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Cereal Bars and Breakfast Biscuits - Ireland - October 2014

“Cereal bar brands should look to the US market for NPD inspiration with regard to protein-rich launches. With Irish consumers keen to see more protein-packed bars, such developments could add value to the overall category.”
– Sophie Dorbie, Research Analyst

This report answers the following key questions:

  • What are the key occasions for consumption of cereal bars and breakfast biscuits? 
  • How can brands improve the health credentials of bars and biscuits?
  • What NPD opportunities exist for the category?

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Table of contents

  1. Introduction

      • Key themes of the report
        • Definition
          • Market size
            • Consumer research
              • Data sources
                • Abbreviations
                • Executive Summary

                    • The market
                      • Figure 1: Estimated value of the cereal bars and breakfast biscuits market, by segment, IoI, 2013
                    • Forecast
                      • Figure 2: Indexed value growth of the cereal bar/breakfast biscuit market, NI and RoI, 2009-19
                    • Market factors
                      • Changing demographics
                        • Spotlight on sugar
                          • On-the-go fuelling the market
                            • Innovations
                              • The consumer
                                • Three quarters buy cereal bars/breakfast biscuits
                                  • Figure 3: Cereal bars/breakfast biscuits purchased in the last six months by age group, NI and RoI, August 2014
                                • Belvita most popular brand
                                  • Figure 4: Cereal bars/breakfast biscuit brands purchased in the last six months by age group, NI and RoI, August 2014
                                • Bars and biscuits tapping into the treat-time market
                                  • Figure 5: Occasions for eating cereal bars and breakfast biscuits, NI and RoI, August 2014
                                  • Figure 6: Agreement with statements relating to cereal bars and breakfast biscuits, NI, August 2014
                                  • Figure 7: Agreement with statements relating to cereal bars and breakfast biscuits, RoI, August 2014
                                • What we think
                                • Issues and Insights

                                    • What are the key occasions for consumption of cereal bars and breakfast biscuits?
                                      • The facts
                                        • The implications
                                          • How can brands improve the health credentials of bars and biscuits?
                                            • The facts
                                              • The implications
                                                • What NPD opportunities exist for the category?
                                                  • The facts
                                                    • The implications
                                                    • Trend Applications

                                                        • Transumers
                                                          • Help Me Help Myself
                                                            • FSTR HYPR
                                                            • Market Overview

                                                              • Key points
                                                                • Changing demographics need to be catered for
                                                                  • Baby boom presents new opportunities
                                                                    • Figure 8: Number of live births per year, NI and RoI, 2002-12
                                                                  • Healthy options needed for the lunchbox market
                                                                    • Figure 9: Agreement with statements relating to children’s eating habits, NI and RoI, January 2014
                                                                  • On-the-go market being fuelled by long working hours
                                                                    • Figure 10: Consumers who work long hours, by frequency of doing so, NI and RoI, July 2013
                                                                  • Spotlight on sugar
                                                                    • Irish consumers keen to see a sugar reduction in snack bars
                                                                      • Figure 11: Agreement with statements relating to cereal bars/breakfast biscuits, NI and RoI, August 2014
                                                                  • Market Size and Forecast

                                                                    • Key points
                                                                      • Steady growth in bar/biscuit market
                                                                        • Figure 12: Estimated value of the cereal bars and breakfast biscuits market, NI and RoI, 2009-19
                                                                      • Growth in RoI market expected to outpace NI
                                                                        • Figure 13: Indexed growth of the cereal bars and breakfast biscuits market, NI and RoI, 2009-19
                                                                      • Cereal/granola bars dominating the market
                                                                        • Figure 14: Estimated value of the cereal bars and breakfast biscuits market, by segment, IoI, 2013
                                                                    • Strengths and Weaknesses

                                                                      • Strengths
                                                                        • Weaknesses
                                                                        • Competitive Context

                                                                          • Key facts
                                                                            • Porridge, cereal and muesli are the most popular types of breakfast in IoI
                                                                              • Figure 15: Types of breakfast cereals eaten in the last six months, NI and RoI, February 2013
                                                                            • IoI cereal market worth €279.3 million in 2012
                                                                              • Figure 16: Estimated retail sales of hot and cold cereal, by value, IoI, NI and RoI, 2008-18
                                                                          • Who’s Innovating?

