5. POLITICAL - The government has the food acts and there is also ACFM (Association of Cereal Food Manufacturers) which deal specifically on cereal issues. Economic – The success is due to high usage but still threaten by the traditional breakfast. There are still opportunities to grow. Socio-cultural – Initial target was school student but grew the to whole family members. The eating habit has evolved. Technological Factors – The major player are seeking to diversify more and the production process is highly computerized. Environment – The players are proactive in CSR ( Corporate Social Responsibility) and do sponsor a lot of event relating to diet. Legal – EU ( European Union ) legislation regarding health, ingredients, labeling and storage. This legislation includes the Food Labeling Regulations and there is ACFM also and CEEREAL. PESTEL ANALYSIS:
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