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Published by: Key Note Publications Ltd
Published: May. 1, 2007 - 108 Pages
Table of Contents
- Executive Summary
- 1. Market Definition
- REPORT COVERAGE
- MARKET SECTORS
- Ready-to-Eat Cereals
- Hot Cereals
- MARKET TRENDS
- Healthy Eating
- Eating Habits
- Organic Products
- Snacking
- ECONOMIC TRENDS
- Gross Domestic Product
- Table 1: UK Gross Domestic Product at Current and
- Annual Chain-Linked Prices (£m), 2002-2006
- Household Disposable Income
- Table 2: UK Household Disposable Income Per Capita
- (£), 2002-2006
- Inflation
- Table 3: UK Rate of Inflation (%), 2002-2006
- Unemployment
- Table 4: Actual Number of Unemployed Persons
- in the UK (million), 2002-2006
- Population
- Table 5: UK Resident Population Estimates by Sex
- (000), Mid-Years 2002-2006
- MARKET POSITION
- The UK
- Table 6: Consumer Expenditure on Breakfast Cereals as a Percentage of Total Expenditure on Food and Non-Alcoholic Drinks at Current Prices (£m at rsp and %), 2002-2006
- Overseas
- 2. Market Size
- THE TOTAL MARKET
- By Volume
- Table 7: Consumption of Breakfast Cereals, and Oatmeal and Oatmeal Products in the UK (grams per person per week), 1974-2005/2006
- Figure 1: Consumption of Breakfast Cereals , and Oatmeal and Oatmeal Productsin the UK (grams per person per week), 1974-2005/2006
- By Value
- Table 8: The Total UK Breakfast Cereals Market by Sector
- by Value at Current Prices (£m at rsp), 2002-2006
- Figure 2: The Total UK Breakfast Cereals Market by Sector
- by Value at Current Prices (£m at rsp), 2002-2006
- BY MARKET SECTOR
- Ready-to-Eat Cereals
- Table 9: The UK Ready-to-Eat Cereals Sector by Value
- at Current Prices (£m at rsp and %), 2002-2006
- Table 10: The UK Ready-to-Eat Cereals Sector by Value
- at Current Prices (£m at rsp and %), 2006
- Figure 3: The UK Ready-to-Eat Cereals Sector by Value
- at Current Prices (%), 2006
- Hot Cereals
- Table 11: The UK Hot Cereals Sector by Value
- at Current Prices (£m at rsp and %), 2002-2006
- OVERSEAS TRADE
- 3. Industry Background
- RECENT HISTORY
- NUMBER OF COMPANIES
- Table 12: Number of UK VAT-Based Enterprises Engaged
- in the Manufacture of Grain Mill Products†
- by Turnover Sizeband, 2006
- EMPLOYMENT
- Table 13: Number of UK VAT-Based Enterprises Engaged
- in the Manufacture of Grain Mill Products†
- by Employment Sizeband, 2006
- REGIONAL VARIATIONS IN THE MARKETPLACE
- DISTRIBUTION
- Table 14: Distribution in the UK Breakfast Cereals Market
- (%), 2006
- Figure 4: Distribution in the UK Breakfast Cereals Market
- (%), 2006
- HOW ROBUST IS THE MARKET?
- LEGISLATION
- KEY TRADE ASSOCIATIONS
- Association of Cereal Food Manufacturers
- European Breakfast Cereal Association
- The Food and Drink Federation
- 4. Competitor Analysis
- THE MARKETPLACE
- Rankings by Turnover
- Table 15: The Leading UK Breakfast Cereals Manufacturers
- by Turnover (£000), Latest Financial Results
- MARKET LEADERS
- Cereal Partners UK
- Company Structure
- Current and Future Developments
- Financial Results
- Dailycer Ltd
- Company Structure
- Current and Future Developments
- Financial Results
- Doves Farm Foods Ltd
- Company Structure
- Current and Future Developments
- Financial Results
- W Jordan (Cereals) Ltd
- Company Structure
- Current and Future Developments
- Financial Results
- Kallo Foods Ltd
- Company Structure
- Current and Future Developments
- Financial Results
- Kellogg Company of Great Britain Ltd
- Company Structure
- Current and Future Developments
- Financial Results
- Morning Foods Ltd
- Company Structure
- Current and Future Developments
- Financial Results
- Quaker Oats Ltd
- Company Structure
- Current and Future Developments
- Financial Results
- Weetabix Ltd
- Company Structure
- Current and Future Developments
- Financial Results
- Other Companies
- OUTSIDE SUPPLIERS
- Food Flavourings and Ingredients
- Specialist Machinery
- Packaging
- MARKETING ACTIVITY
- Main Media Advertising Expenditure
- Table 16: Main Media Advertising Expenditure on
- Breakfast Cereals by Sector (£000),
- Years Ending December 2005 and 2006
- Other Activity
- Kellogg
- Quaker
- Jordans
- Weetabix
- 5. Strengths, Weaknesses, Opportunities and Threats
- STRENGTHS
- WEAKNESSES
- OPPORTUNITIES
- THREATS
- 6. Buying Behaviour
- CONSUMPTION OF COLD CEREALS
- Table 17: Consumption of Cold Breakfast Cereals
- in the Last 12 Months (% of adults), 2006
- Frequency of Consumption
- Table 18: Consumption of Cold Breakfast Cereals
- by Frequency (% of adults), 2006
- Effect of Children in the Household on Consumption
- Table 19: Consumption of Cold Breakfast Cereals by Presence
- of Children in Household by Frequency (% of adults), 2006
- CONSUMPTION OF HOT CEREALS
- Table 20: Consumption of Hot Breakfast Cereals
- in the Last 12 Months (% of adults), 2006
- Frequency of Consumption
- Table 21: Consumption of Hot Breakfast Cereals
- by Frequency (% of adults), 2006
- Effect of Children in the Household on Consumption
- Table 22: Consumption of Hot Breakfast Cereals by Presence
- of Children in Household by Frequency (% of adults), 2006
- 7. Current Issues
- HEALTH ISSUES
- ADVERTISING BAN
- NEW PRODUCT DEVELOPMENT
- Cereal Partners Enters the Organic Sector
- Jordans Announces Major Launches
- Fortified Products to Lead the Way in 2007?
