TABLE OF CONTENTS
Chapter 1: Executive Summary
- Scope and Methodology
- Market Scope
- Report Methodology
- The Market
- Retail Sales Exceed $24 Billion
- Figure 1-1: U.S. Retail Sales of Breakfast Foods, 2000-2004 (in millions of dollars)
- Eggs, Other Breakfast Foods, and Meats Post Healthy Gains
- Yogurt Drinks, Egg Substitutes, Breakfast Bars Pace Growth
- Supermarkets Account for 70% of Sales
- The Marketers
- Marketer Overview
- Top Four Dominate Cereal But Losing Share
- Figure 1-2: Top Breakfast Food Marketers by 2004 Share of IRI-Tracked Sales (percent)
- Licensing an Important Market Component
- The Big Get Bigger
- Strong Competition from Private Label
- Marketing and New Product Trends
- Advertising Trends
- New Product Trends
- "Better-for-You" Is Overriding Trend
- The Move to Whole Grain
- The Low-Carb Wave
- Convenience Still a Major Driver
- The Consumer
- 18.5% of Adults Consider Breakfast Most Important Meal
- Figure 6-1: Usage Rates for Selected Breakfast Foods, 2004 (U.S. adults)
- Brand Preferences: Adults vs. Teens vs. Kids
- Looking Ahead
Chapter 2: The Market
- Market Size and Growth
- Market Definition
- Figure 2-1: U.S. Retail Sales of Breakfast Foods, 2000-2004 (in millions of dollars)
- Methodology for Sales Estimates
- Retail Sales Exceed $24 Billion
- Table 2-1: U.S. Retail Sales of Breakfast Foods, 2000-2004 (in millions of dollars)
- Eggs, Other Breakfast Foods, and Meats Post Healthy Gains
- Table 2-2: U.S. Retail Sales of Cereal and Breakfast Bars, 2000-2004 (in millions of dollars)
- Table 2-3: U.S. Retail Sales of Breakfast Meats, 2000-2004 (in millions of dollars)
- Table 2-4: U.S. Retail Sales of Eggs and Egg Substitutes, 2000-2004 (in millions of dollars)
- Table 2-5: U.S. Retail Sales of Other Breakfast Foods and Beverages, 2000-2004 (in millions of dollars)
- Table 2-6: U.S. Retail Sales of Breakfast Breads, 2000-2004 (in millions of dollars)
- Figure 2-2: Share of U.S. Retail Sales of Breakfast Foods by Category, 2000 vs. 2004 (percent)
- Supermarkets Account for 70% of Sales
- Figure 2-3: Share of U.S. Breakfast Food Sales by Retail Channel (percent)
- Mass-Market Sales Approach $18 Billion; Eggs and Breakfast Meats Power Increase
- Table 2-7: U.S. Mass-Market Sales of Breakfast Foods, 2000-2004 (in millions of dollars)
- Table 2-8: U.S. Mass-Market Sales of Cereal and Breakfast Bars, 2000-2004 (in millions of dollars)
- Table 2-9: U.S. Mass-Market Sales of Breakfast Meats, 2000-2004 (in millions of dollars)
- Table 2-10: U.S. Mass-Market Sales of Eggs and Egg Substitutes, 2000-2004 (in millions of dollars)
- Table 2-11: U.S. Mass-Market Sales of Other Breakfast Foods and Beverages, 2000-2004 (in millions of dollars)
- Table 2-12: U.S. Mass-Market Sales of Breakfast Breads, 2000-2004 (in millions of dollars)
- Table 2-13: Share of U.S. Mass-Market Sales of Breakfast Foods by Category, 2000 vs. 2004 (percent)
- The Breakfast Big Three: Cold Cereal, Eggs, Bacon
- Yogurt Drinks, Egg Substitutes, Breakfast Bars Pace Growth
- Table 2-14: Share of U.S. Mass-Market Sales of Breakfast Foods by Key Segment, 2000 vs. 2004 (percent)
- Table 2-15: Growth of U.S. Mass-Market Sales of Breakfast Foods by Segment, 2000 vs. 2004 (in millions of dollars)
- Factors to Market Growth
- Enlisting Breakfast in Fight Against Overweight
- Research Shows Cereal Helps Maintain Healthy Weight
- Carbohydrates and Weight
- Cereal Marketers Seizing Opportunity
- Bigger Core Constituency for Cereal, Breakfast Bars?
- Cereality the Next Starbucks?
