The breakfast cereal market consists of two distinct types of cereals: adult cereals (45% of the market) and children's cereals (32%). Each of the segments has a different underlying dynamic. Health conerns are very strongly linked to the children's cereal segment, while a dietary and taste aspect is particularly important on the market for adults.
The breakfast cereal market made a turnover of 684 million euros in 2013 (source: alliance7). Existing companies believe that a potential gain remains on adult products where the penetration rate still needs to be improved.
The market is driven by very large groups, mainly foreign, with significant means of communication and production. Competition is therefore intense with a differentiation that is carried out a lot on product marketing to differentiate within the supermarket shelves (the only place of physical competition).
The French market is a one in which there is still growth potential compared to foreign markets. The stakeholders are therefore seeking to change the consumption habits of the French by offering products that are frequently redesigned.
The sector faces health issues, including the sugar content of products and the real benefits they provide to consumers. Thus, a significant part of the communication budgets is devoted to promoting the dietary benefits of products.
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- Country : United States
- Turnover : 13 Mds$
- Position : entreprise historique, innovante
Numero 1 mondial des céréales pour le petit dejeuner
- Country : United States
- Turnover : 66,4 Mds$
- Position : deuxième entreprise agroalimentaire du monde
Multinationale américaine dans l'agroalimentaire
- Country : Switzerland
- Turnover : 12.8 Mds$
- Position : première entreprise agroalimentaire du monde en 2013
N°2 mondial sur le marché dont une présence forte sur le marcvhé enfants
- Country : United Kingdom
- Turnover : 131 M€ (RN)
- Position : entreprise historique, multinationale
Produits spécialisés sur la céréale complète
- Country : France
- Turnover : 19 M€
- Position : leader français des céréales biologique
Spécialiste des céréales bio