米国における朝食用食品の市場 (第1版)

Breakfast Foods: Volume 1 - The Marketplace - US - November 2004

Breakfast is the meal most often skipped by the American consumer. Estimated at $21 billion in 2004, breakfast foods is a multifaceted market driven by consumers need for relatively healthful foods that are easy to prepare and eat. As consumers work longer hours and take on more family responsibilities, they are continually looking for way to save time, and this is reflected in the market patterns of breakfast food. Foods that can be eaten on the go and require little or no preparation time, like cereal bars and breakfast sandwiches, continue to do well in this market, outperforming more traditional categories like cereal and refrigerated biscuits and sweet rolls.

The recent popularity of low carb diets has also impacted sales of many breakfast food segments, like eggs and breakfast meats, and manufacturers are scrambling to produce new options to meet this consumer demand. The most significant spikes in sales come from these items as well as healthier (whole grain and leaner) products. Even the cereal segment, a long-time breakfast favorite, has shifted with the times and introduced reduced sugar varieties, and in September 2004, cereal giant General Mills announced plans to use whole grains in all of its breakfast cereals in response to consumer demands for healthier products.

This Mintel report explores the following hypothesis: "While certain categories within the retail breakfast foods market (like breakfast pastries and breads-products that consumers can easily find at their local coffeeshop) will continue to face increasing competition from outside sources, the breakfast foods category as a whole will grow as more consumers make their first meal of the day a priority. Just as convenience-driven products have experienced tremendous growth, products that meet consumers need for both healthy and tasty breakfast products will see the majority of success moving forward."

This report covers sales trends in breakfast foods. For an analysis of breakfast food consumption, see Breakfast Foods Volume II: The Consumer-U.S., consumer intelligence, November 2004.

Contents

INTRODUCTION AND ABBREVIATIONS

• Introduction
• Other relevant reports
• Definition
• Abbreviations
• Terms

EXECUTIVE SUMMARY

• A $23 billion market
• Where did the time go?
• Take it on the road...
• ...and make it easy!
• Looking for alternatives to fit a diet lifestyle
• Catering to kids, the markets future
• A highly segmented market...
• Supermarkets are the key distributor
• The future of breakfast foods

MARKET DRIVERS

• Not enough time
• Figure 1: Attitudes towards daily time pressure, August 2003
• Competition from faster food
• Eating on the go
• Figure 2: Total estimated passenger automobiles miles driven, 1998-2002
• Not enough skill
• Figure 3: Food preparation habits, by age, February 2004
• The effects of the low carb trend
• Children & breakfast
• Figure 4: U.S. population projections, by age, 2000-2010
• Children and obesity
• Figure 5: Incidence of being overweight, 6-19 year olds, 1976-2000
• Graph 1: Percentage of overweight children and young adults, 1976-2000
• Character licensing and foods for kids
• Women & breakfast

MARKET SIZE & TRENDS

• Figure 6: FDM sales of breakfast foods, at current and constant prices, 1999-2004
• Graph 2: Trends in FDM sales of breakfast foods, at current and constant prices, 1999-2004

MARKET SEGMENTATION

• Overview
• Figure 7: FDM sales of breakfast foods, by product type, 2002 and 2004
• Graph 3: FDM sales of breakfast foods, by segment, 2004
• Cereal
• Figure 8: FDM sales of cereal, 1999-2004
• Cereal sales by segment
• Figure 9: FDM sales of cereal, by type, 2002 and 2004
• Breakfast meats
• Figure 10: FDM sales of breakfast meats, 1999-2004
• Breakfast meats sales by segment
• Figure 11: FDM sales of breakfast meats, by type, 2002 and 2004
• Yogurt and yogurt drinks
• Figure 12: FDM sales of yogurt and yogurt drinks, 1999-2004
• Yogurt sales by segment
• Figure 13: FDM sales of yogurt, by type, 2002 and 2004
• Eggs and egg substitutes
• Figure 14: FDM sales of eggs and egg substitutes, 1999-2004
• Eggs sales by segment
• Figure 15: FDM sales of eggs and egg substitutes, by type, 2002 and 2004
• Breakfast pastries
• Figure 16: FDM sales of breakfast pastries, 1999-2004
• Breakfast pastry sales by segment
• Figure 17: FDM sales of breakfast pastries, by type, 2002 and 2004
• Frozen/refrigerated breakfast foods
• Figure 18: FDM sales of frozen/refrigerated breakfast foods, 1999-2004
• Breakfast breads
• Figure 19: FDM sales of breakfast breads, 1999-2004
• Refrigerated/frozen breakfast dough
• Figure 20: FDM sales of refrigerated/frozen breakfast dough, 1999-2004
• Shelf-stable breakfast foods
• Figure 21: FDM sales of shelf-stable breakfast foods, 1999-2004
• Breakfast baking mixes
• Figure 22: FDM sales of breakfast baking mixes, 1999-2004

