It’s called the most important meal of the day – right between waking up in the morning and heading out the door.
So what are Irish consumers eating for breakfast in that precious window to set themselves up for the day?
A survey last year by BounceInsights carried out on behalf of Checkout found that 78.77% of Irish consumers agree that breakfast is the most important meal of the day.
Over two thirds (69.25%) of those surveyed revealed that they opt for carbohydrate-rich foods to kick of their morning, such as toast or cereal.
A survey by Bord Bia in 2016 found that 25% of people claimed porridge as their favourite midweek breakfast.
This was followed by cereal at 19%, both lagging behind bread and toast with an impressive 33%.
Based on these statistics, it is no surprise that breakfast cereals are so high on the priority list for shoppers in Ireland.
Breakfast cereal is the 17th most popular category in 2023 Checkout Top 100 Brands, in association with NIQ,
It had previously been as high as 14 in 2021 but has slipped slightly in recent years, yet remains firmly in the top 20.
Published every August, the Checkout Top 100 Brands is based on branded value sales across the Irish grocery sector, making it the most accurate barometer of the biggest-selling brands in the marketplace.
In compiling the report, NIQ Ireland measures the sales performance of over 5,000 brands from over 200 product classes.
Top 5 Breakfast Cereals
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Flahavan’s
Coming in at number 62 in overall brands, Flahavan’s holds the lead in the breakfast cereal category. While expanding its offerings in recent years, its core offering of traditional and organic porridge still accounts for over 60% of its sales value in the Irish market.
However, the brand has seen its strongest growth in in its Flahavan’s Quick Oats convenience range. Its porridge pots have been a driving force in this. As just over a quarter (26.19%) of people say they eat breakfast on the go or at work, their popularity is no mystery.
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Weetabix
A key name for brand recognition, Weetabix is popular across Ireland and the UK.
Previously the most popular cereal before Flahavan’s took the title in 2017, Weetabix comes in at 85th in overall brands in Checkout Top 100 Brands. It has been slipping down the rankings in recent years, but is the only cereal besides Flahavan’s still in the top 100.
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Kellogg’s Corn Flakes
Originally developed by Dr. John Harvey Kellogg as a solution for indigestion in his patients, it was developed into a commercial cereal by his brother Will Keith Kellogg. The corn-based cereal has been a staple on supermarket shelves ever since. Though it does not gain a spot in the top 100 brands, it remains a familiar and formidable presence in the cereal cupboard for Irish households.
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Kellogg’s Crunchy Nut
Kellogg’s’ popular Crunchy Nut cereal has expanded in recent years. Crunchy Nut granola is now available, with more oats and diverse flavours for a new kind of breakfast. Their chocolate and berry Crunchy Nut offerings are popular as an easy snack, particularly with the rise of work-from-home.
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Kellogg’s Rice Krispies
One of Kellogg’s’ offerings for children (as well as adults) makes the list. Strong branding for the cereal has helped its longevity. This includes its famous ‘Snap, Crackle, Pop!’ slogan and mascots with the same names.
A convenient breakfast on its own, Rice Krispies also double as a key ingredient for childhood treats of Rice Krispie cakes or bars. Its longevity and child-focused marketing, including the elf mascots and on-pack activities, has allowed its marketing to focus on both reliability and nostalgia.
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