Market focus Breakfast cereals

March 2005
Brand Strategy;Mar2005, Issue 190, p50
Trade Publication
The article focuses on Great Britain which is Europe's top consumer of cold breakfast cereals. Eighty seven per cent of British adults eat cereal for breakfast compared to an average of less than half that figure in Germany, France and Spain. Britons make up 42% of all cold cereal consumers across the four countries and Britain has 48% of the most frequent eaters. But people across Europe are eating Kellogg's Cornflakes, the top brand in three out of four countries. Kellogg's dominates in all four countries. It is only interrupted by one or two specialist home brands and Nestle.


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