marketline industry profiles brochure

MARKETLINE

INDUSTRY PROFILES

With stringent checks and controls to capture and validate the accuracy of our data, you can be confident in MarketLine to deliver quality data and insights.

HOW DID MARKETLINE

GET THIS DATA?

PREPARATORY RESEARCH

EXTENSIVE SECONDARY RESEARCH

REVIEW OF IN-HOUSE DATABASES

MODELING & FORECASTING

1.

2. 3. 4.QUALITY CONTROL

5.

MarketLine Industry Profiles are written by our in-house analysts and prepared under an established methodology, tried and tested over 10 years.

Example titles: Mining in Germany

Hot Drinks in China

Our Industry Profiles will help you to form a clear picture of individual sectors, including who is operating within them and how they are performing. Concise and accurate, Industry Profiles are presented within the globally recognized Porter’s Five Forces analysis framework to help you understand and apply key insights in minutes. They are the ideal starting point for gaining a top-level understanding of individual sectors across the globe.

WHAT ARE MARKETLINE

INDUSTRY PROFILES? MarketLine’s Industry Profiles are the ultimate go-to guide when you need reliable insights on a specific industry.

Each Industry Profile includes: • Forecasts for the market • Market value and volume data • Industry segmentation • Macroeconomic analysis • Competitor analysis • Leading company information We do the work for you... Profiling 2,500 individual industries, MarketLine is one of the most prolific publishers of business information in the market. Industry Profiles are written exclusively by our expert analysts, drawing from their personal and professional expertise and primary and secondary research.

INDUSTRY PROFILES

At MarketLine, we deliver accurate, up-to-date information on 300 industries and 150 countries as well as detailed profiles of over 2,500 companies.

By taking the chore out of business research, MarketLine gives you more time to focus on what really matters.

WHY CHOOSE

MARKETLINE? In an information-rich world, finding facts you can rely upon isn’t always easy.

MarketLine offers:

Competitive pricing

Extensive industry coverage

Concise, accessible insights

Vast geographic spread

10 years’ experienceInstant delivery

Great customer service

Current and informed data

Get in touch

If you have a question or comment about MarketLine and our products, we’d love to hear from you. Please get in touch via one of the following channels: E: [email protected] T: US: +1 312 803 4023 Rest of the world: +44 161 238 4040

Connect with us online via Facebook, Twitter or LinkedIn

INDUSTRY PROFILES

SAMPLE PAGE

www.datamonitor.com Datamonitor USA 245 Fifth Avenue 4th Floor New York, NY 10016 USA t: +1 212 686 7400 f: +1 212 686 2626 e: [email protected]

Datamonitor Europe 119 Farringdon Road London EC1R 3DA United Kingdom t: +44 20 7551 9000 f: +44 20 7675 7500 e: [email protected]

Datamonitor Middle East and North Africa Datamonitor PO Box 24893 Dubai, UAE t: +49 69 9754 4517 f: +49 69 9754 4900 e: datamonitormena@ datamonitor.com

Datamonitor Asia Pacific Level 46, 2 Park Street Sydney, NSW 2000 Australia t: +61 2 8705 6900 f: +61 2 8705 6901 e: [email protected]

Canada - Breakfast Cereals 0070 - 0021 - 2010

© Datamonitor. This profile is a licensed product and is not to be photocopied Page 1

INDUSTRY PROFILE

Breakfast Cereals in

Canada

Reference Code: 0070-0021

Publication Date: May 2011

AdhikariP

Rectangle

CONTENTS



TABLE OF CONTENTS

EXECUTIVE SUMMARY 2

MARKET OVERVIEW 7

Market definition 7

Research highlights 8

Market analysis 9

MARKET VALUE 10

MARKET VOLUME 11

MARKET SEGMENTATION I 12

MARKET SEGMENTATION II 13

MARKET SHARE 14

FIVE FORCES ANALYSIS 15

Summary 15

Buyer power 16

Supplier power 17

New entrants 18

Substitutes 19

Rivalry 20

LEADING COMPANIES 21

Kellogg Company 21

General Mills, Inc. 25

Ralcorp Holdings Inc 31

MARKET DISTRIBUTION 35

MARKET FORECASTS 36

Market value forecast 36

Market volume forecast 37

MACROECONOMIC INDICATORS 38

APPENDIX 40

Methodology 40

CONTENTS



Industry associations 41

Related Datamonitor research 41

Disclaimer 42

ABOUT DATAMONITOR 43

Premium Reports 43

Summary Reports 43

Datamonitor consulting 43

CONTENTS



LIST OF TABLES Table 1: Canada breakfast cereals market value: $ million, 2006–10(e) 10

