Healthy instant porridge a hit in Russia
01 July 2014
Instant porridge will become a healthier snacking option in Russia. Canadean investigates Russian breakfast habits in new report.
Porridge is traditionally considered a healthy breakfast option, due to a range of benefits in the grains: high protein, vitamin B and iron, as well as slow energy release and satiety are all benefits associated with porridge. Following the increasingly busy lifestyles in urban areas, consumers are looking for convenient compromises that help to save time while offering an energy boost. Hot cereals have the potential to offer more than the heat-stable microelements of original grains, but also functional benefits of their fillings, such as nuts, berries and fruits. Additionally, such products can be enriched with vitamins, minerals and probiotics.
According to Veronika Zhupanova, analyst at Canadean: "In addition to health, indulgence is also an important motivator for Russian consumers of hot cereals, which means manufactures should not only underline health functionalities, but also highlight taste credentials, such as rich fillings and luxurious textures."
Veronika Zhupanova adds: "To encourage further instant porridge consumption, producers should explicitly target occasions beyond breakfast, such as the afternoon hunger fix. Savoury flavours, such as cheese and bacon, can be incorporated with buckwheat or corn hot cereals and marketed as a healthier yet tasty alternative to other snacking options, such as bakery or confectionary."
This Bystrov-branded assortment of instant porridge offers sachets with buckwheat in three flavours: mushrooms, beef, and chicken and boasts featuring wholegrain, vitamins B and minerals.
These findings are based on the new Canadean report: ‘Consumer Trends Analysis: Understanding Consumer Trends and Drivers of Behavior in the Russian Bakery & Cereals Market’. This report features Canadean’s unique consumer data, developed from extensive consumption surveys and consumer group tracking, which quantifies the influence of 20 consumption motivations in consumer markets. This provides data on consumer trends, consumer groups and market sizes which show exactly the size of consumer groups, how much of the market they account for and which consumer trends drive their behaviour.
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