Introduction:

Since 1932, Weetabix has been a popular part of a British family breakfast. Weetabix itself is the nation's favorite breakfast cereal, and the brand includes a wide range of tasty, nutritious cereals, bars and muesli. Weetabix Heapular part of a British family breakfast. Weetabix itself is the nation's favorite breakfast cereal, and the brand includes a wide range of tasty, nutritious cereals, bars and muesli. Weetabix Head Office is located at its main production site, Burton Latimer, a 75 acre site that produces circa 3 billion Weetabix every year. Weetabix is enjoyed all over the world, with further manufacturing facilities in the USA and South Africa and consumers in more than 80 countries.

Structure of the industry:

Breakfast cereals are an integral part of the British diet, and a key sector of the grocery market in the UK. The total industry value is about 2bn at present in the UK. Since the Second World War, consumption of breakfast cereals has shown steady growth, although in 2008 the UK economy was hit by the recession, which saw the sale of breakfast cereals - alongside other food items - slow. Between 2006 and 2010, Key Note estimates that the entire breakfast cereals market grew by 15.6% in value terms, with particular growth demonstrated in the RTE cereal sector, which accounted for 91.2% of sales by value in 2010, compared with 90.9% in 2006. In addition, the consumption of hot cereals, which had been in long-term decline, has risen over the past 5 years. Due to supermarket discounts and buy-one-get-one-free (BOGOF) offers, the own-brand market saw value sales fall by 2.8% between 2009 and 2010. the growth of the industry is 2.5% per year. The whole industry dominated by 3 major company kellogg, weetabix and the cereal partners (an alliance between nestle and general mill).

Contribution of the weetabix in the market: