4 From the information provided and your wider knowledge, evaluate two factors that might affect the total market size for cereals over the coming 12 months.

Figs in ms* 2007 2008 2009 2010 2011 2012 2013 Weetabix 99.3 103.7 104.6 104.4 135.1 145.8 143 Special K 96.5 101.2 97.4 94.6 119.4 103.5 94.5 Oatso Simple 31.5 35.2 42.7 53.1 76.7 95.9 116 Alpen 13.2 13.5 13.6 14.5 29.6 36 39.8 Cornflakes 63.7 65.2 66.9 66.7 63.41 64.7 61.7 Sugar Puffs 18.6 21.7 23.4 22.9 20.3 21.4 16.9 Frostles 28.6 31 31.3 31.4 30.9 29 25.7 Krave 0 8.5 16.1 19.5 22.5 Total market 1,334.80 1,378.10 1,458.30 1,465 1,451 1,532.10 1,573.5-