- Eggs Ride Low-Carb Trend
- Low-Carbs Future Is Critical Question
- Too Soon to Count Low-Carb Out?
- Convenience Factor Still Gaining Strength
- Projected Market Growth
- Market to Surpass $28 Billion in 2009
- "Other Breakfast Foods" Category to Enjoy Greatest Growth
- Table 2-16: Projected U.S. Retail Sales of Breakfast Foods, 2004-2009 (in millions of dollars)
- Table 2-17: Projected U.S. Retail Sales of Cereal and Breakfast Bars, 2004-2009 (in millions of dollars)
- Table 2-18: Projected U.S. Retail Sales of Breakfast Meats, 2004-2009 (in millions of dollars)
- Table 2-19: Projected U.S. Retail Sales of Other Breakfast Foods and Beverages, 2004-2009 (in millions of dollars)
- Table 2-20: Projected U.S. Retail Sales of Eggs and Egg Substitutes, 2004-2009 (in millions of dollars)
- Table 2-21: Projected U.S. Retail Sales of Breakfast Breads, 2004-2009 (in millions of dollars)
- Yogurt Drinks, Egg Substitutes to Pace Growth at Mass
- Table 2-22: Projected U.S. Mass-Market Sales of Yogurt Drinks, 2004-2009 (in millions of dollars)
- Table 2-23: Projected U.S. Mass-Market Sales of Refrigerated Egg Substitutes, 2004-2009 (in millions of dollars)
- Table 2-24: Projected U.S. Mass-Market Sales of Frozen Sausage, 2004-2009 (in millions of dollars)
- Table 2-25: Projected U.S. Mass-Market Sales of Frozen Other Breakfast Food, 2004-2009 (in millions of dollars)
- Table 2-26: Projected U.S. Mass-Market Sales of Breakfast Bars, 2004-2009 (in millions of dollars)
- Table 2-27: Projected U.S. Mass-Market Sales of Refrigerated Fresh Eggs, 2004-2009 (in millions of dollars)
- Table 2-28: Projected U.S. Mass-Market Sales of Refrigerated Bacon, 2004-2009 (in millions of dollars)
Chapter 3: The Marketers
- Marketer Overview
- Licensing an Important Market Component
- The Big Get Bigger
- Strong Competition from Private Label
- Table 3-1: Selected U.S. Marketers of Breakfast Foods
- Marketer and Brand Shares
- Methodology for Market Share Estimates
- An Unusually Competitive Market
- Top Four Dominate Cereal But Losing Share
- Other Leading Marketers Show Better Results
- Pinnacle Joins Rankings Via Acquisition
- Figure 3-1: Top Breakfast Food Marketers by 2004 Share of IRI-Tracked Sales (percent)
- Figure 3-2: Top Breakfast Food Marketers by Gains in IRI-Tracked Sales, 2003 vs. 2004 (percent)
- Smaller Marketers Gain Share in Cereal/Breakfast Bars
- The Hottest Cold Cereals
- Atkins Morning Start Stars in Breakfast Bars
- Altria/Kraft Leads Dynamic Meats Category
- ConAgra Leads Frozen Sausage Segment
- Marketers of Specialty Eggs, Egg Substitutes Make Gains Egglands Best, ConAgra Among Markets Fastest Growing Firms
- Kellogg Widens Big Lead in Other Breakfast Foods Group Danone Rules Fast-Growing Yogurt Drinks Segment
- Figure 3-3: IRI-Tracked Sales of Yogurt Drinks, 2000-2004: Dannon vs. Yoplait Nouriche (in millions of dollars)
- Sara Lee Leads Category in Growth
- George Weston Leads in Breakfast Breads with Thomas Brand Bagels, English Muffins
- Entenmanns Little Bites Takes Big Bite of Muffin Segment
- Table 3-2: Top Marketers of Breakfast Foods by IRI-Tracked Sales and Shares, 2003 vs. 2004 (in millions of dollars)
- Table 3-3: Cereal and Breakfast Bars Category:
- Top Marketers by IRI-Tracked Sales and Shares, 2003 vs. 2004 (in millions of dollars)
- Table 3-4: Breakfast Meats Category:
- Top Marketers by IRI-Tracked Sales and Shares, 2003 vs. 2004 (in millions of dollars)
- Table 3-5: Eggs and Egg Substitutes Category:
- Top Marketers by IRI-Tracked Sales and Shares, 2003 vs. 2004 (in millions of dollars)
