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8. INDUSTRY PROFILE
Breakfast Cereals in
Canada
Reference Code: 0070-0021
Publication Date: May 2011
www.datamonitor.com
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Canada - Breakfast Cereals 0070 - 0021 - 2010
© Datamonitor. This profile is a licensed product and is not to be photocopied Page 1

9. CONTENTS
TABLE OF CONTENTS
EXECUTIVE SUMMARY 2
MARKET OVERVIEW 7
Market definition 7
Research highlights 8
Market analysis 9
MARKET VALUE 10
MARKET VOLUME 11
MARKET SEGMENTATION I 12
MARKET SEGMENTATION II 13
MARKET SHARE 14
FIVE FORCES ANALYSIS 15
Summary 15
Buyer power 16
Supplier power 17
New entrants 18
Substitutes 19
Rivalry 20
LEADING COMPANIES 21
Kellogg Company 21
General Mills, Inc. 25
Ralcorp Holdings Inc 31
MARKET DISTRIBUTION 35
MARKET FORECASTS 36
Market value forecast 36
Market volume forecast 37
MACROECONOMIC INDICATORS 38
APPENDIX 40
Methodology 40
Canada - Breakfast Cereals 0070 - 0021 - 2010
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10. CONTENTS
Industry associations 41
Related Datamonitor research 41
Disclaimer 42
ABOUT DATAMONITOR 43
Premium Reports 43
Summary Reports 43
Datamonitor consulting 43
Canada - Breakfast Cereals 0070 - 0021 - 2010
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11. CONTENTS
LIST OF TABLES
Table 1: Canada breakfast cereals market value: $ million, 2006–10(e) 10
Table 2: Canada breakfast cereals market volume: million kilograms, 2006–10(e) 11
Table 3: Canada breakfast cereals market segmentation I:% share, by value, 2010(e) 12
Table 4: Canada breakfast cereals market segmentation II: % share, by value, 2010(e) 13
Table 5: Canada breakfast cereals market share: % share, by value, 2010(e) 14
Table 6: Kellogg Company: key facts 21
Table 7: Kellogg Company: key financials ($) 23
Table 8: Kellogg Company: key financial ratios 23
Table 9: General Mills, Inc.: key facts 25
Table 10: General Mills, Inc.: key financials ($) 28
Table 11: General Mills, Inc.: key financial ratios 29
Table 12: Ralcorp Holdings Inc: key facts 31
Table 13: Ralcorp Holdings Inc: key financials ($) 32
Table 14: Ralcorp Holdings Inc: key financial ratios 33
Table 15: Canada breakfast cereals market distribution: % share, by value, 2010(e) 35
Table 16: Canada breakfast cereals market value forecast: $ million, 2010–15 36
Table 17: Canada breakfast cereals market volume forecast: million kilograms, 2010–15 37
Table 18: Canada size of population (million), 2006–10 38
Table 19: Canada gdp (constant 2000 prices, $ billion), 2006–10 38
Table 20: Canada gdp (current prices, $ billion), 2006–10 38
Table 21: Canada inflation, 2006–10 39
Table 22: Canada consumer price index (absolute), 2006–10 39
Table 23: Canada exchange rate, 2006–10 39
Canada - Breakfast Cereals 0070 - 0021 - 2010
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12. CONTENTS
LIST OF FIGURES
Figure 1: Canada breakfast cereals market value: $ million, 2006–10(e) 10
Figure 2: Canada breakfast cereals market volume: million kilograms, 2006–10(e) 11
Figure 3: Canada breakfast cereals market segmentation I:% share, by value, 2010(e) 12
Figure 4: Canada breakfast cereals market segmentation II: % share, by value, 2010(e) 13
Figure 5: Canada breakfast cereals market share: % share, by value, 2010(e) 14
Figure 6: Forces driving competition in the breakfast cereals market in Canada, 2010 15
Figure 7: Drivers of buyer power in the breakfast cereals market in Canada, 2010 16
Figure 8: Drivers of supplier power in the breakfast cereals market in Canada, 2010 17
Figure 9: Factors influencing the likelihood of new entrants in the breakfast cereals market in
Canada, 2010 18
Figure 10: Factors influencing the threat of substitutes in the breakfast cereals market in Canada,
2010 19
Figure 11: Drivers of degree of rivalry in the breakfast cereals market in Canada, 2010 20
Figure 12: Kellogg Company: revenues & profitability 24
Figure 13: Kellogg Company: assets & liabilities 24
Figure 14: General Mills, Inc.: revenues & profitability 29
Figure 15: General Mills, Inc.: assets & liabilities 30
Figure 16: Ralcorp Holdings Inc: revenues & profitability 33
Figure 17: Ralcorp Holdings Inc: assets & liabilities 34
Figure 18: Canada breakfast cereals market distribution: % share, by value, 2010(e) 35
Figure 19: Canada breakfast cereals market value forecast: $ million, 2010–15 36
Figure 20: Canada breakfast cereals market volume forecast: million kilograms, 2010–15 37
Canada - Breakfast Cereals 0070 - 0021 - 2010
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13. MARKET OVERVIEW
MARKET OVERVIEW
Market definition
The breakfast cereals market consists of the retail sale of hot cereals and ready-to-eat 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 2010 annual average
exchange rates.
