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Country Report

Ireland Flag Breakfast Cereals in Ireland

| Pages: 32

Price: US$990

About this Report

Executive Summary

TRENDS

  • Breakfast cereals generated current value growth of 2% in 2015, with sales rising to €222 million. Volume sales continued to see slight growth, rising by 1% with growth coming from categories such as hot cereals and muesli. Health and wellness continues to be the key driver of demand in this category as more consumers are seeking out healthier products to start their day. Products with low sugar content, particularly porridge and gluten free products, have been particularly helpful in terms of driving growth.

COMPETITIVE LANDSCAPE

  • Kellogg Co of Ireland Ltd remained the overall leader in breakfast cereals in 2015 with a value share of 37%, down by one percentage point from 2014. The company’s overall leadership in the breakfast cereals continues to come under pressure as its value share is declining as the company is coming under significant pressure from private label products which are designed to be very similar to its brands. Moreover, its children’s breakfast cereals are coming under scrutiny for their high sugar content. Although the company continues to innovate and invest in its core brands, its sales overall actual value sales continue to fall.

PROSPECTS

  • Breakfast cereals is expected to increase in value at a CAGR of 1% in constant 2015 terms over the forecast period, with sales expected to reach €231 million by 2020. This growth rate is set to be higher than the marginally negative value CAGR recorded in the category in constant 2015 terms over the review period, while the 2% volume CAGR expected in the category is set to be commensurate with the volume CAGR of 2% recorded over the review period. Volume sales are expected to rise in all breakfast cereals categories, with the exception of children’s breakfast cereals.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Breakfast cereals industry in Ireland with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Breakfast cereals industry in Ireland, our research will save you time and money while empowering you to make informed, profitable decisions.

The Breakfast cereals in Ireland market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth  
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Breakfast cereals in Ireland?
  • What are the major brands in Ireland?
  • How will increasingly volatile wheat commodity prices impact retail prices and sales performance?
  • What are the market opportunities for high fibre products?
  • Given mounting concerns over childhood obesity, what does the future hold for children’s breakfast cereal?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Packaged Food market research database.

Table of Contents

Breakfast Cereals in Ireland - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Table 1 Sales of Breakfast Cereals by Category: Volume 2010-2015
  • Table 2 Sales of Breakfast Cereals by Category: Value 2010-2015
  • Table 3 Sales of Breakfast Cereals by Category: % Volume Growth 2010-2015
  • Table 4 Sales of Breakfast Cereals by Category: % Value Growth 2010-2015
  • Table 5 NBO Company Shares of Breakfast Cereals: % Value 2011-2015
  • Table 6 LBN Brand Shares of Breakfast Cereals: % Value 2012-2015
  • Table 7 Distribution of Breakfast Cereals by Format: % Value 2010-2015
  • Table 8 Forecast Sales of Breakfast Cereals by Category: Volume 2015-2020
  • Table 9 Forecast Sales of Breakfast Cereals by Category: Value 2015-2020
  • Table 10 Forecast Sales of Breakfast Cereals by Category: % Volume Growth 2015-2020
  • Table 11 Forecast Sales of Breakfast Cereals by Category: % Value Growth 2015-2020

Breakfast Cereals in Ireland - Company Profiles

Musgrave Retail Partners Ireland Ltd in Packaged Food (Ireland)

Strategic Direction

Key Facts

  • Summary 1 Musgrave Retail Partners Ireland Ltd: Key Facts

Internet Strategy

Private label

  • Summary 2 Musgrave Retail Partners Ireland Ltd: Private Label Portfolio

Competitive Positioning

  • Summary 3 Musgrave Retail Partners Ireland Ltd: Competitive Position 2014

Tesco Ireland Ltd in Packaged Food (Ireland)

Strategic Direction

Key Facts

  • Summary 4 Tesco Ireland Ltd: Key Facts

Competitive Positioning

  • Summary 5 Tesco Ireland Ltd: Competitive Position 2015

Valeo Foods Ltd in Packaged Food (Ireland)

