CEREALS FOR BREAKFAST

PRODUCTION

In 2014, slightly less than 71,440 tonnes were marketed, with year-on-year reductions of 2.7%. It is true that at the beginning of the last decade the consumption of cereals for breakfast in our country was barely around 25,000 tons, but in recent years indicate a clear maturity of this market and the shift of consumer preferences towards other alternative products , Usually cheaper prices. In line with its market values, the most important market share is “Line” cereals, with 29.8% of the total, but with a year-on-year loss of 8.1%. Cereals with 16.4% (-6.7%), cushions, with 11.6% (+ 0.2%), fiber cereals, with 11.2% ( -7%), honey, with 7.6% (-11%), crisp / flavor, with 7.2% (-7.7%), corn flakes, with 6.6% (-2.4%), oats, with 3.2% (+ 12.3%), loose muesli, with 3% (+ 12.7%), sweetened with 2,4 % (-11.6%), packs for children, with 0.7% (-11.4%), rice inflation, with 0.2% (-4.8%) and cereals health, With 0.1% (-11.1%). Given the volumes traded, the main item is the cereal line, with 24% of the total and a loss of 5.1%. Chocolate (9.9%), corn flakes (8.9%), crunchy and flavored (8.1%) cereals (16.9%) and honey (7%).

CONSUMPTION

Although breakfast cereals have considerably increased their sales in the Spanish market in recent years, consumption figures have never reached the level of other European Union countries. Thus, in Ireland, Sweden and Finland, around 7 kg of breakfast cereal consumption per person per year, while the European average stands at 2.7 kilos per capita. In our country, consumption slightly exceeds 2 kilos per person per year. Outside Europe, it should be noted that in the United States about 4.5 kilos of breakfast cereals are consumed per person per year. In Spain, the highest consumption of breakfast cereals is recorded in large cities, especially in the metropolitan area of Madrid. Second is the southern peninsular area. It is families with children between 6 and 15 years and parents between 35 and 49 years who consume more cereals for breakfast. Supermarkets accounted for the highest sales quotas for these products, with 53.3% of the total, followed by hypermarkets (21.3%).

BUSINESS STRUCTURE

The breakfast cereal market is in the hands of a few large corporations, which very often are subsidiaries of major multinational companies. Distribution brands control most of the sales, with 59% of the total in volume and 45.8% in value. These figures represent inter-annual increases of 1.2% and 0.6% respectively. The first Marquist offer, on the other hand, reaches 24.9% of the total in volume, 1.4% less than in the previous year, and 33.2% in value (-1.7%), while Which the second shows with a manufacturer’s mark, stands at 12.5% in volume (+ 0.4%) and 16.4% in value, which is a percentage similar to that of the previous year. The first group of the sector is located in 180 countries and has been present in Spain for 35 years. It has a global staff of more than 32,000 employees. Its main offerings are cereals, biscuits and crackers. For its part, the second operator is part of the largest agri-food company in the world, with more than 330,000 employees. Its main offerings are baby food, coffee, dairy, bottled water, breakfast cereals, ice cream, etc.

FOREIGN TRADE

Contrary figures on the external trade of breakfast cereals are not available since, as a market dominated by large multinational groups, many movements between different subsidiaries of the same company are not reflected in official statistics. The leading group in the Spanish market has established a production plant in Catalonia that serves to supply 19 countries of the European Union. The second operator also has in our country a plant in which he makes breakfast cereals. All the available estimates indicate that the foreign trade of breakfast cereals is favorable to our country, since exports practically double to imports. Some 42,000 tonnes per year of breakfast cereals are exported annually, worth about 60 million euros. France, the United Kingdom and Germany appear as the main target markets. Imports are expected to be around 20,000 tons per year, almost all of which come from other countries around us.

About the author

Montse Gonzalez