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Breakfast Cereals - GermanyPublished by: Mintel International Group Ltd. Published: Feb. 1, 2004 - 61 Pages Table of ContentsIntroduction Definitions Abbreviations Executive Summary Breakfast remains important, though not to all young adults Shift to smaller households can dent market Consumers get pickier Increasing interest in healthy eating, 'wellness' and organics Discounters' entry hits sales Kellogg is still market leader, despite some loss of share to own-label Adult lines, cross-boundary extensions, and luxury muesli on the rise The potential for growth is still marked Market Drivers Consumers spending less time at breakfast Changing eating habits have mixed effects Shift to smaller households also offers opportunities Figure 1: Trends in numbers of German households, by size, 1998-2002 Figure 2: Trends in one-person households in Germany, 1995-2002 Falling birth-rate increases competition for the younger consumer Figure 3: Trends in child population in Germany, by age, 1998-2002 Older Germans slow to adopt new eating habits Figure 4: Trends in adult population in Germany, by age, 1998-2002 Figure 5: Frequency of eating muesli and oatflakes, 1997-2003 Figure 6: Frequency of consuming corn flakes and crunchy cereals, 1997-2003 Interest in healthy eating can support market... ...and products sell well under the 'wellness' banner... ...while organic provenance too is a successful selling point Economic climate dents consumer confidence Figure 7: Trends in German PDI and consumer expenditure, at current and constant prices, 1998-2003 Figure 8: Price vs brand awareness, 2003 Market Size and Trends Figure 9: German retail value sales of breakfast cereals, at current and constant prices, 1998-2003 Figure 10: Indexed retail sales of breakfast cereals, by country, 1998-2003 Traditional cereals grow, while muesli and oats decline Figure 11: German retail value sales of breakfast cereals, by type, 1999-2003 Better volume than value performance Figure 12: German retail volume sales of breakfast cereals, 1998-2003 Figure 13: German retail volume sales of breakfast cereals, by major type, 1999-2003 Figure 14: Average price paid for cereals in Germany, by type, 1999-2003 Market Segmentation Traditional cereals Figure 15: Germany retail value sales of RTE traditional breakfast cereals, by type, 2001-03 Targeting adults Figure 16: Importance of children's cereals to the RTE sector, by country, 2003 Muesli Figure 17: German retail value sales of RTE muesli, by type, 2001-03 Distribution Figure 18: German retail value sales of RTE traditional breakfast cereals, by outlet, 2001-03 Figure 19: German retail value sales of RTE muesli, by outlet, 2001-03 Trading base Figure 20: Numbers of food retail outlets in Germany, 1995, 2000 and 2002 Figure 21: Major food and daily goods retailers, 2002-03 The Supply Structure Manufacturers' shares Figure 22: Manufacturers' value shares in the breakfast cereals market, 2001-03 RTE traditional cereals Figure 23: Manufacturers' value shares in RTE traditional cereals, 2001-03 Muesli Figure 24: Manufacturers' value shares in RTE muesli, 2001-03 Oats Figure 25: Manufacturers' value shares in oats, 2001-03 Figure 26: Manufacturers vs own-label share of breakfast cereals, by type, 2003 Companies and brands Kellogg Deutschland GmbH Peter Kölln KGaA Dr August Oetker Nahrungsmittel KG Cereal Partners Seitenbacher Naturkost GmbH H&J Brüggen KG Others New Product Development New product launches The Consumer Figure 27: Consumption of breakfast cereals, by country, 2003 Consumption of cereals in Germany Figure 28: Penetration and frequency of eating breakfast cereals in Germany, by age and gender, 2003 Figure 29: Penetration and frequency of eating breakfast cereals in Germany, by income and working status, 2003 Figure 30: Penetration and frequency of eating breakfast cereals in Germany, by region, 2003 Figure 31: Penetration and frequency of eating breakfast cereals in Germany, by presence of children and household size, 2003 Brand choice Figure 32: Attitudes towards diet, all adults vs breakfast cereal consumers, 2003 Figure 33: Attitudes towards shopping, all adults vs breakfast cereals consumers, 2003 Mintel European Food Target Groups Figure 34: Mintel's European Food Target Groups, by country, 2003 Figure 35: Penetration and frequency of eating breakfast cereal, by German target groups, 2003 Prospects The potential for growth is still marked Figure 36: Per capita consumption of breakfast cereals, by country, 2003 East Germany looks promising, as do 2-3-person households Suppliers need to retain older Germans and attract new consumers More diversification may help access new consumers Own-label remains strong Forecast A distinct market Figure 37: Forecast for retail sales of breakfast cereals, 2003-07 Volume sales to continue rising Discounting to draw to an end Better economic conditions to assist AbstractGermany- time spent at the breakfast table is diminishing in Germany, however an interesting phenomenon has been developing - in large households individuals are tending to choose their own meals and eat alone. The opportunity is for a broad range of products and shift towards smaller packs or single-portions. How had traditional suppliers fared against the strong discount chains such as Aldi offering their own-brand alternatives? How can you capitalise upon the trends for adult lines, cross boundary extensions and luxury muesli?Get Full Details About This Report >> |
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