Breakfast Cereals. Copyright 2010 YouGov Plc. P a g e 1. Copyright 2010 YouGov Plc

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1 Breakfast Cereals Copyright 2010 YouGov Plc. P a g e 1 Copyright 2010 YouGov Plc

2 About SixthSense SixthSense, part of YouGov plc, is a provider of comprehensive business intelligence. We offer a powerful new type of consumer-driven market intelligence report and online information platform, designed to help your business make better and quicker decisions. Through our proprietary panel of over 300,000 UK consumers and bespoke research methodology, we collect unique consumer insight. Our analysts are highly qualified and, on average, each draws on over 15 years industry experience to deliver analysis, comment, opinion and advice on the latest market trends and conditions across a range of sectors including Food & Drink, Retail, Health & Beauty, Lifestyle, Finance and Technology. YouGov has been acclaimed as the country s most accurate pollster and the most quoted research company in the UK and has operations in the US, Europe and the Middle East. For more information about our services, please see No part of this report may be stored or reproduced (either electronically or mechanically or otherwise) without the express prior permission of YouGov. This report relies on data, conclusions and recommendations from primary and secondary sources (including third parties) that was gathered in good faith. Although believed to be accurate, this information is not guaranteed and, as such, YouGov can accept no liability for action taken based on any information in this report. Your payment for this report is for one hard copy and one electronic copy only. If you would like additional hard or electronic copies of this report, or any of its sections, please contact us to purchase them separately. PUBLISHED BY : YouGov Plc, 50 Featherstone Street, London, EC1Y 8RT T: +44 (0) , F: +44 (0) , E: info@yougov.com

3 Table of Contents Table of Figures... 2 Breakfast Cereals... 3 Breakfast eating habits... 3 Breakfast cereals usage... 4 Breakfast cereals eating habits... 5 Breakfast cereal preferences... 7 Breakfast cereal features... 8 Breakfast cereal branding preferences... 9 Attitudes towards breakfast cereals Market Information Breakfast cereals Market size Market highlights UK brand map Weetabix Kellogg s Quaker Nestlé Copyright 2010 YouGov Plc. P a g e 1

4 Table of Figures Figure 1 Breakfast is still on the menu for most... 3 Figure 2 Fewer consumers like it hot... 4 Figure 3 Milk remains the favourite topping for cereals... 6 Figure 4 UK consumers like their oats... 7 Figure 5 Cereal eaters have lost their sweet tooth... 8 Figure 6 Breakfast cereal brand preferences Figure 7 Convenience is king of the breakfast table Figure 8 A healthy 6% growth in the breakfast cereals market in Figure 9 Top ten breakfast cereal brands, Copyright 2010 YouGov Plc. P a g e 2

5 Breakfast Cereals Breakfast eating habits In order to frame the breakfast cereals market, it is first necessary to examine consumers eating habits at breakfast. With this in mind, YouGov SixthSense asked its panelists: Which of the following statements, if any, do you agree with? Figure 1 Breakfast is still on the menu for most Base: 1,904 nationally representative adults aged 16+ who are mainly or jointly responsible for food shopping in their household Breakfast is part of my daily routine 64% Children should eat breakfast every day 61% I always eat breakfast at home 46% Breakfast helps me kick-start my day 38% Skipping breakfast leads to overeating and snacking later 34% I can't concentrate if I don't eat breakfast 21% I often skip breakfast 20% Breakfast is the most important family meal of the day 15% I don't eat breakfast but have something mid-morning 14% I eat breakfast at work 10% I grab something for breakfast on my way to work 4% None of these 2% Source: YouGov SixthSense (13-15th April 2010) Two thirds of consumers eat breakfast as part of their daily routine, with well over a third revealing that breakfast helps them kick start their day, and a fifth that without breakfast they would not be able to concentrate. People who are married and aged over 55 are most likely to have a regular breakfast routine. Six in ten people agree that children should eat breakfast every day, but as few as one in ten believe it is the most important family meal of the day, suggesting that it is not necessarily a communal, social activity (and presumably reflecting busy households). Just under half always eat breakfast at home, providing a sizeable market for breakfast cereals products, but also suggesting that there are occasions when they break their routine and eat elsewhere or even skip breakfast. One fifth of consumers often skip breakfast, skewed towards the under-25s. Young women who skip breakfast are most likely to eat something mid-morning. One in ten eats breakfast at work, mostly year olds and those living as married or never married. A small proportion of people grab something on the way to work. Copyright 2010 YouGov Plc. P a g e 3

