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38 CATEGORY FOCUS Breakfast
The breakfast club At a time of great uncertainty, it has never been more important for consumers to start the day right with a healthy, nutrition-packed breakfast. This month, Julia O’Reilly reports on the top offerings from brands that tie in perfectly with the latest consumer trends
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reakfast has long been heralded as the most important meal of the day. As such, it’s no surprise that when it comes to breakfast foods, Irish consumers see health and nutrition as chief concerns. While demand for nutritiously healthy foods such as muesli and granola have grown in recent years, cereal remains the most dynamic product type in the category. In part, it is the versatility of cereal that is behind this growth, as various demographics turn to the product type to meet their specific needs. Health and wellness trends have made their mark on cereal. Consumers often seek out certain nutritional benefits from breakfast cereals or look for products that are suitable for their dietary requirements. This comes from Euromonitor Ireland’s latest report on the category, entitled ‘Breakfast Cereals in Ireland’, published in November of last year. When it comes to options for children, parents are now more clued into health and wellness than ever before, meaning healthy formulations are key. According to a Euromonitor report from 2018, as parents become more conscious about their children’s diets, especially with child obesity being on the rise, children’s breakfast cereals is one product type that is under scrutiny. The levels of ingredients such as sugar, salt and fat in products which target children specifically are being watched closely by parents to make sure that the products comply with the diets they apply to their children. That’s not to say that consumers aren’t interested in indulgence. Indeed, a Mintel report titled ‘The Future of Breakfast Cereals: 2020’, noted that there has been serious innovation within the cereal category, as brands turn to unique colours, shapes and flavours for consumers
ShelfLife September 2020 | www.shelflife.ie
looking to treat themselves. Given the level of competition within the category, Mintel noted that providing an exciting product is becoming more and more important for brands. Ultimately, these opposing trends have led to brands attempting to find the right balance of health and indulgence. Mintel added that in the longrun, the trends to watch include gut wellness, and sustainability, which it said is changing to encompass the entire product lifecycle - from sourcing to disposal.
Latest innovation from Glenisk is high in protein, a source of fibre, high in Vitamin D, gluten free, contains 0% fat, and has no added sugar
Gut for you! They say that breakfast is the most important meal of the day and now there is even more choice when it comes to healthy options with the launch of the new Quark range from yogurt brand, Glenisk. This latest innovation from Glenisk offers a range of thick and creamy strained yogurt that is high in protein, contains 0% fat, no added sugar, a source of fibre, high in Vitamin D, and is gluten free. Through its unique blend of ingredients and the help of the bacteria strain Lactobacillus Rhamnoses, Glenisk’s Quark range also supports gut health – a growing concern among consumers amid the continued
demand for functional health foods – and will help support continued growth of the brand and wider category. The Quark range is available in 150g and multipack 4x100g formats, with four flavours: Perfect Peach, Mango & Passionfruit, Coconut & Vanilla and Luscious Mixed Berry. The low-calorie range, with just 53-56 calories per 100g, is currently stocked in retailers nationwide. This no-added-sugar Quark range was launched with an exclusive partnership with Kathryn Thomas and Pure Results, offering customers the chance to win a range of exclusive fitness prizes with Ireland’s Premier Health & Fitness Retreats.
Morning refresh! Tropicana’s delicious and nutritious array of 100% fruit juices continues to refresh Irish consumers every morning whilst offering them an easy and convenient way to consume one of their five a day. Packed with vitamin
Tropicana Original Orange with Juicy Bits
C, Tropicana also helps to contribute to the reduction of tiredness and fatigue. Louise Priestman from PepsiCo Ireland said: “We know that life can be extremely busy, so much so, we often struggle to stay on top of a healthy lifestyle! However, at Tropicana we’re all about making the most of your mornings by including our great tasting 100% fruit juices as part of the breakfast occasion.” Earlier this year Tropicana sponsored ‘This Morning’ on Virgin Media – a four-month sponsorship to help brighten up consumers’ mornings whilst they were breakfasting at home. Later into the summer Tropicana also activated a large scale on pack promotional campaign offering consumers a chance to win €10,000. This campaign was supported with TV, digital and in-store point of sale. Priestman added: “As we look ahead to the Christmas period, we are really looking forward to seeing the launch of our Christmas festive packs on retailers’ shelves across the country.”
Tropicana Smooth Orange with No Bits
