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Published by: Mintel International Group Ltd.
Published: Oct. 1, 2006
Table of Contents
- SCOPE AND THEMES
- What you need to know
- Definition
- Abbreviations and terms
- Abbreviations
- Terms
- EXECUTIVE SUMMARY
- The bottom line: an important meal; foodservice competition
- A $296 billion industry
- Reasons to eat breakfast
- Weekday vs weekend breakfasts
- Major competition is from foodservice
- Convenience and portability essential for weekday breakfasts
- A complex market comprising nine segments
- Top nine players account for only 28% of the total market
- Advertising and promotion as varied as the segments
- Supermarkets account for 75% of sales
- Getting everyone to eat a good breakfast
- Breakfast for healthy dieting
- Breakfast: it’s the new lunch…or dinner
- Market forecast to grow to $312 billion by 2011
- MARKET DRIVERS
- Medical research—and publicity from it—encourages eating breakfast
- Time still a major factor in the morning routine
- The most important meal of the day?
- Bigger breakfasts often left for the weekends only
- Figure 1: Whether eat breakfast and when, September 2006
- Figure 2: Tendency to “only cook breakfast meats on weekends” among those who use breakfast meats, August 2005
- Foodservice giving packaged foods more competition
- Figure 3: Breakfast items at restaurants, June 2006
- Market addresses the need for convenience and portability
- Figure 4: Average commuting times in select major US cities, October 2006
- MARKET SIZE AND TRENDS
- MARKET SIZE
- Figure 5: US sales of breakfast foods, at current and constant prices, 2001-06
- Estimating Wal-Mart
- MARKET TRENDS
- Health trends
- Figure 6: New breakfast cereal launches, by health claim, 2001-06
- Figure 7: New breakfast cereal launches with wholegrain claim, 2001-06
- Figure 8: New breakfast cereal launches with all-natural/organic claims, 2001-06
- Flavor trends
- Figure 9: Television spot for Kellogg’s Cinnamon Mini Swirlz, 2006
- Figure 10: Television spot for Kellogg’s Peanut Mini Swirlz, 2006
- Figure 11: Television spot for Quaker’s Life Cereal in Vanilla Yogurt Crunch, 2006
- Trends in “for kids” breakfast products
- Figure 12: Television spot for Kellogg’s Frosted Mini Wheats, Spelling Bee, 2006
- MARKET SEGMENTATION
- Overview
- Figure 13: FDM sales of breakfast food market, segmented by type of food, 2004 and 2006
- Cereal
- Figure 14: FDM sales of cereal, at current and constant prices, 2001-06
- Breakfast breads
- Figure 15: FDM sales of breakfast breads, at current and constant prices, 2001-06
- Sweet breakfast breads and pastries
- Figure 16: FDM sales of sweet breakfast breads and pastries, at current and constant prices, 2001-06
- Breakfast meats
- Figure 17: FDM sales of breakfast meats, at current and constant prices, 2001-06
- Yogurt
- Figure 18: FDM sales of yogurt, at current and constant prices, 2001-06
- Eggs
- Figure 19: FDM sales of eggs, at current and constant prices, 2001-06
- Breakfast entrées
- Figure 20: FDM sales of breakfast entrées, at current and constant prices, 2001-06
- Breakfast bars
- Figure 21: FDM sales of breakfast bars, at current and constant prices, 2001-06
- Breakfast replacement drinks
- Figure 22: FDM sales of breakfast replacement drinks, at current and constant prices, 2001-06
- SUPPLY STRUCTURE
- COMPANY AND BRAND SALES
- Overview
- Figure 23: Manufacturer FDM sales of breakfast foods in the US, 2005 and 2006
- Breakfast cereal
- Figure 24: Manufacturer brand FDM sales of breakfast cereal, 2005 and 2006
- Breakfast breads
- Figure 25: Manufacturer brand FDM sales of breakfast breads, 2005 and 2006
- Sweet breakfast breads and pastries
- Figure 26: Manufacturer brand FDM sales of sweet breakfast breads, 2005 and 2006
- Breakfast meats
- Figure 27: Manufacturer brand FDM sales of breakfast meats, 2005 and 2006
- Yogurt
- Figure 28: Manufacturer brand FDM sales of yogurt, 2005 and 2006
- Eggs
- Figure 29: Manufacturer brand FDM sales of eggs, 2005 and 2006
- Breakfast entrées
- Figure 30: Manufacturer brand FDM sales of breakfast entrées, 2005 and 2006
- Breakfast cereal bars
- Figure 31: Manufacturer brand FDM sales of breakfast cereal bars, 2005 and 2006
- Breakfast replacement drinks
- Figure 32: Manufacturer brand FDM sales of breakfast replacement drinks, 2005 and 2006
- MAJOR MANUFACTURER PROFILES
- Kellogg Company
- General Mills (GM)
- The Dannon Company, Inc
- George Weston Bakeries
- Quaker Oats (PepsiCo)
- Kraft Foods, Inc
- Sara Lee Food and Beverage
- Pinnacle Foods
- Hormel Foods Inc
- ADVERTISING AND PROMOTION
- Introduction
- CEREAL
- General Mills
- Figure 33: Television spot for General Mills’ Oatmeal Crisp, 2006
- Quaker
- Figure 34: Television spot for Quaker Weight Control, 2006
- Post
- Figure 35: Television spot for Post cereals, Wake-up Call, 2006
- Figure 36: Television spot for Post Honey Bunches of Oats, 2006
- BREADS
- George Weston Bakeries
- Interstate Bakeries Corporation
- Sara Lee
- General Mills
- Bimbo Bakeries
- Pepperidge Farm
- MEATS
- Johnsonville