6 Breakfast cereals usage YouGov SixthSense panelists were asked: How often, if at all, do you eat cold cereals (e.g. corn flakes, shredded wheat), whether for breakfast, for another meal or as a snack? And: How often, if at all, do you eat hot cereals (e.g. porridge), whether for breakfast, for another meal or as a snack? Figure 2 Fewer consumers like it hot Base: 1,904 main shoppers aged % 45% 43% 40% 35% 36% 30% 30% 27% 25% 20% 22% 20% Hot Cold 15% 10% 5% 9% 12% 0% Once a day or more 2-3 times per week Once a week or less I do not eat cold/hot cereals Source: YouGov Kitchen Cupboard survey (13-15 th April 2010) Cold cereals are eaten more frequently than hot cereals. Furthermore, frequency of consumption is spread much more widely, as cold cereals play a wider and more varied role than hot cereals when it comes to breakfast consumption patterns. Cold cereals are most likely to be consumed once a day or more, where they form the main staple breakfast food or once a week or less, when they may be being used as part of a special breakfast occasion, for example as an intro to cooked Sunday breakfast. Copyright 2010 YouGov Plc. P a g e 4

7 Households of 4 people are above average in saying that they eat cold cereals once and day or more, reflecting the category s reputation as a quick, easy, nonsense solution to family breakfasts. Hot cereals are more likely to be consumed once a week or less, perhaps on a specific day when consumers have more time to prepare them or even for a specific occasion. Hot cereals may also be consumed once a week as part of a planned health regime, with consumers perhaps eating porridge on a regular basis to add more oats (and, therefore, fibre) to their diet. It is possible that hot cereals are consumed at a weekend but not during the week. Manufacturers could capitalise on this trend to attract new consumers to the hot cereals sector by designating a specific day as Porridge Day, for example. Advertising and promotion could echo Lurpaks s Saturday is breakfast day campaign Market penetration of cold cereals is much higher than for hot cereals. With 4 out of 10 respondents saying they don t eat hot cereals, there is significant opportunity to win new customers. YouGov SixthSense suggests that preparing hot cereals may be a barrier to take up and that therefore added convenience, particularly through new formats and packaging, is the key to unlocking this potential, for example ready-to-heat and serve porridge. Advertising and promotion for hot cereals should highlight the time it takes to make alternatives such as a bowl of cold cereal with milk and toast. Creating new consumption occasions, especially when time is not at a premium, as it is in the mornings, could also extend the use of hot cereals. For example, as an energy replenishment after sport. Women are the main consumers of hot cereals: Women aged 55+ are the most likely to eat hot cereals once a day or more and 2-3 times a week, probably because they were brought up on traditional hot cereals. One-person households are more likely to eat hot cereal once a day or more, reflecting the importance of hot cereal to retired singles, who may be less rushed in the morning and cooking their porridge from scratch. Breakfast cereals eating habits YouGov SixthSense panelists were asked: How do you eat breakfast cereals? Copyright 2010 YouGov Plc. P a g e 5

8 Figure 3 Milk remains the favourite topping for cereals Base: 1,650 main shoppers aged 16+ who eat breakfast cereals With milk 92% At the table at home 36% In front of the television With fruit 20% 24% With yoghurt 12% At work Dry 4% 7% Other None of these 1% 2% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Source: YouGov Kitchen Cupboard survey (13-15 th April 2010) The traditional way of adding milk is still by far the most popular way to enjoy cereal. However, people will also add fruit or enjoy yoghurt with their cereal. Young women aged like to eat their cereal dry (perhaps straight from the box) or with yoghurt. There are therefore significant opportunities for cereal manufacturers to promote and merchandise their products with dairy producers, and for new yoghurt products specifically suitable for eating with cereal; like Rachel s organic pouring yoghurt, launched in February 2010, which has been jointly promoted with Dorset Cereals. Just over a third of breakfasters eat at the table at home they tend to be married or widowed and aged over 55. Almost a quarter of people who eat breakfast do so in front of the television. Men are more likely than women to do this. According to the Great British Breakfast survey conducted by yogurt company Dr Oetker Onken, which questioned 2,500 families from across the UK in Spring 2010, those who do have breakfast eat between 7am and 8am in their living room while watching TV and take about 20 minutes. Copyright 2010 YouGov Plc. P a g e 6

