Breakfast is served
With +17% more cereal sales in September than the average month due to parents stocking up for the key back-to-school period, now is the ideal time to think about the range of appetising, nutritious and convenient breakfast options available in your store. Gillian Hamill reports
Print9 August 2013
AT A GLANCE: BREAKFAST
A rapidly growing segment, breakfast biscuits has the potential to reach a value of €10.6m in Ireland (Source: In France, breakfast biscuits account for 7.2% of sweet biscuits value sales (Nielsen CAM P13 2011), assuming the same share, breakfast biscuits would be worth €10.6m in Ireland – Nielsen 52 w/e 2 Dec 2012)
19% of all baked confectionery products are consumed for breakfast*
27% of baked confectionery products are consumed mid-morning, with morning coffee or as a snack during the traditional ‘elevenses’ break*
Baguette and demi baguettes, traditionally considered part of a lunchtime snack, are growing in popularity as a breakfast option. Today, 30% of those who purchase freshly baked bread products consume them for breakfast, while 35% consume fresh bread at lunchtime*
Research shows that as many as one in three people regularly skip breakfast (Source: Kantar Worldpanel 2010)
Within the last year, the Irish plant-based milk category has grown by 10%** and, of that, Alpro has a 69% share**
Alpro states it "effectively created the nut drinks segment during 2012 and has since seen the non-dairy plant-based category as a whole grow from a standing start to €12 million in value**"
Research has shown that ‘31% of consumers say that finding a cereal that suits the entire family is a chief concern’ (Source: Mintel Feb 2013)
The August / September ‘back to school’ months represent a massive opportunity for the cereals category. €400,000 worth of cereal is sold every day of this crucial period, representing 38 packs sold every minute of every day
Kellogg’s is the number one cereal manufacturer throughout the year and states that it’s even more prevalent during the back to school period, with over 44% share of sales
Six of the top 10 cereal brands throughout the back to school period are Kellogg’s brands
*(Source: Cuisine de France research)
**(Source: Nielsen Scantrack, data up to 19 May 2013)
Bring on the morning
McVitie’s, a leading manufacturer of biscuits and cakes and a firm favourite with Irish families for generations, launched McVitie’s Breakfast Biscuit last year. A rapidly growing segment, breakfast biscuits has the potential to reach a value of €10.6m* in Ireland given the increasing trend of consumers delaying breakfast and eating it out of home, which requires portable on-the-go solutions. With over 120 years of baking expertise, McVitie’s is perfectly placed to take the category to the next level as it is trusted by consumers and has a proven track record of developing tasty biscuits.
New McVitie’s Breakfast Biscuits provide time poor consumers with a tasty and convenient way to enjoy breakfast. Made with wholegrain porridge oats to help sustain consumers until lunchtime, the biscuits are fortified with vitamins, minerals and fibre to provide a tasty and balanced breakfast in a choice of three variants – Red Berries, Oat & Honey and Apple, Sultana & Cinnamon.
The range is portion wrapped in handy packs of four biscuits which are portable and easily eaten on-the-go. Each pack of four biscuits is sold in 300g cartons containing six packs and has an MRRP of €3.39. The fresh and energetic packaging design uses a blue and yellow colour palette which has been proven in consumer research studies to give strong morning and breakfast cues, whilst also providing good shelf standout. Each variant is differentiated with its individual variant colour and all packs feature the iconic McVitie’s logo which has become synonymous with quality and passion for baking.
McVitie’s Breakfast Biscuits are supported with a fully integrated media campaign including in-store promotions, shopper marketing, TV, radio advertising, and sampling to drive trial and purchase.
*(Source: In France, breakfast biscuits account for 7.2% of sweet biscuits value sales (Nielsen CAM P13 2011), assuming the same share breakfast biscuits would be worth €10.6m in Ireland – Nielsen 52 w/e 2 Dec 2012)
A matter of Pride
Consumers can lighten up picnics, lunches and alfresco jaunts this summer with the new Slimsters range of breads from Irish Pride Bakeries.
The Slimsters range of bread and sandwich squares are ideal for any bread lover looking for a great tasting, healthy eating option.
Irish Pride Slimsters bread is available as a 600g loaf based on a special recipe created by the master bakers at Irish Pride, packed full of flavour. Each slice contains only 60 calories.