                                                                            • Key points
                                                                              • Chocolate leading new flavour launches
                                                                                • Figure 17: Top 10 flavour components in new cereal, energy and snack bars, UK and Ireland, 2012 and 2013
                                                                              • Chocolate being used alongside health and indulgence claims
                                                                                • Format innovation moving away from bars
                                                                                  • Popcorn inspiring NPD activity
                                                                                    • Superfoods boosting health credentials of bars
                                                                                      • Protein offering lasting energy claims
                                                                                        • Nutri-grain providing a first for the category
                                                                                          • Private label investing in breakfast biscuit category
                                                                                            • Extra crunch for slow energy release
                                                                                            • Companies and Brands

                                                                                                • Eat Natural
                                                                                                  • Key facts
                                                                                                    • Brands and products
                                                                                                      • Brand NPD
                                                                                                        • Recent developments
                                                                                                          • Kellogg’s
                                                                                                            • Key facts
                                                                                                              • Brands and products
                                                                                                                • Brand NPD
                                                                                                                  • Recent developments
                                                                                                                    • Mondelēz International
                                                                                                                      • Key facts
                                                                                                                        • Brands and products
                                                                                                                          • Brand NPD
                                                                                                                            • Recent developments
                                                                                                                              • Natural Balance Foods (Nākd)
                                                                                                                                • Key facts
                                                                                                                                  • Brands and products
                                                                                                                                    • Brand NPD
                                                                                                                                      • Recent developments
                                                                                                                                        • Nature Valley
                                                                                                                                          • Key facts
                                                                                                                                            • Brands and products
                                                                                                                                              • Brand NPD
                                                                                                                                                • Recent developments
                                                                                                                                                  • Tracker 
                                                                                                                                                    • Key facts
                                                                                                                                                      • Brands and products
                                                                                                                                                        • Recent developments
                                                                                                                                                          • United Biscuits
                                                                                                                                                            • Key facts
                                                                                                                                                              • Brands and products
                                                                                                                                                                • Brand NPD
                                                                                                                                                                  • Recent developments
                                                                                                                                                                    • Weetabix
                                                                                                                                                                      • Key facts
                                                                                                                                                                        • Brands and products
                                                                                                                                                                          • Brand NPD
                                                                                                                                                                            • Recent developments
                                                                                                                                                                            • The Consumer – Usage of Cereal Bars and Breakfast Biscuits by Type

                                                                                                                                                                              • Key points
                                                                                                                                                                                • Three quarters buy cereal bars/breakfast biscuits
                                                                                                                                                                                  • Figure 18: Cereal bars and breakfast biscuits purchased in the last six months, NI and RoI, August 2014
                                                                                                                                                                                • Eight in 10 under-45s eating bars/biscuits
                                                                                                                                                                                  • Figure 19: Usage of cereal bars/breakfast biscuits in the last six months, by age, NI and RoI, August 2014
                                                                                                                                                                                • Category has strong appeal amongst women and ABC1 consumers
                                                                                                                                                                                  • Figure 20: Usage of cereal bars/breakfast biscuits in the last six months, by gender and social status, NI and RoI, August 2014
                                                                                                                                                                                • Bars/biscuits a favourite amongst families with children
                                                                                                                                                                                  • Figure 21: Cereal bars and breakfast biscuits purchased in the last six months, by presence of children in household, NI and RoI, August 2014
                                                                                                                                                                              • The Consumer – Usage of Cereal Bars and Breakfast Biscuits by Occasion

                                                                                                                                                                                • Key points
                                                                                                                                                                                  • Cereal bars and breakfast biscuits appealing to the snack society
                                                                                                                                                                                    • Figure 22: Occasions for eating cereal bars and breakfast biscuits, NI and RoI, August 2014
                                                                                                                                                                                  • Category popular for breakfast on the go
                                                                                                                                                                                    • Potential for brands to tap into the treat time market
                                                                                                                                                                                        • Figure 23: Occasions for eating cereal bars/breakfast biscuits, by gender, NI and RoI, August 2014
                                                                                                                                                                                      • Under-25s seeking an energy boost from bars and biscuits
                                                                                                                                                                                        • Figure 24: Consumers who eat cereal bars/breakfast biscuits ‘When I need an energy boost’, by age, NI and RoI, August 2014
                                                                                                                                                                                    • The Consumer – Attitudes towards Cereal Bars and Breakfast Biscuits

                                                                                                                                                                                      • Key points
                                                                                                                                                                                        • Category deemed to be too high in sugar
                                                                                                                                                                                          • Figure 25: Agreement with statements relating to cereal bars and breakfast biscuits, NI, August 2014
                                                                                                                                                                                          • Figure 26: Agreement with statements relating to cereal bars and breakfast biscuits, RoI, August 2014
                                                                                                                                                                                        • Women and ABC1 consumers wary of sugar content
                                                                                                                                                                                          • Opportunities for value-added NPD
                                                                                                                                                                                            • Protein positioning for post-exercise and filling snacking
                                                                                                                                                                                              • Figure 27: Agreement with the statement ‘I would like to see more bars/biscuits that are high in protein’, by gender, NI and RoI, August 2014
                                                                                                                                                                                              • Figure 28: Snack/cereal/energy bars launched featuring high in protein claims, NI and RoI, 2013
                                                                                                                                                                                            • Over a third not satisfied by bars and biscuits
                                                                                                                                                                                              • Figure 29: Agreement with the statement ‘I do not find cereal/snack/energy bars and breakfast biscuits filling enough’, NI and RoI, August 2014
                                                                                                                                                                                            • Men opting for bars/biscuits as a guilt-free treat
                                                                                                                                                                                              • Figure 30: Agreement with the statement ‘Cereal/snack/energy bars and breakfast biscuits make for a good guilt-free treat’, by gender, NI and RoI, August 2014
                                                                                                                                                                                          • Appendix

