米国における朝食用シリアルの市場

Abstract

This report clearly identifies the principal factors driving or curtailing growth in the U.S. breakfast cereal market. Six years of specific sales data give you a factual and impartial presentation of the market as a whole, including performance of individual sectors in the market. Exclusive consumer research shows the attitudes, needs and behavior of breakfast cereal consumers, with results analyzed by demographic characteristics. Details on the major companies and brands update you on competitor products and strategies, while a five-year forecast of breakfast cereal sales reveals potential opportunities for growth and product development. Insights include:

• Cereal manufacturers are in a difficult position in growing a “commodity-based” industry, with almost complete household penetration and a strong position as a breakfast-only product.
• Only 52% of respondents cited cereal as their top breakfast choice, leaving the breakfast field wide open.
• Away-from-home breakfasts through quick-service restaurants and coffee shops, and even through sit-down white-tablecloth establishments, are making it difficult for cereal to stand out and gain share.
• Price and nutritional value are top issues in this segment. Self-imposed reformulation of kids' cereals and advertising have started to change the playing field, but cereals with less sugar or sugar substitutes have met with only mixed acceptance.
• Pullbacks on advertising to kids are challenged by the fact that kids are precocious television viewers who watch programming (and advertising) beyond the Saturday morning “no ad zone.”
• Cereal is therefore faced with a number of challenges beyond the fact that many consumers are simply “bored” with the segment.

This report covers the U.S. market for breakfast cereal, including cold ready-to-eat cereal and hot cereal for in-home consumption. This report contains US IRI InfoScan data.

