Tendencias de cereales

Breakfast Cereals - Switzerland

Euromonitor International : Country Sector Briefing

October 2009
List of Contents and Tables

Headlines 1

Trends 1

Competitive Landscape 1

Prospects 2

Sector Data 3
Table 1 Sales of Breakfast Cereals by Subsector: Volume 2004-2009 3
Table 2 Sales of Breakfast Cereals by Subsector: Value2004-2009 3
Table 3 Sales of Breakfast Cereals by Subsector: % Volume Growth 2004-2009 3
Table 4 Sales of Breakfast Cereals by Subsector: % Value Growth 2004-2009 3
Table 5 Breakfast Cereals Company Shares 2004-2008 4
Table 6 Breakfast Cereals Brand Shares 2005-2008 4
Table 7 Forecast Sales of Breakfast Cereals by Subsector: Volume 2009-20145
Table 8 Forecast Sales of Breakfast Cereals by Subsector: Value 2009-2014 5
Table 9 Forecast Sales of Breakfast Cereals by Subsector: % Volume Growth 2009-2014 5
Table 10 Forecast Sales of Breakfast Cereals by Subsector: % Value Growth 2009-2014 6

Breakfast Cereals in Switzerland

Headlines

• Sales grew by 2% in current value terms from 2008 to CHF198million in 2009

• Premiumisation and health trend continued to drive growth

• Muesli drove growth with nearly 4% growth in current value terms in 2009

• After rising wheat prices experienced a downward correction in 2008, unit prices stabilised at a high level in 2009

• Migros Genossenschaftsbund eG and Kellogg (Schweiz) AG together generated 50% of value sales in 2009

• Salesexpected to grow by a CAGR of 2% in constant value terms during the forecast period

Trends

• As with many other industries, premiumisation also had an impact on breakfast cereals towards the end of the review period. Increasingly demanding and more health-conscious consumers sought products that are healthy and offer high quality. In line with the health trend, a growing number ofbreakfast cereals contain fibre, prebiotics and super-foods, such as whole-grains, multi-grains and dried fruit.

• Breakfast cereals showed little sign of being affected by the economic downturn, growing by 2% in current value terms in 2009 over the previous year. Nutrition/staples tend to be more resistant to economic trends than other categories in packaged food, as consumers either rely on theseproducts or are accustomed to eating them and are unwilling to replace them with other products. Breakfast cereals is part of many Swiss consumers’ daily breakfast and benefited from the continued trend towards healthier nutrition, convenience and snacking.

• Muesli continued to show high growth rates in 2009, thanks to an ever-increasing variety of products focusing on healthy ingredients and abalanced nutrition. The major players increasingly targeted specific consumer groups with distinct lifestyles and even mindsets. Kellogg for example launched Kellogg’s Extra Harmonie Muesli in 2009 “for harmonic moments in life”. Bio-Familia meanwhile experienced great success over the last couple of years of the review period with its Body Balance muesli aimed at female health-consciousconsumers.

• Although global raw material prices experienced a downward correction in the second half of 2008, unit prices remained high in breakfast cereals in 2009. In fact, global wheat prices already seemed to have reached the bottom and were showing signs of a slight increase in the first half of 2009. As long as prices fluctuate and the future remains uncertain, manufacturers and retailers arereluctant to adjust their prices. Only the expansion of discounters Aldi and Lidl and their rising media attention were able to put pressure on Swiss retail prices in 2009, as the increased number of product promotions and discounts showed.

• Overall, breakfast cereals became slightly more expensive in 2009 due to a shift towards healthier variants. For example, consumers increasingly...