Progressive Grocer

AUG 2015

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Clearly, the RTEC category is rife with opportunities for innovation, expan- sion and growth. While the category remains a breakfast staple, it's also evolving into new eating occasions, consumption behaviors and core con- sumer segments. Retailers that stay ahead of the changing cereal landscape and engage with the cereal shopper–both in-store and out–stand to see sales and store trafic flourish. Now that's what we call a big breakfast. 1 Added Value, 2014 2 Nielsen Nitro, 52 weeks ending 1/24/15 for F/D/MM/club 3 The NPD Group's National Eating Trends® In-Home/Away-From- Home database 4 NPD, 2013 5 The NPD Group's National Eating Trends® service; In-Home and Away-From-Home, year ending 2/14 6 Nielsen, total U.S. xAOC, 52 weeks/24 weeks/12 weeks through 7/11/15 7 Nielsen, 12 weeks ending 7/11/15 8 Major retailer loyalty card data (regional), 27 weeks ending 1/10/15 9 Nielsen Homescan Panel, Center Store Study, grocery channel, 52 weeks ending 3/28/15 10 Willard Bishop Study 2014 Report–Weekly True Profit Measure 11 Nielsen xAOC, AOD, 52 weeks ending 9/27/14 12 Major retailer loyalty card data (regional), 27 weeks ending 1/10/15 13 Nielsen, total U.S. grocery, 52 weeks ending 3/28/15 14 Ipsos Marketing 15 Nielsen Homescan Panel, Center Store Study, grocery channel, 52 weeks ending 3/28/15 16 Nielsen, 2014 17 International Food Information Council Foundation, Food and Health Survey 2015 18 Analysis of Average Daily Fiber Intake among Ready-To-Eat Cereal Consumers: Role of Whole-Grain Cereals in Closing the Fiber Gap, American Journal of Lifestyle Medicine, 3/6/13 19 U.S. Department of Agriculture/U.S. Department of Health and Human Services, Dietary Guidelines for Americans, 2010 20 Kellogg's data 21 Miller KB, DJ Liska and VL Fulgoni, The Association between Body Metrics and Breakfast Food Choice in Children, 2013 22 Nielsen data 23 Nielsen Homescan-total U.S., 52 weeks ending 4/18/15 24 Nielsen Homescan-Hispanic, 52 weeks ending 4/18/15 25 Nielsen, total U.S. xAOC Hispanic, 52 weeks ending 7/11/15 26 Nielsen category forecasting 27 Nielsen Homescan-total U.S., 52 weeks ending 4/18/15 28 Dunnhumby USA, Cereal Migration Analysis & Opportunities, 2015 29 Nielsen Panel, 52 weeks ending 6/29/13 30 Breakfast A&U, 2012 31 GfK, Shopper Insights Shopping List Study, 2013 32 Breakfast A&U, 2012; 2015 pantry audit 33 Smarty Pants, 8/14 34 Smarty Pants, 8/14 35 Nielsen, total U.S. xAOC, 52 weeks ending 7/11/15 36 Nielsen, total U.S. xAOC, 52 weeks ending 7/11/15 37 Nielsen Homescan-total U.S., 52 weeks ending 12/27/2014, excludes gas-only or Rx-only trips 38 Nielsen Homescan-total U.S., 52 weeks ending 4/18/15 39 Breakfast A&U, 2012, Shopping List 40 GfK, Shopper Insights Mobile, 2014 41 GfK, Shopper Insights Mobile, 2014 42 Gongos Research, 5/13 43 NPD, 2013 44 Gongos Research, 5/13 45 Nielsen, 26 weeks ending 6/6/15 46 Gongos Research RTEC Shopper Study, 1/12 47 In Vivo Shopper Study: Evolution of Morning Foods, 6/13 48 In Vivo Shopper Study: Evolution of Morning Foods, 6/13 49 In Vivo Shopper Study: Evolution of Morning Foods, 6/13 50 Dunnhumby USA, Cereal Migration Analysis & Opportunities, 2015 51 Nielsen Store View, 52 weeks through 5/9/15 52 Nielsen, total U.S. xAOC, 52 weeks ending 5/9/15 53 Nielsen Scantrack, Cracker Core CY 2013, total U.S.-food 54 Nielsen value-added promotion post-analysis 55 http://www.foodnavigator-usa.com/R-D/Cross-promoting-center- store-items-with-produce-could-boost-sales 56 Nielsen, 9/14 About Kellogg Company At Kellogg Company, we are driven to enrich and delight the world through foods and brands that matter. With 2014 sales of approxi- mately $14.6 billion, Kellogg is the world's leading cereal company; second-largest producer of cookies and crackers; a leading producer of savory snacks; and a leading North American frozen foods company. Every day, our well-loved brands nourish families so they can fourish and thrive. Contact: Kellogg's media hotline: 269-961-3799 [email protected] 8 R T E C A N D H I G H E R C E N T E R S T O R E S A L E S

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