Table of Contents
Introduction and Abbreviations
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- Definitions
- Consumer research
- ACORN
- Abbreviations
Premier Insight
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- Frequency of consumption is in decline; limited to leisurely weekends?
- Cupboard-tidy and fresh-keeping mums happy
Executive Summary
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- 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
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- Historical context
- Parent’s role as ultimate decision-maker
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- Figure 1: Attitudes towards children’s diet, February 2005
- Peer pressure of a different sort
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- Figure 2: Agreement with selected lifestyle statements, by children aged 11-16, 2005
- Figure 3: Agreement with selected lifestyle statements, by children aged 7-10, 2005
- The population dilemma
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- Figure 4: Changes in the UK child population, by age and gender, 2000, 2005 and 2010
- Food labelling
- Children’s Food Bill
- Competition looms large
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- Figure 5: Number of new Breakfast-oriented products, Jan 2004-06
- Organic growth
Market Size
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- Steady growth for a mature market
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- Figure 6: UK retail sales of breakfast cereals, 2000-05
- Value just slightly ahead of volume
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- Figure 7: Indexed sales of breakfast cereals, by volume and value at current and constant prices, 2000-05
- The cereal bar threat
- A hot cereal revival
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- Figure 8: UK retail volume and value sales of breakfast cereal, by type, 2001, 2003 and 2005
- A passion for porridge
Market Segmentation
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- RTE growth over-shadowed by hot cereals
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- Figure 9: UK retail volume and value sales of RTE cereal, 2000-05
- Muesli offers indulgence
- Hot cereals heat up
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- Figure 10: UK retail volume and value sales of hot cereal, 2000-05
- Instant halo effect
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- Figure 11: UK retail volume sales of hot cereal, by type, 2001, 2003 and 2005
Brand Activity
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- Branded is better, according to consumers
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- 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
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- Figure 13: Manufacturer shares of the total breakfast cereal market, 2003 and 2005
- Kellogg’s portfolio tops the RTE chart
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- Figure 14: Manufacturer shares of the ready-to-eat cereal market, 2003 and 2005
- Weetabix eases ahead of the field
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- Figure 15: The top-selling ready-to-eat breakfast cereals in the UK, by estimated brand shares, 2003-05
- Quaker’s success story
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- Figure 16: Estimated brand shares of hot breakfast 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
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- Putting their money where their mouth is
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- Figure 17: Main monitored media spend on breakfast cereals, 2000-05
- Adspend blows hot and cold
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- Figure 18: Main monitored media spend on breakfast cereals, by type, 2000-05
- Kellogg’s the big spender on RTE ads
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- Figure 19: Main monitored media spend on RTE breakfast cereal, by advertiser, 2004
- Most adspend devoted to Special K
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- Figure 20: Main monitored media spend on RTE breakfast cereal, by advertisers and selected brands, 2005
- Kellogg’s: Health and family values
- Nestlé: Targeting mum
- Porridge-mania goes retro
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- Figure 21: Main monitored media spend on hot breakfast cereal, by advertisers and brands, Jan-Sept 2005
New Product Development
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- Key trends
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- Figure 22: Top ten positioning claims in breakfast cereal launches, January 2005-06
- Kellogg’s ongoing commitment to salt reduction
- Nestlé
- Weetabix
- Jordans
- Others
Distribution
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- Variety, price and convenience count
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- Figure 23: UK retail distribution of breakfast cereal, 2001, 2003 and 2005
- A new channel?
