Breakfast Cereals - UK - February 2006

Table of Contents

• Introduction and Abbreviations
• Definitions
• Consumer research
• ACORN
• Abbreviations
• Executive Summary
• Moderate but sustained growth
• Health is first priority
• Promotion from within
• Sophisticated tastes
• Hot stuff
• Kellogg's remains at the top
• ...but Weetabix is the biggest seller
• Quaker leads drive in hot cereals...
• Total adspend tops £80 million in 2005
• The consumer
• Future and forecast
• Market Factors
• Historical context
• Parent's role as ultimate decision-maker
  • Figure 1: Attitudes towards children'sdiet, February 2005
• Peer pressure of a different sort
  • Figure 2: Agreement with selectedlifestyle statements, by children aged 11-16, 2005
  • Figure 3: Agreement with selectedlifestyle statements, by children aged 7-10, 2005
• The population dilemma
  • Figure 4: Changes in the UK childpopulation, by age and gender, 2000, 2005 and 2010
• Food labelling
• Children's Food Bill
• Competition looms large
  • Figure 5: Number of new Breakfast-orientedproducts, Jan 2004-06
• Organic growth
• Market Size
• Steady growth for a mature market
  • Figure 6: UK retail sales of breakfastcereals, 2000-05
• Value just slightly ahead of volume
  • Figure 7: Indexed sales of breakfastcereals, by volume and value at current and constant prices, 2000-05
• The cereal bar threat
• A hot cereal revival
  • Figure 8: UK retail volume and value salesof breakfast cereal, by type, 2001, 2003 and 2005
• A passion for porridge
• Market Segmentation
• RTE growth over-shadowed by hot cereals
  • Figure 9: UK retail volume and value salesof RTE cereal, 2000-05
• Muesli offers indulgence
• Hot cereals heat up
  • Figure 10: UK retail volume and valuesales of hot cereal, 2000-05
• Instant halo effect
  • Figure 11: UK retail volume sales of hotcereal, by type, 2001, 2003 and 2005
• Brand Activity
• Branded is better, according to consumers
  • Figure 12: Consumption of branded &supermarket own-label breakfast cereals, 2005
• Own-label opportunities in hot and healthy
• Kellogg's remains the biggest cereal provider
  • Figure 13: Manufacturer shares of thetotal breakfast cereal market, 2003 and 2005
• Kellogg's portfolio tops the RTE chart
  • Figure 14: Manufacturer shares of theready-to-eat cereal market, 2003 and 2005
• Weetabix eases ahead of the field
  • Figure 15: The top-selling ready-to-eatbreakfast cereals in the UK, by estimated brand shares, 2003-05
• Quaker's success story
  • Figure 16: Estimated brand shares of hotbreakfast cereals, 2003-05
• Company profiles
• Cereal Partners: putting the fun into health
• Jordans Cereals expands organic range of natural products
• Kellogg's focus on Guideline Daily Amount Nutrition Counter (GDAs)
• Quaker Oats promotes a healthy diet
• Weetabix 'the whole grain cereal'
• Other manufacturers
• The Impact of Advertising
• Putting their money where their mouth is
  • Figure 17: Main monitored media spend onbreakfast cereals, 2000-05
• Adspend blows hot and cold
  • Figure 18: Main monitored media spend onbreakfast cereals, by type, 2000-05
• Kellogg's the big spender on RTE ads
  • Figure 19: Main monitored media spend onRTE breakfast cereal, by advertiser, 2004
• Most adspend devoted to Special K
  • Figure 20: Main monitored media spend onRTE breakfast cereal, by advertisers and selected brands, 2005
• Kellogg's: Health and family values
• Nestle Targeting mum
• Porridge-mania goes retro
  • Figure 21: Main monitored media spend onhot breakfast cereal, by advertisers and brands, Jan-Sept 2005
• New Product Development
• Key trends
  • Figure 22: Top ten positioning claims inbreakfast cereal launches, January 2005-06
• Kellogg's ongoing commitment to salt reduction
• Nestle
• Weetabix
• Jordans
• Others
• Distribution
• Variety, price and convenience count
  • Figure 23: UK retail distribution ofbreakfast cereal, 2001, 2003 and 2005
• A new channel?
• The Consumer
• Fewer people are eating cold cereals
  • Figure 24: Consumption of breakfastcereals (cold), 2002-05
• The age gap
  • Figure 25: Consumption of hot and coldcereals, by age group, 2005
• Smiles all round for hot cereal providers
  • Figure 26: Consumption of breakfastcereals (hot), 2002-05
• Hot surprise: penetration isn't highest in Scotland
  • Figure 27: Non-consumption of breakfastcereals (hot), compared to average, 2002-05
  • Figure 28: Consumption of breakfastcereals in GB, by region, 2003
• One in five snack on breakfast cereals
  • Figure 29: Breakfast cereal eating habits,2005
  • Figure 30: Breakfast cereal eating habits,2005
• Breakfasters and snackers
• One in five snack on breakfast cereals
• The Consumer -- Detailed Demographics
• TGI data
  • Figure 31: Consumption of breakfastcereals (cold), 2002-05
  • Figure 32: Consumption of breakfastcereals (hot), 2002-05
  • Figure 33: Consumption of breakfastcereals (cold), by gender, age, socio-economic group, presence ofchildren, working status, household size, region, lifestage and Mintel'sSpecial Groups, 2005
  • Figure 34: Consumption of breakfastcereals (hot), by gender, age, socio-economic group, presence ofchildren, working status, household size, region, lifestage and Mintel'sSpecial Groups, 2005
• Mintel's consumer research
  • Figure 35: Attitudes to breakfast, bygender, age, socio-economic group, lifestage, Mintel's Special Groups,region, working status, marital status, presence of children, carownership and ACORN categories, 2005
  • Figure 36: Attitudes to breakfast, bymedia usage, TV viewing and supermarket usage, 2005
• The Future and Forecast
  • Figure 64: Forecast of UK retail valuesales of breakfast cereals, at current and 2005 prices, 2005-10
  • Figure 65: Forecast of UK retail volumesales of breakfast cereals, 2005-10
• Factors used in the forecast