A new report from Canadean has found that consumers in the UK want a cereal that they can graze on throughout the day and on the go, not just at breakfast time.
Canadean surveyed 2,000 UK adults and found that 33 percent of UK consumers snack on cereal without milk throughout the day, and that 5 percent of respondents snack on dry cereal daily.
The report found that those aged between 20-24 years old are the most likely to graze on cereal throughout the day (59 percent), while those aged 25-29 years old are most likely to graze on cereal daily (18 percent). Canadean say that these figures highlight a huge opportunity for cereal manufacturers to develop on-the-go options that look beyond the cereal bowl.
A successful example of this was rolled out by Kellogg’s in the US with launch of snack pouches that feature some of the company’s most popular cereal lines including; Fruit Loops, Krave, Apple Jacks and Corn Pops.
Analyst at Canadean, Kirsty Nolan said that a total of 46 percent of respondents who snack on cereal during the day would like to see the launch of such products.
“The concept really is win-win for the manufacturers as with little capital investment a huge number of new snacking occasions can be created,” she said.
“Moreover, consumers are willing to pay a premium for convenient products which can easily be consumed while working or commuting.”