A desire to indulge is the main motivator of bakery and cereals consumption, especially for women
Over a third of bakery and cereals consumption in France is motivated by the desire to indulge, meaning that it is vital for manufacturers to underline products’ sensory credentials, such as their superior taste, crunchiness, and indulgent fillings. Innovations in ingredients, flavors and textures will fuel growth in cereals, with consumers eager to find new taste experiences.
Taste concerns are important for both genders; however women’s consumption is influenced by this factor 1.5 times as much as men’s, indicating women are more likely to trade-up for indulgent experiences.
According to Veronika Zhupanova, Analyst at Canadean, “Even in categories traditionally seen as targeting healthy lifestyles, such as breakfast cereals, indulgence is by far the most important consumption motivator. To engage consumers in the fastest growing segment, manufacturers should innovate with novel fillings, such as combinations of sweet and savoury, for example pomegranate and salty pistachio.” Zhupanova added, “to enhance the indulgent experience, manufacturers can suggest pairing cereal with flavoured milk, creating novel, rich tastes.”
Manufacturers should target older consumers
Older consumers are a key demographic for marketers to target, with those aged 55 and over being responsible for over a fifth of all bakery and cereals consumption occasions in France. This group is heavily reliant on the sector, with over half of consumption among those aged 55 and over resulting from eating bakery and cereals products at least eight times a day.
This age group’s proportion in French society will increase from 30.5% to 32.2% during 2013-2018, meaning their importance will only grow: it is vital for manufacturers to create products that meet their needs.
Breakfast Cereals is the fastest growing category
In France, consumption volume of breakfast cereals is growing 2.4 times faster than the saturated bakery and cereals market. Valued at €21 billion in 2013, the French bakery and cereals market is the slowest growing across major European countries. While overall growth is low, breakfast cereals are fast increasing in popularity, with this growth being fueled by France’s aging population and their desire for indulgent cereal options.