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Global Cereal Products Industry

  • January 2012
  • -
  • Global Industry Analysts

The global outlook series on Cereal Products provides a collection of statistical anecdotes, market briefs, and concise summaries of research findings. The report offers an aerial view of the global industry, consumption/ production scenario and competition. Market trends, drivers, challenges. Market discussions in the report are punctuated with fact-rich market data tables. Regional markets elaborated upon include The United States, Canada, Europe (France, Germany, Italy, UK, Spain, Russia and Rest of Europe), Asia-Pacific (including Japan) and Rest of World. The report also offers insights into recent noteworthy corporate developments such as mergers, acquisitions, and other industry activities. Also included is an indexed, easy-to-refer, fact-finder directory listing the addresses, and contact details of 122 companies worldwide.

Table Of Contents

Global Cereal Products Industry



1. INDUSTRY OVERVIEW 1
Cereal Products Market - Primary Growth Drivers 1
Table 1: World Market for Cereal Products (2011): Percentage
Breakdown of Value Sales by Product Type - Ready-to-eat
Cereals, Cereal Bars, and Hot Cereals 1
Developed Markets Dominate 1
Breakfast Cereals - A Market With Huge Growth Potential 2
Focus Shifts to Developing Countries 2
Maturing Cereal Products Market Struggles for Survival in
Developed Countries 3
Manufacturers Adopt Product Reformulation Strategy for Health
Conscious Consumers 3
Unique and Differentiated Product Offering to Fight Competition 3

2. COMPETITIVE LANDSCAPE 5
Cereal Products - A Highly Competitive Marketplace 5
Kellogg's - The Clear Leader in Global Market 5
Table 2: Leading Manufacturers in the Global Breakfast
Cereals Market ( 2010) Percentage Breakdown of Value Sales
for Kellogg's, General Mills, Kraft (Post), Quaker Oats,
Malt-O-Meal, Private Labels and Others 6

Table 3: World Market for Cereal Products (2010): Percentage
Breakdown of Dollar Sales by Leading Cereal Brands 6

Table 4: World Market For Hot Cereal/Oats Products (2010)
-Top 10 Brands Ranked by Value Sales (In US$ Million) 7

Table 5: Global Market for Infant Cereal (2010) - Percentage
Share Breakdown of Sales by Leading Producers- Nestle,
Danone, Heinz, Hero and Others 7
Players Adopt Newer Strategies to Remain Competitive 7

3. TRENDS and ISSUES 8
Organics Take the Center Stage 8
Reduced Production Levels Leads to Market Volatility 8
Marketing - A Key Factor for Success 9
Companies Shift Gear to Promote Cereal Products for Women 9
Table 6: World Market for Women's Food Products (2011):
Percentage Value Share by Product Type - Cereal Products,
Beverages, Bars, Dairy Products, Snacks, and Others 10
Growing Popularity of Cereal Bars 10
Factors Affecting Consumer Purchasing Behavior 10
Rising Costs of Food and Energy Squeeze Profit Margins 10
Retail Growth at Convenience Stores and Supermarkets 11
Table 7: World Cereal Products Market (2010): Percentage
Share Breakdown of Sales by Retail Channel - Supermarkets,
Hypermarkets, Food Shops, and Others 11
Farmers Continue to Enhance Market Presence 11

4. CEREAL PRODUCTION AND CONSUMPTION SCENARIO 12
Global Market Outlook for Breakfast Cereals 12
Table 8: World Current and Future Analysis for Breakfast
Cereals by Geographic Region - US, Canada, Europe,
Asia-Pacific (Including Japan) and Rest of World Markets
Independently Analyzed with Annual Sales Figures in US$
Million for the Years 2010 through 2015 13

Table 9: World 5-Year Perspective for Breakfast Cereals
Market by Geographic Region - Percentage Breakdown of Dollar
Sales for US, Canada, Europe, Asia-Pacific (Including Japan)
and Rest of World Markets for Years 2011 and 2015 14
Worldwide Cereal Production Pattern 14
Table 10: World Volume Production of Cereals by
Country/Region - Percentage Breakdown for Asia-Pacific, US,
Canada, Europe, Latin America, Canada, Japan and Other for
Years 2009 and 2010 (In Million tons) 15

Table 11: World Cereal Production by Type - Coarse Grains,
Wheat, and Rice for Years 2009 and 2010 (In Million Tons) 16
Decreasing Production Hits Inventories 16
Recoil in Cereal Production Forecast for 2011 16
Signs of Self-sufficiency in the Cereals Market 16
Increasing Consumption of Cereals 17
Table 12: World Cereal Consumption by Country/Region -
Percentage Breakdown of Share for US, Canada, Japan, Europe,
Asia-Pacific, Latin America, and Rest of World for the Years
2009 and 2010 (In Million tons) 17

