Breakfast Cereal Manufacturing
Companies in this industry make ready-to-serve packaged cereal and cereals such as oatmeal and farina that must be cooked prior to eating. Major companies include General Mills, Kellogg, Post, Quaker (owned by PepsiCo), and TreeHouse Foods, all based in the US, along with The Jordans & Ryvita Company (UK) and Cereal Partners Worldwide, a joint venture between General Mills and Nestlé (Switzerland).
Worldwide, the breakfast cereal manufacturing industry generates about $45 billion in annual revenue, according to Mordor Intelligence. The US, Canada, the UK, and Australia are the largest breakfast cereal markets, according to Euromonitor International. The industry is targeting growth in emerging markets such as China, India, and Brazil.
The US breakfast cereal manufacturing industry includes about 90 establishments (single-location companies and units of multi-location companies) with combined annual revenue of about $10 billion. This industry does not include companies that primarily manufacture granola bars, breakfast bars, or packaged cereal snacks.
Demand is driven by demographics and health considerations, particularly the attitudes of busy families and working professionals toward the first meal of the day. The profitability of individual companies depends on managing raw material costs, operating efficiently, and maximizing retail shelf space. Large companies have advantages in purchasing, distribution, and marketing. Small operations can compete effectively by manufacturing cereals that emphasize organic or healthful ingredients. The US industry is highly concentrated: the top four companies account for about 80% of revenue.
Import and export markets for cereal are limited. Exports, mainly to Canada and Mexico, account for about 7% of US breakfast cereal production. Imports, mainly from Canada and Mexico, account for about 6% of the US market.
Products, Operations & Technology
The industry's major product is ready-to-eat (RTE) cereal. The most popular cereals are made with corn flakes, wheat, oats, mixed grains, or puffed rice.
Sales & Marketing
Finance & Regulation
Regional & International Issues
Also includes the following chapters:
Quarterly Industry Update
Trends and Opportunities
Call Preparation Questions
Glossary of Acronyms