Demand for breakfast cereals continues to rise in Ireland. However, different groups of consumers seek various nutritional benefits from breakfast cereals, amid the health and wellness trend, or look for products that are suitable for their dietary requirements.
In 2019, consumption of hot cereals, mainly porridge, continued to decline in Ireland due to the continuation of warmer summers and less severe winters. The warmer weather conditions have meant that consumers have not had the trigger to shift towards hot cereals over autumn/winter but have veered towards cold cereal alternatives such as muesli and granola.
Products for breakfast on the go represent a growing segment. Demand for porridge on the go has inspired launches of products that are quick to prepare and eat before work or can easily be taken to the office or packed for camping trips.
Kellogg Co of Ireland Ltd remained the leading player in breakfast cereals in 2019, not only due to its household name, but also by continuing to address consumers’ demand for improved and healthier products. The company’s aim is to revise its whole breakfast cereals range to fulfil this demand, in particular reducing the amount of sugar contained in products that are targeted towards children, such as Kellogg’s Coco Pops.
Brands of breakfast cereals are under severe and growing pressure from private label, especially in hot cereals. Private label offers breakfast cereals that are not only good value but also rich in nutrients, and consumers can also choose from products that are in the free from and fortified/functional ranges.
Odlums has undertaken an interesting promotion in breakfast cereals in Ireland in order to compete with both private label and other brands. Packs of Odlums Porridge Oats have been offered for sale in Dunnes stores with a free bottle of Rowse honey included.
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This industry report originates from Passport, our Packaged Food market research database.