Table 13: World Cereal Consumption by Type - Coarse Grains,
Wheat, and Rice for the Years 2008, 2009 and2010 (In Million
tons) 18
Inflation in Cereal Prices - A Cause for Concern 18
Factors Affecting Inflation of Cereal Product Prices 19
Cereal Prices Forecast to Recover in 2011 19
Long Term Projections for Cereal Production 19
Potential Uses of Cereals 20

5. PRODUCT OVERVIEW 21
Cereals - An Introduction 21
Type of Grains 21
Nutritional Value 22
Types of Cereal Products 22
Hot Cereals 23
Background 23
Whole Grain and Refined Cereals 24
Nutritional Content of Whole Grain Cereals 24
Phytochemicals in Wholegrain Cereals 24

6. MERGERS and ACQUISITIONS 25

7. OTHER STRATEGIC CORPORATE DEVELOPMENTS 32

8. PRODUCT INNOVATIONS/ INTRODUCTIONS 34


A REGIONAL MARKET PERSPECTIVE 48

1. THE UNITED STATES 48
Rapid Growth in Cereal Products Market 48
Table 14: North American Food Market (2010) - Percentage
Share Breakdown of Sales by Leading Food Types 48
Table 15: Leading Cereal Products in the US (2010) (In Terms
of Dollar Sales) 48
Table 16: Leading Cereal Products in the US (2010) (In Terms
of Number of Products) 49
Historic Review 49
Demand for Breakfast Cereals Continues to Grow 49
Table 17: US Current and Future Analysis for Breakfast
Cereals Market Independently Analyzed with Annual Sales
Figures in US$ Million for Years 2010 through 2015 50
Ready-to-Eat Breakfast Cereals - A Major Segment 50
Inflation Affects Sales of Cereal Products 51
Competitive Landscape 51
Table 18: US Market for Cereal Products (2010): Breakdown of
Percentage Share Percentage Share Breakdown by Leading
Company - Kellogg's, General Mills, Quaker, Ralcorp (Post
Foods), Private Label and Others (In Value Terms) 52
Leading Cereal Brands in the US by Producer for the Year 2008 52
New Product Offerings by Manufacturer in 2008 53
Kellogg's Holds a Major Share of US Cereal Products Market 53
Private Labels Strategize to Capture a Pie of Cereals Market 53
Table 19: US Cereal Products Market (2010): Percentage Value
Share of Private Labels by Product Segment 54
Stiff Competition Forces Companies to Devise New Strategies 54
Market Trends 54
Declining Economy Affects Cereals and Snack Bars Market 54
Organic and Functional Cereals Grow in Popularity 55
Rising Demand for Healthier, High-Fiber Cereals 55
Wholegrain Products on a Growth Spree 55
Children - A Lucrative Target Market for Manufacturers 56
Cereal Bars - A Growing Segment 56
Table 20: US Market for Cereal Bars (2010): Percentage Share
Breakdown of Value Sales by Product Type - Granola Bars and
Breakfast Bars 56
Table 21: US Market for Cereal Bar (2010) - Percentage Share
Breakdown of Sales by Leading Brands 57
Rising Popularity of Snack Bars 57
Table 22: US Cereal/Snack/Energy Bar Market
(2010)-Percentage Share Breakdown of Share of New Product
Launches By Claims-Kosher, All-Natural, Organic,
Low-/No-/Reduced-trans fat, High protein,
Low-/No-/Reduced-sugar, No additives/ Preservatives,
Vitamin-/Mineral-fortified, Low-/No-/Reduced-fat, Low-/No-/
Reduced-carb and Others 58
Rising Demand for Products Containing Omega-3 Fatty Acids 58
Competitive Landscape 58
General Mills Plans to Capture the Sales Potential in
International Markets 59
Advertising - A Critical Promotional Activity 59
Table 23: US Ad Spending (2010): Percentage Share Breakdown
by Leading Company - Kellogg's, General Mills, PepsiCo,
Kraft Foods, and Others 60
Supermarkets Garner Majority of the Cereal Products Sales in
the US 60
Table 24: US Breakfast Cereal Market (2010)-Percentage
Breakdown of Share Based on Distribution Channel
Types-Supermarkets/Hypermarkets, Independent Retailers,
Specialist Retailers and Others 60
Market Share of Leading Manufacturers/Brands in Select Product
Segments 61
Breakfast/Cereal/Snack Bar 61
Table 25: US Market for Breakfast/Cereal/ Snack Bar (2010):
Percentage Share Breakdown of Value Sales by Leading Brands
(52 Weeks Ending on May 16, 2010) 61
Cold Cereals 61
Table 26: US Market for Ready-to-eat (Cold) Cereal Products
Market (2009) - Percentage Share Breakdown of Sales by
Leading Companies 61
Hot Cereals 62
Table 27: US Market for Hot Cereals (2010): Percentage Value
Share Breakdown by Company - PepsiCo, Private Labels, BandG
Foods, Malt-O-Meal Co, and Others 62