- Figure 37: Television spot for Johnsonville Sausages, 2006
- YOGURT
- General Mills (Yoplait)
- Dannon
- EGGS
- American Egg Board (AEB)
- Cal-Maine
- ConAgra (Egg Beaters)
- BREAKFAST ENTRÉES
- Sara Lee/Jimmy Dean
- Figure 38: Television spot for Jimmy Dean Sausage Biscuits, 2006
- RETAIL DISTRIBUTION
- Overview
- Figure 39: US retail sales of breakfast foods, by channel, 2004 and 2006
- FUTURE AND FORECAST
- FUTURE TRENDS
- Building a nation of “good” breakfast eaters Monday through Friday
- A focus on satiation for dieters
- Breakfast foods may go beyond “breakfast time”
- MARKET FORECAST
- Breakfast food
- Figure 40: Forecast of total US sales of breakfast food, at current and constant prices, 2006-11
- Cereal
- Figure 41: Forecast of US FDM sales of cereal, at current and constant prices, 2006-11
- Breakfast bread
- Figure 42: Forecast of US FDM sales of breakfast bread, at current and constant prices, 2006-11
- Sweet breakfast bread and pastries
- Figure 43: Forecast of US FDM sales of sweet breakfast bread and pastries, at current and constant prices, 2006-11
- Breakfast meat
- Figure 44: Forecast of US FDM sales of breakfast meat, at current and constant prices, 2006-11
- Yogurt
- Figure 45: Forecast of US FDM sales of yogurt, at current and constant prices, 2006-11
- Eggs
- Figure 46: Forecast of US FDM sales of eggs, at current and constant prices, 2006-11
- Forecast factors
- APPENDIX: TRADE ASSOCIATIONS
- APPENDIX: NEW PRODUCT BRIEFS
- Target Corporation: Market Pantry Vanilla Flavored Belgian Waffles
- Albertsons: Jewel Lower Sugar Instant Oatmeal
- Quaker Oats: Organic Quaker Instant Oatmeal
- Kellogg: Kellogg’s Smart Start with Antioxidants
- Continental Mills: Krusteaz Wheat & Honey Pancake Mix
- Bob Evans Farm: Bob Evans Breakfast Breads
- Sava-A-Lot Foods: Hickory Springs Breakfast Originals Pancakes & Sausage
- Advance Brands: Fast Fixin’ Breakfast Burritos
- Otter Valley Foods: Breakfast PizzOmelette
- SB Thomas: Thomas’ Light Plain Bagels
- Wegmans: Wegmans Organic Fruit Hoops
- Sara Lee: Jimmy Dean Frozen Breakfast Skillets
- General Mills: Fruity Cheerios Cereal
AbstractThis report details the six-year history of the breakfast foods market and addresses the most and least successful category segments and suppliers. It also reveals market drivers that work for and against sales, as well as the market trends demonstrated by product innovation and marketing initiatives. Consumer trends, including consumption patterns and attitudes towards a number of breakfast-related topics, are addressed.
The breakfast foods market contains segments that have seen ups and downs over the past few years. High-protein segments, such as eggs and breakfast meats, saw sales increase significantly during the low-carb diet fad. Other segments, such as breakfast breads and cereals, had marked sales declines during that same period, but have come into favor again as new eating guidelines stress the importance of high-fiber and wholegrain foods.
The biggest challenge to the breakfast foods industry comes from outside. Foodservice breakfasts, especially those that can be purchased on the run through QSR restaurants, have seen their sales increase significantly and more operators are offering a greater variety of takeout breakfast foods including premium coffee, steak and eggs, and breakfast burritos. Manufacturers of packaged breakfast foods need to have a solid understanding of how--and how quickly--foodservice is expanding their breakfast options. Also, these players should know when consumers are most apt to use these choices in the morning. This report features these details, as well as the insights about what the future of the market will hold-from "all-day breakfasts" to a greater focus on satiation and hunger control.
This report covers all types of foods typically eaten for breakfast, which include the following:
- hot and cold cereal, including wheat germ
- breakfast meats, including bacon and breakfast sausage
- breakfast breads, including shelf-stable, frozen, and refrigerated bagels, English muffins, croissants, and breakfast bread dough
- sweet breakfast breads and pastries, including shelf-stable, fresh, refrigerated, and frozen waffles, pancakes, donuts, pastries, muffins, refrigerated and frozen pancakes and waffles, and mixes to make such products.
- yogurt, excluding yogurt drinks
- eggs, including fresh eggs and refrigerated and frozen egg substitutes
- breakfast entres, including refrigerated and frozen breakfast burritos, omelets, and handheld breakfast entres such as breakfast pockets
- cereal bars
- drinkable breakfast foods such as powdered breakfast drink powder, but excluding liquid, pre-mixed breakfast beverages
This report does not include any beverages typically drunk with breakfast, like milk or juice.
The focus of this report is foods for breakfast consumed at home, therefore sales from restaurants, convenience stores, and other "food on the go" channels are not included.
This report contains US IRI InfoScan data.
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