FDBusiness.com

Brits Bowled Over by Porridge

 Breaking News
  • Tectonic-sized Shift in Consumer Shopping Behaviour Following Coronavirus Pandemic Spread the loveE.fundamentals, an industry-leading digital shelf analytics provider, has revealed the results of a comprehensive and exclusive new survey in partnership with YouGov. Commissioned to uncover how the coronavirus...
  • Recognising the Best in the Industry Spread the loveOnce again this year, during Fi Europe co-located with Hi Europe at the beginning of December, show organizer Informa Markets will be recognizing companies and organizations for groundbreaking novelties...
  • Burts Snacks Announces New Managing Director Spread the loveBurts Snacks, one of the UK’s leading independent snacking companies, has announced that its chairman and managing director, David Nairn is stepping down after 14 years leading the...
  • Kerry Group Shows Resilience Spread the loveKerry Group, the global taste & nutrition and consumer foods business, has reported a 4.3% decrease in revenue to €3.4 billion for the first half ended 30 June...
  • A Year of Two Halves For Diageo Spread the loveDiageo has reported an 8.7% decline in net sales to £11.8 billion and a 47.1% decrease in operating profit to £2.1 billion for the year ended June 2020...

Brits Bowled Over by Porridge

Brits Bowled Over by Porridge
October 07
13:40 2013
Spread the love

As the winter draws nearer, many British consumers want to start the day with a hearty breakfast. Demonstrating the nation’s appetite for oats, new research from Mintel reveals, one in two Brits (49%) are porridge eaters, with a quarter (23%) of users enjoying a bowl almost daily. While usage peaks amongst those aged between 45 and 54 – with some 56% of this group enjoying porridge – it seems porridge is also attracting a younger audience, with an impressive four in ten (39%) of 16-24 year olds claiming to also enjoy their oats.

Indeed, sales of porridge are thriving as Brits trade up to an increasing array of premium and on-the-go porridge products. The hot cereals segment has proved to be the star performer within the breakfast cereals market, sales of hot cereals – largely made up of porridge – have almost doubled since 2008, reaching £241 million in 2013. As well as value increases, the market for hot cereals has also seen volume expansion, with sales increasing 20% over the same period rising from 65 million kg in 2008 to 81 million kg in 2013.

Overall, nine in ten (92%) consumers have eaten breakfast cereals, including porridge, over the past six months.

Heidi Lanschuetzer, Food and Drinks Analyst at Mintel says: “With an increased selection of higher priced porridge options now available, Brits have not just been consuming more porridge, but trading up to more varieties of flavours and packaging options when they do. While porridge has found a way to tap into the out of home breakfast occasion, the segment has also benefited from oats’ inherent health benefits, notably the fact that they can lower cholesterol, as well as their widely held associations with satiety – a factor which is of particular importance when it comes to buying breakfast cereals. Given that the usage of porridge stands at half of all Brits, the hot cereals segment still offers strong potential for future growth in areas such as vitamin or mineral fortification or flavour innovation.”

However, things are a looking a little less healthy for RTE (ready-to-eat) cereals such as corn flakes and muesli. Accounting for the remaining 85% of breakfast cereals, value sales are estimated to reach around £1.4 billion in 2013, up by a lacklustre 1% against 2012, while volume sales are estimated to decline by 4% to 361 million kg in 2013. Some 88% of consumers have eaten a ready-to-eat cereal and 57% have had plain cereal including corn flakes over the past six months.

“RTE cereals have suffered from the rising competition posed by alternative breakfast products such as breakfast biscuits, cereal bars and pastries, which lend themselves better for the on-the-go occasion, as well as from the growing popularity of porridge.” Heidi Lanschuetzer continues.

Going forward, volume sales of RTE cereals are expected to remain static. While the hot cereals market has benefited strongly from the recent cold winter, Mintel expects the hot cereals segment to maintain some of its recent momentum, growing by 13% to reach 92 million kg in 2018, while inflationary pressures and trading up are expected to continue to drive value growth of 46% over 2013-18 to reach £353 million.


Warning: count(): Parameter must be an array or an object that implements Countable in /home/fdbusiness/public_html/wp-content/themes/legatus-theme/includes/single/post-tags.php on line 5

About Author

mike

mike

Related Articles

Food & Drink Business Conference & Exhibition 2016

find food jobs

The Magazine

F&D Business Preferred Suppliers

New Subscriber

Subscribe Here



Advertisements