0 CHECKOUT

UK Breakfast Cereals Market Report 2015

  • ID: 3512792
  • November 2015
  • Region: United Kingdom
  • 82 Pages
  • Key Note Ltd
1 of 5
Is Premiumisation Enough to Ward off Potential Cereal Killers?

FEATURED COMPANIES

  • ABF Grain Products Ltd
  • Bokomo Foods (UK) Ltd
  • Cereal Partners UK
  • Dailycer Ltd
  • Doves Farm Foods Ltd
  • European Oat Millers Ltd
  • MORE

This Market Report examines the UK market for breakfast cereals. Analysis will focus on the two sectors that comprise this market: ready-to-eat (RTE) cereals and hot cereals. The former includes products such as corn flakes, muesli and bran flakes, which are typically consumed with cold milk, in a bowl. The hot cereals sector, on the other hand, is made up of products that are heated prior to eating, with the prime example being porridge.

It is important to note that while competing products, such as breakfast biscuits and cereal bars, will be referenced in this report, they are excluded from the market size, as they are classified as being part of the biscuits market. As such, market figures for these products are available in the Biscuits & Cakes Market Update published by the author in July 2015.

Market Sectors

Breakfast cereals are processed grains that are generally eaten as part of the first meal of the day. The two types of breakfast cereal are as follows:

Ready-to-Eat Cereals

The RTE cereals sector can be further divided by cereal type or consumer category. Grains represent the base ingredient in RTE cereals, with common formats including READ MORE >

Note: Product cover images may vary from those shown
2 of 5

FEATURED COMPANIES

  • ABF Grain Products Ltd
  • Bokomo Foods (UK) Ltd
  • Cereal Partners UK
  • Dailycer Ltd
  • Doves Farm Foods Ltd
  • European Oat Millers Ltd
  • MORE

1. Introduction & Definition
- Report Coverage
- Market Sectors
-- Ready-to-Eat Cereals
-- Hot Cereals

2.Executive Summary

3.What’s Key in the Market?
- Key Drivers
- Market Trends
-- Growing Demand for Nutrition
-- Sugar Concern
-- Need for Energy and Productivity
-- Rise of Hot Cereals
- Economic Trends
- Market Position
- How Robust is the Market?

4. Market Size, Segmentation & Forecasts
- Market Size & Segmentation
-- The Total Market
-- Market Sectors
- Forecasts
-- Future Trends
-- Future Economic Trends
-- Forecast Total Market
- Market Growth

5. International Perspective
- Overview
-- Total Market Size
- Overseas Trade
-- General Overview
-- Imports
-- Exports

6. Competitor Analysis
- Market Leaders
-- ABF Grain Products Ltd
-- Bokomo Foods (UK) Ltd
-- Cereal Partners UK
-- Dailycer Ltd
-- Doves Farm Foods Ltd
-- European Oat Millers Ltd
-- Honey Monster Foods Ltd
-- Kellogg Company of Great Britain Ltd
-- Morning Foods Ltd
-- Quaker Oats Ltd
-- Weetabix Ltd
- Other Companies
- Number Of Companies
-- By Turnover
-- By Employment
-- Regional Variation in the Marketplace
- Marketing Activity
- Key Trade Associations

7. Buying Behaviour
- Consumer Penetration
-- Ready-to-Eat Cereals
-- Hot Cereals

8. Strengths, Weaknesses, Opportunities & Threats
- Strengths
- Weaknesses
- Opportunities
- Threats

9. Pestel
- Political
- Economic
- Social
- Technological
- Environmental
- Legislative

10. Company Profiles

11. League Tables

12. Further Sources
- Associations
- Publications
- General Sources
- Government Publications
- Other Sources

13. Understanding Consumer Survey Data
- Number, Profile, Penetration
- Social Grade
- Standard Region

Note: Product cover images may vary from those shown
3 of 5

FEATURED COMPANIES

  • ABF Grain Products Ltd
  • Bokomo Foods (UK) Ltd
  • Cereal Partners UK
  • Dailycer Ltd
  • Doves Farm Foods Ltd
  • European Oat Millers Ltd
  • MORE

This Market Report examines the UK market for breakfast cereal products. In sum, the industry continues to exhibit year-on-year growth, with market value increasing by 3.9% to £1.66bn in 2014.

