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Cereal - Ireland - October 2015

“With sugar increasingly coming under scrutiny from health groups, government organisations and consumers themselves, we can expect to see cereal brands moving forward doing more to reduce their sugar usage – with a key challenge being to assure consumers that less sugar does not necessarily mean less taste.”
– Brian O’Connor, Senior Consumer Analyst

This report answers the following key questions:

  • What impact have declining cereal costs had in the market? 
  • What impact will changing attitudes towards sugar have on the cereal industry?
  • What types of cereal do Irish consumers use? 
  • What factors influence the type of cereal that consumers buy?
  • What attitudes do consumers have towards cereal?

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Table of contents

  1. Introduction

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

                    • The market
                      • Figure 1: Estimated retail sales of all cereal, by sector, IoI, NI and RoI, 2010-15
                    • Forecast
                      • Figure 2: Indexed estimated retail sales of all cereal, NI and RoI, 2010-20
                    • Market factors
                      • Cereal costs decline in 2015
                        • Strong use of own-label cereals
                          • Sugar taboo
                            • Companies and innovations
                              • The consumer
                                • Porridge the most eaten type of cereal in the last three months
                                  • Figure 3: Types of cereal eaten at home in the last three months, NI and RoI, June 2015
                                • RoI consumers more concerned with sugar – NI more worried about convenience
                                  • Figure 4: Most important factors (other than price) when choosing a cereal to buy, NI and RoI, June 2015
                                • Resealable packaging to help reduce food waste
                                  • Figure 5: Agreement with statements relating to cereals, NI and RoI, June 2015
                              • Market Overview

                                • Key points
                                  • Cost of cereals decline in 2015
                                    • Figure 6: Consumer price index for breakfast cereals vs. all food, RoI, 2010 to 2015*
                                    • Figure 7: Consumer price index for breads and cereals vs. all food alcoholic beverages and tobacco, NI, 2010 to 2015*
                                    • Figure 8: Estimated global production of grains, 2012/13 to 2015/16
                                  • Strong consumer usage of own-brand and discounter cereals
                                    • Figure 9: Agreement with the statement ‘I would shop less at discount supermarkets if I had more money’, NI and RoI, October 2014
                                  • Growing pressure on food companies to reduce sugar
                                      • Figure 10: Top 10 children’s cereals by sugar content, UK, January 2015
                                    • Growing concerns with sugar could impact engagement with some cereals
                                      • Figure 11: Agreement with statements relating to cereal bars/breakfast biscuits, NI and RoI, August 2014
                                    • Cold 2015 summer could help drive usage of hot cereals
                                      • Cancer claims for processed meats could be beneficial to cereal
                                        • Figure 12: Consumers who have bought sausages and bacon for home consumption in the last three months, by gender, NI and RoI, June 2015
                                    • Market Size and Forecast

                                      • Key points
                                        • Low growth in the value of the cereals market
                                          • Figure 13: Estimated retail sales of all cereal, by value, IoI, NI and RoI, 2010-20
                                        • Cold cereal
                                          • Figure 14: Estimated retail sales of cold cereal, by value, IoI, NI and RoI, 2010-20
                                          • Figure 15: Indexed value of cold cereal sales compared to cereal bars and breakfast biscuits, IoI, 2010-15
                                        • Hot cereal sees more stable sales
                                          • Figure 16: Estimated retail sales of hot cereal, by value, IoI, NI and RoI, 2010-20
                                      • Who’s Innovating?

                                        • Key points
                                          • Strong growth in product launches in 2015
                                            • Figure 17: Number of new cold and hot cereal products launched to the UK and Irish market, 2010-15
                                            • Figure 18: Percentage of new cold and hot cereal products launched to the UK and Irish market, 2010 and 2015
                                          • Wholegrain and added fibre see strong increase
                                            • Figure 19: Top 10 claims within the breakfast cereal market, UK and Ireland, 2010-15
                                          • Reduced sugar claims on the rise in 2015
                                            • Figure 20: Products launched within the breakfast cereal market claiming to have low/reduced/no sugar, UK and Ireland, 2010-15
                                          • Increasing level of cereal products using tubs
                                            • Figure 21: Products launched within the breakfast cereal market claiming to have low/reduced/no sugar, UK and Ireland, 2010-15
                                        • Companies and Brands

                                            • Flahavan’s
                                              • Key facts
                                                • Product portfolio
                                                  • Brand NPD
                                                    • Recent development
                                                      • Honey Monster Foods (HMF)
                                                        • Key facts
                                                          • Product portfolio
                                                            • Brand NPD
                                                              • Recent developments
                                                                • Jordans
                                                                  • Key facts
                                                                    • Product portfolio
                                                                      • Brand NPD
                                                                        • Recent developments
                                                                          • Kellogg’s
                                                                            • Key facts
                                                                              • Product portfolio
                                                                                • Brand NPD
                                                                                  • Recent developments
                                                                                    • Nestlé
                                                                                      • Key facts
                                                                                        • Product portfolio
                                                                                          • Brand NPD
                                                                                            • Recent developments
                                                                                              • Kelkin
                                                                                                • Key facts
                                                                                                  • Product portfolio
                                                                                                    • Brand NPD
                                                                                                      • Recent developments
                                                                                                        • Quaker
                                                                                                          • Key facts
                                                                                                            • Product portfolio
                                                                                                              • Brand NPD
                                                                                                                • Recent developments
                                                                                                                  • Weetabix Food Company
                                                                                                                    • Key facts
                                                                                                                      • Product portfolio
                                                                                                                        • Brand NPD
                                                                                                                          • Recent developments
                                                                                                                          • The Consumer – Usage of Breakfast Cereals

