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1、 China - Breakfast Cereals 0099 - 0021 - 2011 MARKETLINE THIS PROFILE IS A LICENSED PRODUCT AND IS NOT TO BE PHOTOCOPIED Page | 1 MarketLine Industry Profile Breakfast Cereals in China November 2012 Reference Code: 0099-0021 Publication Date: November 2012 WWW.MARKETLINE.COM MARKETLINE. THIS PROFILE
2、 IS A LICENSED PRODUCT AND IS NO T TO BE PHOTOCO PIED China - Breakfast Cereals 0099 - 0021 - 2011 MARKETLINE THIS PROFILE IS A LICENSED PRODUCT AND IS NOT TO BE PHOTOCOPIED Page | 2 EXECUTIVE SUMMARY Market value The Chinese breakfast cereals market grew by 6.8% in 2011 to reach a value of $124.3 m
3、illion. Market value forecast In 2016, the Chinese breakfast cereals market is forecast to have a value of $168.5 million, an increase of 35.6% since 2011. Market volume The Chinese breakfast cereals market grew by 7% in 2011 to reach a volume of 35 million kg. Market volume forecast In 2016, the Ch
4、inese breakfast cereals market is forecast to have a volume of 48.8 million kg, an increase of 39.5% since 2011. Category segmentation Ready-to-eat cereals is the largest segment of the breakfast cereals market in China, accounting for 60.7% of the markets total value. Geography segmentation China a
5、ccounts for 4% of the Asia-Pacific breakfast cereals market value. Market share Cereal Partners Worldwide is the leading player in the Chinese breakfast cereals market, generating a 27.8% share of the markets value. Market rivalry The Chinese breakfast cereals market is fragmented with the top four
6、players accounting for 45.3% of the total market value. China - Breakfast Cereals 0099 - 0021 - 2011 MARKETLINE THIS PROFILE IS A LICENSED PRODUCT AND IS NOT TO BE PHOTOCOPIED Page | 3 TABLE OF CONTENTS Executive Summary2 Market value 2 Market value forecast.2 Market volume.2 Market volume forecast
7、.2 Category segmentation2 Geography segmentation 2 Market share2 Market rivalry .2 Market Overview .7 Market definition7 Market analysis .7 Market Data8 Market value 8 Market volume.9 Market Segmentation .10 Category segmentation10 Geography segmentation 12 Market share13 Market distribution 14 Mark
8、et Outlook 15 Market value forecast.15 Market volume forecast .16 Five Forces Analysis 17 Summary 17 Buyer power.18 Supplier power 19 New entrants .20 Threat of substitutes.21 Degree of rivalry22 Leading Companies23 China - Breakfast Cereals 0099 - 0021 - 2011 MARKETLINE THIS PROFILE IS A LICENSED P
9、RODUCT AND IS NOT TO BE PHOTOCOPIED Page | 4 Cereal Partners Worldwide .23 Kellogg Company .24 PepsiCo, Inc. .27 Standard Food Corporation.31 Macroeconomic Indicators.32 Country Data .32 Appendix.34 Methodology 34 Industry associations35 Related MarketLine research35 China - Breakfast Cereals 0099 -
10、 0021 - 2011 MARKETLINE THIS PROFILE IS A LICENSED PRODUCT AND IS NOT TO BE PHOTOCOPIED Page | 5 LIST OF TABLES Table 1: China breakfast cereals market value: $ million, 200711 .8 Table 2: China breakfast cereals market volume: million kg, 2007119 Table 3: China breakfast cereals market category seg
11、mentation: % share, by value, 20072011 10 Table 4: China breakfast cereals market category segmentation: $ million, 2007-2011.10 Table 5: China breakfast cereals market geography segmentation: $ million, 2011 .12 Table 6: China breakfast cereals market share: % share, by value, 2011 13 Table 7: Chin
12、a breakfast cereals market distribution: % share, by value, 2011.14 Table 8: China breakfast cereals market value forecast: $ million, 20111615 Table 9: China breakfast cereals market volume forecast: million kg, 201116 16 Table 10: Cereal Partners Worldwide: key facts23 Table 11: Kellogg Company: k