An all-round winner, Slimsters brown bread makes tasty sandwiches and is great for toasting.
Slimsters Sandwich Squares combine the goodness of wholemeal flour with white flour and are dressed with a light dusting of maize to give outstanding flavour and texture at just 100 calories per square.
The strength of its taste is derived from a special fermentation process giving Slimsters Squares an original bread flavour.
Each Slimsters Square is conveniently slit so consumers can add their favourite filling or topping and go.
The brand believes that once tried, Irish Pride Slimsters will be a must on any shopping list.
Golden new sales opportunity
Flahavan’s, Ireland’s favourite porridge oat brand, has launched a new Golden Syrup sachet as part of its popular Quick Oats range. For generations, families in Ireland have enjoyed the unique taste of Flahavan’s porridge oats. Now the same unique taste is available in Golden Syrup flavoured porridge Quick Oat sachets, specially created to help consumers enjoy all the wholegrain goodness of Flahavan’s porridge oats.
Flahavan’s Quick Oats appeal to on-the-go consumers because they require zero effort. Flahavan’s Quick Oat sachets are simple and quick to make, so if family mornings are a rush, then shoppers can grab Quick Oats Golden Syrup flavour sachets for an instantly nutritious breakfast.
Flahavan’s Quick Oats Golden Syrup sachets available in 10 x 40g servings are tasty and easy to prepare in the microwave in just two minutes. Flahavan’s has also introduced a new individual sachet format where consumers can use the free re-usable liquid measure provided or simply pour milk or water directly into the sachet and fill to the splash line, making it the ideal portable healthy start to any day either at home or in the office.
Oats are a nutritious, warming food, high in fibre and low in salt and saturated fat. The new Flahavan’s Golden Syrup sachets are the latest addition to the Quick Oats range following the recent launch of its Apple, Raisin & Cinnamon sachets. The range also includes natural, multiseed and organic sachets, drum and portable porridge pots in natural, multiseed, strawberry and organic varieties.
Flahavan’s Quick Oats sachet range has recently been redesigned to reinforce Flahavan’s brand personality and Irish credentials with strong provenance, heritage and premium quality cues. The new brand architecture has maximum shelf impact that is very different to competitor offerings.
As an Irish family business, Flahavan’s has been milling quality oats at the family mill beside the River Mahon in Kilmacthomas, Co. Waterford for over 200 years. Flahavan’s is Ireland’s favourite porridge oat brand and has been delivering continuous growth to the oats category in line with consumers’ increasing interest in porridge as a healthy breakfast cereal choice.
Grown, milled and produced in Ireland, Flahavan’s Quick Oats range provides a wholesome breakfast that’s packed with taste, ready in minutes and keeps you going right up to lunch, making breakfast a pleasure every day.
Flahavan’s is proud to support Love Irish Food – an initiative led by Irish manufacturing brands seeking to promote Irish food and drink brands. For more information, visit the website www.flahavans.ie or become a fan on www.facebook.com/flahavans.
The breakfast breakdown
19% of all baked confectionery products, which includes scones, croissants and other pastries are consumed for breakfast, according to research undertaken by Cuisine de France. The research, commissioned as part of an extensive market investigation by Cuisine de France, was conducted to gain insight into consumer habits when purchasing freshly baked goods. The research found that 27% of baked confectionery products are consumed mid-morning, with morning coffee or as a snack during the traditional ‘elevenses’ break. This highlights the importance of the pre-noon day-part for baked confectionery products, representing 46% of category sales.
Freshly baked goods are a major footfall driver in stores from 7am-12noon, with the research indicating that these shopping occasions are pre-planned. For example, 82% of consumers plan the purchase of scones, making this a significant cross category selling opportunity for retailers.
The results also show that fresh bread products such as the baguette and demi baguette, traditionally considered part of a lunchtime snack, are growing in popularity as a breakfast option. Today, 30% of those who purchase freshly baked bread products consume them for breakfast, while 35% consume fresh bread at lunchtime.
The research from Cuisine de France demonstrates the merit in presenting consumers with a varied offering in the baked goods category from early morning to cater for all breakfast needs, and importantly, to maximise all potential sales opportunities.
Enjoy breakfast your way
This summer, Belvita Breakfast is adding a tasty new Apricot & Live Yogurt variant to its already extensive biscuit range, giving the nation even more reasons to get into the breakfast habit this year. Despite the fact that most people know how important breakfast is, research shows that as many as one in three people regularly skip breakfast (Source: Kantar Worldpanel 2010).
But with Belvita Breakfast – which come in individually wrapped servings – consumers can enjoy breakfast their way, whether at home, on the go, or at work, so there’s no excuse not to have a balanced breakfast this summer. What’s more, Belvita Breakfast biscuits are scientifically proven to slowly release carbohydrates over four hours* – providing energy for the whole morning.
*(Source: Proven in six clinical studies when eaten as part of a balanced breakfast i.e. with an apple and a latte)
Alpro drives healthy breakfast sales
Alpro, the brand leader in plant-based food and drinks, has witnessed a growing demand in healthy breakfast choices, fuelled by consumers looking for convenient, healthy options to start their day.
Within the last year, the Irish plant-based category has grown by 10%* and, of that, Alpro has a 69% share*. With a young, female target consumer, Alpro has found that it’s about tapping into the right occasion and making it relevant.
John Allaway, commercial director for Alpro UK, says: "Our key occasion is breakfast and our products are the perfect partner for coffee, tea, cereals and porridge. They are also often enjoyed poured over fruit or used to make breakfast muffins and pancakes. Breakfast is one of our biggest usage occasions as we appeal to those wishing to start the day in a healthy way.
"Plant-based eating is set to grow further, as it becomes increasingly mainstream, and this year we have tapped into the most important meal of the day; breakfast, to educate consumers on the benefits of plant-based eating and the feedback has been very positive.
"We effectively created the nut drinks segment during 2012 and have since seen the non-dairy plant-based category as a whole grow from a standing start to €12 million in value*."
Continuing to drive growth in this segment throughout 2013, Alpro has recently launched an Alpro Almond Unsweetened alternative to milk, offering further variety in taste for consumers.
*(Source: Nielsen Scantrack, data up to 19 May 2013)
Leading a healthier lifestyle
Kelkin Ltd is delighted to launch a tasty and wholesome Easy Eat Muesli which is a new, innovative and exciting addition to its cereal range. Kelkin recognised a gap in the market for an everyday high quality product that is a less challenging eat than its Original Muesli. Research has shown that ‘31% of consumers say that finding a cereal that suits the entire family is a chief concern’ (Source: Mintel Feb 2013). Kelkin Easy Eat Muesli is made from a finer blend of 11 feel good ingredients making it an easier eat than other mueslis and it also has no added sugar. Kelkin prides itself on the quality of its natural foods and produces a range of mueslis at the company’s production facility in Dublin.
Kelkin is passionate about innovation across its range, working tirelessly to produce new products that will help consumers lead a healthier lifestyle. Food is core to people’s overall health and wellbeing, with everyone looking for healthier options that don’t compromise on quality or taste.
In April 2013, Kelkin successfully re-launched its Original & Honeycrunch Mueslis in re-sealable pouches, listening to consumer needs and delivering convenience and freshness. Following the great success of the brand’s granola range in similar packaging, Kelkin Easy Eat Muesli 1kg is currently available to order. If you would like more information on any of the Kelkin products, contact the group’s sales team at 01-4600400.
A top class start to the new school year
As the next biggest shopping season to Christmas, the ‘back-to-school’ (BTS) period is undoubtedly a crucial time for the grocery retail trade. A habit-forming time, it marks the start of a new routine for many consumers and an opportunity for retailers. The BTS period sees the highest sales of cereal in any month with +17% more sales in September than the average month.
We all know that tight schedules and chaotic mornings can lead to breakfast not being a top priority in many households. As September draws closer, and families start to prepare to go back to school and get organised for the new school year, the role of breakfast becomes increasingly important to ensure that children start the day the best way. As a result, the August / September months represent a massive opportunity for the cereals category. €400,000 worth of cereal is sold every day of this crucial period – that’s 38 packs every minute of every day!
Kellogg’s is the number one cereal manufacturer throughout the year and it’s even more prevalent at BTS with Kellogg’s having over 44% share of sales throughout the back-to-school period. This success is driven by a fully integrated approach from sales and marketing which is supported by a massive through-the-line consumer campaign. This year’s campaign, running throughout August and September, consists of TV, radio, and outdoor advertising as well as three different media partnerships. In addition to that, in-store POS and substantial trade promotional plans aim to deliver added-value to consumers on the core range of Kellogg’s cereals and snacks.
Experts agree that breakfast is the most important meal of the day, and breakfast cereals play an invaluable part in the diets of children. All Kellogg’s cereals provide at least 25% of the recommended daily allowance (RDA) for six B vitamins and are also a valuable source of iron, a nutrient which is often lacking in children’s diets. In fact, breakfast cereals are the biggest source of iron in the diets of children and by the end of 2013 all Kellogg’s kids and family cereals will have vitamin D too. It’s no surprise then, that six of the top 10 cereal brands at BTS are Kellogg’s brands, with Kellogg’s sales worth over €5,000,000 during this month alone to Irish retailers.
Aideen Mulligan
Q & A with…
Aideen Mulligan, senior brand manager, Kellogg Company of Ireland
How important is it for consumers to receive a nutritious start to their day and how does Kellogg’s cater for this?
It’s extremely important for both children and adults to get the best start to their day. The body needs breakfast. Yet while many of us recognise the importance of breakfast and look for ways to make time for it in our daily routines, many people in Ireland skip breakfast regularly.
Breakfast literally means "Breaking the fast". For some people, especially younger children, the overnight fast can last as long as 16 hours. When you start with a nutritious and balanced breakfast, you’re re-fuelling your body and brain, kick-starting your metabolism and getting the energy you need to help embrace the morning. Nutritionists recommend that breakfast should provide 25% of the daily nutrient requirements so by skipping breakfast, you miss out on vitamins, minerals and fibre that are important for a well-balanced diet. Adults and children especially may not make up for this later in the day.
Fortified with vitamins and minerals like iron, breakfast cereals are an important source of nutrients in the diets of Irish people providing 10% intakes for vitamin B1 (thiamin) and folic acid. Kellogg’s cereals provide at least 25% of the recommended daily allowance (RDA) for six B vitamins, thiamine, niacin, vitamin B6, riboflavin, vitamin B12 and folic acid. They also provide 17% of the RDA for iron per serving. And by the end of 2013 all of our kid and family cereals will have vitamin D too. With the latest research showing that nine out of 10 Irish children do not get enough vitamin D in their diet, it’s great to know that with a simple serving of Kellogg’s cereals, kids are being given the best start to their day.
How does Kellogg’s offer convenience for consumers?
Kellogg’s breakfast cereals are quick, nutrient rich meals which are ready by simply adding milk. Kellogg’s also offers a range of on-the-go breakfast solutions such as Nutri-Grain Breakfast Biscuits and Nutri-Grain Granola Slices. These products are ideal for people who don’t have time for breakfast at home but still want something nutritious and filling.
Kellogg’s lunchbox favourites include Kellogg’s Rice Krispies Cereal & Milk Snack bars and Kellogg’s Coco Pops Cereal & Milk Snack bars, which contain less than 85 calories per bar, as well as 17% of the recommended daily amount of six essential B vitamins, iron and calcium.
Do you believe Kellogg’s offers value-for-money compared to rival products within the breakfast category?
We believe that the quality of products that Kellogg’s provides is second to none. As its states on the pack, if it’s not Kellogg’s on the box, it’s not Kellogg’s in the box. We also offer a wide range which caters for all consumer needs; from high fibre offerings such as the All Bran range and Kellogg’s Mini Max, to satisfying shape management solutions with Special K and fortified kid product offerings such as Rice Krispies and Rice Krispies MultiGrain Shapes.
How extensively has Kellogg’s invested in marketing during the key back-to-school period?
Kellogg’s is set to support the back-to-school sales period with a massive through-the-line consumer campaign. Running throughout August and September, the campaign will consist of TV, outdoor, commuter and point of purchase advertising as well as extensive digital, print and TV broadcast media partnerships. We will also be interrupting the consumer in-store with impactful ‘back to school bus’ point of sale displays.
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