國(guó)際人才英語教程 高級(jí) 市場(chǎng)調(diào)研-案例1 完成麥片市場(chǎng)調(diào)研報(bào)告

目標(biāo)：完成麥片市場(chǎng)調(diào)研報(bào)告背景：你是一家食品公司的市場(chǎng)部經(jīng)理，隨著全球人們對(duì)于健康的追求日益提高，你所在的公司想要進(jìn)軍國(guó)際麥片市場(chǎng)，你需要對(duì)國(guó)際麥片市場(chǎng)進(jìn)行調(diào)研。任務(wù)：根據(jù)閱讀素材，撰寫國(guó)際麥片市場(chǎng)調(diào)研報(bào)告。使用建議：國(guó)際人才英語教程（高級(jí)）U1閱讀素材素材1：國(guó)際麥片市場(chǎng)的動(dòng)態(tài)Breakfastcerealsaremadefromavarietyofingredients.Theyaretheprocessedseedgrainsthatarepopularinwesterncountries.Breakfastcerealsarebestconsumedwhenmixedwithmilkorcurd.Ingeneral,breakfastcerealsarelowinfatandhaveahealthynature.ThemarketisgrowingprimarilyasaresultofchangingfoodhabitsandtheinfluenceofWesterncultureonconsumerdietarypatterns,asitprovidesaconvenientsolutiontoreadilyaccessiblefoodthatoptimizestheeaseofconsumptionwithoutfurtherpreparation.Inaddition,therapidexpansionofconveniencestores,whichpromotesbrandvisibility,ispropellingtheglobalbreakfastcerealsmarketforward.DataBridgeMarketResearchanalysesthattheglobalbreakfastcerealsmarketisexpectedtoundergoaCAGRof6.0%duringtheforecastperiod2023-2030.Thisindicatesthatthemarketvalue,whichwasUSD58.12billionin2022,isexpectedtoreachUSD92.54billionby2030.Ready-to-eatcerealssegmentisexpectedtodominatethemarketduetorisingtrendofon-the-goeatinghabitsamongtheconsumers.DriversandOpportunitiesGrowthandExpansionofPackagedCerealsDuetoHigherNutritionalContentPackagedbreakfastcerealshavegrowninpopularityindevelopingeconomies,asconsumersincreasinglypreferpackaged,healthierfoodoptionstotraditionalbreakfastfoods.Thesecerealsareregardedasanidealbreakfastoptionaroundtheworldduetotheirlowercalorificvalueandhighernutritionalcontent.PopularityofBreakfastCerealforEnhancedHealthandWell-beingSurgingawarenessaboutthebenefitsofbreakfastcerealintreatingarangeofhealthconditionsisfosteringthegrowthofthemarket.Breakfastcerealhelpsinimprovingtheskinhealth,improvesdigestions,strengthensthefunctioningofimmunitysystem,improvesbloodpressure,lowersthecholesterolandmuchmore.Intoday’sworld,peoplearebecomingmoreconcernedabouttheirhealthandwell-being.Thisisabigchancefortheglobalbreakfastcerealmarkettoofferhealthierchoicestoconsumers.Manyindividualswanttoeatbreakfastfoodsthataregoodforthemandcanhelpthemstayhealthy.Peoplenowunderstandthatwhattheyeatcanaffecthowtheyfeelandtheiroverallhealth.Theyarelookingforcerealsthathaveimportantvitamins,minerals,andnutrientsthatcanhelptheirbodies.Thismeansthere’sagrowingdemandforbreakfastcerealsthatcanprovidethesegoodthingswhichisexpectedtoboostthemarketgrowth.RegionalInsightsNorthAmericaisexpectedtodominatethebreakfastcerealsmarketsincetheregionhastheworld’shighestpenetration,withpercapitaconsumptionofhotandready-to-eatcerealsexceedingthatofotherregions.However,theregionhasseenadeclineinready-to-eatfood,whileregionssuchasEuropeandAsia-Pacificareshowingpromisinggrowth.Asia-Pacificisexpectedtobethefastest-growingregion.TherisingconsumptionofprocessedfoodproductsincountriessuchasJapan,China,India,andothersisdrivingindustrygrowth.Foodhabitshaveshiftedasaresultofthevarioushealthissuesthatconsumersfacearoundtheworld.Peoplearebecomingmoreinterestedinnutritionalfoodproducts.IntheAsia-Pacificregion,Chinadominatesthemarket,holdingthelargestmarketshare,followedbyJapanandAustralia.Thisisduetothechangeinbreakfastcerealsconsumptionpatternsandinclinationtowardhealthierproducts.Also,theincreasedadoptionofthewesternlifestyleisoneofthedrivingfactorsofthemarketsales.Therecenttrendsindicatethegrowthinthebreakfastcerealsegment.InAsiancountrieslikeJapan,cerealoptionswerelimitedtobasiccornflakesandcomparableitems.Buteveryyear,companieskeeplaunchingagreatervarietyofsweetandflavoredbreakfastcerealsinJapan.

