According to Kantar Worldpanel data, ready-to-eat cereal volumes declined by 1.6pc in the year to November 2013. Hot cereals remain a small slice of the market, valued at just £232m compared with the ready-to-eat category at £1.4bn, however, the hot segment has grown by 17pc year-on-year.
The porridge resurgence marks a return to old-fashioned food values, claimed Mr Barnard. “Every culture has found a way to make some kind of sustaining gruel,” said Mr Barnard. “We’ve woken up to our ancestral food.”
“Porridge is sustaining. It keeps you full,” he added. “The oat is one of richest grains in terms of nutrients. The traditional Scottish way of eating porridge is to have it standing up so that you can stuff down even more and it lasts you all day.”
Rude Health’s rising porridge sales tally with recent research from Mintel, which showed that the hot cereals sector is the fastest-growing segment in the cereals market.
Between 2008 and 2013, sales of hot cereals almost doubled to £241m.
The report also revealed that more people are consuming porridge
than ever before, with an estimated 81m kg of it sold in the UK last
year. It confirmed that younger people are increasingly choosing porridge for breakfast, with four in 10 16 to 24-year-olds starting the day with the hot cereal.
more
{ 0 comments... » UK taste for porridge heats up sales at Rude Health read them below or add one }
Post a Comment