Kellogg Australia reckons there’s a new breakfast cereal trend afloat as consumers replace traditional milk with yogurt or fruit juice, but Mintel’s innovation head says this is nothing new.
Kellogg Australia conducted a “fun and light-hearted, tongue-in-cheek” campaign to coincide with April Fools that asked consumers in Australia how they ate their breakfast cereals – soggy or crunchy.
However, the research threw up some interesting insights, particularly the trend of switching milk with yogurts or fruit juices, a spokesperson for Kellogg Australia told BakeryandSnacks.com.
“Although we have no plans to use these findings for product development, in marketing materials or on-pack, the interesting findings will certainly be shared with our R&D department.”
Yogurt and cereal is nothing new…
David Jago, director of innovation and insight at Mintel, said that while the trend was interesting, it was nothing new.
“Anecdotally there has been more and more interest in putting yogurt with cereal, particularly in markets like Australia, New Zealand, North America and the UK – markets where the idea of a bowl of breakfast cereal with milk is a very intrinsic part of the culture,” he said.
“It’s a trend that has been around for quite a few years, but it’s probably something that’s growing,” he said.
The development of yogurt products that could be poured and the broader use of yogurts meant that the opportunity for cereal-yogurt combinations was bigger, he said.
The two products married well together, he added, because both products, aside from the high sugar and salt levels in some, were considered inherently healthy.
Asked if Kellogg should consider co-branding with a yogurt firm, Jago said it could be a good idea given the power of co-branding and trend towards it. “We’re seeing more and more co-branding – the power of two.”
Australians not that experimental
However, Datamonitor Consumer research indicated that only 6% of Australians prioritize ‘novelty and variety’ at breakfast time.
Melanie Felgate, food and drink analyst of the research firm, said consumers in the market preferred to stick to what was convenient, healthy and familiar.
Almost one-third (30%) of Australian consumers prioritized ‘ease and simplicity’ when consuming or preparing breakfast. Felgate said therefore that on-the-go pots could be a good option for Kellogg or to extend their drinkable breakfast offerings, recently launched in the market.
“With 39% of Australians finding the concept of drinkable snacks appealing, there is definitely scope for expanding this category,” she added.