Strategic Direction

Key Facts

  • Summary 6 Valeo Foods Ltd: Key Facts

Competitive Positioning

Packaged Food in Ireland - Industry Context

Executive Summary

The economy continues to bounce back, helped by a weak euro

Ongoing health and wellness trend characterises many packaged food categories

Private label maintains its steady march

New legislation in 2015 benefits the Irish meat industry

Future market value growth will be constrained but positive

Key Trends and Developments

Irish economy set to achieve strong growth in 2015

Ireland continues to embrace the health and wellness trend

Private label remains strong encouraging branded players to review their strategies

Rising demand for ethnic and more exotic flavours as consumers become more adventurous

Foodservice: Key Trends and Developments

Headlines

Trends: Sales to Foodservice

Trends: Consumer Foodservice

Prospects

Category Data

  • Table 12 Foodservice Sales of Packaged Food by Category: Volume 2010-2015
  • Table 13 Foodservice Sales of Packaged Food by Category: % Volume Growth 2010-2015
  • Table 14 Forecast Foodservice Sales of Packaged Food by Category: Volume 2015-2020
  • Table 15 Forecast Foodservice Sales of Packaged Food by Category: % Volume Growth 2015-2020

Market Data

  • Table 16 Sales of Packaged Food by Category: Volume 2010-2015
  • Table 17 Sales of Packaged Food by Category: Value 2010-2015
  • Table 18 Sales of Packaged Food by Category: % Volume Growth 2010-2015
  • Table 19 Sales of Packaged Food by Category: % Value Growth 2010-2015
  • Table 20 GBO Company Shares of Packaged Food: % Value 2011-2015
  • Table 21 NBO Company Shares of Packaged Food: % Value 2011-2015
  • Table 22 LBN Brand Shares of Packaged Food: % Value 2012-2015
  • Table 23 Penetration of Private Label by Category: % Value 2010-2015
  • Table 24 Distribution of Packaged Food by Format: % Value 2010-2015
  • Table 25 Distribution of Packaged Food by Format and Category: % Value 2015
  • Table 26 Forecast Sales of Packaged Food by Category: Volume 2015-2020
  • Table 27 Forecast Sales of Packaged Food by Category: Value 2015-2020
  • Table 28 Forecast Sales of Packaged Food by Category: % Volume Growth 2015-2020
  • Table 29 Forecast Sales of Packaged Food by Category: % Value Growth 2015-2020

Sources

  • Summary 7 Research Sources

Segmentation

This market research report includes the following:

  • Breakfast Cereals
    • Hot Cereals
    • RTE Cereals
      • Children's Breakfast Cereals
      • Family Breakfast Cereals
        • Flakes
        • Muesli
        • Other RTE Cereals

Statistics Included

For each category and subcategory you will receive the following data in Excel format:

From Passport

  • Market Sizes
  • Company Shares
  • Brand Shares
  • Distribution
  • Pricing
  • Products by Ingredient

Market size details:

  • Retail volume
  • Retail volume % growth
  • Retail volume per capita
  • Foodservice volume
  • Foodservice volume % growth
  • Foodservice volume per capita
  • Total volume
  • Total volume % growth
  • Total volume per capita
  • Retail value retail selling price % growth
  • Retail value retail selling price local currency, USD, EUR, GBP, CHF, JPY
  • Retail value retail selling price per capita local currency, USD, EUR, GBP, CHF, JPY
  • Retail value manufacturer selling price % growth
  • Retail value manufacturer selling price local currency, USD, EUR, GBP, CHF, JPY
  • Retail value manufacturer selling price per capita local currency, USD, EUR, GBP, CHF, JPY
  • Retail volume (tonnes)
  • Retail volume (tonnes) % growth
  • Retail volume (tonnes) per capita
  • Foodservice volume (tonnes)
  • Foodservice volume (tonnes) % growth
  • Foodservice volume (tonnes) per capita
  • Total volume (tonnes)
  • Total volume (tonnes) % growth
  • Total volume (tonnes) per capita

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