Breakfast Cereals in Asia-Pacific.pdf
www.datamonitor.com Datamonitor USA 245 Fifth Avenue 4th Floor New York, NY 10016 USA t: +1 212 686 7400 f: +1 212 686 2626 e: usinfodatamonitor.com Datamonitor Europe 119 Farringdon Road London EC1R 3DA United Kingdom t: +44 20 7551 9000 f: +44 20 7675 7500 e: eurinfodatamonitor.com Datamonitor Middle East and North Africa Datamonitor PO Box 24893 Dubai, UAE t: +49 69 9754 4517 f: +49 69 9754 4900 e: datamonitormena datamonitor.com Datamonitor Asia Pacific Level 46, 2 Park Street Sydney, NSW 2000 Australia t: +61 2 8705 6900 f: +61 2 8705 6901 e: apinfodatamonitor.com Asia-Pacific - Breakfast Cereals 0200 - 0021 - 2009 © Datamonitor. This profile is a licensed product and is not to be photocopied Page 1 INDUSTRY PROFILE Breakfast Cereals in Asia-Pacific Reference Code: 0200-0021 Publication Date: November 2010 EXECUTIVE SUMMARY Asia-Pacific - Breakfast Cereals 0200 - 0021 - 2009 © Datamonitor. This profile is a licensed product and is not to be photocopied Page 2 EXECUTIVE SUMMARY Market value The Asia-Pacific breakfast cereals market grew by 6.5% in 2009 to reach a value of $1,839.7 million. Market value forecast In 2014, the Asia-Pacific breakfast cereals market is forecast to have a value of $2,475 million, an increase of 34.5% since 2009. Market volume The Asia-Pacific breakfast cereals market grew by 4.8% in 2009 to reach a volume of 295.8 million kilograms. Market volume forecast In 2014, the Asia-Pacific breakfast cereals market is forecast to have a volume of 369.1 million kilograms, an increase of 24.8% since 2009. Market segmentation I Ready-to-eat cereals is the largest segment of the breakfast cereals market in Asia-Pacific, accounting for 80.4% of the market's total value. Market segmentation II Japan accounts for 15.8% of the Asia-Pacific breakfast cereals market value. Market share Kellogg Company is the leading player in the Asia-Pacific breakfast cereals market, generating a 46.2% share of the market's value. Market rivalry The Asia-Pacific breakfast cereals market is concentrated with top three players accounting for 64.2% of the total market value. CONTENTS Asia-Pacific - Breakfast Cereals 0200 - 0021 - 2009 © Datamonitor. This profile is a licensed product and is not to be photocopied Page 3 TABLE OF CONTENTS EXECUTIVE SUMMARY 2 MARKET OVERVIEW 7 Market definition 7 Research highlights 8 Market analysis 9 MARKET VALUE 10 MARKET VOLUME 11 MARKET SEGMENTATION I 12 MARKET SEGMENTATION II 13 MARKET SHARE 14 FIVE FORCES ANALYSIS 15 Summary 15 Buyer power 16 Supplier power 17 New entrants 18 Substitutes 19 Rivalry 20 LEADING COMPANIES 21 Kellogg Company 21 Nestle S.A. 25 Sanitarium Health Food Company 30 MARKET DISTRIBUTION 31 MARKET FORECASTS 32 Market value forecast 32 Market volume forecast 33 APPENDIX 34 Methodology 34 Industry associations 35 CONTENTS Asia-Pacific - Breakfast Cereals 0200 - 0021 - 2009 © Datamonitor. This profile is a licensed product and is not to be photocopied Page 4 Related Datamonitor research 35 Disclaimer 36 ABOUT DATAMONITOR 37 Premium Reports 37 Summary Reports 37 Datamonitor consulting 37 CONTENTS Asia-Pacific - Breakfast Cereals 0200 - 0021 - 2009 © Datamonitor. This profile is a licensed product and is not to be photocopied Page 5 LIST OF TABLES Table 1: Asia-Pacific breakfast cereals market value: $ million, 200509 10 Table 2: AsiaPacific breakfast cereals market volume: million kilograms, 200509 11 Table 3: Asia-Pacific breakfast cereals market segmentation I:% share, by value, 2009 12 Table 4: Asia-Pacific breakfast cereals market segmentation II: % share, by value, 2009 13 Table 5: Asia-Pacific breakfast cereals market share: % share, by value, 2009 14 Table 6: Kellogg Company: key