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Datamonitor's Global Breakfast Cereals industry profile is an essential resource for top-level data and analysis covering the breakfast cereals industry. It includes detailed data on market size and segmentation, plus textual and graphical analysis of the key trends and competitive landscape, leading companies and demographic information.

Scope

* Contains an executive summary and data on value, volume and/or segmentation

* Provides textual analysis of the industry’s recent performance and future prospects

* Incorporates in-depth five forces competitive environment analysis and scorecards

* Includes a five-year forecast of the industry

* The leading companies are profiled with supporting key financial metrics

* Supported by the key macroeconomic and demographic data affecting the market

Highlights

* Detailed information is included on market size, measured by both value and volume

* Five forces scorecards provide an accessible yet in depth view of the market’s competitive landscape

* Market shares are covered by manufacturer and/or brand

* Also features market breakdown by distribution channel

Why you should buy this report

* Spot future trends and developments

* Inform your business decisions

* Add weight to presentations and marketing materials

* Save time carrying out entry-level research

Market Definition

The breakfast cereal market consists of hot breakfast cereal and ready-to-eat breakfast 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 2006 annual average exchange rates.
For the purpose of this report the Americas comprises Brazil, Canada, Mexico and the US.

Europe comprises Belgium, the Czech Republic, Denmark, France, Germany, Hungary, Italy, the Netherlands, Norway, Poland, Russia, Spain, Sweden and the UK.

Asia-Pacific comprises Australia, China, Japan, India, Singapore, South Korea and Taiwan.

The global figure comprises the Americas, Asia-Pacific and Europe.

TABLE OF CONTENTS
EXECUTIVE SUMMARY 3
CHAPTER 1 Market Overview 7
1.1 Market Definition 7
1.2 Research Highlights 7
1.3 Market Analysis 8
CHAPTER 2 Market Value 9
CHAPTER 3 Market Volume 10
CHAPTER 4 Market Segmentation I 11
CHAPTER 5 Market Segmentation II 12
CHAPTER 6 Market Share 13
CHAPTER 7 Five Forces Analysis 14
7.1 Summary 14
7.2 Buyer Power 15
7.3 Supplier Power 16
7.4 New Entrants 17
7.5 Substitutes 19
7.6 Rivalry 20
CHAPTER 8 Leading Companies 21
8.1 Kellogg Company 21
8.2 General Mills, Inc. 23
8.3 Altria Group, Inc. 27
CHAPTER 9 Distribution 29
CHAPTER 10 Market Forecasts 30
10.1 Market Value Forecast 30
10.2 Market Volume Forecast 31
CHAPTER 11 Appendix 32
11.1 Methodology 32
11.2 Industry Associations 33
11.3 Related Datamonitor Research 33

LIST OF TABLES
Table 1: Global Breakfast Cereals Market Value: $ billion, 2003-2007 9
Table 2: Global Breakfast Cereals Market Volume: Kg million, 2003-2007 10
Table 3: Global Breakfast Cereals Market Segmentation I: % Share, by Value, 2007 11
Table 4: Global Breakfast Cereals Market Segmentation II: % Share, by Value, 2007 12
Table 5: Global Breakfast Cereals Market Share: % Share, by Value, 2007 13
Table 6: Key Facts: Kellogg Company 21
Table 7: Key Financials: Kellogg Company 22
Table 8: Key Facts: General Mills, Inc. 23
Table 9: Key Financials: General Mills, Inc. 26
Table 10: Key Facts: Altria Group, Inc. 27
Table 11: Key Financials: Altria Group, Inc. 28
Table 12: Global Breakfast Cereals Distribution: % Share, by Value, 2007 29
Table 13: Global Breakfast Cereals Market Value Forecast: $ billion, 2007-2012 30
Table 14: Global Breakfast Cereals Market Volume Forecast: Kg million, 2007-2012 31