The Breakfast Cereal Market
France

Update 12/12/2019

MARKET SUMMARY

1.1 Presentation

Breakfast, understood as the first meal of the day , taken in the morning when getting up, mainly includes hot drinks such as coffee, tea, hot chocolate, fruit juices, bread and similar products and cereals .

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. Indeed, a health aspect is very strongly attached to the children's cereal market while one aspect of the dietetics and taste is particularly important in the market for adults

The market is driven by very large groups The company is mainly foreign, with very extensive means of communication and production. Competition is therefore intense with a differentiation which is heavily focused on product marketing to differentiate itself within the departments of Large and Medium Surfaces (unique place of physical competition) .

The sector must deal with health issues in particular on the sugar content of the products and the real benefits that they provide to consumers. Thus, a significant part of the communication budgets is devoted to highlighting the dietary benefits of products.

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Guillaume Obert

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PhD Industrial transformations

Robin Charbonnier

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Maelle Vitry

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