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Compiled From: "The U.S. Breakfast Market: Cereals"

Abstract from full report:

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.

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