66state of the industry / 76 category reports / 83 new products


66state of the industry / 76 category reports / 83 new products




Breakfast Handbook

State of the


Breakfast at home presents $8.9 billion

growth opportunity for retailers.

By Kathleen Furore

Recently, Publix put out an 11-

page breakfast sale flier (right)

that was designed to resemble

a children’s storybook, with clever

artwork and rhymes.

Inside, customers found buy-one/

get-one-free offers for Post cereals

and Simply Potatoes, plus special

pricing on Oscar Mayer Center Cut

Sliced Bacon, Kellogg’s cereals, Eggo

Waffles, Smuckers preserves or marmalade,

and Jif peanut butter.

Why did Lakeland, Fla.-based

Publix decide to dedicate an ad —

and such a creative one at that —

specifically to breakfast items?

“Like other supermarkets, Publix

sells a lot of breakfast foods,”

spokesman Dwaine

Stevens says. “Secondarily,

most consumers

consume breakfast foods

previously purchased

from supermarkets versus

restaurant or quicksolution

providers. Thus,

it makes sense to us and

to our customers to offer

outstanding deals on

many breakfast foods

in a single eye-catching

event like our breakfast

sale. While this is a

large sales event for us

and our customers, we

do offer key breakfast

items at reduced prices

each week in our weekly

ad flier.”

The Publix breakfast

promotion is just one

example of the ways retailers

are trying to capture

a share of the at-home

breakfast market. And for

good reason: Breakfast is

a $28 billion business, with room to

grow, according to the Milk Processor

Education Program (MilkPEP)

report, The Retail Opportunity:

Breakfast at Home.

“Research indicates that breakfast

at home is an $8.9 billion growth

opportunity for retailers,” says Julie

Buric, VP of marketing for Washington,

D.C.-based MilkPEP. “While

93 percent of Americans say breakfast

is the most important




the importance

of having

a morning

meal should

be age- and


in order to

increase their


—Dori Hickey,

The NPD Group

meal of the day, only

43 percent say they eat

it every day.”

According to the

NPD Group’s Morning

MealScape 2011,

31 million Americans

skip breakfast every

day, which means

there are 31 million

prospective new customers

for breakfast

products sold at retail.

“With 31 million

people skipping breakfast

each day, there is a

significant opportunity

for food and beverage

marketers to reach

these consumers,” says

study author Dori Hickey, director of

product management of Port Washington,

N.Y.-based NPD

The Impact of Demographics

Understanding who’s eating what at

breakfast — or even who’s not eating

a morning meal — is an important

step in determining merchandising

and marketing plans.

The NPD study, which included

27,179 participants, examined situational

factors and attitudinal drivers

impacting consumers’ morning food

and beverage choices. Some 28 percent

of males age 18 to 34 (the highest

incidence in the study) and 18 percent

of females in the same age group skip

breakfast. The older the group, the

lower those numbers become: Only

11 percent of males and 10 percent

of females over 55 miss the morning

meal. Among children, the incidence

of skipping increases with age. Some

16 percent of teens age 13 to 17 skip

breakfast, the study shows.

“Marketing messages emphasizing

the importance of having a morning

meal should be age- and genderspecific

in order to increase their

effectiveness,” NPD’s Hickey says. “To

66 | Progressive Grocer | Ahead of What’s Next | July 2012

convert teens, a two-pronged approach

may be necessary — one that appeals

directly to teenagers, the other to provide

strategies for parents of teens.”

Why consumers forgo breakfast is

another piece of the puzzle. Not being

hungry or thirsty, not feeling like

eating and drinking, and not having

time were NPD survey respondents’

reasons for not eating or drinking

before 11 a.m. Adult females are more

likely to skip a morning meal due to

time constraints, the survey says.

“Consumers who currently skip

breakfast because of a time crunch are

a core target to grow sales,” according

to Dairy Meal Solutions: Merchandising

Works April 2012, a report by the

Innovation Center for U.S. Dairy.

Statistics about the burgeoning Hispanic

population’s breakfast habits were

key findings from MilkPEP’s The State

of Breakfast at Home July 2011 report.

“There has been a growing trend of branded

‘mini-restaurants’ in grocery stores, and retail

products with the same brand on store

shelves are a natural extension of this.”

