Irish Breakfast Cereal Market

2653 words 11 pages
The Irish Breakfast Cereal Market – Stage 3 Project.


According to a consumption survey carried out by Kellogg’s in 2008, 97% of households purchased breakfast cereal in the ROI, placing Ireland as the largest consumer (per head) of breakfast cereal in the world. This translates into a €200 million per year market for the cereal industry. Though traditionally cereals have been consumed at breakfast time, of recent, the industry (Kellogg’s in particular) have marketed cereals as a snack food for consumption anytime during the day. ( Cereal manufacturing is a high margin-to-cost business, gross profit margins on processed cereals are 40-45%. According to analysts JP
…show more content…
They are also known as breakfast bars as people often consume them as a breakfast on the go. However they can be eaten at any time. The introduction of cereal bars in the last few years has correlated with research conducted by HIM! in conjunction with Board Bia that has shown that adult consumers leave home 114 times a year without consuming breakfast. Kellogg’s research revealed that one in three people skip breakfast at home. More recently cereal bars have become a topic of debate, Consumer Choice magazine, (June 2007 P 208) surveyed a total of 32 cereal bars and found that though a similar healthy marking scheme that is present on breakfast cereals had been applied to cereal bars, all bars surveyed had more than double the recommended amount of sugar and high levels of saturated fats. Fibre levels between 1g/100g and 3/100g were found, though the only exception was found in Kellogg’s All Bran Honey & Oats, 12g/100g however it contained 32g/100g of sugar and 3g/100g of saturated fats. Kieran I don´t understand the last sentence.

Current cereal bars on the market:

Kellogg’s – Coco Pops Cereal & Milk Bar, Coco Pops Coco Rocks Bar, Coco Pops Straws, Frosties Cereal & Milk Bars, Nutri-Grain Elevenses Choc Chip, Nutri-Grain Elevenses Ginger, Nutri-Grain Elevenses Raisin, Nutri-Grain Oat Baked Totally Oaty, Nutri-Grain Soft


  • Irish Immigration Essay
    922 words | 4 pages
  • Market Segmentation
    5458 words | 22 pages
  • United Cereal
    1470 words | 6 pages
  • Breakfast of Champions
    1052 words | 5 pages
  • Determination of Iron in Cereal Using Aas
    1658 words | 7 pages
  • Breakfast Club
    1605 words | 7 pages
  • United Cereal Case Study
    1694 words | 7 pages
  • The Irish Poetry and Postcolonialism
    2247 words | 9 pages
  • Cereal Marketing Plan
    1374 words | 6 pages
  • The Market Revolution
    1051 words | 5 pages