MarketLine Industry Profiles Brochure
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Marketline's industry profiles provide comprehensive insights into various industries, including detailed analysis and data. The Canadian breakfast cereals market was valued at $1,482.6 million in 2010, showing a growth of 1.2% and is dominated by key players like Kellogg Company and General Mills. The report offers valuable market segmentation, forecasts, and competitive analysis to help businesses understand market dynamics.
MarketLine Industry Profiles Brochure
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- 8. INDUSTRY PROFILE Breakfast Cereals in Canada Reference Code: 0070-0021 Publication Date: May 2011 www.datamonitor.com Datamonitor USA Datamonitor Europe Datamonitor Middle East Datamonitor Asia Pacific 245 Fifth Avenue 119 Farringdon Road and North Africa Level 46, 2 Park Street 4th Floor London EC1R 3DA Datamonitor Sydney, NSW 2000 New York, NY 10016 United Kingdom PO Box 24893 Australia USA Dubai, UAE t: +44 20 7551 9000 t: +1 212 686 7400 f: +44 20 7675 7500 t: +49 69 9754 4517 t: +61 2 8705 6900 f: +1 212 686 2626 e: [email protected] f: +49 69 9754 4900 f: +61 2 8705 6901 e: [email protected] e: datamonitormena@ e: [email protected] datamonitor.com Canada - Breakfast Cereals 0070 - 0021 - 2010 © Datamonitor. This profile is a licensed product and is not to be photocopied Page 1
- 9. 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 Canada - Breakfast Cereals 0070 - 0021 - 2010 © Datamonitor. This profile is a licensed product and is not to be photocopied Page 3
- 10. CONTENTS Industry associations 41 Related Datamonitor research 41 Disclaimer 42 ABOUT DATAMONITOR 43 Premium Reports 43 Summary Reports 43 Datamonitor consulting 43 Canada - Breakfast Cereals 0070 - 0021 - 2010 © Datamonitor. This profile is a licensed product and is not to be photocopied Page 4
- 11. 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 Canada - Breakfast Cereals 0070 - 0021 - 2010 © Datamonitor. This profile is a licensed product and is not to be photocopied Page 5
- 12. 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 Canada - Breakfast Cereals 0070 - 0021 - 2010 © Datamonitor. This profile is a licensed product and is not to be photocopied Page 6
- 13. 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. Canada - Breakfast Cereals 0070 - 0021 - 2010 © Datamonitor. This profile is a licensed product and is not to be photocopied Page 7
- 14. 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 % Growth 2006 1,424.7 1,468.5 1,073.1 2007 1,436.8 1,481.0 1,082.3 0.9 2008 1,450.5 1,495.1 1,092.6 1.0 2009 1,465.7 1,510.8 1,104.0 1.1 2010(e) 1,482.6 1,528.2 1,116.8 1.2 CAGR: 2006–10 1.0% Source: Datamonitor DATAMONITOR Figure 1: Canada breakfast cereals market value: $ million, 2006–10(e) Source: Datamonitor DATAMONITOR Canada - Breakfast Cereals 0070 - 0021 - 2010 © Datamonitor. This profile is a licensed product and is not to be photocopied Page 10
- 15. 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 % Growth 2006 187.2 2007 188.5 0.7 2008 190.0 0.8 2009 191.7 0.9 2010(e) 193.6 1.0 CAGR: 2006–10 0.8% Source: Datamonitor DATAMONITOR Figure 2: Canada breakfast cereals market volume: million kilograms, 2006–10(e) Source: Datamonitor DATAMONITOR Canada - Breakfast Cereals 0070 - 0021 - 2010 © Datamonitor. This profile is a licensed product and is not to be photocopied Page 11
- 16. 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 % Share Ready-to-eat cereals 89.0% Hot cereals 11.0% Total 100% Source: Datamonitor DATAMONITOR Figure 3: Canada breakfast cereals market segmentation I:% share, by value, 2010(e) Source: Datamonitor DATAMONITOR Canada - Breakfast Cereals 0070 - 0021 - 2010 © Datamonitor. This profile is a licensed product and is not to be photocopied Page 12
- 17. 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 % Share United States 73.7% Mexico 12.1% Canada 8.0% Brazil 3.1% Rest of Americas 3.1% Total 100% Source: Datamonitor DATAMONITOR Figure 4: Canada breakfast cereals market segmentation II: % share, by value, 2010(e) Source: Datamonitor DATAMONITOR Canada - Breakfast Cereals 0070 - 0021 - 2010 © Datamonitor. This profile is a licensed product and is not to be photocopied Page 13
- 18. 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 % Share Kellogg Company 43.9% General Mills, Inc. 25.2% Ralcorp Holdings Inc 7.8% Others 23.1% Total 100% Source: Datamonitor DATAMONITOR Figure 5: Canada breakfast cereals market share: % share, by value, 2010(e) Source: Datamonitor DATAMONITOR Canada - Breakfast Cereals 0070 - 0021 - 2010 © Datamonitor. This profile is a licensed product and is not to be photocopied Page 14
- 19. 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 Source: Datamonitor DATAMONITOR 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. Canada - Breakfast Cereals 0070 - 0021 - 2010 © Datamonitor. This profile is a licensed product and is not to be photocopied Page 15