—Restaurant to Retail – US – June 2011, Mintel

On average, Hispanics are likely to

consume a slightly higher number of

breakfast items during the course of

the morning, and display a stronger

preference for a more traditional,

communal breakfast experience.

“Nearly 60 percent of Hispanics

have breakfast with someone else,

the majority of whom have the same

breakfast as their company,” the

MilkPEP survey says.

And while most respondents,

Hispanic and non-Hispanic alike,

are consuming cereal for breakfast, a

larger proportion of non-acculturated

Hispanics are consuming pancakes

and yogurt, the study notes.

Licensed Brands Coming on Strong

As grocery stores compete with restaurants

for a share of consumers’ dollars,

one trend is blending the retail

and foodservice segments: branded

restaurant products in retail.

According to Mintel’s Restaurant

to Retail – US – June 2011 report,

products with recognizable restaurant

brand names are adding a revenue

stream in retail settings.

“There has been a growing trend of

branded ‘mini-restaurants’ in grocery

stores, and retail products with the

same brand on store shelves are a

natural extension of this,” Chicagobased

Mintel says. The products are

July 2012 | progressivegrocer.com | 69

“Retailers can also

create promotional

partnerships with


breakfast brands,


with breakfast

products from

other departments

and suggest daily


—Julie Buric, MilkPEP

Breakfast Handbook

found in nearly every area of the

store, across a multitude of segments,

with the largest concentration in the

freezer case, the report notes.

International House of Pancakes

(IHOP), for example, offers syrup as

well as frozen French Toast Stuffed

Pastries, Omelet Crispers and Griddle

‘n Sausage Wraps in its recently

introduced IHOP at Home line.

And Bob Evans Farms — which

includes the Bob Evans restaurant

chain and BEF Foods Inc., the wholly

owned subsidiary responsible for

manufacturing and distributing retail

productsoffers its signature-brand

sausage along with frozen breakfast

sandwiches at retail.

The profit potential for such products

is high: An impressive 77 percent

of respondents in the Restaurant to

Retail survey had purchased restaurant-branded

items, with respondents

from households earning $75,000 to

$99,000 significantly more likely to

buy restaurant brands.

“When considering restaurantbranded

meals at retail, operators

should better target the family

demographic,” the report suggests.

“Families have proven to be strong

restaurant consumers through the

recession, and this momentum could

be transferred to the restaurantbranded

products through more

targeted packaging and focused

promotional efforts.”

Merchandising and

Marketing Matter

Implementing creative merchandising

and marketing plans to capitalize

on the opportunity at retail is key

to unlocking all of the potential the

breakfast daypart holds.

Marketing total meal solutions is

one way not only to boost breakfast

product sales, but also to increase

long-term customer loyalty.

“Meal-driven interest areas offer

the opportunity to expand a retailer’s

role from product provider to solutions

resource,” the Dairy Meal Solutions

report says. “It also positions grocers

July 2012 | progressivegrocer.com | 71

Breakfast Handbook

to better compete with restaurants,

where the key draw for consumers

is the convenience factor. Additionally,

meal solution displays provide

shoppers with added value outside

of cutting prices, while working to

encourage cooking at home, which is

an important strategy to maintaining

sales as the economy strengthens.”

Breakfast, the report stresses, is an

ideal meal to promote: “As a highly

ritualized eating occasion, getting in

on the breakfast mix will drive

repeat, long-lasting sales.”

Creating an integrated meal

section with a variety of breakfast

foods displayed together to

show customers how to stock

their refrigerators and pantries

with easy-to-make breakfast solutions

is one option MilkPEP’s

Buric suggests.

“Retailers can also create

promotional partnerships with

complementary breakfast brands,

cross-merchandise with breakfast

products from other departments

and suggest daily solutions,” she

says. “I encourage retailers to engage

with their shoppers by conducting

breakfast-at-home cooking exhibitions

and hosting breakfast-themed

sampling events.”

Making dairy a central element

of breakfast meal solution marketing

is one strategy that reaps results.

MilkPEP’s research shows that 51

percent of daily milk consumption

occurs during the morning hours,

and more than 70 percent of milk

consumed during breakfast is accompanied

by a meal or snack.

Additionally, basket basket size

doubles when milk is purchased,

according to the Willard Bishop

2011 Top Shopper Study, as cited in

the MilkPEP report.

