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SUMMARY
Abstract
This report assesses the state of the cereal bars market since the last Mintel report was published in February 2006. Over the last two years market growth has remained strong, propelled by consumers TABLE OF CONTENTS
Table of Contents
- Issues in the Market
- Definitions
- Key themes
- Market in Brief
- Healthy growth
- Advertising spend is high
- Looking forward
- Internal Market Environment
- Key points
- Key driver one
- Not just a breakfast bar
- Figure 1: Agreement with selected lifestyle statements, 2003-07
- Any time, any place
- Key driver two
- Healthy growth
- Figure 2: Agreement with selected lifestyle statements, 2003-07
- Figure 3: Agreement with selected lifestyle statements, 2003-07
- Artisanal products
- Figure 4: Agreement with selected lifestyle statements, 2003-07
- Figure 5: Agreement with selected lifestyle statements, 2003-07
- Broader Market Environment
- Key points
- Closing the school gates
- Figure 6: 7-10-year-olds who have school dinners and packed lunches
during the week, 2003-07
- Quality not quantity
- Figure 7: Changes in socio-economic status, 2002-07 and 2007-12
- Other factors
- Food labelling -- Perception vs. reality
- Competitive Context
- Key points
- Attack of the munchies
- Deskfast
- Indulgent snacks
- Figure 8: Summary of market strategies in indulgent snack markets, 2007
- Healthy snacks
- Figure 9: Summary of market strategies in healthy snack markets, 2007
- Breakfast foods market
- Figure 10: Summary of market strategies in breakfast foods markets, 2007
- Strengths and Weaknesses in the Market
- Strengths
- Weaknesses
- Market Value and Forecast
- Key points
- Volume on the up
- Figure 13: UK retail volume sales of cereal bars, 2006 and 2007
- Still going strong
- Figure 14: UK retail value sales of cereal bars, 2002-07
- Convenience and health
- The future
- Future and Forecast
- Healthy but slower growth
- Figure 15: Forecast of the UK retail value sales of cereal bars, 2002-12
- Figure 16: Forecast of the UK retail volume sales of cereal bars,
2004-12
- Health to remain a crucial market driver
- More than just a breakfast bar
- Slower growth predicted
- Factors used in the forecast
- Segment Performance
- Key points
- How to segment?
- An everyday occurrence
- Figure 17: UK retail value sales of cereal bars, by type, 2007
- Breakfast
- On a diet
- Treating
- Something for the kids
- Market Share
- Key points
- Brands help the market segmentation
- Figure 18: Brand shares in the cereal bar market, by value, 2007
- Nutri-Grain on top
- Companies and Products
- Key points
- Company profiles
- Figure 19: Brand map of the cereal bars market, 2007
- Kellogg's
- Weetabix
- Jordans
- Eat Natural
- United Biscuits
- Cereal Partners
- The Ryvita Co Ltd
- MasterFoods
- Other suppliers
- Brand Communication and Promotion
- Key points
- Lavish launches
- Figure 20: Main monitored media spend, 2003-07
- Kellogg's takes top spot
- Figure 21: Main monitored media advertising expenditure on cereal bars,
by manufacturer, 2007
- Smaller producers compete below the line
- Channels to Market
- Key points
- Growing by multiples
- Figure 22: UK retail distribution of cereal bars, by value, by sector
and type of outlet, 2003-07
- Identity crisis
- Playing hide and seek
- Fighting for space
- Consumer 1 -- Usage and Frequency
- Key points
- Heavy consumption grows
- Figure 23: Consumption of cereal bars in the last 12 months, 2003-07
- Girl power
- The generation gap
- Figure 24: Consumption of cereal bars in the last 12 months and the
tendency to snack, by age, 2007
- Paying a premium
- Figure 25: Consumption of cereal bars in the last 12 months, by
socio-economic status, 2007
- A family thing
- Kids on the up
- Figure 26: 11-14s who ever eat cereal bars, 2003-07
- Parents get galvanized, but not children
- Figure 27: Amount eaten, who buys and where eaten most, 2003-07
- Consumer 2 -- Motivations and Product Positioning
- Key points
- Fruit flourishes
- Figure 28: Healthy snacks that are chosen, November 2007
- A fresh-faced audience
- Figure 29: Average mean age of respondents by what they would eat as a
healthy snack, November 2007
- ABs an underexploited opportunity
- Not just for women
- Figure 30: What consumers would eat as a healthy snack, by gender,
November 2007
- Snacking predominates
