The Big Breakfast
The rising ‘breakfast on the go’ phenomenon is driving sales for single serve portions of morning goods
12 September 2008
At a glance: Breakfast
- Sales of sports, energy bars and breakfast replacement bars are predicted to grow at an annual rate of 12% (Datamonitor)
- The bread and rolls segment formed the largest product category in the global bakery products market, with an estimated 48.15 per cent share in 2007 (Global Industry Analysts)
- The fastest growing segment in 2001 – 2010 is forecast to be the morning goods market, which includes breakfast cereals -anticipated to grow by 5% over the period (Global Industry Analysts)
- Demand for single serve portions, has led to consistent growth of approx 3 to 4% p.a. in baked goods such as bread rolls, pastries and doughnuts (Global Industry Analysts)
- In 24 of 29 European markets covered, service station sales of cereal bars have been growing at a quicker rate than in supermarkets (Datamonitor)
Industry analyst Datamonitor has predicted that across Europe, sales of sports, energy bars and breakfast replacement bars will grow at an annual rate of 12%. The analyst also found that as consumers lead increasingly busy lives there is continued scope for launching innovative on the go products.
In Ireland, a recent survey by the Labour Party showed commuting times are growing. A commuter questionnaire revealed that journeys to work have increased in the last five years by 30%. Unsurprisingly therefore Datamonitor’s research has shown that in 24 of 29 European markets surveyed, service station sales of cereal bars have been growing at a quicker rate than in supermarkets.
But while consumers may be increasingly buying breakfast during their morning commute and eating it ‘on the hoof’ or at their workplace, they also want something with high nutritional value. Newly health-conscious eaters are turning to different healthy, high-fibre foods; which accounts for the rise in demand for breakfast cereals and cereal bars, especially those using bran or whole grains. Datamontor reports a growing interest currently in health-enhancing cereals such as flax, linseed, quinoa, and spelt.
However, in a market where consumers are increasingly turning to healthier options, the morning foods category still provides an occasion for yellow fats such as butter and spreads. Single serve portions in a range of bakery morning products such as croissants, crumpets, bagels and scones are proving popular, which is in turn driving demand for accompanying butters, spreads and jams. In fact, morning goods, including breakfast cereals, represents the fastest growing segment in the overall bakery sector, according to a Global Industry Analysts (GIA) report, with demand for single serve portions leading to consistent growth of 3 to 4% per annum, of baked goods such as pastries and bread rolls.
Hot breakfast hits the spot
The Pierres Hot Food to Go range continues to offer consumers delicious comfort and convenience through a wide range of complete solution meals, hot sandwiches and savoury snacks. Breakfast remains a strong occasion for hot savoury treats and big eats. As the school runs and heavy traffic of the autumn season begin to kick in, a hot breakfast can provide a substantial pick-me up first thing in the morning.
Pierres believes its golden buttery warm French baguette, filled with meaty sausages, crispy, salty bacon and traditional soft black and white pudding, with perhaps a little tomato ketchup, will prove a difficult temptation for consumers to resist. Meanwhile, for those looking for a quick breakfast, the aroma of the Ham and Cheese Jambon or new Three Cheese Crown filled with comte, parmesan and emmental, is a great match for a steaming cup of coffee. Pierres describes its triangular hash browns, which are ultra-crunchy on the outside and fluffy on the inside as “pure potato perfection.” Pierres and Cuisine de France unique range of Breakfast and Continental Pastries continue to offer ‘best in class’ products and marketing support to meet and exceed consumers needs.
A winning tradition
Rudd’s Fine Foods has been acknowledged as a leading producer of traditional breakfast products winning numerous prestigious awards. Most recently in July 2008, the brand won two coveted Gold Great Taste Awards at London’s Olympia. These were presented for Rudd’s Traditional Black Pudding and Roulade of Black and White Pudding.
Leading food writers in the national media have highlighted Rudd’s thick-cut back rashers, which are dry-cured by hand in the old traditional style and contain no added water. Meanwhile, Rudd’s premium pork sausages were awarded a Gold medal at the Associated Craft Butcher of Ireland’s Sausage and Pudding Competition in 2007 while Rudd’s white pudding was awarded a silver medal in 2008.
In response to market demand, Rudd’s have launched a butchery range which includes dry cure rashers (5kg packs), loose link sausages (5kg packs), black, white and roulade pudding in 1kg large diameter chubbs and plain and flavoured dry cure bacon backs. These products are ideal for any butcher counter. All Rudd’s products are free from artificial colourings and flavourings and are available nationwide from Brady Family Ltd.
Hot oats heat up market
As the hot oats cereal category leader with over 60% market share, Flahavan’s have been delivering more growth to the oats category in line with consumers’ increasing interest in porridge as a healthy breakfast cereal choice. As leaders in innovation, Flahavan’s have added three new products to their portfolio. The company’s Quick Oats range now includes a Microwaveable Organic Sachet available in 8 x 35g. The Flahavan’s Quick Oats Range available in a drum, sachets and portable porridge pots, in original or strawberry flavours, provide healthy, simple solutions to consumers by providing greater convenience at home or work.