13、ey facts 24 Table 12: Kellogg Company: key financials ($)25 Table 13: Kellogg Company: key financial ratios.25 Table 14: PepsiCo, Inc.: key facts27 Table 15: PepsiCo, Inc.: key financials ($) .29 Table 16: PepsiCo, Inc.: key financial ratios.29 Table 17: Standard Food Corporation: key facts .31 Tabl
14、e 18: China size of population (million), 200711 32 Table 19: China gdp (constant 2000 prices, $ billion), 200711 .32 Table 20: China gdp (current prices, $ billion), 20071132 Table 21: China inflation, 200711 33 Table 22: China consumer price index (absolute), 200711 .33 Table 23: China exchange ra
15、te, 200711.33 China - Breakfast Cereals 0099 - 0021 - 2011 MARKETLINE THIS PROFILE IS A LICENSED PRODUCT AND IS NOT TO BE PHOTOCOPIED Page | 6 LIST OF FIGURES Figure 1: China breakfast cereals market value: $ million, 2007118 Figure 2: China breakfast cereals market volume: million kg, 200711 9 Figu
16、re 3: China breakfast cereals market category segmentation: $ million, 2007-2011 .11 Figure 4: China breakfast cereals market geography segmentation: % share, by value, 2011.12 Figure 5: China breakfast cereals market share: % share, by value, 2011.13 Figure 6: China breakfast cereals market distrib
17、ution: % share, by value, 2011 .14 Figure 7: China breakfast cereals market value forecast: $ million, 201116 15 Figure 8: China breakfast cereals market volume forecast: million kg, 201116 .16 Figure 9: Forces driving competition in the breakfast cereals market in China, 2011 .17 Figure 10: Drivers
18、 of buyer power in the breakfast cereals market in China, 2011 .18 Figure 11: Drivers of supplier power in the breakfast cereals market in China, 2011 .19 Figure 12: Factors influencing the likelihood of new entrants in the breakfast cereals market in China, 2011 .20 Figure 13: Factors influencing t
19、he threat of substitutes in the breakfast cereals market in China, 2011 .21 Figure 14: Drivers of degree of rivalry in the breakfast cereals market in China, 2011.22 Figure 15: Kellogg Company: revenues and Tony the Tiger for Kelloggs Frosted Flakes, Zucaritas, Sucrilhos and Frosties cereals and con
20、venience foods. It also includes Ernie Keebler for cookies, convenience foods and other products; the Hollow Tree logo for certain convenience foods; Toucan Sam for Froot Loops; Dig Em for Smacks; Coco the Monkey for Coco Pops; Cornelius for Kelloggs Corn Flakes; Melvin the elephant for certain cere
21、al and convenience foods; Chocos the Bear, Kobi the Bear and Sammy the Seal for certain cereal products. The companys research to support and expand the use of its existing products and to develop new food products are carried out from the W. K. Kellogg Institute for Food and Nutrition Research in B
22、attle Creek, Michigan, and at other locations around the world. Key Metrics The company recorded revenues of $13,198 million in the fiscal year ending December 2011, an increase of 6.5% compared to fiscal 2010. Its net income was $1,231 million in fiscal 2011, compared to a net income of $1,247 mill
23、ion in the preceding year. China - Breakfast Cereals 0099 - 0021 - 2011 MARKETLINE THIS PROFILE IS A LICENSED PRODUCT AND IS NOT TO BE PHOTOCOPIED Page | 25 Table 12: Kellogg Company: key financials ($) $ million 2007 2008 2009 2010 2011 Revenues 11,776.0 12,822.0 12,575.0 12,397.0 13,198.0 Net inco
24、me (loss) 1,103.0 1,148.0 1,212.0 1,247.0 1,231.0 Total assets 11,397.0 10,946.0 10,946.0 11,200.0 11,847.0 Total liabilities 8,871.0 9,498.0 9,491.0 8,925.0 10,139.0 Employees 26,500 32,394 31,000 31,000 30,700 SOURCE: COMPANY FILINGS M A R K E T L I N E Table 13: Kellogg Company: key financial rat
25、ios Ratio 2007 2008 2009 2010 2011 Profit margin 9.4% 9.0% 9.6% 10.1% 9.3% Revenue growth 8.0% 8.9% (1.9%) (1.4%) 6.5% Asset growth 6.4% (4.0%) 0.0% 2.3% 5.8% Liabilities growth 2.6% 7.1% (0.1%) (6.0%) 13.6% Debt/asset ratio 77.8% 86.8% 86.7% 79.7% 85.6% Return on assets 10.0% 10.3% 11.1% 11.3% 10.7