9 Breakfast cereal preferences YouGov SixthSense panelists were asked: Which of these breakfast cereals do you eat? Figure 4 UK consumers like their oats Base: 1,650 main shoppers aged 16+ who eat breakfast cereals Oat-based cereals (e.g. porridge) 53% Wholegrain cereals (e.g. Shredded wheat, Cheerios) 44% Refined grain cereals (e.g. Cornflakes, Rice Pops, etc.) 43% Muesli (e.g. Alpen, Dorset Cereals, etc.) 32% Honey-based cereals (e.g. Crunchy-Nut Corn Flakes, Frosties, etc.) 29% All Bran or high bran cereals (e.g. Bran Flakes, All Bran, etc.) 28% Multi-grain cereals (e.g. Rice, Corn and Wheat) 18% Weight control products (e.g. Special K) 16% Children's cereals (e.g. Coco Pops, Sugar Puffs, etc.) 16% Other 2% Source: YouGov Kitchen Cupboard survey (13-15 th April 2010) Health is a key consideration in the type of breakfast cereal eaten. Consumers are buying more high-fibre cereals and muesli, and less sweetened cereals, which have a higher sugar content. Health messages seem to be hitting home when it comes to breakfast cereal choices, as 1 in 2 consumers eat oat-based cereals, and 4 in 10 wholegrain cereals. Muesli and bran cereals are also consumed by around 1 in 3 people. The popularity of oats has been, in part, driven by active NPD programmes providing consumers with a growing choice of products and suppliers. Non-specialist cereal brands, specialist oat cereal brands and oat specialists from other categories, such as Nairn s the oat biscuit producers, have all launched new oat cereal products in More women than men eat oat-based cereals, suggesting that they are more willing to follow and act upon healthy living food choices at breakfast time. Manufacturers need to work harder to develop new oat product propositions for men. More ABC1s eat oat based cereals and muesli than other socio-economic groups, while C2DE consumers are most likely to eat wholegrain, refined grain, honey based and children s cereals. The consumption of muesli and multi-grain cereal usage increases with household income, while other products are not affected by household income. This may suggest a gap in the market for budget muesli and multi-grain products. Women comprise the main consumers of weight control products, a market which has been successfully exploited by Kellogg s with its Special K brand. Cereal manufacturers looking to Copyright 2010 YouGov Plc. P a g e 7

10 tap into waistline management for men should model their approach on products for men, such as Pepsi Max and Coke Zero, which avoid the diet label but speak to men s concerns about their shape and weight in their own language. Breakfast cereal features YouGov SixthSense panelists who eat breakfast cereals were asked: What factors do you take into account when buying breakfast cereals? Figure 5 Cereal eaters have lost their sweet tooth Base: 1,650 main shoppers aged 16+ who eat breakfast cereals Sugar content Special offers and promotions Fibre content Salt content Fat content Functional benefits (e.g. healthy heart, lowers cholesterol, etc.) All natural ingredients (e.g. no artificial colours or preservatives, etc.) Wholegrain Well-known brand Calories per serving something for the whole family Contains dried fruit Organic Protein rich Available in a variety pack 2% 4% 3% 15% 17% 17% 22% 21% 21% 21% 28% 28% 33% 35% 39% None of these 13% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% Source: YouGov Kitchen Cupboard survey (13-15 th April 2010) The breakfast cereals industry has been heavily criticized for its use of sugar. This negative publicity, along with ongoing consumer interest in health management, has pushed sugar content to the top of breakfast eaters agenda. Manufacturers have embarked on new strategies to redesign their products to reduce their sugar content. The key challenge for manufacturers is how to deliver great taste without relying on sugar or sugary additions such as fruit and chocolate. Cereal manufacturers have been put under the spotlight by the FSA as some brands were highlighted as having high salt levels. Kellogg s has recently bowed to pressure and reformulated its core brands to reduce their salt content. However, it is interesting to note that while fat and salt content are a Copyright 2010 YouGov Plc. P a g e 8

