The U.S. Market for Breakfast Foods and Beverages

 
   Single User - $2,250
   Hard Copy Mail Delivery - $2,250
   Corporate License - $4,500
   Online Download plus 1 Hard Copy - $2,550


Loading...
Published Mar 1, 2005 | 285 Pages | Pub ID: LA1049928

Special Offer. Now 25% off the original price of $3000.
Consumers’ demand for prepared foods that can be consumed on the go, concern with health and wellness, and ongoing interest in lower-carb/higher-protein diets are working together to rejuvenate and transform the breakfast foods market. This all-new Packaged Facts report examines the trends and products in the U.S. market for cereal and breakfast/cereal bars, bacon and other breakfast meats, eggs and egg substitutes, breakfast bread items such as bagels and muffins, other traditional breakfast fare (pancakes, waffles, French toast, etc.), and newer entries including breakfast sandwiches and yogurt drinks.

In each category, the report focuses on the strongest segments (including breakfast bars, fresh eggs, and refrigerated bacon) and recent innovations, such as specialty eggs and pre-cooked bacon. Both standout segments and market drivers—e.g., the convenience factor, diet plans, eating right, and the natural/organic trend—are examined through IRI sales data, Productscan new product reports, and Simmons consumer surveys.

The report gives special attention to industry efforts to get more adults—especially men—to eat breakfast foods more often, if the market is to continue to grow. Most kids already eat breakfast, and the under-18 population is not increasing. Ramped up adult consumption is particularly important in cold cereal, the market’s largest segment, whose sales have been declining.

Leading marketers are profiled—among them, General Mills, Kellogg, Kraft, and PepsiCo—along with specialists in healthier prepared foods such as Atkins Nutritionals, Keto Foods, and Carbolite Foods. The report also analyzes key competitive and marketing trends, advertising expenditures and positioning, and retail trends, including a final chapter that pinpoints future growth opportunities in products, packaging, marketing, and merchandising.

Report Methodology
The information in The U.S. Market for Breakfast Foods and Beverages is based on both primary and secondary research. Primary research involved on-site examination of the retail milieu, interviews with marketing, public relations and industry analysts within the food market and consultants to the industry. Secondary research entailed data-gathering from relevant trade, business, and government sources, including company literature. Packaged Facts has derived mass merchandiser sales figures from Information Resources, Inc. (IRI) InfoScan sales-tracking data. New product information is gathered via literature research, personal interviews and data compiled by ProductScan, a service of Marketing Intelligence Service Ltd. Consumer information was derived from Simmons Market Research Bureau, fall 2004 National Consumer Survey.

What You’ll Get in this Report
The U.S. Market for Breakfast Foods and Beverages makes important predictions and recommendations regarding the future of this market, and pinpoints ways current and prospective marketers can capitalize on current trends and spearhead new ones. No other market research report provides both the comprehensive analysis and extensive data that The U.S. Market for Breakfast Foods offers. The report addresses the following segments:

  • The Market (including market size and composition, and projected market growth)
  • The Marketers (including discussions of specific marketer brand and market shares)
  • Competitive Profiles (of the mainstream marketers, specialists and up-and-coming niche players, and analyses of the products they market)
  • Retail and Internet Strategies
  • The Consumer (who’s buying what, and where)
  • The Products
  • Trends and Opportunities

Plus, you’ll benefit from extensive data, presented in easy-to-read and practical charts, tables and graphs.

Scroll down to see a more detailed outline of the contents of this report.

How You Will Benefit from this Report
If your company is already competing in the breakfast foods market, or is considering making the leap, you will find this report invaluable, as it provides a comprehensive package of information and insight not offered in any other single source. You will gain a thorough understanding of the current market for breakfast foods, as well as projected sales and trends through 2009. Contributing to that understanding will be a complete analysis of sales data, and a detailed discussion of the consumer for breakfast foods based on Simmons data.

