The European Cereal Market

Term Paper # 103187

Business > Companies
Business > Consumer Behavior
Business > Industries
Business > Marketing

An analysis of three cereal types (staple, healthy, and children's) with regard to the European consumer.

4,423 words () | 5 sources | MLA | 2006 Philippines

Paper Summary:

This paper analyzes the cereal industry especially with regards to the "euro-consumer" and makes recommendations for the future of the industry. The paper specifically considers the three major cereal types (staple, healthy, children's) and focuses on the top two cereal producers, Kellogg and Cereal Partners, the latter being a strategic alliance between General Mills and Nestle.

Table of Contents:
Abstract
Market Background
The Euro-consumer
Market Shares and the Joint Venture in European Breakfast Cereals: Barriers & Solutions
General Strategies
Staple Products
Analysis
Recommendations
Children's Market
Analysis
Recommendations
Healthy Products
Analysis
Recommendations

From the Paper:

"Since it is a children's market, it may be viable to explore more creative product concepts that would capture the taste of Euro-consumers. Probably researching and developing new flavours, coming from delectable fruits will do. Also, it should be leaning towards a healthier packaging to be able to provide better nutrition to the market. After all, it is still the parents who get a say in buying or not buying the product, and health issues are always a concern for them. This means that the products should have more vitamins and minerals as compared before. Such tactic is viable in that breakfast cereals have become a staple meal for many children and thus it requires all the needed nutrients for growth and development. For those who are lactose intolerant, it might be better for the companies to innovate breakfast cereals in such as way that the taste and nutritional content will not alter. An example of which is cereal cookies or cereal chocolate bars. In this case, we can also capture the market of those who might not be able to consume the typical cold milk and cereals. That is, one must assume that there is a perceived and potential market for such a product."

Sample of Sources Used:

"Half Of All ABs And 44% of C1s Are Willing to Pay a Premium Prices for Healthy Food" Businesswire. April 24, 2006. http://www.researchandmarkets.com/reports/c36009
"Cornflakes" (N.D.). Retrieved from http://en.wikipedia.org/wiki/Corn_Flakes
"Smart Start" (N.D.). Retrieved from http://www.smartstart.com/smart_start_healthy_heart.shtml
"Fitnesse" (N.D.). Retrieved from http://www.ciao.co.uk/Nestle_Fitnesse__Review_5658520
"Ceraal Industry" (N.D.). Retrieved from http://www.mmc.gov.uk/rep_pub/reports/1970_1975/fulltext/067c04.pdf