Breakfast like a king
Breakfast is the most important meal of the day is a widespread consumer message. Breakfast brands’ NPD has subsequently focused on creating a vast selection of options to meet any consumer’s morning meal needs
14 September 2009
At a glance: BREAKFAST
- Recent research by Kellogg’s has revealed that one in three people skip breakfast at home
- Studies conducted by HIM! in conjunction with Bord Bia have shown that consumers leave home 114 times a year without eating breakfast
- Value sales for the cereal category total over €200 million (AC Nielsen MAT to July 12 2009)
- Kellogg’s Sorted for School Survey found 83% of Irish parents insist on their children eating a proper breakfast before school, and breakfast cereals are the number one breakfast choice for 94% of Irish children
- According to a Kellogg’s 2008 consumption study 97% of households purchase breakfast cereal
- Kellogg’s brands account for five of the top six selling ready to eat cereal brands
- Market data shows that the hot cereal market is continuing to grow with a MAT of 12.3%
- With a market share of over 65% in the hot oats category, Flahavan’s is the market leader
- Over one million servings of Flahavan’s porridge are consumed in Ireland each week
Despite the fact that the majority of consumers say they recognise the importance of eating breakfast, recent research by Kellogg’s has revealed that one in three people skip the meal at home. Furthermore, studies conducted by HIM! in conjunction with Bord Bia have also shown that consumers leave home at least 114 times a year without eating breakfast – creating an opportunity for c-stores to pick up on this important morning trade.
With this in mind, manufacturers have expanded the range of breakfast options available, including hot and cold ready-to-eat solutions, and everything from juices and smoothies made to offer breakfast in a bottle. This kind of innovation in the category has enabled retailers to derive maximum sales from the breakfast occasion, particularly capitalising on the phenomenon of ‘dashboard dining’ or ‘desk dining.’
According to market analyst Mintel, the cereal market has been on the front foot of the health revolution within the category, making the most of its natural goodness and the importance of breakfast, as well as actively limiting added salt and sugar. The importance of healthy breakfast foods for children has also been stressed lately, particularly in light of recent alarming surveys, such as that by the Irish Universities Nutrition Alliance (IUNA) on child obesity. Breakfast’s profound effect on children’s learning abilities during the school day has also been stressed.
Kellogg’s has been actively promoting the importance of breakfast for families and children in particular in Ireland over the past year. Last month, its ‘Sorted for School Survey’ affirmed its breakfast drive has had some impact, as it found 83% of Irish parents insist on their children eating a proper breakfast before school, compared with only 25% in the UK. According to a Kellogg’s 2008 consumption study 97% of households purchase breakfast cereal, indicating that the trend for cereals as a healthy morning meal is still very much on the up.
Likewise, Kelkin refers to both the Irish Nutrition and Dietetic Institute (INDI January 2008) research showing that breakfast is the most important meal, and the National Taskforce on Obesity 2005 Report, to highlight the importance of eating a healthy, balanced breakfast, such as muesli. Reinforcing its health and nutrition credentials, Kelkin is now distributing Dorset Cereals in addition to its healthy own range.
Besides muesli, the hot oats segment has become an important part of the breakfast category, growing at 12.3% according to recent market data. Market leader in hot oats, Flahavan’s remains a firm favourite, showing the endurance of the long-standing Irish brand and also the return to popularity of the wholesome breakfast food in recent years. Innovations such as the Microwaveable Quick Oats in a drum and portable porridge pots have invigorated the category and brought new consumers to hot oats, through offering convenience and a healthful solution that meets modern consumers’ needs.
Finally, no Irish breakfast table is complete without a sliced pan, although traditional formats have proved unsuitable for the growing number of one and two-person households in Ireland today. Kingsmill therefore has introduced its ‘Little Big Loaf,’ which offers its Great Everyday White, Tasty Wholemeal and Love To Toast pans in 525g versions, but with full-size slices, unlike other half pans.
Irish brand still on top
Waterford-based Flahavan’s is one of Ireland’s longest standing family-run food businesses, operating at its Kilmacthomas oat mill for over 200 years. With a market share of over 65% in the hot oats category, Flahavan’s is the market leader in the segment and has been a principal driving force behind its significant growth in recent years.
Flahavan’s product range includes: Progress Oatlets, Organic porridges, Microwaveable Quick Oats in a drum, sachets (original and organic) and portable porridge pots (original, strawberry and organic), Real Fruit Porridge varieties and Pinhead, Jumbo oats, Added Bran and Oatbran. Its ready-to-eat cereals include: Flahavan’s Hi8 Muesli and Crunchy Oats, and its popular Flapjacks range in the biscuit and snack category.
Flahavan’s is Ireland’s favourite porridge and has a loyal Irish customer base with over one million servings of Flahavan’s consumed nationwide each week. Its delicious range of oat-based products offer great value for money and the health and nutrition that consumers demand. As a brand that is 100% Irish, its innovation and commitment to quality will see it remain at the fore in its category.
More healthy choices
Leading health food company Kelkin has reinforced its commitment to health and nutrition at breakfast and is now distributing Dorset Cereals in Ireland, as well as its own range. The Dorset range offers cereals that are high in fibre and contain no added salt, following demand for a greater range of tasty, healthy breakfast cereals.
