Cereals - Ireland

By Author: Bharat Book Bureau
Total Articles: 1486
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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.

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?
Table of Contents

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
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