                                                                                                                                                                                            • NI Toluna tables
                                                                                                                                                                                              • Figure 31: Types of cereal bars, energy bars and breakfast biscuits bought in the last six months, by demographics, NI, August 2014
                                                                                                                                                                                              • Figure 32: Types of cereal bars, energy bars and breakfast biscuits bought in the last six months, by demographics, NI, August 2014 (continued)
                                                                                                                                                                                              • Figure 33: Types of cereal bars, energy bars and breakfast biscuits bought in the last six months, by demographics, NI, August 2014 (continued)
                                                                                                                                                                                              • Figure 34: Types of cereal bars, energy bars and breakfast biscuits bought in the last six months, by demographics, NI, August 2014 (continued)
                                                                                                                                                                                              • Figure 35: Types of cereal bars, energy bars and breakfast biscuits eaten in the last six months, by demographics, NI, August 2014
                                                                                                                                                                                              • Figure 36: Types of cereal bars, energy bars and breakfast biscuits eaten in the last six months, by demographics, NI, August 2014 (continued)
                                                                                                                                                                                              • Figure 37: Types of cereal bars, energy bars and breakfast biscuits eaten in the last six months, by demographics, NI, August 2014 (continued)
                                                                                                                                                                                              • Figure 38: Types of cereal bars, energy bars and breakfast biscuits eaten in the last six months, by demographics, NI, August 2014 (continued)
                                                                                                                                                                                              • Figure 39: Occasions in the last six months that consumers have eaten cereal, snack or energy bars or breakfast biscuits, by demographics, NI, August 2014
                                                                                                                                                                                              • Figure 40: Occasions in the last six months that consumers have eaten cereal, snack or energy bars or breakfast biscuits, by demographics, NI, August 2014 (continued)
                                                                                                                                                                                              • Figure 41: Occasions in the last six months that consumers have eaten cereal, snack or energy bars or breakfast biscuits, by demographics, NI, August 2014 (continued)
                                                                                                                                                                                              • Figure 42: Agreement with the statement ‘Cereal/snack/energy bars and breakfast biscuits make for a good guilt-free treat’, by demographics, NI, August 2014
                                                                                                                                                                                              • Figure 43: Agreement with the statement ‘I trust the health claims of cereal/snack/energy bars and breakfast biscuits’, by demographics, NI, August 2014
                                                                                                                                                                                              • Figure 44: Agreement with the statement ‘I would like to see a wider range of bars/biscuits with added health benefits (eg high fibre, contributing to my five-a-day)’, by demographics, NI, August 2014
                                                                                                                                                                                              • Figure 45: Agreement with the statement ‘I would like to see more bars and biscuits with reduced/low sugar’, by demographics, NI, August 2014
                                                                                                                                                                                              • Figure 46: Agreement with the statement ‘Cereal/snack/energy bars and breakfast biscuits provide a nourishing start to the day’, by demographics, NI, August 2014
                                                                                                                                                                                              • Figure 47: Agreement with the statement ‘I do not find cereal/snack/energy bars and breakfast biscuits filling enough’, by demographics, NI, August 2014
                                                                                                                                                                                              • Figure 48: Agreement with the statement ‘Own-label cereal/snack/energy bars and breakfast biscuits are just as good as branded varieties’, by demographics, NI, August 2014
                                                                                                                                                                                              • Figure 49: Agreement with the statement ‘Cereal/snack/energy bars and breakfast biscuits are good value for money’, by demographics, NI, August 2014
                                                                                                                                                                                              • Figure 50: Agreement with the statement ‘Bars/biscuits with natural ingredients are worth paying more for’, by demographics, NI, August 2014
                                                                                                                                                                                              • Figure 51: Agreement with the statement ‘I would like to see more bars/biscuits that are high in protein’, by demographics, NI, August 2014
                                                                                                                                                                                              • Figure 52: Agreement with the statement ‘Some bars/biscuits are too high in sugar’, by demographics, NI, August 2014
                                                                                                                                                                                              • Figure 53: Agreement with the statement ‘Some bars/biscuits are too processed’, by demographics, NI, August 2014
                                                                                                                                                                                              • Figure 54: Agreement with the statement ‘I prefer other healthy snacks to cereal/snack/energy bars and breakfast biscuits (eg fresh or dried fruit, nuts)’, by demographics, NI, August 2014
                                                                                                                                                                                            • RoI Toluna tables
                                                                                                                                                                                              • Figure 55: Types of cereal bars, energy bars and breakfast biscuits bought in the last six months, by demographics, RoI, August 2014