Kelkin’s own muesli range was developed to meet modern day demands, containing no added sugar and only natural ingredients, without compromising on taste. The Irish-made range consists of three variants: Original Muesli Fruit & Nut 1kg, Tropical Muesli 1kg, and Honeycrunch Muesli 750g. Each bag constitutes excellent value for money, adding up to 21c a bowl. Kelkin has also recently launched new Oat Granola, in three variants: Triple Berry, Tropical, and Fruit & Nut, available in convenient, re-sealable 500g pouches.
Finally, Kelkin’s gluten free porridge sales are going from strength to strength. Maintaining its position as an innovator within the ‘free from’ segment, Kelkin intends to launch a new addition to its existing gluten free cereal range of muesli and porridge this winter.
Cereal, the new Irish staple
When it comes to breakfast there is no doubt that ready-to-eat cereal is the number one choice for Irish consumers. A recent Kellogg’s consumption study (2008) found that 97% of Irish households purchase cereals, amounting to total value sales for the category worth over €200 million (AC Nielsen MAT to July 12 2009), and consumption volume of 8kg per head annually.
The breakfast cereal aisle is a shopping destination for the majority of consumers and Kellogg’s is, more than likely, always top of the list. According to the brand’s study, over 80% of all shopping baskets contain a Kellogg product; Kellogg’s brands account for five of the top six selling ready-to-eat cereal brands.
According to recent category segmentation research commissioned by Kellogg’s (Landsdowne Cereal Category Segmentation Research, June 2009), despite the current recessionary trends in many grocery segments, brand choice is still a primary driver within the cereal category.
The Kellogg ‘big five’ brands in order of value performance are: Kellogg’s Special K, Corn Flakes, Coco Pops, Rice Krispies, and Crunchy Nut. Together these five account for over 40% of all cereal sales in Ireland (AC Nielsen MAT to July 12 2009).
This one was just right
Kingsmill has extended its family-focused portfolio and launched the perfect solution for smaller households: Kingsmill Little Big Loaf, the only smaller loaf on the market with full-size slices. Popular varieties Kingsmill Great Everyday White, Tasty Wholemeal and Love To Toast are now available in 525g versions with full-size slices. The new launch will boost the category by offering a distinct product for smaller households.
Commenting, Michael Harris, Kingsmill marketing controller, said: “Following extensive consumer research we know there’s a demand amongst smaller households for a loaf with less slices but which still has a full-size slice profile. Kingsmill’s 525g Little Big Loaf is a unique product as it meets this exact criteria…The range is also great for those wanting more variety as consumers can buy two different products from the Kingsmill Little Big Loaf range rather than one 800g loaf.”
According to Kingsmill, the Little Big Loaf should be vertically merchandised alongside smaller sized loaves to increase stand out on shelf. Over £2 million (€3.2 million) marketing investment will support the launch, including a national TV advertising campaign set to hit our screens during October.
Children’s options sorted
As many schools are now imposing restrictions on what can be included in kids’ lunchboxes, Lifeforce has developed a range of fruit snacks which are naturally low in fat, a good source of fibre and contain no added sugar. Featuring a fun new character, Buddy Lifeforce, the range is designed to appeal to girls and boys. Buddy Lifeforce comes in 50g packs and multipacks of 5 x 30g, and in three varieties: Apricot Pieces, Pineapple Pieces or Mixed Fruit.
Also distributed by Boyne Valley, the Panda chocolate spread range has been updated with a new look and tasty new recipe. The new eye-catching packaging will give strong stand-out to the range, which includes Superb Chocolate Spread, Hazelnutty Chocolate Spread and Tongue Twisting Two Tone Spread, and will also feature on the Panda Peanut Butter range; available just in time for back to school. Panda Peanut Butter comes in three variants, Smooth, Crunchy and new Extra Crunchy, which are available in 1kg and 510g jars. Panda peanut butter has a special recipe to give an authentic American style taste.
Finally, Panda Dippers is a brand new addition to the Panda range. Consisting of little pots containing mini crunchy breadsticks and hazelnut and vanilla dip, they will be available in a four pack and perfect for school lunchboxes, picnics and handy treats.
What’s the juice?
Owned by Coca-Cola Bottlers, Fruice’s core range comprises of 100% orange, apple and a cranberry juice drink, available in a variety of take home and on-the-go packs. Although a long-standing brand, the Fruice range has adapted to changing tastes: for kids, Fruice Juicy is a pop-top juice in a quirky 250ml PET bottle, available in two appealing flavours. Approved by the Northern Ireland Education board for sale in schools, it contains one of the five-a-day fruit and vegetable portions.
Despite the Juice market being in decline, Fruice continues to maintain share (5.9%) versus last year (5.5%: ACN MAT June 2009). Research indicates consumers associate Fruice with a brand they can drink anytime, a high quality and natural juice and for people on the move. Fruice continues to maintain daily and monthly drinkers while increasing weekly drinkers by 1% versus last year (Amarach Research June 2009).