11 consideration for almost 1 in 3 consumers, special promotions and fibre content carry more weight when it comes to making their choice of breakfast cereal. A third of respondents, particularly those who are separated, divorced, widowed and aged over 55, take the fibre content of products into account when choosing cereals. This is likely to reflect the dietary needs of older consumers. These consumers also choose well-known brands more than other groups, perhaps because they trust them to deliver the health benefits they seek. After sugar content, sales promotional activity has the biggest impact on breakfast cereal choice, although this may not encourage consumers to buy outside their usual repertoire but to switch between their favourite products depending on the offers available at the time of restocking. Social grade C2DEs are more likely than ABC1s to buy based on special offers. Households with 5+ occupants are also more likely to buy based on special offers and promotions than smaller households. Choosing something for the whole family to eat is important to less than 2 in 10 consumers, yet manufacturers have been actively launching new products that address this issue. Breakfast cereal branding preferences YouGov SixthSense panelists who eat breakfast cereals were asked: When buying breakfast cereals, which of these, if any, do you consider? Copyright 2010 YouGov Plc. P a g e 9

12 Figure 6 Breakfast cereal brand preferences Base: 1,650 main shoppers aged 16+ who eat breakfast cereals I usually buy brands 43% The brand I buy is dependent on the product (e.g. only purchasing Kellog's Corn Flakes) 30% I buy whatever is on offer 30% I usually buy supermarket own label 24% I always stick to the same brand 13% There is not a lot of brand choice so I buy what is on the shelf 1% None of these 3% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% Source: YouGov Kitchen Cupboard survey (13-15 th April 2010) 4 out of 10 consumers usually buy cereal brands. Women more than men and those in social grade ABC1 will shop by brand. However brand loyalty is not important with just over 1 in 10 sticking to the same brand. Consumers switch between brands depending on the type of product they are buying and what is on offer. Almost a third of consumers buy whatever is on offer. These tend to be those in social grade C2DE. Supermarket own labels, which have grown their market share, are popular among C2DEs and men. Campaigns such as Sainsbury s Switch and Save! have successfully encouraged consumers to opt out of brands during the recession in order to save money,as has greater innovation in private label products. Copyright 2010 YouGov Plc. P a g e 10

13 Attitudes towards breakfast cereals YouGov SixthSense panelists were asked: Which of these words and phrases, if any, do you associate with breakfast cereals? Figure 7 Convenience is king of the breakfast table Base: 1,904 main shoppers aged 16+ Easy Healthy Quick Lots of variety Traditional Good value for money For breakfast only Filling Sugary Over-packaged Evening snack Daytime snack Processed Boring Nostalgia Children's snack Fattening 13% 11% 9% 8% 8% 5% 20% 20% 19% 18% 27% 27% 33% 38% 58% 57% 60% None of these 4% 0% 10% 20% 30% 40% 50% 60% 70% Source: YouGov Kitchen Cupboard survey (13-15 th April 2010) Convenience is the most significant feature UK consumers look for in their breakfast cereals, with around 6 out of 10 people associating them with the words easy and quick. Women are most likely to say that cereals are easy and quick, reflecting their hectic morning routines, as many women are still in charge of feeding the children, etc. Almost 6 out of 10 consumers perceive breakfast cereals to be healthy, which means that manufacturers are well placed to tap into the combined mega trends of convenience and health. Whilst those in social grade ABC1 consider breakfast cereals to be consumed for breakfast only, those in social grade C2DE are more inclined to consider cereals as an evening snack. Copyright 2010 YouGov Plc. P a g e 11

14 Women more likely than men to associate cereals with being filling, and are also more likely to eat it as a daytime or evening snack. There are opportunities for manufacturers to capitalise on this to create products for the evening which contain natural relaxation ingredients or functional energizing properties. Portioning for snacking or other times of the day could also be key to reassuring women who may be concerned that they do not overdo it. Copyright 2010 YouGov Plc. P a g e 12

15 Market Information Breakfast cereals Market size YouGov SixthSense estimates that in 2009, the value of the breakfast cereals market reached 1,502 million, an increase of around 6% on the previous year. Value sales are expected to grow during 2010 to an estimated 1,571 million. Even though the breakfast cereals market is mature, volume and value sales have continued to increase, thanks to their convenience and perceived health benefits, in line with ongoing consumer interest in managing and improving health. Figure 8 A healthy 6% growth in the breakfast cereals market in ,600 1,571 1,550 1,500 1,502 m 1,450 1,414 1,400 1,350 1, (est) Source: YouGov SixthSense estimates Copyright 2010 YouGov Plc. P a g e 13

