Culinology - May/June 2013 - (Page 46)

PETITS FOURS Morning meal occasion getting a makeover While the agribusiness research firm as well as newer products such as break- some companies already appear to be Rabobank is not predicting the demise of fast beverages like Bfast from General exiting through the snack aisle,” Mr. the $10 billion US breakfast cereal cat- Mills, Inc. and Kellogg To Go from the Fereday said. “We are not predicting the egory, the firm does see significant chal- Kellogg Co. end of this $10 billion market; rather, lenges ahead for cereal makers, including Greek yogurt also has secured a seat we believe that breakfast cereals can increased competition and demographic at the breakfast table, according to aspire to more than single-digit growth shifts. Rabobank outlined the challenges Rabobank. Consumers relate protein to and erosion of market share. To turn the facing the breakfast cereal category in satiety and weight management, and yo- tide, we suggest a renewed focus on in- a new report titled “The cereal killers: gurt is considered a convenient, portable novation, a rebooting of the message to Five trends revolutionizing the American option for adding protein to the diet. consumers, and, for children’s cereal, breakfast.” Criticism from consumer groups and an embrace of what you are, even if that “Is breakfast cereal, an American sta- regulatory officials also may be taking means new positioning in a different ple once characterized by strong innova- a toll on the breakfast cereal category, grocery aisle.” tion and competitive brand marketing, Rabobank said. Two hot button issues Innovation strategies highlighted by failing to meet the challenges of the 21st today are added sugars and marketing Rabobank include bigger, better bets to century consumer landscape?” asked food to children, both subjects that have generate new brand platforms, such as Nicholas Fereday, global senior analyst had an effect on cereal makers. what the Kraft Foods Group has done with Rabobank’s Food & Agribusiness Finally, the slowing birth rate in with MiO, Oscar Mayer Selects and Research and Advisory group. “Flat sales the United States was identified by Velveeta Skillets. Another option may be and declining volumes over the past de- Rabobank as an issue. Children are a key spending more on food ingredients rela- cade indicate consumers are tiring of consumer of breakfast cereals and with tive to advertising budgets and learning boxed cereals, lured away by more con- fewer of them companies are challenged from the success of companies like Clif temporary, aspirational, and convenient to attract other demographics such as Bar & Co., Chipotle Mexican Grill and morning eating options in other grocery millennials or baby boomers. Whole Foods. aisles or restaurants.” The five trends highlighted in the re- “Despite the numerous health posi- Finally, Rabobank said the breakfast tives associated with breakfast cereal, cereal category pioneered marketing port include breakfast as an eating oc- in the age of mass media, but is strug- casion away-from-home. Breakfast gling to find its voice and target custom- is fast becoming a day-part of fierce ers in today’s age of multimedia and competition in the quick-service res- fragmented retail channels. In addition, taurant space, and chains such as some current consumer food trends do the Starbucks Coffee Co. and not necessarily play well to cereal’s core Dunkin’ Brands, Inc., have strengths, as some consum- sought to establish a strong ers are moving away from food foothold in the category with perceived as highly processed. the introduction of new menu Nevertheless, Rabobank said the items. breakfast cereal category remains The breakfast occasion also a relevant platform for delivering is becoming inundated with many health and wellness posi- snacks intended to be a part tives, but manufacturers need to of the morning meal. Snack reboot their message to consum- products may include longtime ers regarding the relevance of the staples such as nutrition bars product. 46 | Culinology | MAY/JUNE 2013

Table of Contents for the Digital Edition of Culinology - May/June 2013

Culinology - May/June 2013
Table of Contents
President's Letter - Keeping it real
Emerging Trends - Old World bread on the rise
Trends - Predicting what's cool in culinary
Spicy Flavors - What's hot?
Beverage prototypes with a kick
Fats/Oils - Embracing fats (and) oils
Member Profile - Time is on her side
Nuts - Ingredients in a nutshell
2013 RCA Annual Conference
Petits Fours - Morning meal occasion getting a makeover
Whole grains, protein highlight first-quarter menu trends
Upcoming Events
Ad Index

Culinology - May/June 2013