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Breakfast Cereals - IrelandPublished by: Mintel International Group Ltd. Published: Feb. 1, 2005 - 65 Pages Table of ContentsIntroduction and Abbreviations Definitions TGI usage definitions Category definitions Regional definitions Conversion factors Population Exchange rates Retail price indices BMRB Target Group Index (TGI) sample sizes Abbreviations Executive Summary All-Ireland cereal market estimated at €210.6 million Cold cereals remain the dominant choice Children's cereals beat competition ...cold! Hot cereals worth €14.7 million Instant hot cereals overtake traditional in NI NPD stimulates hot cereal growth Multiples continue to dominate sales Consumers want health and taste together Market Drivers Skipping breakfast and breakfast on the move Changing expenditure Figure 1: Annual per capita expenditure on hot and cold cereal, NI and RoI, 1999, 2002 and 2004 Population change among key consumers Figure 2: Annual per capita consumption of hot and cold cereal, kilograms, by age, NI and RoI, 2004 Figure 3: Population by age group, NI, 2000, 2004 and 2008 Figure 4: Population by age group, RoI, 2000, 2004 and 2008 Changing household structure Figure 5: Household composition, NI and RoI, 1999-2004 New eating occasions Warm boost no longer a selling factor New flavours help reinvent the hot cereal market Attitudes to nutrition Figure 6: Agreement with statements on nutrition, NI and RoI, 2001 and 2004 Market Size Figure 7: Retail value of breakfast cereals, at current and constant prices, all-Ireland, 1999-2004 Market characterised by steady growth Figure 8: Indexed retail value sales of breakfast cereals, NI and RoI, 1999-2004 Northern Ireland Figure 9: Retail value of breakfast cereals, at current and constant prices, NI, 1999-2004 Republic of Ireland Figure 10: Retail value of breakfast cereals, at current and constant prices, RoI, 1999-2004 Market Segmentation Cold cereals dominate the market... Figure 11: Value share of cold vs hot cereals, NI and RoI, 2003 ...yet hot cereals are experiencing more growth Figure 12: Indexed sales value of hot and cold cereals, all-Ireland, 1999-2004 Cold cereals Figure 13: Retail sales value of cold breakfast cereals, NI and RoI, 1999-2004 Figure 14: Retail sales value of cold breakfast cereals, by type, NI and RoI, 2001 and 2003 Children's cereals drive the market Bran, muesli & health cereals experiencing decline Corn-based cereals are struggling Wheat biscuits keeping pace with the market Hot cereals Figure 15: Retail sales value of hot breakfast cereals, NI and RoI, 1999-2004 Figure 16: Retail value sales of hot breakfast cereals, by type, NI and RoI, 2001 and 2003 Instant overtakes traditional in NI Traditional cereals still strong Supply Structure Fane Valley Figure 17: Fane Valley brands, 2004 Flahavan's Figure 18: Flahavan's brands, 2004 Kelkin Figure 19: Kelkin breakfast cereal brands, 2004 Kellogg's Figure 20: Kellogg's brands, 2004 Nestlé Figure 21: Nestlé breakfast cereal brands, 2004 Odlums Quaker Figure 22: Quaker brands, 2004 Weetabix Figure 23: Weetabix brands, 2004 Distribution Figure 24: Retail distribution of breakfast cereals, by retailer type, NI and RoI, 2003 Figure 25: Number of retail outlets, by type of retailer, NI and RoI, 2001 and 2003 New Product Development Figure 26: New product introductions, by region, cold and hot cereals, 2002-04 Figure 27: New product introductions, by type of NPD, all cereals, RoI and UK, 2002-04 NPD trends Low-carb cereals Children's cereals Packaging Organic cereals Convenience New Product Briefs Cold cereal innovations Hot cereal innovations The Consumer European comparison Figure 28: European comparison of breakfast cereal useage, 2003 New consumers are hard to find Figure 29: Penetration of hot and cold breakfast cereals, NI and RoI, 2002-04 No new users for cold cereal Hot cereals need repositioning Cold breakfast cereals Figure 30: Usage of cold breakfast cereals, by age and social grade, NI and RoI, 2002 and 2004 Women show greater consumption Younger adults showing higher chance of consumption Opportunity to trade up with affluent consumers Figure 31: Usage of cold breakfast cereals, by household size and marital status, NI and RoI, 2002 and 2004 Presence of children affects consumption Single adults show high chance of consumption Usage levels of cold cereals NI consumers switching to light usage Figure 32: Usage levels of cold breakfast cereals, NI, 2002 and 2004 Is breakfast becoming more varied? Figure 33: Usage levels of cold breakfast cereals, by socio-demographic groups, NI, 2004 Growth from 45+ consumers RoI usage shifting towards once-a-day use Figure 34: Usage levels of cold breakfast cereals, RoI, 2002 and 2004 Figure 35: Usage levels of cold breakfast cereals, by socio-demographic groups, RoI, 2004 Hot breakfast cereals Figure 36: Usage of hot breakfast cereals, by age and social grade, NI and RoI, 2002 and 2004 Older consumers and less affluent consumers drive market Key consumers declining in NI RoI consumers are declining Figure 37: Usage of hot breakfast cereals, by household size and marital status, NI and RoI, 2002 and 2004 Time-pressed households consume less hot cereal Figure 38: Usage levels of hot breakfast cereals, by presence of children, NI and RoI, 2004 Usage levels of hot cereals NI hot cereal usage stable, but where next? Figure 39: Usage levels of hot breakfast cereals, NI, 2002 and 2004 Figure 40: Usage levels of hot breakfast cereals, by socio-demographic groups, NI, 2004 RoI usage declining Figure 41: Usage levels of hot breakfast cereals, RoI, 2002 and 2004 Figure 42: Usage levels of hot breakfast cereals, by socio-demographic groups, RoI, 2004 Where are tomorrow's consumers? The Future Children become less of a force Health and taste go hand-in-hand Specific health claims will also continue Further trial and re-use needed for hot cereals Forecast Northern Ireland Figure 43: Forecast value sales of breakfast cereals, NI, 2004-09 Republic of Ireland Figure 44: Forecast value sales of breakfast cereals, RoI, 2004-09 Appendix: Research Methodology AbstractBreakfast cereals are consumed by most adults and children and have been a staple part of the Irish breakfast for many decades. As a result, the market is in a state of maturity, and activity and competition have remained fierce, with considerable above- and below-the-line promotion as manufacturers attempt to hold on to or expand market share.In recent years the whole food industry has been criticized over nutrition levels of products. As our society is becoming more and more concerned about child obesity, the salt, fat and sugar content of breakfast cereals has also come under scrutiny. At the same time, manufacturers have also had to deal with falling levels of consumption among some key consumer groups.
This is first time the breakfast cereals market in Ireland has been reviewed by Mintel, and this report examines value trends in hot and cold breakfast cereals, with the aim of identifying opportunities for growth. Cereal bars and out-of-home formats are not covered by this report.
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