Overall, health isn’t a priority when the Russians look for bakery and cereals. However, if we zero in on breakfast cereals, health-related expectations motivate 22.4% of consumption.
The breakfast cereal category, although only accounting for 1.9% of the $15bn Russian bakery and cereals market in 2013, is one of the fastest growing, with a predicted compound annual growth rate of 7.8% up to 2018.
Porridge is traditionally considered a healthy breakfast option due to a range of benefits in the grains: high protein, vitamin B and iron, as well as slow energy release and satiety. Following the increasingly busy lifestyles in urban areas, consumers are looking for convenient compromises that help to save time while offering an energy boost.
Hot cereals have the potential to offer more than the heat-stable micro-elements of original grains, but also functional benefits of their fillings, such as nuts, berries and fruits. Additionally, such products can be enriched with vitamins, minerals and probiotics.
“In addition to health, indulgence is also an important motivator for Russian consumers of hot cereals, which means manufactures should not only underline health functionalities, but also highlight taste credentials such as rich fillings and luxurious textures,” said analyst Veronika Zhupanova. “To encourage further instant porridge consumption, producers should explicitly target occasions beyond breakfast, such as the afternoon hunger fix.
“Savoury flavours such as cheese and bacon can be incorporated with buckwheat or corn hot cereals and marketed as a healthier, yet tasty alternative to other snacking options, such as bakery or confectionery.”
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