This report will help:

  • Marketing Managers identify market opportunities and develop targeted promotion plans for breakfast foods.
  • Research and development professionals stay on top of competitor initiatives and explore demand for breakfast foods.
  • Advertising agencies working with clients in the food industry understand the product buyer to develop messages and images that compel consumers to purchase these products.
  • Business development executives understand the dynamics of the market and identify possible partnerships.
  • Information and research center librarians provide market researchers, brand and product managers and other colleagues with the vital information they need to do their jobs more effectively.

Chapter 1: Executive Summary
  • Scope and Methodology
    • Market Scope
    • Report Methodology

  • The Market
    • Retail Sales Exceed $24 Billion
    • Figure 1-1: U.S. Retail Sales of Breakfast Foods, 2000-2004 (in millions of dollars)
    • Eggs, Other Breakfast Foods, and Meats Post Healthy Gains
    • Yogurt Drinks, Egg Substitutes, Breakfast Bars Pace Growth
    • Supermarkets Account for 70% of Sales

  • The Marketers
    • Marketer Overview
    • Top Four Dominate Cereal But Losing Share
    • Figure 1-2: Top Breakfast Food Marketers by 2004 Share of IRI-Tracked Sales (percent)
    • Licensing an Important Market Component
    • The Big Get Bigger
    • Strong Competition from Private Label

  • Marketing and New Product Trends
    • Advertising Trends
    • New Product Trends
      • “Better-for-You” Is Overriding Trend
      • The Move to Whole Grain
      • The Low-Carb Wave

    • Convenience Still a Major Driver

  • The Consumer
    • 18.5% of Adults Consider Breakfast Most Important Meal
    • Figure 6-1: Usage Rates for Selected Breakfast Foods, 2004 (U.S. adults)
    • Brand Preferences: Adults vs. Teens vs. Kids

  • Looking Ahead

Chapter 2: The Market

  • Market Size and Growth
    • Market Definition
    • Figure 2-1: U.S. Retail Sales of Breakfast Foods, 2000-2004 (in millions of dollars)
    • Methodology for Sales Estimates
    • Retail Sales Exceed $24 Billion
    • Table 2-1: U.S. Retail Sales of Breakfast Foods, 2000-2004 (in millions of dollars)
    • Eggs, Other Breakfast Foods, and Meats Post Healthy Gains
    • Table 2-2: U.S. Retail Sales of Cereal and Breakfast Bars, 2000-2004 (in millions of dollars)
    • Table 2-3: U.S. Retail Sales of Breakfast Meats, 2000-2004 (in millions of dollars)
    • Table 2-4: U.S. Retail Sales of Eggs and Egg Substitutes, 2000-2004 (in millions of dollars)
    • Table 2-5: U.S. Retail Sales of Other Breakfast Foods and Beverages, 2000-2004 (in millions of dollars)
    • Table 2-6: U.S. Retail Sales of Breakfast Breads, 2000-2004 (in millions of dollars)
    • Figure 2-2: Share of U.S. Retail Sales of Breakfast Foods by Category, 2000 vs. 2004 (percent)
    • Supermarkets Account for 70% of Sales
    • Figure 2-3: Share of U.S. Breakfast Food Sales by Retail Channel (percent)
    • Mass-Market Sales Approach $18 Billion; Eggs and Breakfast Meats Power Increase
    • Table 2-7: U.S. Mass-Market Sales of Breakfast Foods, 2000-2004 (in millions of dollars)
    • Table 2-8: U.S. Mass-Market Sales of Cereal and Breakfast Bars, 2000-2004 (in millions of dollars)
    • Table 2-9: U.S. Mass-Market Sales of Breakfast Meats, 2000-2004 (in millions of dollars)
    • Table 2-10: U.S. Mass-Market Sales of Eggs and Egg Substitutes, 2000-2004 (in millions of dollars)
    • Table 2-11: U.S. Mass-Market Sales of Other Breakfast Foods and Beverages, 2000-2004 (in millions of dollars)
    • Table 2-12: U.S. Mass-Market Sales of Breakfast Breads, 2000-2004 (in millions of dollars)
    • Table 2-13: Share of U.S. Mass-Market Sales of Breakfast Foods by Category, 2000 vs. 2004 (percent)
    • The Breakfast Big Three: Cold Cereal, Eggs, Bacon
    • Yogurt Drinks, Egg Substitutes, Breakfast Bars Pace Growth
    • Table 2-14: Share of U.S. Mass-Market Sales of Breakfast Foods by Key Segment, 2000 vs. 2004 (percent)
    • Table 2-15: Growth of U.S. Mass-Market Sales of Breakfast Foods by Segment, 2000 vs. 2004 (in millions of dollars)

