Popular porridge pushes oat sales
consumers tuning into the health benefits of porridge oats and
driving growth in a formerly small sector of the cereal market.
Figures released by the National Farmers Union and Home Grown Cereals Authority show that the fastest growing category in the UK cereal market is porridge which is up 19 per cent year on year.
And, according to a report from UK trade magazine, the Grocer, sales of porridge oats have risen 5.4per cent to £47 (€71.6m) million in the last year with the instant oat varieties climbing 6.4 per cent to almost £64m (€97.5m).
Porridge is a good source of protein, calcium, iron, magnesium and B-vitamins which could explain its growing popularity with consumers. Oats have also gained a reputation as an effective way of lowering bad 'LDL' cholesterol levels and helping control weight due to their low GI.
One of the UK's biggest cereal makers, Jordans, has been quick to capitalise on the health trend. The natural breakfast manufacturer released a range of Real Fruit Porridges this month which boast fruit pieces and no added salt or sugar.
The instant oat mix is designed to appeal to health conscious consumers with Sultana & Apricot and Raisin & Apple flavours. The new variety join the already-launched Superfoods porridge which uses cranberries, pumpkin seeds, blueberries and almonds to boost its nutritional benefit.