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Cereal Industry
11
Environmental
Factors
- Production Time
- Process Raw Material
- 49% of North American consumers eat cereals for breakfast
- Increase healthy trends
- Raw material price
- Inflation
Segmen
OUTLINE
Industry Analysis
Competitor Analysis
Segmentation
1.
2.
3.
4.
5.
6.
Environmental Factors
Sales Forecast
Recommendations
Price Sensitive
Children
tation
Segmen
Flavor
Health
Age
Gender
Hurry Lifestyle
Healthy Trend
Demographic
Socioeconomic
Psychographic
A
I
O
L
S
POLITICAL
C
Strong government Influence
Technological Factors
E C O N O M I C
CAGR = 2%
2015
2014
2012
2013
$9.4B
$9.5B
Sales
$9.7B
Forecast
Ready to Eat
Cereals
Industry Analysis
Growth Rate
2010-2015
CAGR of 1.3%
Market Size
$9.2 billion
US: 7.8 billion
Canada: 1.4 billion
34%
Market Share
31%
11%
6%
18%
Others
Customer Overview
- More cereal with fiber and whole grain
- Cinnamon is leading flavors
- Honey and chocolate cereals
Players
Aggregate Market Factors
Product
Industry size is 28 billion and RTE is 25 billion
- 10% Hot cereal
- 90% Ready to eat cereal
30%
consume breakfast daily
with:
2% sodium
3% sugar
7% fiber
Maturity stage in life cycle
a.
b.
c.
d.
Top attributes:
- Taste
- Price
- Familiarity
- Fiber and sugar content
Cyclicity: Raw material price and Innovations
Profitability: Industry average GP margin is 38% and Return on Investment 9%
CONCLUSIONS & RECOMMENDATIONS
- The cereal market is growing by 2%
- Four major players
- Strong consumer segments
- High barriers to entry in the industry
- Product differentiation & low prices
Competitive Factors
LOW
Threat of New Entrants
HIGH
Power of Buyers
HIGH
Threat of Substitutes
MEDIUM
Power of Suppliers
HIGH
Rivalry among Competitors
Competitor Analysis
LEVELS OF MARKET
COMPETITION
Product Category
Product Form
vs
Healthy