26、% Revenue per employee $444,377 $395,814 $405,645 $399,903 $429,902 Profit per employee $41,623 $35,439 $39,097 $40,226 $40,098 SOURCE: COMPANY FILINGS M A R K E T L I N E Figure 15: Kellogg Company: revenues & profitability SOURCE: COMPANY FILINGS M A R K E T L I N E China - Breakfast Cereals 0099
27、- 0021 - 2011 MARKETLINE THIS PROFILE IS A LICENSED PRODUCT AND IS NOT TO BE PHOTOCOPIED Page | 26 Figure 16: Kellogg Company: assets & liabilities SOURCE: COMPANY FILINGS M A R K E T L I N E China - Breakfast Cereals 0099 - 0021 - 2011 MARKETLINE THIS PROFILE IS A LICENSED PRODUCT AND IS NOT TO BE
28、PHOTOCOPIED Page | 27 PepsiCo, Inc. Table 14: PepsiCo, Inc.: key facts Head office: 700 Anderson Hill Road, Purchase, New York 10577, USA Telephone: 1 914 253 2000 Website: Financial year-end: December Ticker: PEP Stock exchange: New York SOURCE: COMPANY WEBSITE M A R K E T L I N E PepsiCo is the w
29、orlds second largest food and beverage company, which primarily operates in the snacks and beverages manufacturing space. The company has presence in over 200 countries globally, and has key presence in North America. PepsiCos operations are organized into four business units: PepsiCo Americas Foods
30、 (PAF), PepsiCo Americas Beverages (PAB), PepsiCo Europe and PepsiCo Asia, Middle East and Africa (AMEA). These four business units comprise six reportable segments: Frito-Lay North America (FLNA), Quaker Foods North America (QFNA), Latin America Foods (LAF), PAB, Europe, and AMEA. PAF is the compan
31、ys food and snack business in North and South America. Its portfolio of businesses includes FLNA, QFNA, LAF, Sabritas and Gamesa. FLNA is the convenient foods business unit of PepsiCo. The division is primarily engaged in producing, marketing, selling and distributing branded snack foods, including
32、Lays and Ruffles potato chips, Doritos tortilla chips, Tostitos tortilla chips and dips, Cheetos cheese flavored snacks, Fritos corn chips, Rold Gold pretzels, Sunchips multigrain snacks, Cracker Jack candy coated popcorn. In addition, FLNA operates a joint venture with Strauss Group, an Israeli foo
33、d and beverage company, which produces, markets, sells and distributes Sabra-branded refrigerated dips and spreads. Either independently or through contract manufacturers, FLNAs branded products are sold to independent distributors and retailers. This business owns or leases approximately 40 food ma
34、nufacturing and processing plants and approximately 1,720 warehouses, and distribution centers across North America. In addition, FLNA also utilizes approximately 40 plants and production processing facilities that are owned or leased by its contract manufacturers or co-packers. QFNA is actively eng
35、aged in the production, marketing and selling of a portfolio of good-for-you products that include cereals, rice, pasta and other branded products. Popular branded products sold by QFNA include Quaker oatmeal, Life and Capn Crunch ready-to-eat cereals, Aunt Jemima mixes and syrups, and Rice-A-Roni,
36、Pasta Roni and Near East side dishes. These products are sold to independent distributors and retailers. QFNA has four plants and production processing facilities in North America, apart from nearly 40 manufacturing plants, production processing facilities and distribution centers that are owned or
37、leased by its contract manufacturers or co-packers. LAF is the companys food business based in Latin America. This division has operations spread across Brazil, Argentina, Colombia, Peru and Venezuela and is responsible for producing, marketing and selling various snack and cereal products under pop
