Milling & Baking News Corporate Profiles - 2019 - 16

INDUSTRY REVIEW: GRAIN-BASED FOODS

new breakfast options, cereals are being introduced as an alternative to traditional fare.The Westernization of the diet in many of these areas also makes
breakfast cereals a novel and enticing food option."
To prevent breakfast cereal sales from eroding further, Packaged
Facts has identified six trends cereal makers are focused on: harvesting
a health halo, creative novel flavors, marketing cereal beyond breakfast, capitalizing on convenience, adding value with
add-in ingredients, and paying attention
to packaging. The presence of enhanced
packaging components, including smart
labels, is allowing more interaction with
consumers and serving to enhance the
breakfast experience.

for us. And by no means do we think that this category's best days are behind
us. But it's going through a challenging time right now. As a category, it's only
declining by about 1%. So it's not falling off the cliff as, if you read some
reports, you might think."
He blamed shifting dietary habits for pressuring the breakfast cereal market.
"(We need to remind) people that cereal
can be very important and a great addition to
a healthy diet," he said.
While North America may have the largest share of the breakfast cereal market, its
dominance is slowly being challenged by Asia,
Europe and Africa, according to a new report
from market research firm Packaged Facts.
In its "Global Breakfast Cereals" report,
Packaged Facts said the global breakfast cereal market is forecast to expand 3% per year
to $40 billion by 2023, led primarily by sales
growth outside of North America.
Packaged Facts said North America accounted for $12 billion of the $35 billion
global breakfast cereal market in 2018. The
region has the highest penetration of breakfast cereals in the world, with per capita consumption of both hot and R.-T.-E. cereals ex- PEPPERIDGE FARM FACEBOOK
ceeding that of other regions. But increasingly busy lifestyles and a plethora of
other breakfast options have contributed to a decline in per capita consumption
in recent years, the report noted.
"While breakfast cereal penetration is much lower in the rest of the world,
consumption rates are rising as cereal companies target these areas," said
David Sprinkle, research director at Packaged Facts. "In these nations, instead of breakfast cereals being an entrenched product that competes with

Rich flavors and premium ingredients create indulgent snacking experiences for cookies. These key drivers influenced the category,
resulting in more than $8.05 billion in sales
and steady growth in the U.S. snack market
for the 52 weeks ended Aug. 11, according
to I.R.I.
"Taste is the biggest driver of choice, and
consumers seek out products that offer new exciting tastes and experiences,"
Mr. Sprinkle said. "Some consumers, especially younger people, want even
more indulgent, decadent and unique choices."
Underscoring the popularity of decadence, Deerfield, Ill.-based Mondelez
International's Nabisco brands launched The Most Stuf Oreos, filled with more
than triple the vanilla-flavored crème of a regular Oreo. The brand released
three limited-time flavors this summer, including S'mores, Marshmallow

LEADING

cookie vendors
1
2
3
4
5
6
7
8
9

Mondelez International, Inc.
McKee Foods Corp.
Kellogg Co.
Pepperidge Farm, Inc.
Lofthouse Foods
Voortman Cookies Ltd.
Bimbo Bakeries USA, Inc.
Tate's Bake Shop, Inc.
D.F. Stauffer Biscuit Co.
Private label
Total

Cookie sales top $8 billion

cookie brands
Dollar sales
$3,168,683,720
$533,504,351
$488,111,082
$416,456,541
$134,766,962
$118,229,041
$92,259,615
$85,936,267
$84,745,198
$1,367,444,792
$8,051,488,642

% change
from
year ago
3.9%
3.7%
-4.3%
4.0%
-4.0%
6.1%
3.0%
17.8%
1.6%
3.8%
2.6%

1
2
3
4
5
6
7
8
9

Oreo
Chips Ahoy!
belVita
Oreo Double Stuf
Little Debbie
Little Debbie Nutty Bar
Milano
Nilla
Oreo Thins
Private label
Total

Dollar sales
$718,831,201
$610,466,185
$356,607,691
$297,498,765
$257,891,024
$173,327,924
$158,875,657
$156,229,401
$152,074,902
$1,367,444,792
$8,051,488,642

% change
from
year ago
8.4%
-0.1%
7.8%
13.1%
1.8%
4.6%
2.8%
-0.5%
-12.0%
3.8%
2.6%

Data for 52 weeks ended Aug. 11, 2019
Total U.S. - Multi-outlet with C-Store (Supermarkets, Drugstores and Mass Market Retailers, Gas/C-Stores, Military Commissaries and Select Club & Dollar Retail Chains)
Source: Information Resources, Inc.

16 \ November 2019

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