  • Factors to Market Growth
    • Enlisting Breakfast in Fight Against Overweight
      • Research Shows Cereal Helps Maintain Healthy Weight
      • Carbohydrates and Weight
      • Cereal Marketers Seizing Opportunity

    • Bigger Core Constituency for Cereal, Breakfast Bars?
    • Cereality the Next Starbucks?
    • Eggs Ride Low-Carb Trend
      • Low-Carb’s Future Is Critical Question
      • Too Soon to Count Low-Carb Out?

    • Convenience Factor Still Gaining Strength

  • Projected Market Growth
    • Market to Surpass $28 Billion in 2009
    • “Other Breakfast Foods” Category to Enjoy Greatest Growth
    • Table 2-16: Projected U.S. Retail Sales of Breakfast Foods, 2004-2009 (in millions of dollars)
    • Table 2-17: Projected U.S. Retail Sales of Cereal and Breakfast Bars, 2004-2009 (in millions of dollars)
    • Table 2-18: Projected U.S. Retail Sales of Breakfast Meats, 2004-2009 (in millions of dollars)
    • Table 2-19: Projected U.S. Retail Sales of Other Breakfast Foods and Beverages, 2004-2009 (in millions of dollars)
    • Table 2-20: Projected U.S. Retail Sales of Eggs and Egg Substitutes, 2004-2009 (in millions of dollars)
    • Table 2-21: Projected U.S. Retail Sales of Breakfast Breads, 2004-2009 (in millions of dollars)
    • Yogurt Drinks, Egg Substitutes to Pace Growth at Mass
    • Table 2-22: Projected U.S. Mass-Market Sales of Yogurt Drinks, 2004-2009 (in millions of dollars)
    • Table 2-23: Projected U.S. Mass-Market Sales of Refrigerated Egg Substitutes, 2004-2009 (in millions of dollars)
    • Table 2-24: Projected U.S. Mass-Market Sales of Frozen Sausage, 2004-2009 (in millions of dollars)
    • Table 2-25: Projected U.S. Mass-Market Sales of Frozen Other Breakfast Food, 2004-2009 (in millions of dollars)
    • Table 2-26: Projected U.S. Mass-Market Sales of Breakfast Bars, 2004-2009 (in millions of dollars)
    • Table 2-27: Projected U.S. Mass-Market Sales of Refrigerated Fresh Eggs, 2004-2009 (in millions of dollars)
    • Table 2-28: Projected U.S. Mass-Market Sales of Refrigerated Bacon, 2004-2009 (in millions of dollars)

