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Cereals - Ireland - February 2013

“The cereal market in Ireland has gone from strength to strength in the last few years, with its positioning as an easy-to-prepare and nutritious breakfast helping to sustain market growth. However, associations of some cereal types with childhood obesity represent a key challenge for the market, and moving forward we will likely see a more concentrated effort among cereal manufacturers to make their products healthier.”

– Brian O’Connor, Production Manager

Some questions answered in this report include:

  • How will grain prices affect the cereal market?
  • What impact will changes in the children’s population have on the cereal market?
  • 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. Issues in the Market

      • Key themes within the report
        • Definition
          • Abbreviations
          • Executive Summary

              • The market
                • Forecast
                  • Figure 1: Forecast of value of retail sales of cereal, by value, all-Ireland, 2008-18
                • Market factors
                  • Ingredient prices still high
                    • Consumer prices increase
                      • Potential for growth in children’s cereal’s, but worries are great over obesity
                        • Fibre in the fight against fat
                          • Companies, brands and innovations
                            • The consumer
                              • Porridge and single-grain cereals most used cereal types
                                • Figure 2: Types of breakfast cereals eaten in the last six months, NI and RoI, February 2013
                              • Special offers top consideration when buying cereal
                                • Figure 3: Most important factors when choosing a cereal to buy, NI and RoI, February 2013
                              • Low-sugar cereals highly sought after
                                • Figure 4: Agreement with statements relating to breakfast cereal, NI and RoI, February 2013
                              • What we think
                              • Issues in the Market

                                • How will grain prices affect the cereal market?
                                  • What impact will changes in the children’s population have on the cereal market?
                                    • 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?
                                        • Trend Applications

                                          • Play Ethic
                                            • Make it Mine
                                              • Mintel Futures: Old Gold
                                              • Market Overview

                                                • Key points
                                                  • Price of ingredients rises between 2010 and 2013
                                                    • Figure 5: Price per tonne (€) for wheat grain and rice, global, February 2008-February 2013
                                                    • Figure 6: Price per tonne (€) for oats, global, 2009-12
                                                  • What is causing the flux?
                                                      • Figure 7: Percentage increase of output prices of agricultural produce, RoI, 2011-12
                                                    • 2013 will see ingredient prices increase further
                                                      • Consumer prices increase
                                                        • Figure 8: Consumer price index, RoI, 2006-13
                                                        • Figure 9: Consumer price index, UK (incl. NI), year-on-year percentage change, January 2006-13
                                                      • Birth rate signifies higher demand for children’s cereals
                                                        • Figure 10: Number of births registered in NI and RoI, 2001-11
                                                      • Children’s health issues appear to be getting worse
                                                        • A third of Irish parents influenced by children when buying cereal
                                                            • Figure 11: Agreement with children having an influence when buying food for household, NI and RoI, September 2012
                                                          • Cereal singled out as unhealthy for children
                                                            • Figure 12: Most and least sugary cereal brands surveyed, UK, February 2012
                                                          • Cereal brands taking action
                                                            • Falling concern with fibre
                                                              • Figure 13: Agreement with the statement ‘I try to include plenty of fibre in my diet these days’, NI and RoI, 2008-12
                                                            • Fibre-rich cereal could appeal to the overweight
                                                              • Figure 14: Selected factors that consumers are worried about, NI and RoI, September 2012
                                                          • Strengths and Weaknesses

                                                            • Strengths
                                                              • Weaknesses
                                                              • Market Size and Segmentation

                                                                • Key points
                                                                  • IoI cereal market worth €279.3 million in 2012
                                                                    • Figure 15: Estimated retail sales of all cereal, by value, IoI, NI and RoI, 2008-18*
                                                                  • Cold cereal accounts for 88% of total market value
                                                                    • Figure 16: Estimated retail sales of cold cereal, by value, IoI, NI and RoI, 2008-18
                                                                  • Convenience aspect helps to boost the cold segment
                                                                    • Figure 17: Average time spent working on a weekday (Mon-Fri), NI and RoI, 2012
                                                                  • Hot cereal market sees strong growth
                                                                    • Figure 18: Estimated retail sales of hot cereal, by value, IoI, NI and RoI, 2008-18
                                                                  • Cold weather a boon to hot cereal market
                                                                  • Companies and Innovations