FrostedflakesareverypopularinJapan.Itcontainslesssugar,unlikethefrostedflakessoldinothercountriesliketheUnitedStates.Thisreflectsthehealth-consciousnatureoftheJapanesepeople,andcompaniesaretryingtoattractamoreJapaneseconsumerbasebymakingbreakfastcerealshealthy.ProductdevelopmentisoneofthemostadoptedstrategiesintheAsia-Pacificbreakfastcerealmarket.Forinstance,in2021,KelloggIndiaintroducedFrootLoopstoitsbreakfastcerealrangetogetthebenefitofincreasedin-homeconsumptionofpackagedproducts,owingtothepost-covidsurgeinthemarket.Productdevelopmentoflow-carb,high-fiber,multigrain,andfortifiedbreakfastcerealsthatappealtohealth-consciousconsumerstriggeredthemarket’sgrowth.RestraintTheavailabilityofmarketalternativessuchas

smoothies,frozenwaffles,yogurt,sausage,andsoonandapreferencefortraditionalbreakfastfoodswillposeasignificantchallengetothegrowthofthebreakfastcerealsmarket.Thebreakfasthabitshavemorphedfromthecereal-centricmorningstoencompassawiderspectrumofchoices.Theriseofhealth-consciousnesshasledsomeconsumerstooptforprotein-richsmoothies,yogurtbowls,andavocadotoasts.Others,influencedbyculturalpreferences,leantowardsavorybreakfastsorregionaldelicacies.Thisdeparturefromtheconventionalcerealroutinerequiresbrandstorethinktheirstrategiesandcatertoamorediversifiedarrayofbreakfastpreferenceswhichmayrestrainthemarketgrowth.素材來源：/reports/global-breakfast-cereals-market素材2：國(guó)際麥片市場(chǎng)中的主要公司及近期動(dòng)向Thebreakfastcerealsmarketiscompetitiveinnature,withalargenumberofdomesticandglobalplayerscompetingformarketshare.SomeofthemajorkeyplayersinthemarketincludeKelloggCompany,GeneralMillsInc.,NestleSA,PostHoldingsInc.,andCampbellSoupCompany.Thekeymarketplayersaresignificantlyinvestinginresearchanddevelopmentactivitiesinthebreakfastcerealsmarkettointroducenewandinnovativevariantstomeettheemergingconsumerdemandforhealthyandcleanlabeledfoodsproducts.Themarketalsoseescollaborationsbetweencompaniestostrategizeuniquemarketingcampaigns.August2020:MondelezIndiaenteredthebreakfastcerealmarketwiththelaunchofBournvitaFills.Thecompany’sproductportfoliointheregionhasbeenexpandedwiththisnewlaunch.September2020:IncollaborationwithBlippar,Kellogg’slaunchedthefirstweb-basedAugmentedRealitypromotionalcampaignintheMiddleEast,includingtheUnitedArabEmirates.KelloggwasthefirstGCCbrandtouseWebARtechnologyinamulti-channelmarketingcampaignforitsCocoPopscerealbrand.April2021:KelloggexpandeditsproductportfolioinIndiatoincludemoreIndianizedproductsthataresuitedtolocalpalates.October2021:NestléCereals,aUKdivisionoftheinternationalfoodgiant,launchedCheeriosVanillaO’s,alow-sugarcerealthatcontainsnoartificialcolorsorflavors.Classifiedasnon-HFSS(highinfat,salt,orsugar)undernewUKgovernmentregulations,thenewcereal’smainingredientiswholegrains.Fortifiedwithvitaminsandminerals,CheeriosVanillaO’scontainlessthanfivepercentsugarwithoutcompromisingontasteandisfocusedonprovidingconsumerswithahealthy,flavorfulbreakfastexperience.September2021:Parle,oneofIndia’sleadingbiscuits,snacksandconfectionerymanufacturersannounceditsentryintothebreakfastcerealcategory.Thecompanyhasextendeditspopularbrand‘Hide&Seek’inthecerealscategory,accordingtoastatementfromParleProducts.December2021:GeneralMillslaunchedeightnewvarietiesofready-to-eatcerealstoexpanditsproductline,cateringtodifferentcustomersegmentssuchaskidsandketopeople.Inaddition,thecompanywentforinnovativepackaginginspiredbysuperheroseries.February2022:NestleSAlaunchedandexpandeditsUKofferingswiththeintroductionofShreddiesTheHoneyOne,whichcontainswholegrainasthemainingredient.February2022:PostHoldingsdeclaredthelaunchofitslatestproductinbreakfastcereals,“Incredi-Bowl,”aketo-friendlybreakfastcerealinthreedifferentvarietiessuchasfrostedflakes,chocolatecrunch,andhoneynuthoops.January2022:Withthe“GoBananasforBreakfast!”campaign,Chiquitabananas,GeneralMillsBigGcereals,andYoplaityogurtannouncedtheirpartnershipinanefforttoboostsalesoftheirrespectivebreakfastcereals.素材來源：/industry-reports/breakfast-cereals-market素材3：早餐麥片行業(yè)五個(gè)趨勢(shì)Theglobalbreakfastcerealmarketisexpectedtogrow3%peryeartoreach$40billionin2023,accordingtonewresearchandanalysisfromPackagedFacts,aleadingmarketresearchfirmanddivisionofMarketR.BreakfastcerealisahighlypenetratedcategoryinmaturemarketssuchastheU.S.,butthereisplentyofroomforgrowth,particularlyinAsia,Africa,andtheMideast,asWesterndietsbecomemorecommonacrosstheworld.1.Americanculturalinfluencesboostcerealconsumptionworldwide.Westerninfluencesarechangingwhatpeopleeatinmanydevelopingcountries.Long-timestaplesoftheU.S.diet—suchasbreakfastcereals—arebecomingmorecommonplaceinAsia/PacificandAfrica/Mideast.Intheseregions,breakfastcerealsarepresentedasanovelfoodoptionandanalternativetotraditionalfoodsthataretypicallyavailable,accordingtoDavidSprinkle,researchdirectorforPackagedFacts.2.Breakfastcerealsareincreasingindevelopingmarkets.Asincomesriseindevelopingcountriesandmoreconsumersareexposedtobreakfastcerealsthroughadvertisements,newopportunitieswillbecomeavailableforcerealbrands.Asia,especiallyChinaandIndia,offersthebestgrowthprospectsincerealconsumptionworldwide.NorthAmericaaccountsformorethanathirdoftheglobalbreakfastcerealmarket,butpercapitaconsumptionhasbeenfallinginrecentyearsduetothewidevarietyofbreakfastoptionsavailabletobusyconsumers.Inthefuture,breakfastcerealsalesgrowthwillbedrivenbynationsoutsideofNorthAmerica.3.Newcerealsemphasizesnackingandindulgence.CerealbrandsareembracingcreativetacticstoboostconsumptioninNorthAmericaandkeepconsumersengagedinthecategory.Onestrategyistore-positioncerealfromabreakfastfoodtoan“anytime”foodthatcanbeconsumedasasnackordessert.Majorfoodbra