Italy- a very dynamic market with ready-to-eat cereals accounting for nearly 98% of the total market value. Why are Italian women the prime target for cereal manufacturers? How can your business benefit from the trend for lighter breakfasts and eating quickly? There has been a change in breakfast eating habits as a result of the trend towards healthy eating and demand for added-value goods. Where are the main threats to this sector of the food industry?

Italy- a very dynamic market with ready-to-eat cereals accounting for nearly 98% of the total market value. Why are Italian women the prime target for cereal manufacturers? How can your business benefit from the trend for lighter breakfasts and eating quickly? There has been a change in breakfast eating habits as a result of the trend towards healthy eating and demand for added-value goods. Where are the main threats to this sector of the food industry?

Germany- time spent at the breakfast table is diminishing in Germany, however an interesting phenomenon has been developing - in large households individuals are tending to choose their own meals and eat alone. The opportunity is for a broad range of products and shift towards smaller packs or single-portions. How had traditional suppliers fared against the strong discount chains such as Aldi offering their own-brand alternatives? How can you capitalise upon the trends for adult lines, cross boundary extensions and luxury muesli?

France- Breakfast is not traditionally a large meal in France, however the market has remained relatively buoyant. Indulgent adult products such as those containing chocolate chunks or flakes are being launched. How can suppliers target the teenagers and young adults who are vital to the future growth of this sector?

Spain- a declining birth rate and ageing population is giving suppliers many opportunities in Spain. Healthy eating and snacking trends combined with the growth in popularity of organic foods has changed the face of this sector. Where do most Spanish consumers buy their cereal from? Have discounters had a similar impact in Spain as they have across Germany?

UK- the declining number of children has a major impact on this market and the traditional breakfast cereal market will diminish. But where are the areas of growth for your business? Single person households and an increased number of over 55s are favourable emerging trends. What impact will the functional health trends have upon the market? How have the major suppliers fared against the growing popularity of own-brand cereals?

Mintel's latest pan-European report has been designed to offer you an actionable guide to the European market for breakfast cereals.

Written by local industry experts for industry professionals, it provides the level of information you need to focus your marketing activity towards the most profitable sectors of the market. As it maps out the industry trends that shape the sector in each of the five key European markets, it also uses consumer research to identify key target groups whose custom you must capture. Mintel's research answers the crucial industry questions, offering you new analysis of market drivers, market size and trends, market segmentation, distribution, supply structures, NPD, consumers and market forecasts in each report.

A unique level of coverage ensures that your R&D, category management and marketing teams will have both an holistic understanding of the entire sector and a valuable insight into local sector trends and consumer habits. Which means that Mintel's research is highly relevant at any level of the decision making process, whether it be the initial developmental stages or the later brand building exercises.

Please note that Breakfast Cereals in Italy is published as part of the Breakfast Cereals in Europe title. Should you wish to order more than one market report from within the Breakfast Cereals in Europe title, please feel free to contact our Information Team to discuss potential multiple-purchase discounts.