New research showing that 49% of people in Britain eat porridge regularly, of which nearly a quarter (23%) have a bowl almost every day, shows how convenience and a drive towards healthier eating are among the factors influencing decision making by shoppers.
As suppliers and retailers grapple for shopper loyalty in a climate of rapidly changing and diverging lifestyles, power in the retail space has shifted to the shopper. Suppliers to the hot breakfast market have understood that engaging with the demands of shoppers’ lifestyles, whether it be single-person households, busy working lives or healthy lifestyle, with everything from packaging to portion size, is as vital as the ingredients themselves when trying to influence shoppers’ purchasing decisions.
Diversity in packaging, from sachets to pots, as well as flavours and preparation methods, has seen suppliers change the image of porridge from one of ‘too much hassle for a busy lifestyle’ to one of the most convenient and healthy options available.
By getting to grips with what a time-poor shopper really wants and needs from a breakfast product, suppliers have developed an option where everything from the ingredients, portions, packaging and preparation methods appeal to a specific shopper.
This has ensured that those looking for quick, convenient and healthy breakfast options return-purchase their products week on week, which in turn can foster better supplier-retailer relationships as both parties enjoy increased sales.
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