Snacking is now an integral part of North American and British culture and is becoming an increasingly apparent trend in many other international markets.
Germany, where cereals face stiff competition from traditional
breakfast foods, the emphasis is shifting towards the promotion of
cereals as a quick pick-me-up, as meals become lighter and less stodgy.
In the Mediterranean countries of Spain, Italy and France, where a late
evening meal is the cultural norm, cereals are being promoted as a
substantial after-school snack for children.
In this competitive
market, companies are battling for market share and constantly looking
at new product introductions and improvements to traditional favourites.
New product introductions may target specific segments of consumers –
young and old – or ride on current trends, whether its health
consciousness, the latest action figure or some other ingredient or
formulation improvement that will gain interest by its promotion.