Euromonitor International
- Item successfully added to cart!
  
  Your cart is empty
  
  Check Out View Cart

Strategy Briefing

Exploring Market Potential: The Changing Landscape of Breakfast

40 pages, Jun 2016

US$1,325

Add to cart Pay by invoice

New Report Guarantee

If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

About This Report

New Report Guarantee

If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

By 2020, the breakfast cereals market is expected to grow by less than 1% globally and shrink by over US$1 billion in North America. This is no good news for cereal companies that once enjoyed their sound position atop the breakfast food empire. This briefing sheds light on the growth drivers of cereals within the context of the changing attitudes towards the breakfast table while providing actionable steps the cereal industry should take in order to fully exploit the category’s market potential

Files are delivered directly into your account within a few minutes of purchase.

Overview

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.

Breakfast cereals remain underserved in emerging markets due to their high prices and the lack of savoury options

With over 70% of breakfast cereals sales coming from developed countries, breakfast cereals continue to remain the food of the wealthy. In order to make cereals a global breakfast food, manufacturers should develop savoury options and make pricing strategy a priority to increase availability, in particular in markets with high market potential such as India, China and Brazil.

Breakfast cereals need to reposition themselves as nutritious yet affordable to adopt to changing lifestyles of mature market consumers

Soft drivers such as lifestyle changes, increasing awareness around health and wellness and legislation have all combined to play a role to drag down cereal sales in advanced economies. The category needs to rid itself of its overly-processed image, rebuild its nutritional profile as a healthier snack and continue with price promotions to regain market traction.

Cereal manufacturers should tap into the market potential of alternative breakfast products, in particular dairy

The increase in the availability and affordability of alternative breakfast foods has reduced cereal consumption in cereals’ biggest markets. In order to turn around sales, cereal players should tap into the high market potential of dairy and pastries, and consider pairing cereals with yoghurt or flavoured milk drinks.

Cereal brands likely to lose space in the centre of store but impulse aisles offer promise

Cereals’ continuing association with staple foods continues to dent sales in its biggest markets. With consumers increasingly avoiding the centre store due to health and time concerns, manufacturers should consider developing snack-size variants and carry the product to fast-growing impulse aisles.

Away-from-home consumption poses challenge to breakfast cereal sales in advanced economies

The competition for breakfast cereals is tougher than it has ever been. Foodservice, in particular quick-service restaurants (McDonald’s) and coffee shops (Starbucks) are grabbing an ever-increasing share of the breakfast pie as they manage to deliver on affordability, taste, quality and convenience.

Want to find out more about this report?

Request more information

Introduction

Scope

Key findings

A GLANCE AT BREAKFAST TRENDS

Breakfast cereals remain the food of the wealthy

Stagnation in the advanced markets a big threat to future growth

European consumers remain more thrifty than Asian counterparts

What do emerging market consumers eat for breakfast?

How are breakfast habits changing in China and India?

Employing a two-tier strategy in recession-laden Brazil

How are breakfast habits shaping in the developed markets?

Private label and artisanal enter mainstream in the UK

The rise of snacking growing threat to bulk cereals

UNFOLDING CEREALS’ DEMISE

Breakfast cereals lose traction in biggest markets…

…as a result of increasing competition and changing lifestyles

US cereals market hit by move towards multi-breakfast occasions

On-the-go breakfast options eat into cereal sales in the US

US cereal players not fast enough to tap into the portability trend

The “war on sugar” takes its toll on flakes and children’s cereals

Foodservice starts grabbing a larger piece of the breakfast pie

Burger King acquires Tim Hortons to bolster its breakfast menu

KEEPING THE DECLINE AT BAY

Children remain the main target demographic of cereal companies

Kellogg repositions Special K as a positive nutrition brand

PepsiCo expands Quaker oats into biscuits, granola and snacks

Manufacturers partner up with café chefs for new eating occasions

General Mills expands into non-retail and reformulates in retail

Post Holdings enters hot cereals aisles with Mom Brands acquisition

Where to next?

China, India and Japan have the most unmet market potential

Contrasting impact of soft drivers in India and China

The world remains divided between hot cereals and RTE cereals

Cross-branding with dairy could help reverse cereals’ decline

Tailoring children’s breakfast cereals to two contrasting worlds

Pricing strategy central to protecting margin growth

Leveraging cereals as a savoury treat could pay dividends

recommendations

F ood for thought for cereal manufacturers

Why buy this report?

Want to find out more about this report?

Request more information

Megatrends

Strategy Briefing

Exploring Market Potential: The Changing Landscape of Breakfast

New Report Guarantee

About This Report

New Report Guarantee

Overview

Why buy this report?

Breakfast cereals remain underserved in emerging markets due to their high prices and the lack of savoury options

Breakfast cereals need to reposition themselves as nutritious yet affordable to adopt to changing lifestyles of mature market consumers

Cereal manufacturers should tap into the market potential of alternative breakfast products, in particular dairy

Cereal brands likely to lose space in the centre of store but impulse aisles offer promise

Away-from-home consumption poses challenge to breakfast cereal sales in advanced economies

Want to find out more about this report?

Table of Contents

Introduction

Scope

Key findings

A GLANCE AT BREAKFAST TRENDS

Breakfast cereals remain the food of the wealthy

Stagnation in the advanced markets a big threat to future growth

European consumers remain more thrifty than Asian counterparts

What do emerging market consumers eat for breakfast?

How are breakfast habits changing in China and India?

Employing a two-tier strategy in recession-laden Brazil

How are breakfast habits shaping in the developed markets?

Private label and artisanal enter mainstream in the UK

The rise of snacking growing threat to bulk cereals

UNFOLDING CEREALS’ DEMISE

Breakfast cereals lose traction in biggest markets…

…as a result of increasing competition and changing lifestyles

US cereals market hit by move towards multi-breakfast occasions

On-the-go breakfast options eat into cereal sales in the US

US cereal players not fast enough to tap into the portability trend

The “war on sugar” takes its toll on flakes and children’s cereals

Foodservice starts grabbing a larger piece of the breakfast pie

Burger King acquires Tim Hortons to bolster its breakfast menu

KEEPING THE DECLINE AT BAY

Children remain the main target demographic of cereal companies

Kellogg repositions Special K as a positive nutrition brand

PepsiCo expands Quaker oats into biscuits, granola and snacks

Manufacturers partner up with café chefs for new eating occasions

General Mills expands into non-retail and reformulates in retail

Post Holdings enters hot cereals aisles with Mom Brands acquisition

Where to next?

China, India and Japan have the most unmet market potential

Contrasting impact of soft drivers in India and China

The world remains divided between hot cereals and RTE cereals

Cross-branding with dairy could help reverse cereals’ decline

Tailoring children’s breakfast cereals to two contrasting worlds

Pricing strategy central to protecting margin growth

Leveraging cereals as a savoury treat could pay dividends

recommendations

F ood for thought for cereal manufacturers

Why buy this report?

Want to find out more about this report?

Recently Viewed

Complete Catalogue

Strategy Reports

Country Reports

Recently Viewed

Complete Catalogue

Strategy Reports

Country Reports