Porridge boom fuels breakfast revival
The steady decline in importance of the humble breakfast to our daily lives may be about to be reversed following a surprising surge in porridge sales.
According to market research specialists Mintel, bags of oats have been flying off supermarket shelves as consumers set aside more time at the start of their day for breakfast.
Mintel’s figures suggest that 49 per cent of Britons now eat porridge with 25 per cent kicking off their day with a bowl every day.
Though favoured buy older demographics the dish is also popular amongst those aged 16-24, with four in ten people of this age claiming to enjoy a bowl.
Britain’s hot cereals market has almost doubled to hit £241m over the past five years.
Things are less rosy for cereal and muesli suppliers however with sales volumes of ready to eat cereals clumping by 4 per cent over the past 12 months.