                                                                                                                                                                                              • Figure 56: Types of cereal bars, energy bars and breakfast biscuits bought in the last six months, by demographics, RoI, August 2014 (continued)
                                                                                                                                                                                              • Figure 57: Types of cereal bars, energy bars and breakfast biscuits bought in the last six months, by demographics, RoI, August 2014 (continued)
                                                                                                                                                                                              • Figure 58: Types of cereal bars, energy bars and breakfast biscuits bought in the last six months, by demographics, RoI, August 2014 (continued)
                                                                                                                                                                                              • Figure 59: Types of cereal bars, energy bars and breakfast biscuits eaten in the last six months, by demographics, RoI, August 2014
                                                                                                                                                                                              • Figure 60: Types of cereal bars, energy bars and breakfast biscuits eaten in the last six months, by demographics, RoI, August 2014 (continued)
                                                                                                                                                                                              • Figure 61: Types of cereal bars, energy bars and breakfast biscuits eaten in the last six months, by demographics, RoI, August 2014 (continued)
                                                                                                                                                                                              • Figure 62: Types of cereal bars, energy bars and breakfast biscuits eaten in the last six months, by demographics, RoI, August 2014 (continued)
                                                                                                                                                                                              • Figure 63: Occasions in the last six months that consumers have eaten cereal, snack or energy bars or breakfast biscuits, by demographics, RoI, August 2014
                                                                                                                                                                                              • Figure 64: Occasions in the last six months that consumers have eaten cereal, snack or energy bars or breakfast biscuits, by demographics, RoI, August 2014 (continued)
                                                                                                                                                                                              • Figure 65: Occasions in the last six months that consumers have eaten cereal, snack or energy bars or breakfast biscuits, by demographics, RoI, August 2014 (continued)
                                                                                                                                                                                              • Figure 66: Agreement with the statement ‘Cereal/snack/energy bars and breakfast biscuits make for a good guilt-free treat’, by demographics, RoI, August 2014
                                                                                                                                                                                              • Figure 67: Agreement with the statement ‘I trust the health claims of cereal/snack/energy bars and breakfast biscuits’, by demographics, RoI, August 2014
                                                                                                                                                                                              • Figure 68: Agreement with the statement ‘I would like to see a wider range of bars/biscuits with added health benefits (eg high fibre, contributing to my five-a-day)’, by demographics, RoI, August 2014
                                                                                                                                                                                              • Figure 69: Agreement with the statement ‘I would like to see more bars and biscuits with reduced/low sugar’, by demographics, RoI, August 2014
                                                                                                                                                                                              • Figure 70: Agreement with the statement ‘Cereal/snack/energy bars and breakfast biscuits provide a nourishing start to the day’, by demographics, RoI, August 2014
                                                                                                                                                                                              • Figure 71: Agreement with the statement ‘I do not find cereal/snack/energy bars and breakfast biscuits filling enough’, by demographics, RoI, August 2014
                                                                                                                                                                                              • Figure 72: Agreement with the statement ‘Own-label cereal/snack/energy bars and breakfast biscuits are just as good as branded varieties’, by demographics, RoI, August 2014
                                                                                                                                                                                              • Figure 73: Agreement with the statement ‘Cereal/snack/energy bars and breakfast biscuits are good value for money’, by demographics, RoI, August 2014
                                                                                                                                                                                              • Figure 74: Agreement with the statement ‘Bars/biscuits with natural ingredients are worth paying more for’, by demographics, RoI, August 2014
                                                                                                                                                                                              • Figure 75: Agreement with the statement ‘I would like to see more bars/biscuits that are high in protein’, by demographics, RoI, August 2014
                                                                                                                                                                                              • Figure 76: Agreement with the statement ‘Some bars/biscuits are too high in sugar’, by demographics, RoI, August 2014
                                                                                                                                                                                              • Figure 77: Agreement with the statement ‘Some bars/ biscuits are too processed’, by demographics, RoI, August 2014
                                                                                                                                                                                              • Figure 78: Agreement with the statement ‘I prefer other healthy snacks to cereal/snack/energy bars and breakfast biscuits (eg fresh or dried fruit, nuts)’, by demographics, RoI, August 2014

                                                                                                                                                                                          Companies Covered

                                                                                                                                                                                          To learn more about the companies covered in this report please contact us.

                                                                                                                                                                                          Cereal Bars and Breakfast Biscuits - Ireland - October 2014

                                                                                                                                                                                          £1,095.00 (Excl.Tax)