Brits Craving Porridge

October 20, 2013

Porridge has opportunity for healthy growth and product differentiation.

The British are reportedly consuming a lot of porridge, these days. A porridge market report from Mintel indicates that roughly half (49%) of England consumes the hot cereal, with 23% of the population consuming it almost daily. The growing trend will likely pave way for innovation within the category.

Mintel says the porridge category is picking up steam with the help of premium brands and on-the-go porridges. Sales of porridge have reportedly doubled from 2008 to 2013, during which time product volume also increased by 20%. This year alone, an estimated 81 million kg of porridge were sold, and, with all of the success, product differentiation is likely to grow.

“With an increased selection of high-priced porridge options now available, Brits have not just been consuming more porridge, but trading up to more varieties of flavors and packaging options when they do consume it,” says Mintel food and drinks analyst Heidi Lanschuetzer.

Vitamin and mineral enrichment could provide additional avenues for creating exciting porridge products, but the health benefits associated with oats-including high protein, satiety, and cholesterol support-may already be enough for this humble cuisine.

Mintel estimates that while peak usage takes place with consumers who are 45 to 54 years old, 16 to 24 year-olds are also steadily purchasing porridge.

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