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.

Trend Insight: 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, Trend Insight: Granola reveals the key ingredients, concepts, product attributes and positioning – from sensory and functional benefits to ‘homely’ branding – that have revived a moribund segment and  enhanced its 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?
• How can I benefit from the power of ‘rustic’ and ‘homely’ branding?
• What oppportunities exist for granola outside the breakfast cereal category?

Executive summary

1. About granola

• About granola
• A growing category
• Ingredients

2. Key trends

• Trends in functionality
• Trends in branding
• Trends in packaging
• Trends in customization
• Beyond breakfast

3. Further information

• References
• About Gama Compass
• Related reports
• Supplementary notes

Additional Information