16 Market highlights As consumers tighten their belts, eating breakfast at home has become a more attractive option and breakfast cereals are popular because they provide a quick, healthy meal which can be enhanced with other relatively healthy products like fruit, yoghurt and low fat milk. Ready-to-eat breakfast cereals make up around 90% of value sales, but sales of hot cereals grew by around 20% in value during 2008 and 2009, spurred on by innovation, particularly added convenience. Cereals which are eaten cold have grown at a slower rate, in part due to government and consumer scrutiny of their salt and sugar levels, although also due to the market s maturity. Future growth will depend on reformulation, labelling and how successfully manufacturers substantiate their health claims. Consumer demand for simple, uncomplicated, healthy food has made porridge more popular. In an uncertain world, faced with greater hardship, consumers are turning nostalgically to products which reassure often things they associate with their childhood and this in turn has increased the take up of products like porridge. Adverse weather conditions in June 2010 in Canada, which exports 80% of the world s oat supplies, has caused the price of oats to soar as fears mount about short supply of this key commodity. This could mean price rises for the consumer or reduced margins for manufacturers if they decide to absorb the increases themselves. Growth opportunities lie in extending use to other occasions beyond the breakfast table for specific consumers. As the fastest-growing consumer group in the UK, the over-55s present the best hunting ground for growth if manufacturers can develop new propositions to meet their changing dietary needs. UK brand map Branded cereals currently make up 75% of market value, but growth rates have been pinned back as consumers switch to cheaper own-label alternatives. Own-label manufacturers have increased their share (by around 3 percentage points between 2008 and 2009) as consumers seek better value for money. Own-label products increased in price by half the amount of branded products in Big name brands have been particularly responsive to parents demands for healthy and convenient products for their children. Weetabix has maintained its leading position in the market, with an 8% share, through an active NPD programme. Copyright 2010 YouGov Plc. P a g e 14

17 Special K s healthy lifestyle stance has resonated with its loyal following, helping it to keep pace with the market leader. The introduction of Crunchy Nut Cornflakes in smaller 375g packs priced at 1 has made the product accessible to those on tighter budgets and helped to deliver an impressive 20% growth in sales values during As consumers choose healthier cereal options and manufacturers push home their health credentials, traditional favourites, like Kellogg s Cornflakes, once synonymous with breakfast, are struggling to put on growth. Premium health brands, such as Dorset Cereals and Jordan s Country Crisp, are the rising stars of the category. These companies have repackaged their ranges and launched new variants. The launch of Jordan's Country Crisp Wholegrain Cereal Clusters with Dark Chocolate Curls signals the emergence of more indulgent breakfast cereals. Figure 9 Top ten breakfast cereal brands, 2009 Brand Market Value ( m) 2009 Weetabix 113 Special K (Kellogg's) 110 Crunchy Nut Cornflakes (Kellogg's) 97 Corn Flakes(Kellogg's) 67 Coco Pops(Kellogg's) 57 Cheerios (Nestle) 50 Rice Krispies (Nestle) 45 Oats so Simple (Quaker) 43 Shreddies (Nestle) 35 Bran Flakes (Kellogg's) 32 Frosties (Kellogg's) 32 Other 571 Own-label 348 Total 1,500 Source: YouGov SixthSense estimates Copyright 2010 YouGov Plc. P a g e 15

18 Weetabix Cereal brands Alpen Crunchy Bran Oatibix Oatibix Flakes Ready Brek Weetabix Weetos Bitesize keeping it in the family The Weetabix Food Company introduced six new products across its portfolio in 2008 and 2009 and gave several of its products a packaging make-over. The flagship Weetabix brand was launched in a mini format in early summer 2008, followed later in the year by three flavour variants, featuring a combination of honey, nuts, fruit and chocolate. Bitesize products in different flavours are targeted at women looking to make healthy, yet tasty, food choices which will have appeal across the whole family. Oatibix bites had already proved very successful. Digestive health in a bowl Alpen High Fibre came onto the market at the beginning of 2009, targeting health conscious adults with a product which delivers 25% of an adult s recommended fibre intake in a 45g bowl. Oatibix Bites with prebiotic cranberry and apple fruity pieces, fortified with vitamins and iron, were also launched in Weetos relying on Buzz in 2010 Space-themed Weetos Meteors, in the shape of stars and meteors, were introduced alongside the original chocolate wholegrain hoops at the end of Weetabix will roll out a campaign for Weetos, featuring a little boy dressed up in a home-made Buzz Lightyear outfit, in July 2010, to support its tie-up with the Disney Pixar movie Toy Story 3. Copyright 2010 YouGov Plc. P a g e 16

