As consumers tighten their belts, eating breakfast at home has become a more attractive option and breakfast cereals are popular because they provide a quick, healthy meal which can be enhanced with other relatively healthy products like fruit, yoghurt and low fat milk. Ready-to-eat breakfast cereals make up around 90% of value sales, but sales of hot cereals grew by around 20% in value during 2008 and 2009, spurred on by innovation, particularly added convenience.
Some of the trends examined in the report include the growth of cheaper own label alternatives at the expense of established branded cereals. Also, figures suggest that the healthy eating lobby has spurred the demand for cereals that contain less salt and sugar and fit conveniently into a more balanced diet. The minutiae of consumer breakfasting habits are broken down to provide a greater insight into the consumer’s needs and what exactly is expected of a cereal in modern Britain with recessionary austerity still in effect.
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