英国における朝食用シリアルの市場

Abstract

The breakfast cereal industry is mature and stable, and central to its success has been the enduring popularity of these products with children. Indeed around eight in ten children eat cereal for breakfast on a regular basis, making it an offering that is found in a large majority of households. Nevertheless, the market is increasingly open to challenges from a range of external market influences, which are forcing manufacturers to rethink how they position and market their wares. For example, pressure is increasingly being heaped on the cereals sector from health lobbies and the government, as part of ongoing campaigns to reduce fat, salt and sugar content in foods that are targeted at, and popular with, children.

Breakfast cereal manufacturers are also facing growing competition both from within their sector and from suppliers of other breakfast food options, such as yoghurts, fruit and sandwiches. This report not only presents market size and segmentation data but also shows which providers are managing to increase their share of this highly competitive market and which cereal brands are the most popular.

It is of paramount importance that cereal manufacturers and distributors monitor and react to changing consumer lifestyles and eating habits. Consequently, Mintel’s report offers exclusive independent consumer research, which examines consumer attitudes, preferences and buying behaviour in relation to the ‘first meal of the day’.

Table of Contents

• Introduction and Abbreviations
• Definitions
• Consumer research
• ACORN
• Abbreviations
• Executive Summary
• Moderate but sustained growth
• Health is first priority
• Promotion from within
• Sophisticated tastes
• Hot stuff
• Kellogg's remains at the top
• ...but Weetabix is the biggest seller
• Quaker leads drive in hot cereals...
• Total adspend tops ｣80 million in 2005
• The consumer
• Future and forecast
• Market Factors
• Historical context
• Parent's role as ultimate decision-maker
  • Figure 1: Attitudes towards children'sdiet, February 2005
• Peer pressure of a different sort
  • Figure 2: Agreement with selectedlifestyle statements, by children aged 11-16, 2005
  • Figure 3: Agreement with selectedlifestyle statements, by children aged 7-10, 2005
• The population dilemma
  • Figure 4: Changes in the UK childpopulation, by age and gender, 2000, 2005 and 2010
• Food labelling
• Children's Food Bill
• Competition looms large
  • Figure 5: Number of new Breakfast-orientedproducts, Jan 2004-06
• Organic growth
• Market Size
• Steady growth for a mature market
  • Figure 6: UK retail sales of breakfastcereals, 2000-05
• Value just slightly ahead of volume
  • Figure 7: Indexed sales of breakfastcereals, by volume and value at current and constant prices, 2000-05
• The cereal bar threat
• A hot cereal revival
  • Figure 8: UK retail volume and value salesof breakfast cereal, by type, 2001, 2003 and 2005
• A passion for porridge
• Market Segmentation
• RTE growth over-shadowed by hot cereals
  • Figure 9: UK retail volume and value salesof RTE cereal, 2000-05
• Muesli offers indulgence
• Hot cereals heat up
  • Figure 10: UK retail volume and valuesales of hot cereal, 2000-05
• Instant halo effect
  • Figure 11: UK retail volume sales of hotcereal, by type, 2001, 2003 and 2005
• Brand Activity
• Branded is better, according to consumers
  • Figure 12: Consumption of branded &supermarket own-label breakfast cereals, 2005
• Own-label opportunities in hot and healthy
• Kellogg's remains the biggest cereal provider
  • Figure 13: Manufacturer shares of thetotal breakfast cereal market, 2003 and 2005
• Kellogg's portfolio tops the RTE chart
  • Figure 14: Manufacturer shares of theready-to-eat cereal market, 2003 and 2005
• Weetabix eases ahead of the field
  • Figure 15: The top-selling ready-to-eatbreakfast cereals in the UK, by estimated brand shares, 2003-05
• Quaker's success story
  • Figure 16: Estimated brand shares of hotbreakfast cereals, 2003-05
• Company profiles
• Cereal Partners: putting the fun into health
• Jordans Cereals expands organic range of natural products
• Kellogg's focus on Guideline Daily Amount Nutrition Counter (GDAs)
• Quaker Oats promotes a healthy diet
• Weetabix 'the whole grain cereal'
• Other manufacturers
• The Impact of Advertising
• Putting their money where their mouth is
  • Figure 17: Main monitored media spend onbreakfast cereals, 2000-05
• Adspend blows hot and cold
  • Figure 18: Main monitored media spend onbreakfast cereals, by type, 2000-05
• Kellogg's the big spender on RTE ads
  • Figure 19: Main monitored media spend onRTE breakfast cereal, by advertiser, 2004
• Most adspend devoted to Special K
  • Figure 20: Main monitored media spend onRTE breakfast cereal, by advertisers and selected brands, 2005
• Kellogg's: Health and family values
• Nestle Targeting mum
• Porridge-mania goes retro
  • Figure 21: Main monitored media spend onhot breakfast cereal, by advertisers and brands, Jan-Sept 2005
• New Product Development
• Key trends
  • Figure 22: Top ten positioning claims inbreakfast cereal launches, January 2005-06
• Kellogg's ongoing commitment to salt reduction
• Nestle
• Weetabix
• Jordans
• Others
• Distribution
• Variety, price and convenience count
  • Figure 23: UK retail distribution ofbreakfast cereal, 2001, 2003 and 2005
• A new channel?
• The Consumer
• Fewer people are eating cold cereals
  • Figure 24: Consumption of breakfastcereals (cold), 2002-05
• The age gap
  • Figure 25: Consumption of hot and coldcereals, by age group, 2005
• Smiles all round for hot cereal providers
  • Figure 26: Consumption of breakfastcereals (hot), 2002-05
• Hot surprise: penetration isn't highest in Scotland
  • Figure 27: Non-consumption of breakfastcereals (hot), compared to average, 2002-05
  • Figure 28: Consumption of breakfastcereals in GB, by region, 2003
• One in five snack on breakfast cereals
  • Figure 29: Breakfast cereal eating habits,2005
  • Figure 30: Breakfast cereal eating habits,2005
• Breakfasters and snackers
• One in five snack on breakfast cereals
• The Consumer -- Detailed Demographics
• TGI data
  • Figure 31: Consumption of breakfastcereals (cold), 2002-05
  • Figure 32: Consumption of breakfastcereals (hot), 2002-05
  • Figure 33: Consumption of breakfastcereals (cold), by gender, age, socio-economic group, presence ofchildren, working status, household size, region, lifestage and Mintel'sSpecial Groups, 2005
  • Figure 34: Consumption of breakfastcereals (hot), by gender, age, socio-economic group, presence ofchildren, working status, household size, region, lifestage and Mintel'sSpecial Groups, 2005
• Mintel's consumer research
  • Figure 35: Attitudes to breakfast, bygender, age, socio-economic group, lifestage, Mintel's Special Groups,region, working status, marital status, presence of children, carownership and ACORN categories, 2005
  • Figure 36: Attitudes to breakfast, bymedia usage, TV viewing and supermarket usage, 2005
• The Future and Forecast
  • Figure 64: Forecast of UK retail valuesales of breakfast cereals, at current and 2005 prices, 2005-10
  • Figure 65: Forecast of UK retail volumesales of breakfast cereals, 2005-10
• Factors used in the forecast