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Breakfast Cereals in the US

United States breakfast cereals market led by Kellogg Co with a 27% value share in 2013

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2014-04-10 16:05:03 - Breakfast Cereals in the US - a new market research report on

Breakfast alternatives continued to be troublesome for the growth of breakfast cereals in 2013. Snack bars continued to see immense growth due to the convenience and high nutritional content of such products. In addition, many Americans opted for previously unconventional foods for breakfast, such as Greek yoghurt and liquid meal products such as Carnation instant breakfast. The growth of these products, as well as the increased use of foodservice outlets for breakfast, has become a major factor depressing overall consumption of cereals.

Kellogg Co is expected to be the leading company in breakfast cereals in 2013, accounting for a 27% value share. It is expected to be closely followed by General Mills, also with a 27% share of sales. These two



companies compete in, and for the most part dominate, nearly every breakfast cereals category, with the exception of hot cereals, in which The Quaker Oats Co is the clear leader. In 2013, General Mills continued to threaten Kellogg´s position as the leader in breakfast cereals, as General Mills is expected to see the one of the largest increases in value share of any company in 2013.

Retail constant value sales of breakfast cereals are expected to increase slowly over the forecast period, by 3% overall, to reach US$11.7 billion in 2018. Whilst this is better than the review period, this product type is likely to face more pressure than it once did. Hot cereals will need to innovate to reverse its current weak sales figures, as younger consumers are increasingly unfamiliar with these products. In addition, numerous other areas of packaged food, most notably snack bars, are increasingly introducing products which can be used as a convenient substitute to a full breakfast.

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Mike King
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