Executive Summary

Nov 2019
PROSPECTS
The health and wellness trend influences the types of breakfast cereals consumers demand

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.

Hot cereals suffers due to warmer weather

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.

New product development addresses the increasing demand for on-the-go breakfasts

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.

COMPETITIVE LANDSCAPE
Kellogg Co of Ireland maintains its leading share of breakfast cereals with new product developments that are plant-based or contain less sugar

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.

Flahavan’s continues to lead hot cereals while facing pressure from private label and slowing overall demand

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 offers free honey with its porridge oats

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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Breakfast Cereals in Ireland

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Overview

Discover the latest market trends and uncover sources of future market growth for the Breakfast cereals industry in Ireland with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Breakfast cereals industry in Ireland, our research will save you time and money while empowering you to make informed, profitable decisions.

The Breakfast cereals in Ireland market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth  
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Breakfast cereals in Ireland?
  • What are the major brands in Ireland?
  • How will increasingly volatile wheat commodity prices impact retail prices and sales performance?
  • What are the market opportunities for high fibre products?
  • Given mounting concerns over childhood obesity, what does the future hold for children’s breakfast cereal?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Packaged Food market research database.

Breakfast Cereals in Ireland - Category analysis

HEADLINES

PROSPECTS

The health and wellness trend influences the types of breakfast cereals consumers demand
Hot cereals suffers due to warmer weather
New product development addresses the increasing demand for on-the-go breakfasts

COMPETITIVE LANDSCAPE

Kellogg Co of Ireland maintains its leading share of breakfast cereals with new product developments that are plant-based or contain less sugar
Flahavan’s continues to lead hot cereals while facing pressure from private label and slowing overall demand
Odlums offers free honey with its porridge oats

CATEGORY DATA

Table 1 Sales of Breakfast Cereals by Category: Volume 2014-2019
Table 2 Sales of Breakfast Cereals by Category: Value 2014-2019
Table 3 Sales of Breakfast Cereals by Category: % Volume Growth 2014-2019
Table 4 Sales of Breakfast Cereals by Category: % Value Growth 2014-2019
Table 5 NBO Company Shares of Breakfast Cereals: % Value 2015-2019
Table 6 LBN Brand Shares of Breakfast Cereals: % Value 2016-2019
Table 7 Distribution of Breakfast Cereals by Format: % Value 2014-2019
Table 8 Forecast Sales of Breakfast Cereals by Category: Volume 2019-2024
Table 9 Forecast Sales of Breakfast Cereals by Category: Value 2019-2024
Table 10 Forecast Sales of Breakfast Cereals by Category: % Volume Growth 2019-2024
Table 11 Forecast Sales of Breakfast Cereals by Category: % Value Growth 2019-2024

Packaged Food in Ireland - Industry Overview

EXECUTIVE SUMMARY

Growth continues in packaged food despite the expansion of private label and the challenges posed by Brexit
New product development focuses on consumers’ demand for more vegan options and more protein
Players launch more products that offer healthy convenience to time-pressed consumers
Internet retailing and discounters benefit the most in the distribution of packaged food as consumers seek to save time and money
Packaged food is expected to maintain positive growth

FOODSERVICE

Sales to Foodservice
Packaged food volume sales to foodservice begin to slow down being faced with higher VAT and the uncertainty of Brexit
Sustainability affects foodservice volume sales as operators focus more on the impact of packaging
Consumer foodservice players increasingly source packaged food products with local provenance
Consumer Foodservice
Meeting consumers’ demand for convenience is increasingly key in consumer foodservice
Consumer foodservice operators focus on premium hand-made products
Consumer foodservice players broaden their vegetarian and vegan offerings
Category Data
Table 12 Foodservice Sales of Packaged Food by Category: Volume 2014-2019
Table 13 Foodservice Sales of Packaged Food by Category: % Volume Growth 2014-2019
Table 14 Forecast Foodservice Sales of Packaged Food by Category: Volume 2019-2024
Table 15 Forecast Foodservice Sales of Packaged Food by Category: % Volume Growth 2019-2024

MARKET DATA

Table 16 Sales of Packaged Food by Category: Volume 2014-2019
Table 17 Sales of Packaged Food by Category: Value 2014-2019
Table 18 Sales of Packaged Food by Category: % Volume Growth 2014-2019
Table 19 Sales of Packaged Food by Category: % Value Growth 2014-2019
Table 20 GBO Company Shares of Packaged Food: % Value 2015-2019
Table 21 NBO Company Shares of Packaged Food: % Value 2015-2019
Table 22 LBN Brand Shares of Packaged Food: % Value 2016-2019
Table 23 Penetration of Private Label by Category: % Value 2014-2019
Table 24 Distribution of Packaged Food by Format: % Value 2014-2019
Table 25 Distribution of Packaged Food by Format and Category: % Value 2019
Table 26 Forecast Sales of Packaged Food by Category: Volume 2019-2024
Table 27 Forecast Sales of Packaged Food by Category: Value 2019-2024
Table 28 Forecast Sales of Packaged Food by Category: % Volume Growth 2019-2024
Table 29 Forecast Sales of Packaged Food by Category: % Value Growth 2019-2024

SOURCES

Summary 1 Research Sources