Irish Breakfast Cereal Market

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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
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Kelkin – Orginal Muesli, Tropical Muesli, Honeycrunch Muesli, Gluten Free Muesli.

Jordans – Natural Muesli, Fruit & Nut Muesli, Truly Fruity Muesli, Nut & SeedMuesli, Super Berry Muesli, Organic Muesli, Fruity Fiber Muesli, Country Crisp Real Strawberries, Country Crisp Real Raspberries, Country Crisp Chunky Nuts, Country Crisp Flame Raisins, Country Crisp Honey Clusters, Country Crisp Chocolate. Crunch Oats with Raisins, Almonds & Honey, Crunch Oats with Special Fruits &nuts, Crunch Oats with Tropical Fruits, Super Berry Granola, Wheatgerm, Wheat Bran.

Corn-based cereals

Corn based cereals are produced using compressed maize as the base ingredient. The most famous of these is Kellogg’s Corn Flakes.

Current corn-based breakfast cereals on the market:

Kellogg’s – Corn Flakes, Crunchy Nut.

Nestlé/General Mills (Cereal Partners) – Cheerios, Honey Cheerios.

Wheat Biscuits

These are produced using shredded or compressed wheat as the primary ingredient and shaped into a rough rectangular biscuit in two sizes - bite size and credit card size. Wheat biscuits can be consumed either with cold or hot milk, the consistency (once the biscuit breaks down) of which is similar in appearance to porridge.

Wheat biscuit breakfast cereals on the market:

Kellogg’s – Rasin Wheats, Frosted Wheats

Nestlé/General Mills (Cereal Partners) – Shredded Wheat, Shredded Wheat Bitesize, Fruitful Shredded Wheat, Honey Nut
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