Three-quarters of milk consumed

during breakfast is accompanied by

a meal or snack. “Cold cereal, eggs,

toast and fruit are among the top

foods consumed at the same time as

milk, whether in standalone format or

in combination with another food or

beverage,” MilkPEP research says.

For more information on ways to

develop breakfast-at-home strategies,

visit gotmilksales.org. PG

July 2012 | progressivegrocer.com | 73

Breakfast Handbook

Top Trends in the Breakfast Category

Consumers know breakfast is important, but are changing what they eat

for their morning meals. That’s the takeaway from The Top Ten Breakfast

Trends for 2011, a survey by the Food Channel, in conjunction with

CultureWaves and the International Food Futurists.

“In our breakfast survey of Food Channel readers, one thing quickly

became clear. Most of us still recognize breakfast as the most important

meal of the day,” Food Channel editor Kay Logsdon says. “It’s all new,

though. Now it’s OK to eat chocolate for breakfast, and we are eating

breakfast in two parts — grabbing that first cup of coffee at home and

adding to it with something at the office.”

The top trends, courtesy of

The Food Channel, are:

Oatmeal in Overdrive: Oatmeal is

becoming a real mainstream staple.

Chocolate for Breakfast: With its

healthful benefits, chocolate is being

promoted as a breakfast product.

Fast Foods Battle Over Breakfast:

The breakfast daypart has become

the key battleground in the quickservice

restaurant category.

Haute Coffee Comes Home: Caffeine

seekers are opting to brew their own

fancy coffees at home.

Ethnic Invasion: Global influences

are starting to creep into the

morning meal.

Beverage Choice Choke: Breakfast

drink menus keep expanding

beyond coffee and OJ. The younger

generation gets its morning kick

from an energy drink, and bubbly

juices are growing.

Hot Pizza in the A.M.: Pizza is

predicted to be one of the hottest

menu items for breakfast.

Breakfast Ingredients All Day

Long: More restaurants are serving

breakfast all day long, and breakfast

ingredients such as bacon and eggs

are working their way into other parts

of our daily menu, at home and away.

The Breakfast Two-step: Consumers

are fueling up with caffeine and

protein in a two-stage process,

starting with an early-morning hit

of caffeine with toast, a banana or

a small muffin, followed by a midmorning

break of yogurt, granola,

fruit or a power bar.

Eggs Crack the Top 10: Eggs are

hatching a big comeback, thanks

in part to a USDA report showing

that they’re are healthier than

previously believed.

July 2012 | progressivegrocer.com | 75

Breakfast Handbook

Category Report



Cereal sales are off peak

but on the move.

By Kathleen Furore


Total Cereal: $6,636,705,270

Hot Cereal: $758,041,772

Ready-to-eat Cereal: $5,565,521,832

Remaining Cereal: $313,141,667

(Granola/Natural Types, Wheat Germ, Hominy Grits)


Total Cereal: 2,180,173,178

Hot Cereal: 274,122,215

Ready-to-eat Cereal: 1,802,966,516

Remaining Cereal: 103,084,447

(Granola/Natural Types, Wheat Germ, Hominy Grits)

Source: Nielsen, data for the 52 weeks ending

April 14, 2012, for U.S. food stores with at least

$2 million in sales (excluding supercenters), for

prepackaged, UPC-coded products only.

Grammatically speaking,

“unchanged” and “improved”

aren’t synonymous. But when

it comes to breakfast cereal sales,

the two words are interchangeable,

according to Mintel’s February 2012

report on the category.

“At an estimated $10.2 billion, total

U.S. 2011 breakfast cereal sales were

essentially unchanged from 2010.

However, this represents a noticeable

improvement from 2009-10, when this

market posted a 4.7 percent decline,”

Chicago-based Mintel reports. “Accounting

for inflation, the category

was down 1.8 percent in 2011, which

was also an improvement over

2010, which saw a drop

of 6.3 percent.”

Why the dip in the

cereal segment? Product

recalls of some top-selling brands,

lack of innovation during 2009-10, and

rising commodity pricing on ingredients

like wheat and corn are among the

culprits, according to Mintel.

