: Choosing breakfast at home, by race/ethnicity, September 2008
• Appendix: Trade Associations