Product Description

Report brochure

Brochure

Abstract

While sales of breakfast cereal have stagnated or even declined over recent years, one segment within the breakfast cereal category to have bucked the trend is granola.

Insights Briefing: Granola looks at the growing popularity of granola through the prism of new product development, exploring the key factors behind the segment’s success in a declining market.

Supported by the latest insights and data from Gama Compass, Insights Briefing: Granola reveals the key ingredients, concepts, product attributes and positioning – from flavour and functional attributes to new textural and sensory benefits – that have revived a moribund segment and  enhanced granola’s appeal across a broad demographic

Key questions answered

• What are the trends and opportunities I should be aware of in the granola space?
• What ingredients lie behind granola’s positioning as a ‘better for you’ cereal?
• How has granola aligned itself to modern dietary regimes?
• What oppportunities exist for granola outside the breakfast cereal category?

Executive summary

1. About granola; Granola vs muesli
2. Leading ingredients: Key ingredients; Selected ingredients in new launches, granola versus all ready-to eat cereal; Sugar and salt in new launches, granola versus all ready-to eat cereal
3. Functional benefits: targeting fitness enthusiasts; selected claims in new launches, granola versus all ready-to-eat cereal
4. Fruit and vegetable ingredients: coconut foregrounded in new launches; vegetables create ‘nourishing’ alternatives
5. The benefit of texture: ‘smooth’ and ‘crunchy’ combinations add sensory appeal; granola enters the hot cereal segment
6. Breaking free from breakfast: exploring opportunities in soup, desserts and snacks

Appendix: References; About Gama Compass; Related Research; Scope & Methodology

Additional Information