But there’s a bright spot. In what

it calls “a best-case scenario,” Mintel

predicts the breakfast cereal category

will grow from $10.2 billion in 2011

to $11.2 billion in 2016 — 10 percent

cumulative growth. And while less

optimistic models exist, factors such

as rising food prices and cereal’s

high household penetration

“make the best-case scenario

the most likely development,”

the report says.

Cold is Hot

When it comes to cereal,

consumers prefer a cool start to

their morning meals. Based on

estimated 2011 sales at FDMx

outlets (where some 90 percent

of breakfast cereal sales occur),

cold cereal outsells hot cereal by

a margin of nearly eight to one.

Diving into the cold cereal

subsegments is even more enlightening.

Based on FDMx

sales during 2006-11, the medium-high

sugar subsegment

grew the fastest, with an increase

of 23.9 percent. Concurrently, the

low-sugar subsegment had the biggest

decline, at 9.5 percent.

“It is possible that the cold cereal

(medium-sugar) subsegment is perceived

as an acceptable compromise

between children’s interest in sugary

cereals and parents’ desire to encourage

better eating habits,” the Mintel

report suggests.

Mintel forecasts that the total cold

cereal segment, which had $9 billion

in estimated total U.S. sales in 2011,

will grow to $9.8 billion in 2016 for a

projected 9 percent cumulative increase

between 2011 and 2016.

While comprising a smaller

piece of the pie, the $1.2 billion hot

cereal segment posted a 2.1 percent

increase in 2011, thanks in part to

“its healthful positioning,” according

to Mintel. Hot cereal’s growth

will outpace that of cold cereal, and

will reach $1.4 billion in sales by

2016, a cumulative increase of 14

percent between 2011 and 2016,

Mintel forecasts.

“As consumers look to eat better,

the hot cereal segment may benefit, as

it is perceived as a healthier alternative

to cold cereal,” the report notes.

76 | Progressive Grocer | Ahead of What’s Next | July 2012

Broadening Cereal’s Appeal

U.S. consumers love their cereal.

Some 97 percent of households with

children use cereal, according to

Experian Simmons NCS research,

and it’s the top breakfast option for

84 percent of consumers, the Mintel

report says.

But that impressive market

penetration presents challenges for

manufacturers and retailers alike.

Because the number of households

with children has been decreasing

since 1999 and children in

households are aging, the U.S. Census

Bureau projects growth among

kids age 5 to 14 of just 5.1 percent

from 2011-16. As the Mintel report

cautions, “Those statistics pose some

risk for the cereal market over the

next decade.”

Competition from eggs (72

percent), toast (64 percent), breakfast

meat (56 percent), fresh fruit

(49 percent) and yogurt (34 percent)

also threatens market share, as does

an increasing emphasis on breakfast

items from quick-service restaurants,

Mintel notes.

The solution? Targeting specific

demographic segments and creating

marketing programs and promotions

that expand cereal’s reach.

Hispanics, for example, have the

highest incidence of weekly cold and

hot cereal consumption, according to

Mintel. Consequently, “any growth

strategy should include this demographic

group as a key target audience,”

the report recommends.

Focusing on convenience is another


“With convenience at a premium

for today’s time-starved consumers,

promoting portable, individual serving

sizes of hot and cold cereal as snacks

or on-the-go meal options could also

boost sales and usage occasions,” the

report says. Mintel’s research shows

how successful that strategy can be.

Some 82 percent of consumers

surveyed said they use cereal because

it’s a quick breakfast option, while 46

percent of cereal users indicated they

sometimes eat cereal as a snack (a

number that reaches 55 percent among

18- to 34-year-olds), Mintel reports.

Finally, tapping into consumers’

health concerns can also help drive

cereal sales. “Dietary Guidelines for

Americans suggest consumers should

make sure that half of the grains they

eat are whole grains,” Mintel reports.

“The cereal industry must do an effective

job of promoting the importance

of whole grains to maximize any

potential growth opportunities.” PG

July 2012 | progressivegrocer.com | 77

Breakfast Handbook

Category Report




Mintel forecasts category

growth through 2015.

By Kathleen Furore

Sales of frozen and refrigerated

breakfast entrees and sandwiches

will top $1 billion for

the first time in 2014.

That prediction, from Mintel’s

November 2012 report on breakfast

entrées and sandwiches, is welcome

news for the category, which saw sales

decline, particularly in 2008-09.