Table of Contents

• Scope and ThemesWhat you need to know
• Definition
• Resources used for consumer sections
• Abbreviations and terms
• Abbreviations
• Terms
• Executive Summary
• A $10.5 billion market, moving very slowly
• More than 1,300 new cereal products launched worldwide in 2006
• Cereal market is driven by competition at home and away from home
• Kids and teens bring challenges to the market
• On-the-go breakfast options still a threat; snacking provides opportunity
• Dining out challenges
• Major battlegrounds: price and nutritional value
• Market segmentation by sugar content yields insights
• Kellogg' s leads market with a 30% share
• Advertising to kids is a hot-button issue
• Two thirds of sales are through supermarkets
• 87% of respondents to Mintel' s survey eat cereal
• Taste rules for adults; nutrition for kids
• Keeping the focus on breakfast
• Is it possible to fight the competition from dining out?
• Price matters
• But nutrition matters, too
• Market Drivers
• The importance of breakfast... and of breakfast styles
  • Figure 1: Weekday and weekend breakfast eating styles, September 2006
• Dining out competition
  • Figure 2: Dining out breakfast usage, July 2007
  • Figure 3: Sales of limited service breakfast, full service breakfast, and breakfast cereal, 2001-06
• Where' s the cereal on the menu?
• Competition from other breakfast foods
  • Figure 4: Types of breakfast food eaten, and eaten most often, in past three months, July 2007
  • Figure 5: Quaker Oatmeal Crunch cereal ad, "Hot or Cold," 2007
• Portability and convenience
  • Figure 6: Sales of cereal bars, yogurt drinks, and breakfast cereal, 2002-06
• Children and teens
  • Figure 7: Children, teen, and adult population, 2002-12
• Two battlegrounds: price and nutritional value
  • Figure 8: Rating cereal attributes as "important or very important", July 2007
  • Figure 9: Price per pound of select cold cereals (through FDM channels), full year 2006
  • Figure 10: Top cold cereal manufacturers, by sales and price per pound (through FDM channels), full year 2006
• Market Size and Trends
• Market size
  • Figure 11: Total U.S. retail sales of hot and cold breakfast cereal, at current and constant prices, 2002-07
• Market trends
  • Figure 12: Global new product introductions of hot and cold cereals, 2002-07
  • Figure 13: Top claims for global launches of hot and cold breakfast cereal,
  • Figure 14: Top claims for U.S. launches of hot and cold breakfast cereal, at current and constant prices, 2002-07
• "In with the good"
• "Out with the bad"
• Functional cereal
• Natural, organic, ethical, kosher, and Halal products
• Kids' cereal
• Packaging trends
• Market Segmentation
  • Figure 15: FDM sales of breakfast cereal, by type and sugar content, 2005 and 2007
• Low-sugar cold cereal
  • Figure 16: Sales of low-sugar cold cereal, at current and constant prices, 2002-07
• Medium-sugar cold breakfast cereal
  • Figure 17: Sales of medium-sugar cold breakfast cereal, at current and constant prices, 2002-07
• Medium-high sugar cold breakfast cereal
  • Figure 18: Sales of medium high sugar cold breakfast cereal, at current and constant prices, 2002-07
• High-sugar cold breakfast cereal
  • Figure 19: Sales of high sugar cold breakfast cereal, at current and constant prices, 2002-07
• Hot breakfast cereal
  • Figure 20: Sales of hot breakfast cereal, at current and constant prices, 2002-07
• Supply Structure
  • Figure 21: Manufacturer sales of hot and cold cereal in the U.S., 2004 and 2006
• Low-sugar cold cereal
  • Figure 22: Manufacturer brand sales of low-sugar cold cereal in the U.S., 2004 and 2006
• Medium-sugar cold cereal
  • Figure 23: Manufacturer brand sales of medium-sugar cold cereal in the U.S., 2004 and 2006
• Medium-high sugar cold cereal
  • Figure 24: Manufacturer brand sales of medium-high sugar cold cereal in the U.S., 2004 and 2006
• High-sugar cold cereal
  • Figure 25: Manufacturer brand sales of high-sugar cold cereal in the U.S., 2004 and 2006
• Hot cereal
  • Figure 26: Manufacturer brand sales of hot cereal in the U.S., 2004 and 2006
• Advertising and Promotion
• Advertising to children under scrutiny
• Advertising aimed at children
  • Figure 27: General Mills Reese' s Puffs Cereal Ad, "Fantasy Building," 2007
  • Figure 28: Kellogg' s Frosted Flakes ad, "Teamwork," 2007
  • Figure 29: Kellogg' s Froot Loops Cereal ad, "Toucan Sam," 2007
  • Figure 30: Kellogg' s Mini Swirlz Peanut Butter Blast ad, "Scientists," 2007
  • Figure 31: Kellogg' s Eggo Cinnamon Toast Cereal ad, "Eggo Cinnamon," 2007
  • Figure 32: Quaker Cap' n Crunch Cereal ad, "Cap' n Crunch," 2007
  • Figure 33: Post Honeycomb cereal ad, "Which would you rather drop on your sister?," 2007
• Advertising aimed at parents
  • Figure 34: Quaker Life cereal ad, "I only have eyes for you," 2007
  • Figure 35: Kellogg' s Mini Wheats ad, "Hey, Good Looking," 2007
  • Figure 36: Kellogg' s Organic Cereal ad, "Nostalgia," 2007
  • Figure 37: Kellogg' s Rice Krispies cereal ad, "Mother' s Day," 2007
• Advertising aimed at adults
