Refocusing on home Impact on the way “they save money”

A wise budgeting◦ The value for money = the main criteria◦ Consumers = masters of their own choice◦ But, the need to have an experience without caring about

budget

A healthy behaviour◦ Expectations of information and transparency from the

companies◦ Convenience and Home-made like

Food and non-alcoholic drinks = The fourth largest expenditure category in budget◦ An increase on households spending, except in 2009

Employment◦ 16 million of men and 13.6 million of women,◦ Professional : 2.2% among all occupations for men and

1.6% for women◦ 48 hours /week at work --> impact on food consumption

Source MINTEL

Individuality◦ More and more people are living alone◦ Individual choices

Leisure and entertainment activities◦ Watching TV was the most common leisure activity◦ Watching TV and spending time with friends : a social

and popular leisure◦ Internet : a powerful tool for consumer

5,903,710 people 72,4% customers whose buying Breakfast

Cereals buy RTE Cereals.

“I am prepared to pay more for foods that don't contain artificial additives”

“I consider my diet to be very healthy”

“I always check the nutritional content of food”

Source MINTEL

Market evolution◦ Health as the key driver◦ Impact of ready to eat cold oat-based cereals◦ Big brands and big media budgets◦ Raising frequency of usage.

The brand◦ top reason why consumers purchase breakfast cereals

Women◦ more likely to be motivated to purchase by factors relating to

health.

Notable opportunity lies in developing the organic cereal sector.

Breakfast cereals◦ most likely to be consumed during the week◦ less time to dedicate to preparing breakfast◦ a bowl of cereal is a convenient◦ easy to prepare breakfast food

15% of consumers eat breakfast as a snack

Source MINTEL

Source MINTEL

Core target◦ Professional Women 25 – 35 Look for Organic food Low fat food

Main target◦ Professional Men + Women 24 – 45 Look for convenience Healthy Less time to eat