The industry is divided into two sectors: ready-to-eat (RTE) cereals and hot cereals. Both sectors hold contrasting trajectories; the ongoing decline in consumption of RTE cereals is eased by the resurgence of hot cereals, which itself has been revitalised by its satisfaction of convenience and health criteria. However, the market remains fairly monopolized; RTE cereals still account for more than 85% of the total market value, although the gap is increasingly closing, with market share down a staggering 6 percentage points from over 91% just 5 years ago. Ultimately, although enjoying impressive growth, the ascendancy of hot cereals has been unable to compensate the fall of the RTE sector. Thus, total volume sales continue to drop in line with the decreasing overall consumption of breakfast cereals, falling by an estimated 2% between 2010 and 2014. In contrast, market value continues to rise year-on-year, increasing by 3.9% over the previous year. However, one must acknowledge the distorting role served by high inflation across the retail arena.

Contemporary market activity has been constrained by several subversive trends, namely the flourishing of alternate breakfast sectors, the growth of own-labels and the consolidation of health concerns. The mass exodus of consumers from cereals to alternate breakfast sectors has escalated, driven by heightened demand for variety and convenience. Accordingly, the breakfast biscuit and drink sectors have established themselves on the breakfast table, and fry ups are reappearing thanks to the ongoing prioritisation of protein by nutritionally savvy consumers. Own-label products continue their surge in popularity, with the cereal aisle having become a primary means of cost cutting as consumers trade down without having to sacrifice a great deal of quality. The final trend, which has truly shaped the market over recent years, is heightened health consciousness and, with this, interest in nutrition. Specifically, the breakfast cereals market has been gripped by concerns about sugar, powered by worsening obesity. This anxiety is increasingly oriented on the children’s subsector, with parents growing more pressured and aware of their children’s eating habits; this is responsible for the dramatic change in appearance of supermarket’s cereal aisles, with products being remarketed in line with changing demand. In light of these difficult market conditions, the marketplace is growing increasingly competitive as brands scramble to secure growth in an increasingly saturated industry.

The author expects the breakfast cereals market to continue to rise in value over the next 5 years, despite ongoing falling volume sales. Overall, the market is forecast to rise by 12.9% between 2015 and 2019. Growth can be positively attributed to new product development and the stabilising resurgence of hot cereals, but, overall, it will no doubt be greatly dependent on the continued impact of high inflation. Health-consciousness and the industry’s accommodation of this phenomenon will be a key determinate of future success; however, success will be limited by the ever widening multitude of breakfast options and falling volume sales.

Note: Product cover images may vary from those shown
4 of 5

- ABF Grain Products Ltd
- Bokomo Foods (UK) Ltd
- Cereal Partners UK
- Dailycer Ltd
- Doves Farm Foods Ltd
- European Oat Millers Ltd
- Honey Monster Foods Ltd
- Kellogg Company of Great Britain Ltd
- Morning Foods Ltd
- Quaker Oats Ltd
- Weetabix Ltd

Note: Product cover images may vary from those shown
5 of 5
Note: Product cover images may vary from those shown

PLEASE SELECT A FORMAT

  • Quick Help: The report will be emailed to you. The report is sent in PDF format. This is a single user license, allowing one specific user access to the product.

  • Quick Help: The report will be emailed to you. The report is sent in PDF format. This is a site license, allowing all users within a given geographical location of your organisation access to the product.

HAVE A QUESTION?

If you have a more general question about our products please try our

FAQ SECTION

ALSO AVAILABLE

RELATED PRODUCTS from Db

Our Clients

  • Heinz Company
  • Nestle S.A.
  • AB Agri Ltd.
  • Government of Canada
  • Weetabix Limited
  • Mondel─ôz International, Inc.