facts 21 Table 7: Kellogg Company: key financials ($) 23 Table 8: Kellogg Company: key financial ratios 23 Table 9: Nestle S.A.: key facts 25 Table 10: Nestle S.A.: key financials ($) 27 Table 11: Nestle S.A.: key financials (CHF) 28 Table 12: Nestle S.A.: key financial ratios 28 Table 13: Sanitarium Health Food Company: key facts 30 Table 14: Asia-Pacific breakfast cereals market distribution: % share, by value, 2009 31 Table 15: Asia-Pacific breakfast cereals market value forecast: $ million, 200914 32 Table 16: AsiaPacific breakfast cereals market volume forecast: million kilograms, 200914 33 CONTENTS Asia-Pacific - Breakfast Cereals 0200 - 0021 - 2009 © Datamonitor. This profile is a licensed product and is not to be photocopied Page 6 LIST OF FIGURES Figure 1: Asia-Pacific breakfast cereals market value: $ million, 200509 10 Figure 2: AsiaPacific breakfast cereals market volume: million kilograms, 200509 11 Figure 3: Asia-Pacific breakfast cereals market segmentation I:% share, by value, 2009 12 Figure 4: Asia-Pacific breakfast cereals market segmentation II: % share, by value, 2009 13 Figure 5: Asia-Pacific breakfast cereals market share: % share, by value, 2009 14 Figure 6: Forces driving competition in the breakfast cereals market in Asia-Pacific, 2009 15 Figure 7: Drivers of buyer power in the breakfast cereals market in Asia-Pacific, 2009 16 Figure 8: Drivers of supplier power in the breakfast cereals market in Asia-Pacific, 2009 17 Figure 9: Factors influencing the likelihood of new entrants in the breakfast cereals market in Asia-Pacific, 2009 18 Figure 10: Factors influencing the threat of substitutes in the breakfast cereals market in Asia- Pacific, 2009 19 Figure 11: Drivers of degree of rivalry in the breakfast cereals market in Asia-Pacific, 2009 20 Figure 12: Kellogg Company: revenues whereas the specialty business channel markets brands like: Jump Starts, Kashi Cereal and Morningstar Farms veggie patties. The Europe segment of the company operates in nations such as the UK, France, Spain and other European countries. The segment operates in three categories: cereals, snacks and staples. It markets brands such as: Special K Bliss bars, Nutri-Grain Oat Bakes, Optivita, All-Bran, Special K Medley and Special K Creamy Berry Crunch. Kellogg's Latin American business includes the company's operations in Mexico, Central America, and the Caribbean. The segment markets brands such as: Special K Vanilla, Special K Chocolate, All-Bran Flakes and Fruit, NutriDia, Nutri-Grain and Zucaritas. The Asia-Pacific business segment comprises operations in Australia, New Zealand, South Africa, and Asia, including Japan, Korea, and India. The segment markets brands such as: All-Bran, Genmai, Grain Story, Kellogg's Corn Flakes, Just Right Berries and Apple, All-Bran Tropical, and Special K Honey Almond. Key Metrics Kellogg generated revenues of $12.6 billion in the financial year (FY) ended December 2009, a decrease of 1.9% over 2008. The company reported net income of $1.2 billion in FY2009, an increase of 5.6% as compared to previous year. Asia-Pacific accounted for 5.9% of the total revenues in FY2009. Revenues from Asia-Pacific reached $741 million in 2009, an increase of 3.5% over 2008. DISTRIBUTION Asia-Pacific - Breakfast Cereals 0200 - 0021 - 2009 © Datamonitor. This profile is a licensed product and is not to be photocopied Page 23 Table 7: Kellogg Company: key financials ($) $ million 2005 2006 2007 2008 2009 Revenues 10,177.2 10,907.0 11,776.0 12,822.0 12,575.0 Net income (loss) 980.4 1,004.0 1,103.0 1,148.0 1,212.0 Total assets 10,574.5 10,714.0 11,397.0 10,946.0 11,200.0 Total liabilities 8,290.8 8,645.0 8,871.0 9,491.0 8,925.0 Employees 25,606 25,856 26,494 32,394 