Chapter 3: The Marketers

  • Marketer Overview
  • Licensing an Important Market Component
  • The Big Get Bigger
  • Strong Competition from Private Label
  • Table 3-1: Selected U.S. Marketers of Breakfast Foods
  • Marketer and Brand Shares
    • Methodology for Market Share Estimates
    • An Unusually Competitive Market
    • Top Four Dominate Cereal But Losing Share
    • Other Leading Marketers Show Better Results
    • Pinnacle Joins Rankings Via Acquisition
    • Figure 3-1: Top Breakfast Food Marketers by 2004 Share of IRI-Tracked Sales (percent)
    • Figure 3-2: Top Breakfast Food Marketers by Gains in IRI-Tracked Sales, 2003 vs. 2004 (percent)
    • Smaller Marketers Gain Share in Cereal/Breakfast Bars
    • The Hottest Cold Cereals
    • Atkins Morning Start Stars in Breakfast Bars
    • Altria/Kraft Leads Dynamic Meats Category
    • ConAgra Leads Frozen Sausage Segment
    • Marketers of Specialty Eggs, Egg Substitutes Make Gains Eggland’s Best, ConAgra Among Market’s Fastest Growing Firms
    • Kellogg Widens Big Lead in Other Breakfast Foods Group Danone Rules Fast-Growing Yogurt Drinks Segment
    • Figure 3-3: IRI-Tracked Sales of Yogurt Drinks, 2000-2004: Dannon vs. Yoplait Nouriche (in millions of dollars)
    • Sara Lee Leads Category in Growth
    • George Weston Leads in Breakfast Breads with Thomas’ Brand Bagels, English Muffins
    • Entenmann’s Little Bites Takes Big Bite of Muffin Segment
    • Table 3-2: Top Marketers of Breakfast Foods by IRI-Tracked Sales and Shares, 2003 vs. 2004 (in millions of dollars)
    • Table 3-3: Cereal and Breakfast Bars Category:
    • Top Marketers by IRI-Tracked Sales and Shares, 2003 vs. 2004 (in millions of dollars)
    • Table 3-4: Breakfast Meats Category:
    • Top Marketers by IRI-Tracked Sales and Shares, 2003 vs. 2004 (in millions of dollars)
    • Table 3-5: Eggs and Egg Substitutes Category:
    • Top Marketers by IRI-Tracked Sales and Shares, 2003 vs. 2004 (in millions of dollars)
    • Table 3-6: Other Breakfast Foods and Beverages Category:
    • Top Marketers by IRI-Tracked Sales and Shares, 2003 vs. 2004 (in millions of dollars)
    • Table 3-7: Breakfast Breads Category: Top Marketers by IRI-Tracked Sales and Shares, 2003 vs. 2004 (in millions of dollars)
    • Table 3-8: Top Marketers of Breakfast Foods by Gains in IRI-Tracked Sales, 2003 vs. 2004 (in millions of dollars)
    • Table 3-9: Top Breakfast Food Items by Gains in IRI-Tracked Sales, 2003 vs. 2004 (in millions of dollars)
    • Table 3-10: Cold Cereal Segment: Top Marketers/Products by IRI-Tracked Sales and Shares, 2003 vs. 2004 (in millions of dollars)
    • Table 3-11: Top Cold Cereals by Gains in IRI-Tracked Sales, 2003 vs. 2004 (in millions of dollars)
    • Table 3-12: Refrigerated Fresh Eggs Segment: Top Marketers/Brands by IRI-Tracked Sales and Shares, 2003 vs. 2004 (in millions of dollars)
    • Table 3-13: Refrigerated Bacon Segment: Top Marketers/Brands by IRI-Tracked Sales and Shares, 2003 vs. 2004 (in millions of dollars)
    • Table 3-14: Refrigerated Breakfast Sausage/Ham Segment: Top Marketers/Brands by IRI-Tracked Sales and Shares, 2003 vs. 2004 (in millions of dollars)
    • Table 3-15: Hot Cereal/Oatmeal Segment: Top Marketers/Products by IRI-Tracked Sales and Shares, 2003 vs. 2004 (in millions of dollars)
    • Table 3-16: Breakfast/Cereal/Snack Bars Segment: Top Marketers/Brands by IRI-Tracked Sales and Shares, 2003 vs. 2004 (in millions of dollars)
    • Table 3-17: Frozen Other Breakfast Food Segment: Top Marketers/Brands by IRI-Tracked Sales and Shares, 2003 vs. 2004 (in millions of dollars)
    • Table 3-18: Frozen Sausage Segment: Top Marketers/Brands by IRI-Tracked Sales and Shares, 2003 vs. 2004 (in millions of dollars)
    • Table 3-19: Refrigerated Egg Substitutes Segment: Top Marketers/Brands by IRI-Tracked Sales and Shares, 2003 vs. 2004 (in millions of dollars)

