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UK consumers top breakfast cereal charts

By staff reporter , 22-Jan-2010
Last updated on 22-Jan-2010 at 14:39 GMT2010-01-22T14:39:42Z

British consumers are the biggest spenders on breakfast cereals in Europe, according to new research from Mintel’s Global Market Navigator (GMN).

UK shoppers spent £28 per head or a total of £1.8bn on breakfast cereal in the last year alone, up from £1.7 billion in 2008 and a figure Mintel estimates will grow to a massive £2.2 billion by 2014.

The data shows the UK leads cereal consumption in Europe ahead of countries such as France, Spain, Italy and Germany. France spends just £7 per head on cereal and Spain, Italy and Germany even less at just £5 each.

Meal substitute

In addition, six per cent of adults in the UK claim breakfast cereals are also a quick and nutritious meal substitute as well as a breakfast staple.

Cereal bars and other cereal products are also performing well and are worth £310m and £103m respectively in the UK. Ready to eat cereals make up the biggest proportion of the UK market (76 per cent), with consumers spending £1.3bn on this cereal type in 2008.

Meanwhile, plain flavoured cereals make up by far the biggest part of the UK cereal market, with 34 out of the 111 UK cereal products launched in 2009 of this variety.

Flavour trends

And Mintel has tracked some unusual flavour trends in the global cereal space.

In Brazil, it reports that Cristal Mel Flocos de Milho Sabor Tutti Frutti (Tutti-Fruity Flavored Corn Flakes) are produced under the Cristal Mal brand, the product is free from trans fat and retails in a 40 gram recyclable pack.

In India, Next-O-Diet Wheat Puffs are made from whole wheat and are low in fat and cholesterol, reveals Mintel, and it notes that the organic cereal is rich in fibre and protein, and is said to be good for digestion, weight loss, longevity and mental efficiency in children and adults. It features a spicy flavour, including ingredients such as mango powder and green chilli.

In the Czech Republic, Emco Zimní Müsli (Muesli) is a special edition product for the winter season, finds the market researchers. This product contains almonds and a mixture of spices such as cinnamon, cloves and coriander. It is aimed at children, and retails in a 300 gram carton pack.

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