Finally, Flahavan’s Real Fruit Porridge Sunrise Fruits combines Flahavan’s Porridge Oats with sultanas, Californian raisins, pineapple, cranberries and papaya; and Flahavan’s Real Fruit Porridge Apple & Raisin has red apple pieces, raisins and a hint of cinnamon. Both Real Fruit Porridge varieties are rich in fibre and low in saturated fat and salt.
Natural goodness enhances healthy lifestyles
Now with a brand new look, Lifeforce offers a wide range of premium quality, healthy foods, full of natural goodness. Lifeforce Original Irish Muesli with its exciting new look, is a breakfast cereal that is high in complex carbohydrates, fibre and other essential nutrients. It is also easy to prepare and can be served with both cold and hot milk. Made from the finest Irish grown cereals and specially selected nuts and fruits, Available in 1.5kg and 750g packs, Lifeforce Original Irish Muesli has no artificial additives or table sugar.
New to the Lifeforce Muesli range are Lifeforce Tropical Muesli, which is certified Fair Trade, and Lifeforce Gluten Free Muesli, both available in 500g packs. Lifeforce is celebrating its new look with some exciting promotions on offer in the coming months as well as strong Lifeforce advertising in both consumer press and on radio.
Indulgence with none of the guilt
Onken Yogurt from Dr. Oetker is the leading brand in the big pot sector and the fastest growing brand in the €126 million Irish potted yogurt market (Source AC Nielsen 08/5/08). Onken Yogurt is the ideal accompaniment to fruit, cereal or muesli, or on its own, for a healthy start to the day. In line with Dr. Oetker’s operating principle, ‘quality is the best recipe’, Onken Yogurt contains premium ingredients resulting in a high quality product.
The special combination of bio-cultures gives Onken Yogurt its mild and fresh taste. The smooth and creamy texture delivers indulgence for the consumer, with none of the guilt. The range comprises Natural Stirred Fat Free, Natural Set, Raspberry, Mango, Papaya & Passionfruit, Rhubarb & Vanilla, Wholegrain Strawberry, Wholegrain Summer Berries and Wholegrain Peach flavours.
100% pure spread gains top marks for versatility
Boyne Valley Honey has been available to Irish consumers for almost 50 years and is the most popular brand of honey in Ireland. 100% pure and natural, Boyne Valley Honey is popular with all members of the family and is available in a range of formats, from the 225g tumbler up to the 907g jar. The innovative no mess squeezy bottles are available in three sizes; 250g, 340g and 500g. The 250g squeezy has been specifically developed with young consumers in mind and features the ‘Bizzy Bee’ character.
Boyne Valley has recently launched a range of varietal honeys; specially selected from around the world and available in 350g squeezies. Included in the range are Organic Acacia, Wildflower, Orange Blossom and Eucalyptus. Also launching on the market from Boyne Valley this month is Boyne Valley Manuka Honey Active 10+.
Spreading a fuller flavour
Fruitfield is the dominant brand in the marmalade market with approximately 50% market share. Fruitfield Old Time Irish Marmalade consists of a range of marmalades made with Seville oranges and packed with thickly cut slices of orange peel for full flavour. Old Time Irish Coarse Cut is the single biggest-selling marmalade in Ireland; in addition to this traditional favourite, there are also Fine Cut and No Peel varieties available.
The Little Chip Marmalade range tends to have bittersweet citrus flavours and finely cut fruit pieces for a smooth, spreadable marmalade. Little Chip Orange Fine Cut is the second best-selling product in the market. As well as this family favourite, there are also Lemon, Lemon & Lime and Orange No Peel varieties available.
The Fruitfield marmalade range consists of Spanish Gold and Orange flavours. For the health conscious there is also Fruitfield Reduced Sugar and Diabetic maramalades. The company also has a range of jams, featuring popular varieties of Strawberry, Raspberry and Blackcurrant.
Premium French brand that offers ‘je ne sais quoi’
Bonne Maman, the premium French jam has full distribution throughout Ireland and has seen an impressive 25% growth year to date. For many years Bonne Maman has been the uncontested leader in its market with a continuing strategy to sustain growing consumer demand.
Bonne Maman’s unique design and ‘homemade’ image ensure the brand stands out in-store. Irish consumers are trading into premium offerings in jam with an emphasis on quality and Bonne Maman jams boast a minimum of 50% whole fruit per 100g of jam product.
Bonne Maman is available in strawberry, apricot, blackcurrant, blackberry, raspberry, peach, damson plum, berries and cherries, wild blueberry, orange marmalade and mandarin marmalade flavours. Bonne Maman Jams are a 100% natural product and are free from preservatives, flavouring and colouring. Bonne Maman’s success will continue into 2008 with a heavyweight national promotional campaign.