Table 2: Canada breakfast cereals market volume: million kilograms, 2006–10(e) 11

Table 3: Canada breakfast cereals market segmentation I:% share, by value, 2010(e) 12

Table 4: Canada breakfast cereals market segmentation II: % share, by value, 2010(e) 13

Table 5: Canada breakfast cereals market share: % share, by value, 2010(e) 14

Table 6: Kellogg Company: key facts 21

Table 7: Kellogg Company: key financials ($) 23

Table 8: Kellogg Company: key financial ratios 23

Table 9: General Mills, Inc.: key facts 25

Table 10: General Mills, Inc.: key financials ($) 28

Table 11: General Mills, Inc.: key financial ratios 29

Table 12: Ralcorp Holdings Inc: key facts 31

Table 13: Ralcorp Holdings Inc: key financials ($) 32

Table 14: Ralcorp Holdings Inc: key financial ratios 33

Table 15: Canada breakfast cereals market distribution: % share, by value, 2010(e) 35

Table 16: Canada breakfast cereals market value forecast: $ million, 2010–15 36

Table 17: Canada breakfast cereals market volume forecast: million kilograms, 2010–15 37

Table 18: Canada size of population (million), 2006–10 38

Table 19: Canada gdp (constant 2000 prices, $ billion), 2006–10 38

Table 20: Canada gdp (current prices, $ billion), 2006–10 38

Table 21: Canada inflation, 2006–10 39

Table 22: Canada consumer price index (absolute), 2006–10 39

Table 23: Canada exchange rate, 2006–10 39

CONTENTS



LIST OF FIGURES Figure 1: Canada breakfast cereals market value: $ million, 2006–10(e) 10

Figure 2: Canada breakfast cereals market volume: million kilograms, 2006–10(e) 11

Figure 3: Canada breakfast cereals market segmentation I:% share, by value, 2010(e) 12

Figure 4: Canada breakfast cereals market segmentation II: % share, by value, 2010(e) 13

Figure 5: Canada breakfast cereals market share: % share, by value, 2010(e) 14

Figure 6: Forces driving competition in the breakfast cereals market in Canada, 2010 15

Figure 7: Drivers of buyer power in the breakfast cereals market in Canada, 2010 16

Figure 8: Drivers of supplier power in the breakfast cereals market in Canada, 2010 17

Figure 9: Factors influencing the likelihood of new entrants in the breakfast cereals market in Canada, 2010 18

Figure 10: Factors influencing the threat of substitutes in the breakfast cereals market in Canada, 2010 19

Figure 11: Drivers of degree of rivalry in the breakfast cereals market in Canada, 2010 20

Figure 12: Kellogg Company: revenues & profitability 24

Figure 13: Kellogg Company: assets & liabilities 24

Figure 14: General Mills, Inc.: revenues & profitability 29

Figure 15: General Mills, Inc.: assets & liabilities 30

Figure 16: Ralcorp Holdings Inc: revenues & profitability 33

Figure 17: Ralcorp Holdings Inc: assets & liabilities 34

Figure 18: Canada breakfast cereals market distribution: % share, by value, 2010(e) 35

Figure 19: Canada breakfast cereals market value forecast: $ million, 2010–15 36

Figure 20: Canada breakfast cereals market volume forecast: million kilograms, 2010–15 37

MARKET OVERVIEW



MARKET OVERVIEW

Market definition

The breakfast cereals market consists of the retail sale of hot cereals and ready-to-eat cereals. The market is valued according to retail selling price (RSP) and includes any applicable taxes. Any currency conversions used in the creation of this report have been calculated using constant 2010 annual average exchange rates.

For the purpose of this report the Americas comprises Argentina, Brazil, Canada, Chile, Colombia, Mexico, Venezuela, and the US.