  • Figure 38: Kashi Go Lean ad, "Seven Whole Grains on a Mission," 2007
  • Figure 39: General Mills Cheerios ad, "Lowering Cholesterol," 2007
  • Figure 40: General Mills Honey Nut Cheerios ad, "Wedding," 2007
  • Figure 41: Post Honey Bunches of Oats ad, "Train Station," 2007
  • Figure 42: Quaker oatmeal ad, "Friends," 2007
  • Figure 43: General Mills Oatmeal Crisp cereal ad, "Surprise!," 2007
  • Figure 44: Kellogg' s Smart Start cereal ad, "What' s Your Cereal' s IQ?", 2007
  • Figure 45: Kellogg' s All Bran cereal ad, "Fiber," 2007
  • Figure 46: Kellogg' s Special K cereal ad, "The Difference is K," 2007
  • Figure 47: Post Shredded Wheat cereal ad, "I' m Hungry!," 2007
  • Figure 48: Quaker Life Chocolate Oat Crunch cereal ad, "Chocolate on the move," 2007
• Retail Distribution
  • Figure 49: U.S. retail sales of hot and cold breakfast cereal, by channel, 2005 and 2007
• Supermarkets
  • Figure 50: U.S. supermarket sales of hot and cold breakfast cereal, at current and constant prices, 2002-07
  • Figure 51: Nature Valley cereal ad, "Try some!," 2007
• Mass merchandisers and others
  • Figure 52: U.S. "mass merchandiser and other" sales of hot and cold breakfast cereal, at current and constant prices, 2002-07
• The Consumer: Usage, Brand Preferences, and Purchase Venues
• Summary
• Personal usage of breakfast cereal
  • Figure 53: Usage of cold breakfast cereal in last three months, by key demographics, June 2007
  • Figure 54: Usage of hot breakfast cereal in last three months, by key demographics, June 2007
• Amount of cold and hot cereal eaten per household per week
  • Figure 55: Amount of breakfast cereal eaten per week, January-October 2006
• Preferred brands of breakfast cereals
  • Figure 56: Breakfast cereals eaten, January-October 2006
• Teens and kids: usage and average amount used
  • Figure 57: Usage of breakfast cereal and amount eaten per month, kids and teens, January-October 2006
• Teens' and children' s breakfast cereal preferences
  • Figure 58: Cold breakfast cereals eaten by teenagers, January-October 2006
  • Figure 59: Hot breakfast cereals eaten by teenagers, January-October 2006
  • Figure 60: Cold breakfast cereals preferred by children, January-October 2006
  • Figure 61: Hot breakfast cereals preferred by children, January-October 2006
• Purchase venues for cereal
  • Figure 62: Purchase venues for breakfast cereal, by age, July 2007
  • Figure 63: Purchase venues for breakfast cereal, by income, July 2007
• The Consumer: Attitudes and Competitive Context
• Summary
• Factors to purchasing cereal for one' s self
  • Figure 64: Rating cereal attributes as "important or very important", by age, July 2007
• Factors to purchasing cereal for one' s children
  • Figure 65: Rating cereal attributes for cereal purchased for children as "important or very important", July 2007
  • Figure 66: Rating cereal attributes for cereal purchased for children as "important or very important", by age, July 2007
• Attitudes and opinions about breakfast cereal
  • Figure 67: Attitudes and opinions about breakfast cereal, July 2007
  • Figure 68: Ways of eating cereal, by age, July 2007
  • Figure 69: Ways of eating cereal, by HH income, July 2007
  • Figure 70: Attitudes toward cereal value and quality, by race/ethnicity, July 2007
  • Figure 71: Attitudes toward cereal convenience, by gender, July 2007
  • Figure 72: Attitudes toward cereal convenience, by age, July 2007
• Cereal compared against other breakfast food choices
  • Figure 73: Breakfast choices, by age, July 2007
  • Figure 74: Breakfast choices, by race/Hispanic origin, July 2007
• Preferred breakfast foods
  • Figure 75: Breakfast preferences, by age, July 2007
• Breakfast away from home
  • Figure 76: Breakfast away from home, July 2007
  • Figure 77: Breakfast away from home, by age, July 2007
  • Figure 78: Breakfast away from home, by race/Hispanic origin, July 2007
• Future and Forecast
• Future trends
• Keeping the focus on breakfast
• Is it possible to fight the competition from dining out?
• Price matters--at the risk of brand loyalty
• But nutrition matters, too
• Market forecast
• Hot and cold breakfast cereal
  • Figure 79: Forecast of total U.S. sales of hot and cold breakfast cereal, at current and constant prices, 2007-12
• Low sugar cold breakfast cereal
  • Figure 80: Forecast of U.S. FDM sales of low-sugar cold breakfast cereal, at current and constant prices, 2007-12
• Medium sugar cold breakfast cereal
  • Figure 81: Forecast of U.S. FDM sales of medium-sugar cold breakfast cereal, at current and constant prices, 2007-12
• Medium-high sugar cold breakfast cereal
  • Figure 82: Forecast of U.S. FDM sales of medium-high sugar cold breakfast cereal, at current and constant prices, 2007-12
• High sugar cold breakfast cereal
  • Figure 83: Forecast of U.S. FDM sales of high sugar cold breakfast cereal, at current and constant prices, 2007-12
• Hot breakfast cereal
  • Figure 84: Forecast of U.S. FDM sales of hot breakfast cereal, at current and constant prices, 2007-12
• Forecast factors
• Appendix: Trade Associations