SUPPLY STRUCTURE

• FDM SALES BY MANUFACTURER AND BRAND
  • Cereal and cereal bars
  • Figure 23: FDM sales of cereal and cereal bars, by manufacturer, 2003 and 2004*
  • Figure 24: FDM sales of cereal and cereal bars, by manufacturer and brand, 2003 and 2004*
  • Breakfast meats
  • Figure 25: FDM sales of breakfast meat, by manufacturer, 2003 and 2004*
  • Figure 26: FDM sales of breakfast meat, by manufacturer and brand, 2003 and 2004*
  • Yogurt and yogurt drinks
  • Figure 27: FDM sales of yogurt and yogurt drinks, by manufacturer and brand, 2003 and 2004*
  • Eggs and egg substitutes
  • Figure 28: FDM sales of eggs and egg substitutes, by manufacturer and brand, 2003 and 2004*
  • Breakfast pastries
  • Figure 29: FDM sales of breakfast pastries, by manufacturer, 2003 and 2004*
  • Figure 30: FDM sales of breakfast pastries, by manufacturer and brand, 2003 and 2004
  • Frozen/refrigerated breakfast foods
  • Figure 31: FDM sales of frozen/refrigerated breakfast foods, by manufacturer, 2003 and 2004*
  • Figure 32: FDM sales of frozen/refrigerated breakfast foods, by manufacturer and brand, 2003 and 2004*
  • Breakfast breads
  • Figure 33: FDM sales of breakfast breads, by manufacturer and brand, 2003 and 2004*
  • Refrigerated/frozen dough
  • Figure 34: FDM sales of refrigerated/frozen dough, by manufacturer and brand, 2003 and 2004
  • Shelf-stable breakfast foods
  • Figure 35: FDM sales of shelf-stable breakfast foods, by manufacturer and brand, 2003 and 2004*
  • Breakfast baking mixes
  • Figure 36: FDM sales of breakfast baking mixes, by manufacturer and brand, 2003 and 2004
• MAJOR COMPANIES AND BRANDS
  • Kelloggs
  • General Mills
  • Quaker Oats Company (PepsiCo)
  • Kraft
  • Hormel
  • Bob Evans
  • ConAgra
  • Dannon
  • Stonyfield Farm
  • Egglands Best (Cal-Maine Foods)
  • Rose Acre Farms
  • Grupo Bimbo (George Weston/Bestfoods)
  • Interstate Bakeries
  • McKee Food Corp.
  • Nestle
  • Sara Lee
  • Pinnacle Foods
  • Masterfoods USA (formerly Mars, Inc.)
  • Krispy Kreme

ADVERTISING & PROMOTION

• Major manufacturers and brands
• Kelloggs
• 2004
• 2003
• General Mills
• 2004
• 2003
• Kraft
• ConAgra
• Dannon
• Stonyfield Farm
• Grupo Bimbo
• Nestle
• Sara Lee Corporation
• Krispy Kreme

RETAIL DISTRIBUTION

• Introduction
• Figure 37: FDM sales of breakfast foods, by channel, 2002 and 2004
• Supermarkets
• Figure 38: Supermarket sales of breakfast foods, at current and constant prices, 1999-2004
• Supermarket operating data
• Figure 39: Top supermarket operating statistics, latest fiscal year-end
• Figure 40: Percentage change from latest fiscal year-end versus year prior
• The role of Wal-Mart
• Graph 4: Wal-Mart sales, 1993-2003

FUTURE & FORECAST

• FUTURE TRENDS
  • Fewer children
  • Figure 41: Projected growth in number of households with children, 1998-2008
  • Diet trends and health concerns
  • Trans fat labeling
  • The future of low-carb diets
  • Further development of convenient options
• MARKET FORECAST
  • Overview
  • Figure 42: Forecast of FDM sales of breakfast foods, at current and constant prices, 2004-2009
  • Graph 5: Forecast of FDM sales of breakfast foods, at current and constant prices, 2004-2009
  • Cereal and cereal bars
  • Figure 43: Forecast of FDM sales of cereal and cereal bars, at current and constant prices, 2004-2009
  • Breakfast meats
  • Figure 44: Forecast of FDM sales of breakfast meats, at current and constant prices, 2004-2009
  • Yogurt and yogurt drinks
  • Figure 45: Forecast of FDM sales of yogurt and yogurt drinks, at current and constant prices, 2004-2009
  • Eggs and egg substitutes
  • Figure 46: Forecast of FDM sales of eggs and egg substitutes, at current and constant prices, 2004-2009
  • Breakfast pastries
  • Figure 47: Forecast of FDM sales of breakfast pastries, at current and constant prices, 2004-2009
  • Forecast factors

APPENDIX: TRADE ASSOCIATIONS

NEW PRODUCT BRIEFS

• General Mills: Capn Crunchs Swirled Berries Cereal
• S.B. Thomas: Thomas Hearty Grains Honey Wheat English Muffins
• Sara Lee Foods: Jimmy Dean Ham & Cheese Croissant Sandwiches
• U.S. Mills: Erewhon Organic Instant Oatmeal Variety Pack
• General Mills: Yoplait Nouriche Light Breakfast Smoothies
• Johnsonville Foods: Johnsonville Heat & Serve Vermont Maple Syrup Breakfast Sausage
• Pinnacle Foods Group: Lenders Low-Carb Plain Bagels
• Kellogg USA: Kelloggs Pop-Tarts Incrediberry Blast Toaster Pastries
• Nestle USA: Nestle Carnation Carb Conscious Ready-to-Drink Instant Breakfast

APPENDIX: RESEARCH METHODOLOGY

• Consumer Research
• Sampling & Weighting
• Presentation & Definition
• Further Analysis
• Trade Research
• Informal trade research
• Formal trade research
• Desk & Internet Research
• Sources
• Definitions
• Forecasts

APPENDIX: WHAT IS MINTEL?

• Mintel Reports
• Global New Products Database
• ComperemediaR
• Mintel Services
• POS+
• Mintel Consultancy