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The Scope of This Report
This Packaged Facts report examines the U.S. market for packaged breakfast cereals sold at retail. The main thrust of the analysis given herein is the marketing of these products to consumers. Two main categories of cereals are covered; cold (also called ready-to-eat, or R-T-E) and hot.
Packaged Facts estimates the total value of the breakfast cereals market; that is, through all retail channels. However, discussion focuses principally on cereals business in supermarkets, drugstores, and mass merchandisers, for which sales activity is best documented by research firms and trade publications. Breakfast cereals are also sold through less well-monitored outlets such as smaller grocery stores, natural foods stores, convenience stores, and others. Indeed, much of the discussion can be applied beyond the supermarket, drugstore, and mass merchandiser sphere. Only foodservice sales are excluded here.
The information in this report has been gathered from primary, secondary, and syndicated sources. Primary research has entailed on-site examination of breakfast cereals as displayed and sold through retail stores; Packaged Facts has also consulted with industry executives. Secondary research has involved culling data from articles appearing in financial, marketing, and trade publications, company literature, and independent financial reports.
Statistics on market revenues, growth trends, and marketer/brand shares are based on careful evaluation of all available data on sales and marketplace trends. In particular, market size and share estimates are based to a large degree on proprietary data supplied by Information Resources, Inc. (IRI); yet data from a broad range of sources are factored in.
Individual marketers’ national consumer advertising expenditures are derived from Competitive Media Reporting (CMR) data, as reported in the trade press. Analysis of demographic factors in the purchase of nutraceuticals is based on syndicated survey data from Simmons Market Research Bureau, Inc.
Issues Addressed: · Current and Projected Market Growth · Factors In Future Growth · Marketing/Product Trends · Regulations and Labeling · Demographic Factors · Channels of Distribution and Retail · Consumer Advertising Expenditures · Positioning In The Marketplace
Tables and Graphs:
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