Chapter 4: Competitor Profiles

  • Competitor Profile: Altria Group/Kraft Foods, Inc.
    • Overview
    • Slimming Down
    • Will Oscar Mayer Be Next to Go?
    • Post Cereals on the Block?
    • Acquires Back to Nature Organic Brand
    • Honing in on Health

  • Competitor Profile: Atkins Nutritionals, Inc.
    • Overview
    • Glut of Other Low-Carb Entries Hurts Sales
    • Atkins Hires Turnaround Firm
    • Using Newspaper Inserts to Revive Sales
    • Countering with “Net Atkins Count”

  • Competitor Profile: Bob Evans Farms, Inc.
    • Overview
    • Sausage a Basic Food Product
    • Catering to Convenience

  • Competitor Profile: ConAgra Foods, Inc.
    • Overview
    • From Commodity to Branded
    • Seeking a Higher Profile
    • Enter Ultragrain Whole Wheat White Flour

  • Competitor Profile: General Mills, Inc.
    • Overview
    • Trimming the Portfolio
    • Switching to Healthier Whole Grains
    • Spending Splurge for Reduced-Sugar Kids’ Cereals
    • Introduces Free Weight-Loss Program

  • Competitor Profile: George Weston Limited
    • Overview
    • Weston Gains Ranking Through Acquisition
    • Weston Partners with Atkins

  • Competitor Profile: Hormel Foods Corp.
    • Overview
    • Hormel Acquires Clougherty Packing
    • Spam Tie-in with Monty Python Musical
    • Internet Promotions Build Brand Awareness

  • Competitor Profile: Kellogg Co.
    • Overview
    • Kellogg Bucks the Odds
    • Special K Is Kellogg’s Fastest-Growing Cereal Brand
    • Kashi Organic Cereals Enjoy Rising Sales
    • Eggo Brand Caters to Health, Convenience Trends

  • Competitor Profile: PepsiCo, Inc./Quaker Oats Co.
    • Overview
    • Slow Growth for Breakfast Foods Unit
    • Smart Spot Symbol Identifies Healthier Products
    • Investing in Cereal Cafes and Active Lifestyles

  • Competitor Profile: Pinnacle Foods Group, Inc.
    • Overview
    • Revitalizing the Lender’s Brand
    • Aunt Jemima Brand: “Tremendous Opportunity”

  • Competitor Profile: Sara Lee Corp.
    • Overview
    • Meats Segment Is Company’s Healthiest
    • Focus on Brands with Greatest Growth Potential
    • Increases Marketing Outlays
    • Breads Move to Whole Grain
    • TV and Print Campaign for Breads

Chapter 5: Marketing and New Product Trends

  • Advertising Trends
    • Leaders in Advertising Spending
      • Cold Cereal Drives Outlay
      • General Mills, Kellogg: Neck and Neck and Far Out Front
      • More Ad Support for Healthier and Adult Cereals
      • “Instant” Varieties Get Nod in Hot Cereal

    • Advertising Positioning
      • Bagels: Lower-Calorie, Heart-Healthy
      • Focus on Controlling Weight
      • Sugar Free Syrup with a History
      • Focus on Fiber, Whole Grains, Aging Gracefully
      • Jimmy Dean: Getting Real
      • Kid-Targeted Cereal Ads Use Stories with Web Tie-ins

  • New Product Trends
    • Cereal Introductions Remain at High Level
    • Nutritional Value Gains as Cereal Selling Point
      • Snack Bars: “Single Serving” Is Top Selling Point
      • Meat: Convenience, Freshness Rule
      • New Dairycase Foods Get Natural-Related Tags
      • Convenience Counts in Meals & Entrees
      • Product Quality Is Focus with Sweet Toppings, Mixes
      • Milk & Yogurt Drinks: Convenience and Nutrition
      • Bakery Products: Convenience and Weight Control