                                                                      • Cold cereals leads NPD for second year
                                                                        • Figure 19: Number of new product launches in cereal, by sub-category, UK and Ireland, 2008-12
                                                                        • Figure 20: Number of new product launches in cereal, by claims, UK and Ireland, 2008-12
                                                                      • Company profiles
                                                                        • Flahavan’s
                                                                            • Figure 21: Flahavan’s cereal products, 2013
                                                                          • Honey Monster Foods (HMF)
                                                                              • Figure 22: Honey Monster Foods cereal products, 2013
                                                                            • Jordans
                                                                                • Figure 23: Jordans cereal products, 2013
                                                                              • Kelkin
                                                                                  • Figure 24: Kelkin cereal products, 2013
                                                                                • Kellogg’s
                                                                                    • Figure 25: Kellogg’s cereal products, 2013
                                                                                  • Quaker Oats (PepsiCo Ireland)
                                                                                      • Figure 26: Quaker Oats cereal products, 2013
                                                                                    • Nestlé
                                                                                        • Figure 27: Nestlé cereal products, 2013
                                                                                      • Weetabix Food Company (WFC)
                                                                                          • Figure 28: Weetabix cereal products, 2013
                                                                                      • The Consumer – Usage of Breakfast Cereals

                                                                                        • Key points
                                                                                          • Porridge and single-grain most popular cereal types
                                                                                            • Figure 29: Types of breakfast cereals eaten in the last six months, NI and RoI, February 2013
                                                                                          • Cold weather helps boost porridge usage
                                                                                            • Figure 30: Consumers who have eaten porridge in the last six months, by gender, age and location, NI and RoI, February 2013
                                                                                          • Healthy-minded women keener porridge users
                                                                                              • Figure 31: Agreement with selected statements relating to healthy eating, by gender, NI and RoI, October 2012
                                                                                            • NI consumers prefer single-grain cereals
                                                                                              • Figure 32: Consumers who have eaten single-grain cereals (eg Corn Flakes, Rice Krispies) in the last six months, by age, NI and RoI, February 2013
                                                                                            • Single-grain usage greater than multigrain usage
                                                                                              • Figure 33: Consumers who have eaten single-grain cereals vs. multigrain cereals in the last six months, NI and RoI, February 2013
                                                                                            • NI consumers shown to have a greater sweet tooth
                                                                                              • Figure 34: Consumers who have eaten selected types of sweetened cereals in the last six months, NI and RoI, February 2013
                                                                                            • Young consumers more likely to opt for sugary cereals
                                                                                              • Figure 35: Consumers who have eaten selected types of sweet cereal in the last six months, by age, NI, February 2013
                                                                                              • Figure 36: Consumers who have eaten selected types of sweet cereal in the last six months, by age, RoI, February 2013
                                                                                              • Figure 37: Agreement with selected statements relating to healthy eating, 15-24s vs all, NI and RoI, 2012
                                                                                            • RoI consumers more inclined to opt for diet cereals
                                                                                                • Figure 38: Consumers who have eaten diet cereals (Special K) in the last six months, by gender and age, NI and RoI, February 2013
                                                                                              • A third of Irish consumers eat cereal bars
                                                                                                • Figure 39: Consumers who have eaten cereal bars in the last six months, by work status, NI and RoI, February 2013
                                                                                            • The Consumer – Important Factors When Choosing Cereal

                                                                                              • Key points
                                                                                                • Consumers see special offers as the most important factor
                                                                                                  • Figure 40: Most important factors when choosing a cereal to buy, NI and RoI, February 2013
                                                                                                • Special offers matter most to consumers during the downturn
                                                                                                    • Figure 41: Consumers who consider special offers an important factor when buying cereal, NI and RoI, February 2013
                                                                                                  • Concern with food budgets remains high
                                                                                                    • Figure 42: Agreement with selected statements on how the economic downturn has affected consumer lifestyles, NI and RoI, October 2012
                                                                                                  • Fibre second most important consideration
                                                                                                    • Figure 43: Consumers who consider fibre content an important factor when buying cereal, NI and RoI, February 2013
                                                                                                  • A digestive aid
                                                                                                    • Wholegrain appeals to the health-conscious
                                                                                                        • Figure 44: Consumers who consider wholegrain an important factor when buying cereal, by number of children in household, NI and RoI, February 2013
                                                                                                      • Keeping the family happy
                                                                                                        • Figure 45: Consumers who consider a cereal that the whole family enjoys an important factor when buying cereal, by number of children in household, NI and RoI, February 2013
                                                                                                      • Sugar content more important than fat, salt or calorie count
                                                                                                        • Figure 46: Consumers who consider selected ingredient content an important factor when buying cereal, NI and RoI, February 2013
                                                                                                    • The Consumer – Attitudes Towards Cereal