- Table 3-6: Other Breakfast Foods and Beverages Category:
- Top Marketers by IRI-Tracked Sales and Shares, 2003 vs. 2004 (in millions of dollars)
- Table 3-7: Breakfast Breads Category: Top Marketers by IRI-Tracked Sales and Shares, 2003 vs. 2004 (in millions of dollars)
- Table 3-8: Top Marketers of Breakfast Foods by Gains in IRI-Tracked Sales, 2003 vs. 2004 (in millions of dollars)
- Table 3-9: Top Breakfast Food Items by Gains in IRI-Tracked Sales, 2003 vs. 2004 (in millions of dollars)
- Table 3-10: Cold Cereal Segment: Top Marketers/Products by IRI-Tracked Sales and Shares, 2003 vs. 2004 (in millions of dollars)
- Table 3-11: Top Cold Cereals by Gains in IRI-Tracked Sales, 2003 vs. 2004 (in millions of dollars)
- Table 3-12: Refrigerated Fresh Eggs Segment: Top Marketers/Brands by IRI-Tracked Sales and Shares, 2003 vs. 2004 (in millions of dollars)
- Table 3-13: Refrigerated Bacon Segment: Top Marketers/Brands by IRI-Tracked Sales and Shares, 2003 vs. 2004 (in millions of dollars)
- Table 3-14: Refrigerated Breakfast Sausage/Ham Segment: Top Marketers/Brands by IRI-Tracked Sales and Shares, 2003 vs. 2004 (in millions of dollars)
- Table 3-15: Hot Cereal/Oatmeal Segment: Top Marketers/Products by IRI-Tracked Sales and Shares, 2003 vs. 2004 (in millions of dollars)
- Table 3-16: Breakfast/Cereal/Snack Bars Segment: Top Marketers/Brands by IRI-Tracked Sales and Shares, 2003 vs. 2004 (in millions of dollars)
- Table 3-17: Frozen Other Breakfast Food Segment: Top Marketers/Brands by IRI-Tracked Sales and Shares, 2003 vs. 2004 (in millions of dollars)
- Table 3-18: Frozen Sausage Segment: Top Marketers/Brands by IRI-Tracked Sales and Shares, 2003 vs. 2004 (in millions of dollars)
- Table 3-19: Refrigerated Egg Substitutes Segment: Top Marketers/Brands by IRI-Tracked Sales and Shares, 2003 vs. 2004 (in millions of dollars)
Chapter 4: Competitor Profiles
- Competitor Profile: Altria Group/Kraft Foods, Inc.
- Overview
- Slimming Down
- Will Oscar Mayer Be Next to Go?
- Post Cereals on the Block?
- Acquires Back to Nature Organic Brand
- Honing in on Health
- Competitor Profile: Atkins Nutritionals, Inc.
- Overview
- Glut of Other Low-Carb Entries Hurts Sales
- Atkins Hires Turnaround Firm
- Using Newspaper Inserts to Revive Sales
- Countering with "Net Atkins Count"
- Competitor Profile: Bob Evans Farms, Inc.
- Overview
- Sausage a Basic Food Product
- Catering to Convenience
- Competitor Profile: ConAgra Foods, Inc.
- Overview
- From Commodity to Branded
- Seeking a Higher Profile
- Enter Ultragrain Whole Wheat White Flour
- Competitor Profile: General Mills, Inc.
- Overview
- Trimming the Portfolio
- Switching to Healthier Whole Grains
- Spending Splurge for Reduced-Sugar Kids Cereals
- Introduces Free Weight-Loss Program
- Competitor Profile: George Weston Limited
- Overview
- Weston Gains Ranking Through Acquisition
- Weston Partners with Atkins
- Competitor Profile: Hormel Foods Corp.
- Overview
- Hormel Acquires Clougherty Packing
- Spam Tie-in with Monty Python Musical
- Internet Promotions Build Brand Awareness
- Competitor Profile: Kellogg Co.
- Overview
- Kellogg Bucks the Odds
- Special K Is Kelloggs Fastest-Growing Cereal Brand
- Kashi Organic Cereals Enjoy Rising Sales
- Eggo Brand Caters to Health, Convenience Trends
- Competitor Profile: PepsiCo, Inc./Quaker Oats Co.
- Overview
- Slow Growth for Breakfast Foods Unit
- Smart Spot Symbol Identifies Healthier Products
- Investing in Cereal Cafes and Active Lifestyles
- Competitor Profile: Pinnacle Foods Group, Inc.