                                                                                                                            • Key points
                                                                                                                              • Porridge and single-grain most popular cereal types
                                                                                                                                • Figure 22: Types of cereal eaten at home in the last three months, NI and RoI, June 2015
                                                                                                                              • Cool weather helping to sustain porridge usage
                                                                                                                                • Figure 23: Consumers who have eaten porridge at home in the last three months, by age, NI and RoI, June 2015
                                                                                                                              • Single grains see higher usage to multigrain
                                                                                                                                • Figure 24: Consumers who have eaten single grain vs. multigrain cereals at home in the last three months, by gender, NI and RoI, June 2015
                                                                                                                                • Figure 25: Consumers who have eaten diet cereals at home in the last three months, by gender, NI and RoI, June 2015
                                                                                                                              • NI consumers stronger users of sweet/sweetened cereal
                                                                                                                                • Figure 26: Consumers who have eaten selected types of cereals at home in the last three months, NI and RoI, June 2015
                                                                                                                                • Figure 27: Consumers who have eaten children’s cereal at home in the last three months, by gender and age of children, NI and RoI, June 2015
                                                                                                                            • The Consumer – Important Factors When Choosing Cereal

                                                                                                                              • Key points
                                                                                                                                • Low in sugar and being easy to prepare key deciding factors
                                                                                                                                  • Figure 28: Most important factors (other than price) when choosing a cereal to buy, NI and RoI, June 2015
                                                                                                                                • Low sugar more important
                                                                                                                                  • Figure 29: Consumers who find low sugar content to be an important factor when buying cereals, by gender and age, NI and RoI, June 2015
                                                                                                                                • Ease of preparation more important to NI consumers
                                                                                                                                  • Figure 30: Consumers who find ease of preparation to be an important factor when buying cereals, by gender, NI and RoI, June 2015
                                                                                                                                • NI consumers more likely to pick cereals based on their flavour
                                                                                                                                  • Figure 31: Consumers who find ‘availability in their favourite flavours’ to be an important factor when buying cereals, by age, NI and RoI, June 2015
                                                                                                                                  • Figure 32: Top five most cited flavours for new cereal launches, 2010-15
                                                                                                                              • The Consumer – Attitudes towards Cereal

                                                                                                                                • Key points
                                                                                                                                  • Consumers seek resealable packs for cereal
                                                                                                                                    • Figure 33: Agreement with statements relating to cereals, NI and RoI, June 2015
                                                                                                                                  • Resealable packs to reduce food waste
                                                                                                                                    • Figure 34: Agreement with the statement ‘I would like to see more resealable cereal packaging (eg zip-lock bags)’, by gender and social class, NI and RoI, June 2015
                                                                                                                                  • Using breakfast as an energy boost
                                                                                                                                    • Figure 35: Agreement with the statement ‘I eat breakfast that gives me an energy boost’, by work status, NI and RoI, June 2015
                                                                                                                                  • RoI consumers more likely to stick with the same breakfast, NI more likely to try something new
                                                                                                                                    • Figure 36: Agreement with the statements ‘I like to try new cereal brands’ and ‘I eat the same breakfast every day’, NI and RoI, June 2015
                                                                                                                                  • Strong level of consumers eat cereal as a snack
                                                                                                                                    • Figure 37: Agreement with the statement ‘Cereal makes for a convenient snack (throughout the day)’, by age, NI and RoI, June 2015
                                                                                                                                • Appendix

                                                                                                                                  • NI Toluna data
                                                                                                                                    • Figure 38: Types of cereal eaten at home in the last three months, by demographics, NI, June 2015
                                                                                                                                    • Figure 39: Types of cereal eaten at home in the last three months, by demographics, NI, June 2015 (continued)
                                                                                                                                    • Figure 40: Types of cereal eaten at home in the last three months, by demographics, NI, June 2015 (continued)
                                                                                                                                    • Figure 41: Important factors considered when buying cereals, by demographics, NI, June 2015
                                                                                                                                    • Figure 42: Important factors considered when buying cereals, by demographics, NI, June 2015 (continued)
                                                                                                                                    • Figure 43: Important factors considered when buying cereals, by demographics, NI, June 2015 (continued)
                                                                                                                                    • Figure 44: Agreement with statements related to cereals, by demographics, NI, June 2015
                                                                                                                                    • Figure 45: Agreement with statements related to cereals, by demographics, NI, June 2015 (continued)
                                                                                                                                    • Figure 46: Agreement with statements related to cereals, by demographics, NI, June 2015 (continued)
                                                                                                                                  • RoI Toluna data
                                                                                                                                    • Figure 47: Types of cereal eaten at home in the last three months, by demographics, RoI, June 2015
                                                                                                                                    • Figure 48: Types of cereal eaten at home in the last three months, by demographics, RoI, June 2015 (continued)
                                                                                                                                    • Figure 49: Types of cereal eaten at home in the last three months, by demographics, RoI, June 2015 (continued)
                                                                                                                                    • Figure 50: Important factors considered when buying cereals, by demographics, RoI, June 2015
                                                                                                                                    • Figure 51: Important factors considered when buying cereals, by demographics, RoI, June 2015 (continued)
                                                                                                                                    • Figure 52: Important factors considered when buying cereals, by demographics, RoI, June 2015 (continued)
                                                                                                                                    • Figure 53: Agreement with statements related to cereals, by demographics, RoI, June 2015
                                                                                                                                    • Figure 54: Agreement with statements related to cereals, by demographics, RoI, June 2015 (continued)
                                                                                                                                    • Figure 55: Agreement with statements related to cereals, by demographics, RoI, June 2015 (continued)

                                                                                                                                Companies Covered

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

                                                                                                                                Cereal - Ireland - October 2015

                                                                                                                                £1,095.00 (Excl.Tax)