                                                                                                      • Key points
                                                                                                        • Consumers seek less sugary cereals
                                                                                                          • Figure 47: Agreement with statements relating to cereals, NI and RoI, February 2013
                                                                                                        • Low sugar a high demand
                                                                                                          • Figure 48: Agreement with the statement ‘I'd be interested in buying low-sugar versions of my favourite brands’, by gender, NI and RoI, February 2013
                                                                                                        • Stevia to the rescue?
                                                                                                            • Figure 49: Products launched containing stevia, all food, Europe, 2008-13
                                                                                                          • Adding toppings
                                                                                                            • Figure 50: Agreement with the statement ‘I add extra toppings (eg dried fruit) to cereal or porridge’, by age, NI and RoI, February 2013
                                                                                                          • Many Irish consumers get bored of eating the same breakfast
                                                                                                            • Figure 51: Agreement with the statement ‘I get bored eating the same breakfast day in, day out’, by gender and age, NI and RoI, February 2013
                                                                                                          • Experimenting with flavours
                                                                                                            • Own-label seen to be as good as branded cereals
                                                                                                              • Figure 52: Agreement with the statement ‘Own-label cereal is just as good as branded’, by location, NI and RoI, February 2013
                                                                                                            • Economic downturn driving more consumers to eat own-brand cereal
                                                                                                              • Cereal shedding breakfast time stigma
                                                                                                                • Figure 53: Agreement with the statement ‘Cereal makes for a convenient snack (throughout the day)’, by work status, NI and RoI, February 2013
                                                                                                            • Appendix

                                                                                                              • RoI Toluna data
                                                                                                                • Figure 54: Types of breakfast cereal eaten at home in the last six months, by demographics, RoI, February 2013
                                                                                                                • Figure 55: Types of breakfast cereal eaten at home in the last six months, by demographics, RoI, February 2013 (continued)
                                                                                                                • Figure 56: Types of breakfast cereal eaten at home in the last six months, by demographics, RoI, February 2013 (continued)
                                                                                                                • Figure 57: Most important factors when choosing a cereal to buy, by demographics, RoI, February 2013
                                                                                                                • Figure 58: Most important factors when choosing a cereal to buy, by demographics, RoI, February 2013 (continued)
                                                                                                                • Figure 59: Most important factors when choosing a cereal to buy, by demographics, RoI, February 2013 (continued)
                                                                                                                • Figure 60: Agreement with statements relating to cereals, by demographics, RoI, February 2013
                                                                                                                • Figure 61: Agreement with statements relating to cereals, by demographics, RoI, February 2013 (continued)
                                                                                                                • Figure 62: Agreement with statements relating to cereals, by demographics, RoI, February 2013 (continued)
                                                                                                              • NI Toluna data
                                                                                                                • Figure 63: Types of breakfast cereal eaten at home in the last six months, by demographics, NI, February 2013
                                                                                                                • Figure 64: Types of breakfast cereal eaten at home in the last six months, by demographics, NI, February 2013 (continued)
                                                                                                                • Figure 65: Types of breakfast cereal eaten at home in the last six months, by demographics, NI, February 2013 (continued)
                                                                                                                • Figure 66: Most important factors when choosing a cereal to buy, by demographics, NI, February 2013
                                                                                                                • Figure 67: Most important factors when choosing a cereal to buy, by demographics, NI, February 2013 (continued)
                                                                                                                • Figure 68: Most important factors when choosing a cereal to buy, by demographics, NI, February 2013 (continued)
                                                                                                                • Figure 69: Agreement with statements relating to cereals, by demographics, NI, February 2013
                                                                                                                • Figure 70: Agreement with statements relating to cereals, by demographics, NI, February 2013 (continued)
                                                                                                                • Figure 71: Agreement with statements relating to cereals, by demographics, NI, February 2013 (continued)

                                                                                                            Companies Covered

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

                                                                                                            Cereals - Ireland - February 2013

                                                                                                            US $1,417.92 (Excl.Tax)