- Figure 31: Reasons for eating a cereal bar, November 2007
- Caveat
- Appendix
- Advertising data
- Abbreviations
- Appendix -- Internal Market Environment
- Figure 33: Where consumers eat breakfast, December 2006Figure 34:
Product eaten at breakfast and frequency, December 2006
- Figure 35: Product eaten at breakfast and frequency, December 2006
- Figure 36: Agreement with selected lifestyle statements, by gender, age,
socio-economic group, marital status, lifestage, presence of children,
Mintel's Special Groups, working status, tenure, region, ACORN category,
technology usage, household size and car usage, 2007
- Figure 37: Agreement with selected lifestyle statements, by gender, age,
socio-economic group, marital status, lifestage, presence of children,
Mintel's Special Groups, working status, tenure, region, ACORN category,
technology usage, household size and car usage, 2007
- Figure 38: Agreement with selected lifestyle statements, by gender, age,
socio-economic group, marital status, lifestage, presence of children,
Mintel's Special Groups, working status, tenure, region, ACORN category,
technology usage, household size and car usage, 2007
- Figure 39: Agreement with selected lifestyle statements, by gender, age,
socio-economic group, marital status, lifestage, presence of children,
Mintel's Special Groups, working status, tenure, region, ACORN category,
technology usage, household size and car usage, 2007
- Figure 40: Agreement with selected lifestyle statements, by gender, age,
socio-economic group, marital status, lifestage, presence of children,
Mintel's Special Groups, working status, tenure, region, ACORN category,
technology usage, household size and car usage, 2007
- Figure 41: Agreement with selected lifestyle statements on food --
7-10s, 2003-07
- Figure 42: Agreement with selected lifestyle statements on food --
11-14s, 2003-07
- Appendix -- Competitive Context
- Figure 43: Products purchased as a snack, December 2006
- Figure 44: Snacks/nibbles eaten between meals -- 7-10s, 2007
- Figure 45: Snacks/nibbles eaten between meals -- 11-14s, 2003-07
- Figure 46: Main monitored media spend, 2003-07
- Appendix -- Consumer 1 -- Usage and Frequency -- Detailed Demographics
- Figure 47: Consumption of cereal bars in the last 12 months, by gender,
age, socio-economic group, marital status, lifestage, presence of children,
Mintel's Special Groups, working status, tenure, region, ACORN category,
technology usage, household size and car usage, 2007
- Figure 48: 11-14s who eat cereal bars, by gender, age, socio-economic
group and region, 2007
- Appendix -- Consumer 2 -- Motivations and Product Positioning -- Detailed
Demographics
- Figure 49: Preferred healthy snacks, by gender, age, socio-economic
group, marital status, lifestage, presence of children, Mintel's Special
Groups, working status, tenure, region, ACORN category, media usage,
supermarket usage, household size, car usage, detailed lifestage groups and
terminal education age, November 2007
- Figure 50: Preferred healthy snacks, by gender, age, socio-economic
group, marital status, lifestage, presence of children, Mintel's Special
Groups, working status, tenure, region, ACORN category, media usage,
supermarket usage, household size, car usage, detailed lifestage groups and
terminal education age, November 2007
- Figure 51: Preferred healthy snacks, by gender, age, socio-economic
group, marital status, lifestage, presence of children, Mintel's Special
Groups, working status, tenure, region, ACORN category, media usage,
supermarket usage, household size, car usage, detailed lifestage groups and
terminal education age, November 2007
- Figure 52: Occasions when cereal bars are eaten, by gender, age,
socio-economic group, marital status, lifestage, presence of children,
Mintel's Special Groups, working status, tenure, region, ACORN category,
media usage, supermarket usage, household size, car usage, detailed
lifestage groups and terminal education age, November 2007
- Figure 53: Occasions when cereal bars are eaten, by gender, age,
socio-economic group, marital status, lifestage, presence of children,
Mintel's Special Groups, working status, tenure, region, ACORN category,
media usage, supermarket usage, household size, car usage, detailed
lifestage groups and terminal education age, November 2007
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