MARKET VALUE



MARKET VALUE

The Canadian breakfast cereals market grew by 1.2% in 2010 to reach a value of $1,482.6 million.

The compound annual growth rate of the market in the period 2006–10 was 1%.

Table 1: Canada breakfast cereals market value: $ million, 2006–10(e) Year $ million C$ million € million % Growth2006 1,424.7 1,468.5 1,073.1 2007 1,436.8 1,481.0 1,082.3 0.92008 1,450.5 1,495.1 1,092.6 1.02009 1,465.7 1,510.8 1,104.0 1.12010(e) 1,482.6 1,528.2 1,116.8 1.2

CAGR: 2006–10 1.0%

Source: Datamonitor D A T A M O N I T O R

Figure 1: Canada breakfast cereals market value: $ million, 2006–10(e)


AdhikariP

Rectangle

AdhikariP

Highlight

AdhikariP

Highlight

MARKET VOLUME



MARKET VOLUME

The Canadian breakfast cereals market grew by 1% in 2010 to reach a volume of 193.6 million kilograms.

The compound annual growth rate of the market in the period 2006–10 was 0.8%.

Table 2: Canada breakfast cereals market volume: million kilograms, 2006–10(e) Year million kilograms % Growth2006 187.22007 188.5 0.72008 190.0 0.82009 191.7 0.92010(e) 193.6 1.0

CAGR: 2006–10 0.8%


Figure 2: Canada breakfast cereals market volume: million kilograms, 2006–10(e)


AdhikariP

Rectangle

AdhikariP

Highlight

AdhikariP

Highlight

MARKET SEGMENTATION I



MARKET SEGMENTATION I

Ready-to-eat cereals is the largest segment of the breakfast cereals market in Canada, accounting for 89% of the market's total value.

The hot cereals segment accounts for the remaining 11% of the market.

Table 3: Canada breakfast cereals market segmentation I:% share, by value, 2010(e) Category % ShareReady-to-eat cereals 89.0%Hot cereals 11.0%

Total 100%


Figure 3: Canada breakfast cereals market segmentation I:% share, by value, 2010(e)


AdhikariP

Rectangle

MARKET SEGMENTATION II



MARKET SEGMENTATION II

Canada accounts for 8% of the Americas breakfast cereals market value.

The United States accounts for a further 73.7% of the Americas market.

Table 4: Canada breakfast cereals market segmentation II: % share, by value, 2010(e) Category % ShareUnited States 73.7%Mexico 12.1%Canada 8.0%Brazil 3.1%Rest of Americas 3.1%

Total 100%


Figure 4: Canada breakfast cereals market segmentation II: % share, by value, 2010(e)


AdhikariP

Rectangle

AdhikariP

Highlight

AdhikariP

Highlight

MARKET SHARE



MARKET SHARE

Kellogg Company is the leading player in the Canadian breakfast cereals market, generating a 43.9% share of the market's value.

General Mills, Inc. accounts for a further 25.2% of the market.

Table 5: Canada breakfast cereals market share: % share, by value, 2010(e) Company % ShareKellogg Company 43.9%General Mills, Inc. 25.2%Ralcorp Holdings Inc 7.8%Others 23.1%

Total 100%


Figure 5: Canada breakfast cereals market share: % share, by value, 2010(e)


AdhikariP

Rectangle

AdhikariP

Highlight

AdhikariP

Highlight

AdhikariP

Highlight

FIVE FORCES ANALYSIS



FIVE FORCES ANALYSIS

The breakfast cereals market will be analyzed taking food processing firms that produce breakfast cereals as players. The key buyers will be taken as food retailers, and farmers and traders in cereal grains, and other raw materials as the key suppliers.

Summary

Figure 6: Forces driving competition in the breakfast cereals market in Canada, 2010


The Canadian breakfast cereals market is highly concentrated with top three players accounting for 76.9% of the total market value.

The Canadian breakfast cereals market is dominated by Kellogg's, a leading player, which illustrates the popularity of ready-to-eat breakfast cereals amongst consumers. Supermarkets/hypermarkets are the predominant buyers. Substitutes are numerous, and can be from a multitude of food types, depending on consumer preference. However, the threat of substitutes is considered to be moderate. Weak market growth and the presence of strong brands in the Canadian market discourage new entrants.

marketline industry profiles brochure

Business