- Overview
- Revitalizing the Lenders Brand
- Aunt Jemima Brand: "Tremendous Opportunity"
- Competitor Profile: Sara Lee Corp.
- Overview
- Meats Segment Is Companys Healthiest
- Focus on Brands with Greatest Growth Potential
- Increases Marketing Outlays
- Breads Move to Whole Grain
- TV and Print Campaign for Breads
Chapter 5: Marketing and New Product Trends
- Advertising Trends
- Leaders in Advertising Spending
- Cold Cereal Drives Outlay
- General Mills, Kellogg: Neck and Neck and Far Out Front
- More Ad Support for Healthier and Adult Cereals
- "Instant" Varieties Get Nod in Hot Cereal
- Advertising Positioning
- Bagels: Lower-Calorie, Heart-Healthy
- Focus on Controlling Weight
- Sugar Free Syrup with a History
- Focus on Fiber, Whole Grains, Aging Gracefully
- Jimmy Dean: Getting Real
- Kid-Targeted Cereal Ads Use Stories with Web Tie-ins
- New Product Trends
- Cereal Introductions Remain at High Level
- Nutritional Value Gains as Cereal Selling Point
- Snack Bars: "Single Serving" Is Top Selling Point
- Meat: Convenience, Freshness Rule
- New Dairycase Foods Get Natural-Related Tags
- Convenience Counts in Meals & Entrees
- Product Quality Is Focus with Sweet Toppings, Mixes
- Milk & Yogurt Drinks: Convenience and Nutrition
- Bakery Products: Convenience and Weight Control
- Table 5-1: Cereal Selling Points by Package Tags, 2000-2004
- Table 5-2: Snack Bar Selling Points by Package Tags, 2000-2004
- Table 5-3: Meat Product Selling Points by Package Tags, 2000-2004
- Table 5-4: Dairycase Foods Selling Points by Package Tags, 2000-2004
- Table 5-5: Meals & Entrees Selling Points by Package Tags, 2000-2004
- Table 5-6: Sweet Topping Selling Points by Package Tags, 2000-2004
- Table 5-7: Mixes, Other Baking & Non-Baking: Selling Points by Package Tags, 2000-2004
- Table 5-8: Milk, Non-Dairy Milk, & Yogurt Drinks Selling Points by Package Tags, 2000-2004
- Table 5-9: Pastry & Baked Products Selling Points by Package Tags, 2000-2004
- "Better-for-You" Is Overriding Trend
- Getting Real with Fruit
- Organic Varieties Gain Staple Status
- Heart-Healthy Harvest
- Breakfast Foods as Energy Source
- Making Proven Products Healthier
- Breakfast Staples Get Healthier
- Specialty Eggs Ride Healthfulness Wave
- More Choices of Egg Substitutes
- The Move to Whole Grain
- Responding to Low-Carb
- Low-Carb Cereals and Breakfast Bars
- Cutting Carbs in Baking Mixes, Bread Items
- Bread Items Step Up Nutritional Content
- Convenience Still a Major Driver
- Microwave-Ready Breakfast Sandwiches to Go
- Toaster Options Grow
- Cereal Opts for Grab-and-Go
- Introductions Nourish Growth of Yogurt Drinks
- Private-Label Intros Are On Trend
- Table 5-10: Cereal & Breakfast Bars: Selected New Product Introductions, 2004
- Table 5-11: Breakfast Meats: Selected New Product Introductions, 2004
- Table 5-12: Eggs & Egg Substitutes: Selected New Product Introductions, 2004
- Table 5-13: Other Breakfast Foods and Beverages: Selected New Product Introductions, 2004
- Table 5-14: Breakfast Breads and Mixes: Selected New Product Introductions, 2004
Chapter 6: The Consumer
- Consumer Overview
- Note on Simmons Market Research Bureau Consumer Data
- 18.5% of Adults Consider Breakfast Most Important Meal
- Senior Skew to Breakfast Fans
- Hot vs. Cold
- Product Usage and Diet Attitudes
- Figure 6-1: Usage Rates for Selected Breakfast Foods, 2004 (U.S. adults)
- Table 6-1: Top Demographics by Index for Agreement with Statement: Breakfast Is More Important Than Lunch or Dinner, 2004 (U.S. adults)
- Table 6-2: Demographic Overview for Agreement with Statement: Breakfast Is More Important Than Lunch or Dinner, 2004 (U.S. adults)