19 Kellogg s Cereal brands Special K Crunchy Nut Cornflakes Cornflakes Coco Pops Bran Flakes All-Bran Frosties Fruit n' Fibre Natures Pleasure Optivita Rice Krispies Country Store Honey Loops Just Right Luxury Muesli Wheats Ricicles Start More brand for your buck 10 of the top 20 cereal brands surveyed by The Grocer were made by Kellogg s and of these, 6 were in the top 10. In June 2009, Kellogg s announced that it will continue its 25 year-long association with sport through a 3 million investment in British swimming over 3 years. Between 2006 and 2009, Kellogg s has consistently accounted for the largest share of above-the-line advertising in the UK for this category. Rubbing salt and chocolate into unhealthy wounds! Following sustained pressure from campaigning health groups and the FSA, Kellogg s began to cut the amount of salt in Corn Flakes, Coco Pops, Ricicles, Frosties, Rice Krispies and Crunchy Nut products in Spring The salt content in most of these ranges will be cut by a third or more so that none of its iconic cereal brands will now be classed as red (high) for salt using the Food Standard s Agencies Traffic Light food labelling scheme. However, in a contradictory move away from the health agenda, in January 2010, Kellogg's introduced Krave, a new chocolate-filled cereal aimed at year-olds. Krave s focus on flavour rather than health delivers a hefty 132 calories and 5g of fat per serving. Copyright 2010 YouGov Plc. P a g e 17

20 Krave has been promoted exclusively through social networking sites, including Facebook and YouTube, in line with its target audience media preferences. Kellogg s has also encountered criticism for its recent Coco Pops advertising campaign, which was designed to increase frequency of consumption, by encouraging children to eat Coco Pops after school. Some critics of the campaign argue that it is out of step with Kellogg s role as a national partner in the government s Change4Life campaign. Special K stepping out in style on the high street Quaker Special K is Kellogg s top performing brand in the UK sales value were up by 8% in 2009, thanks to strong niche positioning, sustained innovation and consistent advertising and promotion support, totalling in excess of 11 million in The latest new Special K product, added in August 2009, Special K Fruit and Nut Clusters, saw the range grow to 10 varieties. Special K, which now vies with Weetabix for the title of largest cereal brand in the UK, is famous for its signature advertising starring the iconic Special K girl dressed in red. Kellogg s has signed a deal with retail giant Marks & Spencer to create the first ever Special K red dress, which went on sale to the general public in selected M&S stores and online from April 2010.This foray into fashion by Special K, which was 50 years old in 2009, expertly ties in with its proposition as the cereal brand for women who are watching their waistline. The Special K red dress at M&S is featured on pack and is worn by the Special K girl in the cereal s latest 3m Love Your Summer Shape advertising campaign. The marriage between Special K and M&S is a smart move. Kellogg s Special K is one of the FMCG brands M&S plans to stock in its food halls and stores nationwide, as part of its new brand listing policy announced in November Cereal brands Quaker Quaker Oats Oats- so-simple Paw Ridge Icy winter heats up Quaker oats Specialist porridge oat brand Quaker reported record sales of Quaker Oats during the winter of 2009/2010, which was the coldest in the UK since 1994.Year-on-year sales growth of 15% broke all records in its 100-year history. Copyright 2010 YouGov Plc. P a g e 18

21 The 2009 launch of Paw Ridge, fine milled oats with a smooth texture, targeted at 8-12-year-olds, is the company s first significant assault on the children s hot cereal segment, and their biggest product launch for several years. Green porridge From September 2009, Quaker displayed the Carbon Trust s Carbon Reduction Label on its Quaker Oats and Oatso Simple packs to highlight its commitment to minimising its carbon footprint. Quaker claims to be the first cereal brand to carry this stamp. The initiative will see all of its packaging become renewable, recyclable or biodegradable. Nestlé Cereal brands Cheerios Clusters Bran Flakes Shreaded Wheat Shreddies Oats and More Cookie Crisp Nesquik Cereal Golden Nuggets Curiously Cinnamon Hello to new Cheerios product Cheerios is the company s leading brand with sales of approximately 52 million in 2009, up around 9% on 2008 levels. Nestlé is the biggest spender on advertising and promotion in this category, after Kellogg s, with three brands - Shredded Wheat, Shreddies, and Cheerios - attracting the bulk of its support. In Spring 2010, Nestlé launched Cheerios Crunchers a wholegrain cereal with mini clusters. Copyright 2010 YouGov Plc. P a g e 19