    • Table 5-1: Cereal Selling Points by Package Tags, 2000-2004
    • Table 5-2: Snack Bar Selling Points by Package Tags, 2000-2004
    • Table 5-3: Meat Product Selling Points by Package Tags, 2000-2004
    • Table 5-4: Dairycase Foods Selling Points by Package Tags, 2000-2004
    • Table 5-5: Meals & Entrees Selling Points by Package Tags, 2000-2004
    • Table 5-6: Sweet Topping Selling Points by Package Tags, 2000-2004
    • Table 5-7: Mixes, Other Baking & Non-Baking: Selling Points by Package Tags, 2000-2004
    • Table 5-8: Milk, Non-Dairy Milk, & Yogurt Drinks Selling Points by Package Tags, 2000-2004
    • Table 5-9: Pastry & Baked Products Selling Points by Package Tags, 2000-2004
    • “Better-for-You” Is Overriding Trend
    • Getting Real with Fruit
    • Organic Varieties Gain Staple Status
    • Heart-Healthy Harvest
    • Breakfast Foods as Energy Source
    • Making Proven Products Healthier
    • Breakfast Staples Get Healthier
    • Specialty Eggs Ride Healthfulness Wave
      • More Choices of Egg Substitutes

    • The Move to Whole Grain
    • Responding to Low-Carb
      • Low-Carb Cereals and Breakfast Bars
      • Cutting Carbs in Baking Mixes, Bread Items

    • Bread Items Step Up Nutritional Content
    • Convenience Still a Major Driver
      • Microwave-Ready Breakfast Sandwiches to Go
      • Toaster Options Grow
      • Cereal Opts for Grab-and-Go
      • Introductions Nourish Growth of Yogurt Drinks

    • Private-Label Intros Are On Trend
    • Table 5-10: Cereal & Breakfast Bars: Selected New Product Introductions, 2004
    • Table 5-11: Breakfast Meats: Selected New Product Introductions, 2004
    • Table 5-12: Eggs & Egg Substitutes: Selected New Product Introductions, 2004
    • Table 5-13: Other Breakfast Foods and Beverages: Selected New Product Introductions, 2004
    • Table 5-14: Breakfast Breads and Mixes: Selected New Product Introductions, 2004

Chapter 6: The Consumer

  • Consumer Overview
    • Note on Simmons Market Research Bureau Consumer Data
    • 18.5% of Adults Consider Breakfast Most Important Meal
    • Senior Skew to Breakfast Fans
    • Hot vs. Cold
    • Product Usage and Diet Attitudes
    • Figure 6-1: Usage Rates for Selected Breakfast Foods, 2004 (U.S. adults)
    • Table 6-1: Top Demographics by Index for Agreement with Statement: Breakfast Is More Important Than Lunch or Dinner, 2004 (U.S. adults)
    • Table 6-2: Demographic Overview for Agreement with Statement: Breakfast Is More Important Than Lunch or Dinner, 2004 (U.S. adults)
    • Table 6-3: Demographic Indices by Meal-Time Attitudes, 2004 (U.S. adults)
    • Table 6-4: Breakfast Food Usage Rates: By Product Type and Consumption Level, 2004 (U.S. adults)
    • Table 6-5: Usage Indices by Product Type and Consumption Level Among Those Who Consider Breakfast More Important Than Lunch or Dinner, 2004 (U.S. adults)
    • Table 6-6a: Breakfast Food Usage Indices: By Diet and Health-Related Attitudes, 2004 (U.S. adults)
    • Table 6-6b: Breakfast Food Usage Indices: By Diet and Health-Related Attitudes, 2004 (U.S. adults)