The Consumer
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- Fewer people are eating cold cereals
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- Figure 24: Consumption of breakfast cereals (cold), 2002-05
- The age gap
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- Figure 25: Consumption of hot and cold cereals, by age group, 2005
- Smiles all round for hot cereal providers
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- Figure 26: Consumption of breakfast cereals (hot), 2002-05
- Hot surprise: penetration isn’t highest in Scotland
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- Figure 27: Non-consumption of breakfast cereals (hot), compared to average, 2002-05
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- Figure 28: Consumption of breakfast cereals in GB, by region, 2003
- One in five snack on breakfast cereals
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- Figure 29: Breakfast cereal eating habits, 2005
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- Figure 30: Breakfast cereal eating habits, 2005
- Breakfasters and snackers
- One in five snack on breakfast cereals
The Consumer – Detailed Demographics
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- TGI data
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- Figure 31: Consumption of breakfast cereals (cold), 2002-05
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- Figure 32: Consumption of breakfast cereals (hot), 2002-05
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- Figure 33: Consumption of breakfast cereals (cold), by gender, age, socio-economic group, presence of children, working status, household size, region, lifestage and Mintel's Special Groups, 2005
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- Figure 34: Consumption of breakfast cereals (hot), by gender, age, socio-economic group, presence of children, working status, household size, region, lifestage and Mintel's Special Groups, 2005
- Mintel’s consumer research
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- Figure 35: Attitudes to breakfast, by gender, age, socio-economic group, lifestage, Mintel's Special Groups, region, working status, marital status, presence of children, car ownership and ACORN categories, 2005
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- Figure 36: Attitudes to breakfast, by media usage, TV viewing and supermarket usage, 2005
Consumer Attitudes and Motivations
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- Figure 37: Agreement with statements regarding breakfast options and habits, 2005
- Work mentality
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- Figure 38: Attitudes to breakfast, by working status, 2005
- Southerners look for options
- The spice of life
- The health message is getting through
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- Figure 39: Attitudes to breakfast cereals, 2005
- The gender divide
- Health priorities by age group
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- Figure 40: Attitudes to breakfast cereals, 2005
- Breakfast is synonymous with healthy eating
- Consumer typologies
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- Figure 41: Consumer typologies in relation to attitudes to breakfast cereals and bars, 2005
- Routine Breakfasters (23% of respondents)
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- Figure 42: Targeting Routine Breakfasters by preferred media type, 2005
- Breakfast Skippers (39% of respondents)
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- Figure 43: Targeting Breakfast Skippers by preferred media type, 2005
- Variety Seekers (13% of respondents)
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- Figure 44: Targeting Variety Seekers by preferred media type, 2005
- Brand Loyals (25% of respondents)
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- Figure 45: Targeting Routine Breakfasters by preferred type, 2005
- Conclusions
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Attitudes and Motivations – Detailed Demographics
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- Attitudes to breakfast
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- Figure 46: Attitudes to breakfast, by gender, age, socio-economic group, lifestage, region, marital status, working status and presence of children, 2005
- Figure 47: Attitudes to breakfast, by ACORN categories, media usage, TV viewing and supermarket usage, 2005
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- Figure 48: Attitudes to breakfast, by gender, age, socio-economic group, lifestage, region, marital status, working status and presence of children, 2005
- Figure 49: Attitudes to breakfast, by ACORN categories, media usage, TV viewing and supermarket usage, 2005
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- Figure 50: Attitudes to breakfast, by gender, age, socio-economic group, region, lifestage, marital status, working status and presence of children, 2005
- Figure 51: Attitudes to breakfast, by ACORN categories, media usage, TV viewing and supermarket usage, 2005
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- Figure 52: Attitudes to breakfast cereals, by gender, age, socio-economic group, region, lifestage, Mintel's Special Groups, marital status, working status, car ownership and presence of children, 2005
- Figure 53: Attitudes to breakfast cereals, by media usage, TV viewing and supermarket usage, 2005
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- Figure 54: Attitudes to breakfast cereals, by gender, age, socio-economic group, region, lifestage, Mintel's Special Groups, marital status, working status, car ownership and presence of children, 2005
- Figure 55: Attitudes to breakfast cereals, by ACORN categories, media usage, TV viewing and supermarket usage, 2005
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- Figure 56: Attitudes to breakfast and breakfast cereals, by purchasing preferences, 2005
- Figure 57: Attitudes to breakfast and breakfast cereals, by purchasing preferences, 2005
- Consumer typologies
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- Figure 58: Consumer typologies by gender, age, socio-economic group, region, marital status, working status, presence of children, lifestage, media usage, supermarket usage, household size, ACORN categories, Mintel's Special Groups and TV viewing, 2005
- Figure 59: Cross-analysis of purchasing preferences by consumer typologies, 2005
- Cross-analysis by typologies
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- Figure 60: Cross-analysis of breakfast cereal eating habits by consumer typologies, 2005
- Repertoire analysis
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- Figure 61: Q2 repertoire – Eating occasions of breakfast cereals, by gender, age, socio-economic group, region, marital status, working status, presence of children, lifestage, media usage, supermarket usage, household size, ACORN categories, Mintel's Special Groups and TV viewing, 2005
- Figure 62: Consumer typologies and breakfast cereal repertoire
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- Figure 63: Eating occasions of breakfast cereals by repertoire (cold)
The Future and Forecast
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- Figure 64: Forecast of UK retail value sales of breakfast cereals, at current and 2005 prices, 2005-10
- Figure 65: Forecast of UK retail volume sales of breakfast cereals, 2005-10
- Factors used in the forecast
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