For the purpose of this report the Americas comprises Argentina, Brazil, Canada, Chile, Colombia,
Mexico, Venezuela, and the US.
Canada - Breakfast Cereals 0070 - 0021 - 2010
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14. MARKET VALUE
MARKET VALUE
The Canadian breakfast cereals market grew by 1.2% in 2010 to reach a value of $1,482.6 million.
The compound annual growth rate of the market in the period 2006–10 was 1%.
Table 1: Canada breakfast cereals market value: $ million, 2006–10(e)
Year $ million C$ million € million % Growth
2006 1,424.7 1,468.5 1,073.1
2007 1,436.8 1,481.0 1,082.3 0.9
2008 1,450.5 1,495.1 1,092.6 1.0
2009 1,465.7 1,510.8 1,104.0 1.1
2010(e) 1,482.6 1,528.2 1,116.8 1.2
CAGR: 2006–10 1.0%
Source: Datamonitor DATAMONITOR
Figure 1: Canada breakfast cereals market value: $ million, 2006–10(e)
Source: Datamonitor DATAMONITOR
Canada - Breakfast Cereals 0070 - 0021 - 2010
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15. MARKET VOLUME
MARKET VOLUME
The Canadian breakfast cereals market grew by 1% in 2010 to reach a volume of 193.6 million kilograms.
The compound annual growth rate of the market in the period 2006–10 was 0.8%.
Table 2: Canada breakfast cereals market volume: million kilograms, 2006–10(e)
Year million kilograms % Growth
2006 187.2
2007 188.5 0.7
2008 190.0 0.8
2009 191.7 0.9
2010(e) 193.6 1.0
CAGR: 2006–10 0.8%
Source: Datamonitor DATAMONITOR
Figure 2: Canada breakfast cereals market volume: million kilograms, 2006–10(e)
Source: Datamonitor DATAMONITOR
Canada - Breakfast Cereals 0070 - 0021 - 2010
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16. MARKET SEGMENTATION I
MARKET SEGMENTATION I
Ready-to-eat cereals is the largest segment of the breakfast cereals market in Canada, accounting for
89% of the market's total value.
The hot cereals segment accounts for the remaining 11% of the market.
Table 3: Canada breakfast cereals market segmentation I:% share, by value, 2010(e)
Category % Share
Ready-to-eat cereals 89.0%
Hot cereals 11.0%
Total 100%
Source: Datamonitor DATAMONITOR
Figure 3: Canada breakfast cereals market segmentation I:% share, by value, 2010(e)
Source: Datamonitor DATAMONITOR
Canada - Breakfast Cereals 0070 - 0021 - 2010
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17. MARKET SEGMENTATION II
MARKET SEGMENTATION II
Canada accounts for 8% of the Americas breakfast cereals market value.
The United States accounts for a further 73.7% of the Americas market.
Table 4: Canada breakfast cereals market segmentation II: % share, by value, 2010(e)
Category % Share
United States 73.7%
Mexico 12.1%
Canada 8.0%
Brazil 3.1%
Rest of Americas 3.1%
Total 100%
Source: Datamonitor DATAMONITOR
Figure 4: Canada breakfast cereals market segmentation II: % share, by value, 2010(e)
Source: Datamonitor DATAMONITOR
Canada - Breakfast Cereals 0070 - 0021 - 2010
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18. MARKET SHARE
MARKET SHARE
Kellogg Company is the leading player in the Canadian breakfast cereals market, generating a 43.9%
share of the market's value.
General Mills, Inc. accounts for a further 25.2% of the market.
Table 5: Canada breakfast cereals market share: % share, by value, 2010(e)
Company % Share
Kellogg Company 43.9%
General Mills, Inc. 25.2%
Ralcorp Holdings Inc 7.8%
Others 23.1%
Total 100%
Source: Datamonitor DATAMONITOR
Figure 5: Canada breakfast cereals market share: % share, by value, 2010(e)
Source: Datamonitor DATAMONITOR
Canada - Breakfast Cereals 0070 - 0021 - 2010
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19. FIVE FORCES ANALYSIS
FIVE FORCES ANALYSIS
The breakfast cereals market will be analyzed taking food processing firms that produce breakfast cereals
as players. The key buyers will be taken as food retailers, and farmers and traders in cereal grains, and
other raw materials as the key suppliers.
Summary
Figure 6: Forces driving competition in the breakfast cereals market in Canada, 2010
Source: Datamonitor DATAMONITOR
The Canadian breakfast cereals market is highly concentrated with top three players accounting for
76.9% of the total market value.
The Canadian breakfast cereals market is dominated by Kellogg's, a leading player, which illustrates the
popularity of ready-to-eat breakfast cereals amongst consumers. Supermarkets/hypermarkets are the
predominant buyers. Substitutes are numerous, and can be from a multitude of food types, depending on
consumer preference. However, the threat of substitutes is considered to be moderate. Weak market
growth and the presence of strong brands in the Canadian market discourage new entrants.
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