Thirty-three percent of UK consumers snack on cereal without milk throughout the day, with 5% saying they do so daily, Canadean says

Nevin Barich

Nevin Barich

July 2, 2014 (press release) – Cereal products are no longer just a morning staple to be served in a bowl with milk. A new Canadean survey finds that UK consumers want cereal they can graze on throughout the day and while on-the-move.

A new survey of 2,000 UK adults by Canadean Consumer has revealed that a total of 33% of UK consumers snack on cereal, without milk, throughout the day, with 5% of people saying they do this daily. Those aged 20-24 years old are the most likely to graze on cereal throughout the day (59%), while those aged 25-29 years old are the most likely to say they do this daily (18%). This highlights a huge opportunity for cereal manufacturers to look to target new consumption occasions beyond cereal in a bowl.

Kellogg’s has capitalised on this emerging market in the US with the launch of snack pouches housing some of its most popular cereals including: Fruit Loops, Krave, Apple Jacks and Corn Pops. The products provide a convenient snacking option for eating while on-the-go and are likely to appeal to lunchbox occasions for both adults and children.

Bags of cereal designed for snacking on throughout the day are something that adults in the UK are keen to see on their retail aisle. A total of 46% of those who snack on cereal during the day would like to see product launches that help accommodate such snacking occasions.

Analyst at Canadean, Kirsty Nolan, says: “The concept really is win-win for the manufacturers as with little capital investment a huge number of new snacking occasions can be created. Moreover, consumers are willing to pay a premium for convenient products which can easily be consumed while working or commuting.”

* All content is copyrighted by Industry Intelligence, or the original respective author or source. You may not recirculate, redistrubte or publish the analysis and presentation included in the service without Industry Intelligence's prior written consent. Please review our terms of use.

Share:

About Us

We deliver market news & information relevant to your business.

We monitor all your market drivers.

We aggregate, curate, filter and map your specific needs.

We deliver the right information to the right person at the right time.

Our Contacts

1990 S Bundy Dr. Suite #380,
Los Angeles, CA 90025

+1 (310) 553 0008

About Cookies On This Site

We collect data, including through use of cookies and similar technology ("cookies") that enchance the online experience. By clicking "I agree", you agree to our cookies, agree to bound by our Terms of Use, and acknowledge our Privacy Policy. For more information on our data practices and how to exercise your privacy rights, please see our Privacy Policy.