2. CANADA 63
Table 28: Canada Current and Future Analysis for Breakfast
Cereals Market Independently Analyzed with Annual Sales in US$
Million for Years 2010 through 2015 63
Trade Statistics 64
Table 29: Canadian Cereal Exports (2010): Breakdown by
Leading Destination Countries - US, Japan, UK, Spain, Korea,
Australia, Russia and India (Exports in ‘000 Canadian
Dollars) 64

Table 30: Canadian Cereal Imports (2010) -Breakdown by
Leading Countries-US, India, Italy, Mexico, China, Germany,
Australia, UK, France, South Korea, Brazil, Japan, Spain,
Russia and Ireland (Imports in ‘000 Canadian Dollars). 64

3. EUROPE 65
An Overview 65
Table 31: European Cereal Products Market (2010): Percentage
Breakdown by Factors Influencing Cereal Consumption 65
Health Concerns Drive Demand for Cereal Products 65
Fluctuating Growth Across European Markets for Breakfast Cereals 66
Table 32: European Current and Future Analysis for Breakfast
Cereals by Geographic Region - France, Germany, Italy, UK,
Spain, Russia and Res of Europe Markets Independently
Analyzed with Annual Sales Figures in US$ Million for the
Years 2010 through 2015 67

Table 33: Europe 5-Year Perspective for Breakfast Cereals by
Geographic Region - Percentage Breakdown of Dollar Sales for
France, Germany, Italy, UK, Spain, Russia and Res of Europe
Markets for Years 2011 and 2015 68
Introduction of Healthier Alternatives to Affect Growth of
Cereal Bars 68
Increase in Expenditure on Breakfast Cereals in Europe 69
Table 34: European Breakfast Cereals Market (2010): Per
Capita Expenditure on Breakfast Cereals by Leading Country -
UK, France, Germany, Italy and Spain (In Pounds) 69
Players Strategizing to Exploit Growth Opportunity 69
Hot Cereals Market Experiences a Slowdown 69

3a. FRANCE 70
Outlook 70
Table 35: French Current and Future Analysis for Breakfast
Cereals Market Independently Analyzed with Annual Sales
Figures in US$ Million for Years 2010 through 2015 70

3b. GERMANY 71
Outlook 71
Table 36: German Current and Future Analysis for Breakfast
Cereals Market Independently Analyzed with Annual Sales
Figures in US$ Million for Years 2010 through 2015 71

3c. ITALY 72
Outlook 72
Table 37: Italian Current and Future Analysis for Breakfast
Cereals Market Independently Analyzed with Annual Sales
Figures in US$ Million for Years 2010 through 2015 72

3d. THE UNITED KINGDOM 73
Cereal Products Market 73
Table 38: UK Cereal Products Market (2010): Percentage Share
Breakdown of Value Sales by Product Type - Ready-to-eat
Cereals, Cereal Bars, Instant Porridge, Porridge Oats, and
Toaster Pastries 73
Market Offers Bright Future Prospects 74
Nutritional Labeling 74
Growing Demand for Cereal Products with Provenance Labeling 74
Competitive Scenario 74
A Consolidated Market 75
Table 39: UK Market for Cereal Products (2010): Percentage
Share Breakdown of Sales by Leading Brands 75
Trade Statistics 76
Table 40: UK Cereals and Bakery Products Exports (2008-2010)
- Breakdown by Year- in Millions of Pound 76

Table 41: UK Breakfast Cereal Exports (2008-2010) - Breakdown
by Year - in Million Pounds 76
Retail Market Scenario 76
Table 42: UK Retail Market for Cereal Products (2010):
Percentage Value Share Breakdown by Retailer - Tesco, Asda,
Sainsbury's, Morrisons, Waitrose, Co-op, Somerfield, and
Others 77
British Consumers - Largest Spenders on Breakfast Cereal in
Europe 77
Table 43: UK Current and Future Analysis for Breakfast
Cereals Market Independently Analyzed with Annual Sales
Figures in US$ Million for Years 2010 through 2015 78
Breakfast Cereals Address Health Concerns 78
Growth Inhibitors 79
Sales of Hot Cereals Increase 79
Organic - The New Buzz 79
Demand for Wholegrain Boost Cereal Market 80
Muesli Drives Growth 80
New Products to Drive Cereal Products Market 80