30,949 Source: company filings D A T A M O N I T O R Table 8: Kellogg Company: key financial ratios Ratio 2005 2006 2007 2008 2009 Profit margin 9.6% 9.2% 9.4% 9.0% 9.6% Revenue growth 5.9% 7.2% 8.0% 8.9% (1.9%) Asset growth 0.1% 1.3% 6.4% (4.0%) 2.3% Liabilities growth (0.2%) 4.3% 2.6% 7.0% (6.0%) Debt/asset ratio 78.4% 80.7% 77.8% 86.7% 79.7% Return on assets 9.3% 9.4% 10.0% 10.3% 10.9% Revenue per employee $397,454 $421,836 $444,478 $395,814 $406,314 Profit per employee $38,288 $38,830 $41,632 $35,439 $39,161 Source: company filings D A T A M O N I T O R DISTRIBUTION Asia-Pacific - Breakfast Cereals 0200 - 0021 - 2009 © Datamonitor. This profile is a licensed product and is not to be photocopied Page 24 Figure 12: Kellogg Company: revenues spreads under the brand name Peanut Butter and Marmite; and snacks under the brand names Vitality Blends. It also provides canned foods under the brands like Savoury Lentils, Tender Pieces, Vegetarian Sausages, Country Hotpot, Nutmeat, Notolene and Casserole Mince. Key Metrics As Sanitarium Health Food Company is a privately held company, the financial information of the company is not available. DISTRIBUTION Asia-Pacific - Breakfast Cereals 0200 - 0021 - 2009 © Datamonitor. This profile is a licensed product and is not to be photocopied Page 31 MARKET DISTRIBUTION Supermarkets / hypermarkets form the leading distribution channel in the Asia-Pacific breakfast cereals market, accounting for a 69.5% share of the total market's value. Independent Retailers accounts for a further 14.7% of the market. Table 14: Asia-Pacific breakfast cereals market distribution: % share, by value, 2009 Channel % Share Supermarkets / hypermarkets 69.5% Independent Retailers 14.7% Convenience Stores 11.3% Others 4.6% Total 100% Source: Datamonitor D A T A M O N I T O R Figure 16: Asia-Pacific breakfast cereals market distribution: % share, by value, 2009 Source: Datamonitor D A T A M O N I T O R MARKET FORECASTS Asia-Pacific - Breakfast Cereals 0200 - 0021 - 2009 © Datamonitor. This profile is a licensed product and is not to be photocopied Page 32 MARKET FORECASTS Market value forecast In 2014, the Asia-Pacific breakfast cereals market is forecast to have a value of $2,475 million, an increase of 34.5% since 2009. The compound annual growth rate of the market in the period 200914 is predicted to be 6.1%. Table 15: Asia-Pacific breakfast cereals market value forecast: $ million, 200914 Year $ million million % Growth 2009 1,839.7 1,323.0 6.5% 2010 1,956.9 1,407.3 6.4% 2011 2,080.5 1,496.2 6.3% 2012 2,207.7 1,587.7 6.1% 2013 2,339.0 1,682.1 5.9% 2014 2,475.0 1,779.9 5.8% CAGR: 200914 6.1% Source: Datamonitor D A T A M O N I T O R Figure 17: Asia-Pacific breakfast cereals market value forecast: $ million, 200914 Source: Datamonitor D A T A M O N I T O R MARKET FORECASTS Asia-Pacific - Breakfast Cereals 0200 - 0021 - 2009 © Datamonitor. This profile is a licensed product and is not to be photocopied Page 33 Market volume forecast In 2014, the Asia-Pacific breakfast cereals market is forecast to have a volume of 369.1 million kilograms, an increase of 24.8% since 2009. The compound annual growth rate of the market in the period 200914 is predicted to be 4.5%. Table 16: AsiaPacific breakfast cereals market volume forecast: million kilograms, 200914 Year million kilograms % Growth 2009 295.8 4.8% 2010 309.7 4.7% 2011 324.3 4.7% 2012 339.0 4.5% 2013 354.3 4.5% 2014 369.1 4.2% CAGR: 200914 4.5% Source: Datamonitor D A T A M O N I T O R Figure 18: AsiaPacific breakfast cereals market volume forecast: million kilograms, 200914 Source: Datamonitor D A T A M O N I T O R APPENDIX Asia-Pacific - Breakfast Cereals 0200 - 0021 - 2009 © Datamonitor. This profile is a licensed product and is not to be photocopied Page 34 APPENDIX Methodology Datamonitor Industry Profiles draw on extensive primary and secondary research, all aggregated, analyzed, cross-checked and presented in a consistent and accessible style. Review of in-house databases Created using 250,000+ industry interviews and consumer surveys and supported by analysis from industry experts using highly complex modeling & forecasting tools, Datamonitors in-house databases provide the foundation for all related industry profiles Preparatory research We also maintain extensive in-house databases of news, analyst commentary, company profiles and macroeconomic & demographic information, which enable our researchers to build an accurate market overview Definitions Market definitions are standardized to allow comparison from country to country. The parameters of each definition are carefully reviewed at the start of the research process to ensure they match the requirements of both the market and our clients Extensive secondary research activities ensure we are always fully up-to-date with the latest industry events and trends Datamonitor aggregates and analyzes a number of secondary information sources, including: - National/Governmental statistics - International data (official international sources) - National and International trade associations - Broker and analyst reports - Company Annual Reports - Business information libraries and databases Modeling & forecasting tools Datamonitor has developed powerful tools that allow quantitative and qualitative data to be combined with related macroeconomic and demographic drivers to create market models and forecasts, which can then be refined according to specific competitive, regulatory and demand-related factors Continuous quality control ensures that our processes and profiles remain focused, accurate and up-to-date APPENDIX Asia-Pacific - Breakfast Cereals 0200 - 0021 - 2009 © Datamonitor. This profile is a licensed product and is not to be photocopied Page 35 Industry associations International Association for Cereal Science and Technology Marxergasse 2 / Mezzanine-floor, A-1030 Vienna, Austria Tel.: 43 707 72020 Fax: 43 707 72040 www.icc.or.at Association of Cereal Food Manufacturers Food and Drink Federation, 6 Catherine Street, London WC2B 5JJ, United Kingdom Tel.: 44 20 7420 7111 Fax: 44 20 7836 0580 www.fdf.org.uk/fullmembers_acfm.aspx Related Datamonitor research Industry profiles Global Breakfast Cereals Breakfast Cereals in Europe Breakfast Cereals in France Breakfast Cereals in Germany Breakfast Cereals in the United States Breakfast Cereals in the United Kingdom Breakfast Cereals in Japan APPENDIX Asia-Pacific - Breakfast Cereals 0200 - 0021 - 2009 © Datamonitor. This profile is a licensed product and is not to be photocopied Page 36 Disclaimer All Rights Reserved. No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form by any means, electronic, mechanical, photocopying, recording or otherwise, without the prior permission of the publisher, Datamonitor plc. The facts of this report are believed to be correct at the time of publication but cannot be guaranteed. Please note that the findings, conclusions and recommendations that Datamonitor delivers will be based on information gathered in good faith from both primary and secondary sources, whose accuracy we are not always in a position to guarantee. As such Datamonitor can accept no liability whatever for actions taken based on any information that may subsequently prove to be incorrect. ABOUT DATAMONITOR Asia-Pacific - Breakfast Cereals 0200 - 0021 - 2009 © Datamonitor. This profile is a licensed product and is not to be photocopied Page 37 ABOUT DATAMONITOR The Datamo