  • Brand Patterns: Adults vs. Teens vs. Kids
    • Cereal Products: Tween Spirit and Treat Brands
    • Steadier Shares in Breakfast Meats
    • Pancake and Toaster Pastry Skews
    • Breakfast Breads: Growing Up in Taste
    • Table 6-7: Adult Brand Usage: Cereal and Breakfast Bars, 2004 (U.S. adults)
    • Table 6-8: Adult Brand Usage Indices by Presence of Children in Household: Cereal and Breakfast Bars, 2004 (U.S. adults)
    • Table 6-9: Adult Brand Usage: Breakfast Meats, 2004 (U.S. adults)
    • Table 6-10: Adult Brand Usage Indices by Presence of Children in Household: Breakfast Meats, 2004 (U.S. adults)
    • Table 6-11: Adult Brand Usage: Other Breakfast Foods, 2004 (U.S. adults)
    • Table 6-12: Adult Brand Usage Indices by Presence of Children in Household: Other Breakfast Foods, 2004 (U.S. adults)
    • Table 6-13: Adult Brand Usage: Breakfast Breads, 2004 (U.S. adults)
    • Table 6-14: Adult Brand Usage Indices by Presence of Children in Household: Breakfast Breads, 2004 (U.S. adults)
    • Table 6-15: Teen Brand Usage: Cereal and Breakfast Bars, 2004 (U.S. children age 12-17)
    • Table 6-16: Teen Brand Usage Indices by Age Bracket: Cereal and Breakfast Bars, 2004 (U.S. children age 12-17)
    • Table 6-17: Teen Brand Usage: Breakfast Meats, 2004 (U.S. children age 12-17)
    • Table 6-18: Teen Brand Usage: Breakfast Meats, 2004 (U.S. children age 6-11)
    • Table 6-19: Teen Brand Usage: Other Breakfast Foods, 2004 (U.S. children age 12-17)
    • Table 6-20: Teen Brand Usage Indices by Age Bracket: Other Breakfast Foods, 2004 (U.S. children age 12-17)
    • Table 6-21: Teen Brand Usage: Breakfast Breads, 2004 (U.S. children age 12-17)
    • Table 6-22: Teen Brand Usage Indices by Age Bracket: Breakfast Breads, 2004 (U.S. children age 12-17)
    • Table 6-23: Kids’ Brand Favorites: Cereal and Breakfast Bars, 2004 (U.S. children age 6-11)
    • Table 6-24: Kids’ Brand Favorites by Age Bracket: Cereal and Breakfast Bars, 2004 (U.S. children age 6-11)
    • Table 6-25: Kids’ Brand Usage: Breakfast Meats, 2004 (U.S. children age 6-11)
    • Table 6-26: Kids’ Brand Usage: Breakfast Meats, 2004 (U.S. children age 6-11)
    • Table 6-27: Kids’ Brand Usage: Other Breakfast Foods, 2004 (U.S. children age 6-11)
    • Table 6-28: Kids’ Brand Usage Indices by Age Bracket: Other Breakfast Foods, 2004 (U.S. children age 6-11)
    • Table 6-29: Kids’ Brand Usage: Breakfast Breads, 2004 (U.S. children age 6-11)
    • Table 6-30: Kids’ Brand Usage Indices by Age Bracket: Breakfast Breads, 2004 (U.S. children age 6-11)

    Chapter 7: Looking Ahead

    • Trends and Opportunities
      • As Cereal Goes, So Goes the Market
      • Cereal Marketers Can Use Weight Issue to Advantage
      • Marketers Creating Their Own Diets
      • Organic and Health Food Cereals Outperform Market
      • Better Nutrition Through Labeling
      • The Move to Whole Grains
      • Eggs: Big Opportunities in Small Segments
      • Convenience Rivals Nutrition in Importance
      • Low-Carb Diets Remain a Factor
      • Bread Goes on the Offensive
      • Quick-Service Restaurants Bullish on Breakfast

    Appendix: Addresses of Selected Marketers