38、ular brands like Doritos, Marias Gamesa, Cheetos, Ruffles, Emperador, Saladitas, Sabritas, Lays, as well as Quaker. Primary customers of this business division are independent distributors and retailers. LAF has two snack manufacturing plants in Celaya and Guadalajara, in Mexico. The business unit a
39、lso owns or leases approximately 60 food manufacturing and processing plants and approximately 665 warehouses, distribution centers and offices across Latin America. China - Breakfast Cereals 0099 - 0021 - 2011 MARKETLINE THIS PROFILE IS A LICENSED PRODUCT AND IS NOT TO BE PHOTOCOPIED Page | 28 Sabr
40、itas is PAFs snack and fun food business operating out of Mexico. Sabritas also serves as the umbrella brand under which PepsiCo markets various Frito-Lay products, such as Cheetos, Fritos, Doritos and Ruffles in Mexico. Aside from producing its line of own-brand potato chips in Mexico, the business
41、 also manufactures and markets several local brands such as Crujitos, Poffets, Rancheritos and Sabritones in Mexico. Gamesa, another business division of PAF based in Mexico, is a global leader in the cookies market. Gamesa produces a variety of products like pastries, oats, cereals and cookies. It
42、has production facilities in five states across Mexico that manufacture several of its brands including Marias Gamesa, Emperador, Arcoiris, Mamut, Chokis, and Maizoro. PAB is PepsiCos beverage business division that is engaged in the marketing, sale and distribution of beverage-related products like
43、 carbonated soft drinks, juices and juice drinks, ready-to-drink teas and coffee drinks, isotonic sports drinks, bottled water and enhanced waters under various brands including Pepsi, Mountain Dew, Gatorade, 7UP (outside the US), Tropicana Pure Premium, Electropura, Sierra Mist, Epura and Mirinda.
44、The divisions portfolio of ready-to-drink tea, coffee and water products is produced through joint ventures with Unilever (under the Lipton brand name) and Starbucks. In addition, PAB licenses the Aquafina water brand to its independent bottlers and markets this brand. Furthermore, PAB manufactures
45、and distributes certain brands like Dr Pepper and Crush under license from Dr Pepper Snapple Group. PAB owns a manufacturing facility in Florida, where the Tropicana branded products are manufactured. It also has concentrate manufacturing plants in Cork, Ireland and a research and development facili
46、ty in Valhalla, New York. Additionally, PAB also owns or leases approximately 85 bottling and production plants and production processing facilities and about 445 warehouses, distribution centers and offices. Prior to their merger in February 2010, PepsiAmericas (PAS) and Pepsi Bottling Group (PBG),
47、 the two North American bottling units of PepsiCo, operated as the companys independent bottling subsidiaries. Since the merger, PAS and PBG are operating as a unit of Pepsi Beverages Company (PBC). PBC operates in the US, Canada and Mexico and encompasses approximately three-fourths of PepsiCos Nor
48、th American beverage volume. Aside from producing, marketing and selling PepsiCos global beverage brands, the PBC also manufactures and distributes third-party brands in key local markets such as Dr Pepper, Crush, Rock Star and Muscle Milk. PepsiCo Europe, the companys European business division, ha
49、s operations across 45 countries in Europe and is engaged in producing, marketing and selling a range of popular snack food brands including Lays, Walkers, Doritos, Cheetos and Ruffles, as well as many Quaker-brand cereals and snacks. PepsiCo Europe operates both through consolidated businesses as well as through non-controlled affiliates. Apart from snack foods, this business division is also engaged in the manufacture, marketing and sale of beverage concentrates, fountain syrups and other beverage products under popular