- Mainstream Manufacturers Exploit Demand for Oats
- 8. The Global Market
- MARKET SIZE
- Table 23: The Estimated World Market for Breakfast Cereals
- by Volume and Value (000 tonnes and $bn), 2002-2006
- THE US
- THE DEVELOPING WORLD
- 9. Forecasts
- INTRODUCTION
- The Economy
- Gross Domestic Product
- Table 24: Forecast UK Growth in Gross Domestic Product
- in Real Terms (%), 2007-2011
- Inflation
- Table 25: Forecast UK Rate of Inflation (%), 2007-2011
- Unemployment
- Table 26: Forecast Actual Number of Unemployed Persons
- in the UK (million), 2007-2011
- FORECASTS 2007 TO 2011
- Table 27: The Forecast Total UK Breakfast Cereals Market
- by Sector by Value (£m at rsp), 2007-2011
- Figure 5: The Forecast Total UK Breakfast Cereals Market
- by Sector by Value (£m at rsp), 2007-2011
- MARKET GROWTH
- Figure 6: Growth in the Total UK Breakfast Cereals Market
- by Value (£m at rsp), 2002-2011
- FUTURE TRENDS
- Demographics
- Product Development
- Competitor Forecasts
- 10. Company Profiles
- Dailycer Ltd
- Doves Farm Foods Ltd
- W jordan (cereals) Ltd
- Kellogg Company Of Great Britain Ltd
- Morning Foods ltd
- Quaker Oats ltd
- Weetabix Ltd
- 11. Consumer Confidence
- METHODOLOGY
- KEY FINDINGS THIS QUARTER
- THE WILLINGNESS TO BORROW
- Confidence Improves
- Table A: The Average Amount Consumers Are Willing
- to Borrow in Order to Purchase Expensive Items
- at Current and Constant November 2004 Prices
- (£ and £bn), February 2006-2007
- Willingness to Borrow Slips Slightly
- Table B: The Number of Adults Willing to Borrow in Order
- to Purchase Expensive Items (000 and %), February 2006-2007
- SPENDING FROM SAVINGS
- Slight Increase in Spending from Savings
- Table C: The Average Amount Consumers Are Willing to Spend from Savings in Order to Purchase Expensive Items
- at Current and Constant November 2004 Prices
- (£ and £bn), February 2006-2007
- Saving Grows in Relative Importance
- Table D: The Average Amounts Adults Are Confident Spending to Purchase Expensive Items (£ and %), February 2006-2007
- 12. Further Sources
- Associations
- Publications
- General Sources
- Government Publications
- Other Sources
- Bisnode Sources
AbstractIn volume terms, consumption of breakfast cereals appears to have accelerated during the 2000s. Certainly, consumption of oats, muesli and high-fibre cereals has expanded dramatically since 2002. Health is undoubtedly the key factor driving this expansion. The growth is remarkable given that the market is so mature and that cereals have faced increasingly fierce pressure from alternatives, such as cereal bars and croissants. Some products have also come under fierce attack for their allegedly high sugar and salt content.
The UK breakfast cereals market has also grown in value terms — increasing by an estimated 9.5% between 2002 and 2006, to £1.23bn at retail selling prices (rsp) — reflecting the growth in volume and the shift towards premium-priced products. This, however, has been offset to some extent by aggressive price discounting by the major multiples. Manufacturers are addressing consumers' health concerns over sugar and salt levels with reduction programmes. In addition, they have placed more emphasis on their brands' health credentials, and new product development (NPD) has also followed this trend.
Consumer data from BMRB International Ltd's Target Group Index (TGI) survey confirm that cold breakfast cereals remain a family favourite. In 2006, 86% of adults had eaten cold breakfast cereals over the past 12 months, which is an extremely high rate of household penetration. Hot cereals recorded a much lower level of household penetration than cold cereals, but, at 49.4% of adults, the penetration rate was still impressive.
The market is very stable in terms of brand shares and suppliers. The market is already highly consolidated, with Kellogg, Weetabix and Cereal Partners — which markets the Nestlé brand in the UK — accounting for around £6 out of every £10 spent in the market. Weetabix remains the top-selling ready-to-eat (RTE) cereal, followed by Kellogg's Corn Flakes, Crunchy Nut Corn Flakes and Special K, with Nestlé's Shreddies taking fifth spot. However, many smaller companies that are targeting niche areas, such as demand for organic and premium products, are also prospering and may well become a target for the larger players.
Prospects for the breakfast cereals market appear very strong. Breakfast cereals have a healthy image, are convenient to use and are already a well-established item in most people's kitchens. As such, they should continue to be beneficiaries of the two major trends influencing food and drinks markets, not just in the UK but around the world — namely demand for healthy and convenient products. Furthermore, manufacturers are helping to drive sales by lowering sugar and salt content, and reinforcing the positive image of the market with fortified and premium products. Although alternatives such as cereals bars grew rapidly between 2002 and 2006, they appear to have complemented breakfast cereals rather than take sales from them. Over the next 5 years (to 2011), Key Note forecasts that the UK breakfast cereals market will grow in both volume and value terms, although increases in value are expected to outpace those of volume sales.
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