TABLE OF CONTENTS
Chapter 1 Executive Summary 2
Summary category level: morning goods 2
Chapter 2 Definition 3
Chapter 3 Category Analysis: Morning Goods 8
Value analysis (Slovak Koruna), 2004?09 8
Value analysis (Slovak Koruna), 2009?14 9
Value analysis (US dollars), 2004?09 11
Value analysis (US dollars), 2009?14 11
Volume analysis, 2004?09 13
Volume analysis, 2009?14 14
Company and brand share analysis 16
Distribution analysis 19
Expenditure and consumption per capita 21
Chapter 4 Research Methodology 24
Methodology overview 24
Secondary research 25
Market modeling 26
Creating an initial data model 26
Revising the initial data model 26
Creating a final estimate 27
Creating demographic value splits 27
Primary research 27
Data finalization 28
Ongoing research 28
LIST OF FIGURES
Figure 1: Morning goods, Slovakia, value by segment (SKKm), 2004?14 10
Figure 2: Morning goods, Slovakia, category growth comparison, by value, 2004?14 12
Figure 3: Morning goods, Slovakia, volume by segment (kg, million), 2004?14 15
Figure 4: Morning goods, Slovakia, category growth comparison, by volume, 2004?14 15
Figure 5: Morning goods, Slovakia, company share by value (%), 2008?09 17
Figure 6: Morning goods, Slovakia, distribution channels by value (%), 2008?09 20
Figure 7: Annual data review process 25
LIST OF TABLES
Table 1: Morning goods category definitions 3
Table 2: Morning goods distribution channels 4
Table 3: Morning goods, Slovakia, value by segment (SKKm), 2004?09 8
Table 4: Morning goods, Slovakia, value forecast by segment (SKKm), 2009?14 9
Table 5: Morning goods, Slovakia, value by segment ($m), 2004?09 11
Table 6: Morning goods, Slovakia, value forecast by segment ($m), 2009?14 11
Table 7: Morning goods, Slovakia, volume by segment (kg, million), 2004?09 13
Table 8: Morning goods, Slovakia, volume forecast by segment (kg, million), 2009?14 14
Table 9: Morning goods, Slovakia, brand share by value (%), 2008?09 16
Table 10: Morning goods, Slovakia, value by brand (SKKm), 2008?09 16
Table 11: Morning goods, Slovakia, company share by value (%), 2008?09 18
Table 12: Morning goods, Slovakia, value by company (SKKm), 2008?09 18
Table 13: Morning goods, Slovakia, distribution channels by value (%), 2008?09 19
Table 14: Morning goods, Slovakia, value by distribution channel (SKKm), 2008?09 19
Table 15: Morning goods, Slovakia, expenditure per capita (SKK), 2004?09 21
Table 16: Morning goods, Slovakia, forecast expenditure per capita (SKK), 2009?14 21
Table 17: Morning goods, Slovakia, expenditure per capita ($), 2004?09 22
Table 18: Morning goods, Slovakia, forecast expenditure per capita ($), 2009?14 22
Table 19: Morning goods, Slovakia, consumption per capita (kg), 2004?09 23
Table 20: Morning goods, Slovakia, forecast consumption per capita (kg), 2009?14 23
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