The U.S. Breakfast Market: Cereals

Jan 1, 2001
218 Pages - Pub ID: LA597
Attention: There is an updated edition available for this report.
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Breakfast cereals are a mature, yet exciting market. Worth $9.8 billion at retail in 2000, cereals have rallied in the past couple of years, after slumping during much of the 1990s. This new Packaged Facts report studies such powerful sales drivers as the expanding range of FDA-allowed health claims, the building cereal presence in drugstores and at mass merchandisers, and America's greying population. Sales data spanning 1995-2005 are presented for both the cold and hot cereal categories. Qualitative analysis of market ups and downs is exhaustive; it includes tactical profiles of the Big Four -- General Mills, Kellogg, Quaker, and Nabisco. Challengers such as Ralston, Hain Celestial Group, and Malt-O-Meal are scrutinized, too. All-important IRI share data and Simmons demographic info are also provided.

Additional Information

Scope and Methodology

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.

Report Methodology

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

Companies/Sites Discussed:

  • General Mills, Inc.
  • Kellogg Co.
  • Phillip Morris/Kraft/Nabisco
  • Malt-O-Meal Co.
  • The Quaker Oats Company
  • Hain Celestial Group, Inc.

Categories Covered:

  • Cold Cereals – Presweetened, Natural and Regular
  • Hot Cereals – Regular and Instant

Tables and Graphs:

  • Current and Projected Sales to 2005
  • Share of Retail Market by Category
  • Share of Sales by Marketer and Brand
  • New Product Introductions 1998-2000
  • Demographic Factors Favoring Household Use of Hot and Cold Cereals

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