3e. SPAIN 81
Outlook 81
Table 44: Spanish Current and Future Analysis for Breakfast
Cereals Market Independently Analyzed with Annual Sales
Figures in US$ Million for Years 2010 through 2015 81

3f. RUSSIA 82
Tracking Cereal Production in Russia 82
Low population and Substitute Products Bring Down Macaroni
Demand in Russia 82
Breakfast Cereal Market Outlook 83
Table 45: Russia Current and Future Analysis for Breakfast
Cereals Market Independently Analyzed with Annual Sales
Figures in US$ Million for Years 2010 through 2015 83

3g. REST OF EUROPE 84
Healthy Cereal Products Gaining Popularity in the Netherlands 84
Inflation in Food Prices in Armenia 84
Rising Demand for Breakfast Cereals 84
Table 46: Rest of Europe Current and Future Analysis for
Breakfast Cereals Market Independently Analyzed with Annual
Sales Figures in US$ Million for Years 2010 through 2015 85

4. ASIA-PACIFIC 86
Westernization and Disposable Income to Drive Growth 86
Table 47: Asia-Pacific Current and Future Analysis for
Breakfast Cereals Market Independently Analyzed with Annual
Sales Figures in US$ Million for Years 2010 through 2015 86

4a. JAPAN 87
Convenient and Health Breakfast Options to Gain Importance 87
Energy and Nutrition Bars - Marching Ahead at a Rapid a Pace 87

4b. CHINA 88
Cereal Products in China 88
Changing Consumer Food Habits 88
Ready-to-eat Category Continues to be the Most Popular in
Breakfast Cereal Market 88

4c. INDIA 89
Cereal - Production and Consumption 89
India Records Increase in Crop Production 89
Breakfast Cereals Market Continues to Expand 89
Market Potential Attracting Global Majors 89
Demand for Wholemeal Bread Rising 90

4d. INDONESIA 90
Market Overview 90

4e. THE PHILIPPINES 91
A Glance at Imports and Exports 91
Table 48: Philippines Imports of Cereals (2010): Percentage
Value Share Breakdown by Country - Thailand, US, Malaysia,
South Korea, Hong Kong, and Others 91

Table 49: Philippines Exports of Cereals (2010): Percentage
Value Share Breakdown by Country - Malaysia, Indonesia,
Australia, Thailand, New Zealand, Taiwan, and Others 92
Breakfast Cereals 92
Cold Cereals - Current and Future Prospects 92
Competitive Landscape 93
Table 50: Philippines Cold Cereal Market (2010): Percentage
Breakdown of Value Sales by Company - Nestle, Kellogg's,
Liwayway, and Others 93

4f. VIETNAM 94
Cereal Products Export Scenario in Vietnam 94
Table 51: Vietnam Confectionery and Cereal Products Market
(2010): Breakdown of Value Exports by Leading Destination
Countries-Cambodia, China, US, Hong Kong, UAE, Taiwan,
Thailand, Singapore, Czech Republic and Others 94

Table 52: Vietnam Confectionery and Cereal Products Market
(2010): Percentage Breakdown of Exports by Leading
Destination Countries-Cambodia, China, US, UAE, Hong Kong,
Taiwan, Thailand, Czech Republic, Singapore and Others 94

5. LATIN AMERICA 95
Growing Demand for Breakfast Cereal Products 95
Table 53: Breakfast Cereal Market in Latin America (2010):
Percentage Breakdown of Value Sales by Country - Mexico,
Brazil, Venezuela, and Others 95
High Prices Limit Cereal Consumption 95
Manufacturers Target Children 96
Convenience Stores and Hypermarkets Drive Growth 96

6. REST OF WORLD 97

6a. THE MIDDLE-EAST 97
Table 54: Middle-East Cereal Consumption by Countries/Regions
(2011) - Breakdown by Volume in ‘000 Tons 97
Saudi Arabia 97
Table 55: Saudi Arabia Annual Cereal Consumption (2007-2010)
- Breakdown by Value in US$ Million 97

6b. SOUTH AFRICA 98
Bakery and Cereal Products Market 98
Table 56: Rest of World Current and Future Analysis for
Breakfast Cereals Market Independently Analyzed with Annual
Sales Figures in US$ Million for Years 2010 through 2015 98


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