- Table 6-3: Demographic Indices by Meal-Time Attitudes, 2004 (U.S. adults)
- Table 6-4: Breakfast Food Usage Rates: By Product Type and Consumption Level, 2004 (U.S. adults)
- Table 6-5: Usage Indices by Product Type and Consumption Level Among Those Who Consider Breakfast More Important Than Lunch or Dinner, 2004 (U.S. adults)
- Table 6-6a: Breakfast Food Usage Indices: By Diet and Health-Related Attitudes, 2004 (U.S. adults)
- Table 6-6b: Breakfast Food Usage Indices: By Diet and Health-Related Attitudes, 2004 (U.S. adults)
- Brand Patterns: Adults vs. Teens vs. Kids
- Cereal Products: Tween Spirit and Treat Brands
- Steadier Shares in Breakfast Meats
- Pancake and Toaster Pastry Skews
- Breakfast Breads: Growing Up in Taste
- Table 6-7: Adult Brand Usage: Cereal and Breakfast Bars, 2004 (U.S. adults)
- Table 6-8: Adult Brand Usage Indices by Presence of Children in Household: Cereal and Breakfast Bars, 2004 (U.S. adults)
- Table 6-9: Adult Brand Usage: Breakfast Meats, 2004 (U.S. adults)
- Table 6-10: Adult Brand Usage Indices by Presence of Children in Household: Breakfast Meats, 2004 (U.S. adults)
- Table 6-11: Adult Brand Usage: Other Breakfast Foods, 2004 (U.S. adults)
- Table 6-12: Adult Brand Usage Indices by Presence of Children in Household: Other Breakfast Foods, 2004 (U.S. adults)
- Table 6-13: Adult Brand Usage: Breakfast Breads, 2004 (U.S. adults)
- Table 6-14: Adult Brand Usage Indices by Presence of Children in Household: Breakfast Breads, 2004 (U.S. adults)
- Table 6-15: Teen Brand Usage: Cereal and Breakfast Bars, 2004 (U.S. children age 12-17)
- Table 6-16: Teen Brand Usage Indices by Age Bracket: Cereal and Breakfast Bars, 2004 (U.S. children age 12-17)
- Table 6-17: Teen Brand Usage: Breakfast Meats, 2004 (U.S. children age 12-17)
- Table 6-18: Teen Brand Usage: Breakfast Meats, 2004 (U.S. children age 6-11)
- Table 6-19: Teen Brand Usage: Other Breakfast Foods, 2004 (U.S. children age 12-17)
- Table 6-20: Teen Brand Usage Indices by Age Bracket: Other Breakfast Foods, 2004 (U.S. children age 12-17)
- Table 6-21: Teen Brand Usage: Breakfast Breads, 2004 (U.S. children age 12-17)
- Table 6-22: Teen Brand Usage Indices by Age Bracket: Breakfast Breads, 2004 (U.S. children age 12-17)
- Table 6-23: Kids Brand Favorites: Cereal and Breakfast Bars, 2004 (U.S. children age 6-11)
- Table 6-24: Kids Brand Favorites by Age Bracket: Cereal and Breakfast Bars, 2004 (U.S. children age 6-11)
- Table 6-25: Kids Brand Usage: Breakfast Meats, 2004 (U.S. children age 6-11)
- Table 6-26: Kids Brand Usage: Breakfast Meats, 2004 (U.S. children age 6-11)
- Table 6-27: Kids Brand Usage: Other Breakfast Foods, 2004 (U.S. children age 6-11)
- Table 6-28: Kids Brand Usage Indices by Age Bracket: Other Breakfast Foods, 2004 (U.S. children age 6-11)
- Table 6-29: Kids Brand Usage: Breakfast Breads, 2004 (U.S. children age 6-11)
- Table 6-30: Kids Brand Usage Indices by Age Bracket: Breakfast Breads, 2004 (U.S. children age 6-11)
Chapter 7: Looking Ahead
- Trends and Opportunities
- As Cereal Goes, So Goes the Market
- Cereal Marketers Can Use Weight Issue to Advantage
- Marketers Creating Their Own Diets
- Organic and Health Food Cereals Outperform Market
- Better Nutrition Through Labeling
- The Move to Whole Grains
- Eggs: Big Opportunities in Small Segments
- Convenience Rivals Nutrition in Importance
- Low-Carb Diets Remain a Factor
- Bread Goes on the Offensive
- Quick-Service Restaurants Bullish on Breakfast
Appendix: Addresses of Selected Marketers |
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