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Breakfast Cereals in Ireland

Ireland breakfast cereals market increased by 2% in 2013

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2014-04-10 13:48:03 - Breakfast Cereals in Ireland - a new market research report on

Breakfast cereals is set to experience 2% growth in value terms in 2013, despite many threats to this category. Despite the low rate of growth, this category in particular is experiencing a significant threat from private label alternatives, particularly from discounters Lidl and Aldi, which are offering similar products at a lower cost for cash-strapped consumers.

Kellogg continues to lead in terms of brand sales in 2013 with an anticipated 39% value share, followed by Weetabix and Flahavan with 12% and 10%, respectively. Kellogg sustained its leading position due to the large number of products it has that are available in the market. Its strongest brand is Special K, which continues to benefit from strong developments and variations. This has enabled



it to remain popular among those seeking healthy options for breakfast. However, there was a slight decline in its value share which it lost to more popular cereal options.

Breakfast cereals is expected to record a CAGR of 1% in constant value terms over the forecast period. Sales are expected to continue to grow year on year due to improvements in product offerings. All categories are expected to return to growth over the forecast period due to an upturn in the Irish economy. However, many consumers will continue to buy lower-priced products and private label as their quality continues to improve to the level of their branded counterparts.

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