And although Mintel anticipates

a slight deceleration as the economy

improves and more consumers eat

breakfast out, the category can expect

a CAGR of 6.1 percent between 2010

and 2015, the report predicts.

A Changing Marketplace

In 2006, before the economy crumbled,

FDMx sales of frozen and


Total Frozen Breakfast Foods: $1,595,865,547

Frozen Breakfast: $831,168,097

Frozen Waffles/Pancakes/French Toast $764,697,449


refrigerated breakfast entrées and

sandwiches rose 10.1 percent.

That changed when the economy

eroded, consumers began making

breakfast from scratch, and many retailers

and manufacturers slashed prices

to drive traffic. “Concurrently, mass

merchandisers captured a larger share

of many CPG markets by offering rockbottom

prices,” the report notes.

The sector improved in 2009-10,

thanks to the introduction of more

premium and better-for-you (BFY)

options, including reduced-calorie

and trans fat-free products that performed


well, Chicago-based

Mintel reports.

Consumers also

Total Frozen Breakfast Foods: 534,811,100

Frozen Breakfast: 239,726,297

Frozen Waffles/Pancakes/French Toast: 295,084,803

Source: Nielsen, data for the 52 weeks ending April 14, 2012, for U.S. food stores with at least

$2 million in sales (excluding supercenters), for prepackaged, UPC-coded products only.

were more willing to pay a moderate

premium for BFY items, which

helped sales volume.

Consequently, focusing on BFY

products is an important merchandising

and marketing strategy. “Given

that frozen and refrigerated options

are consumed more on weekdays than

weekends, this indicates that manufacturers

should consider developing

more BFY options,” the report suggests,

noting that BFY is especially

important when targeting women and

consumers over 55.

Convenience — one of frozen

breakfast products’ most important

attributes — is also important to

promote. Products that are microwavable

in five minutes or less are driving

growth. However, Mintel notes that

consumers are more concerned about

convenience and healthy ingredients

for their weekday breakfasts.

“By contrast, taste tends to be an

overriding consideration on weekends,”

the Mintel report reveals.

Evaluating the Subsegments

Looking more closely at the performance

of frozen breakfast entrées and

breakfast sandwiches shows how each

subsegment impacts overall frozen and

refrigerated breakfast product sales.

78 | Progressive Grocer | Ahead of What’s Next | July 2012

According to Mintel, FDMx

sales of frozen breakfast entrées

grew by 11.7 percent and 12.2 percent

in 2006 and 2007, respectively,

followed by decelerated growth during

the recession.

“Looking ahead, Mintel expects

that frozen breakfast entrées will

play a more central role in driving

overall category growth during

2010-15. With a CAGR of 8.3

percent during 2010-15, Mintel is

forecasting sales of $579 million in

2015,” the report says.

Breakfast sandwiches have buoyed

the overall frozen breakfast segment.

Competitive pricing and formulations

with popular taste profiles led to a 6.3

percent increase in frozen breakfast

sandwich sales in 2009.

“That finding shows favorable

nutritional profiles can drive category

sales,” the Mintel report says. “BFY

formulations could soon become

an even more important element of

growth in the breakfast entrées and

sandwiches sector.”

Pricing is also a critical factor in

the category’s improved performance.

“Many of the most popular SKUs have

per-serving prices that are at or below

what QSRs [quick-service restaurants]

would charge for a comparable offering,”

the Mintel report notes.

As popular as frozen breakfast

sandwiches have become, their

sales growth is expected

to decelerate through

2015 as an improving

economy drives

some consumers to

QSRs. The segment,

however, will still

grow. Before

adjusting for inflation,

Mintel expects

a CAGR of 4.6 percent and sales of

$478 million by 2015.

Refrigerated breakfast entrées —

the category’s smallest subsegment —

declined every year during the Mintel

report’s review period. As competition

from non-UPC-coded store brands

heats up, refrigerated breakfast entrées

will suffer, with a CAGR of -6 percent

during 2010-15 and sales of just $25

million in 2015, Mintel predicts. PG

July 2012 | progressivegrocer.com | 79

Breakfast Handbook

Category Report


Consumers flock to

premium Greek-style


By Kathleen Furore

Consumer interest in natural,

organic and better-for-you

(BFY) foods is taking yogurt

and yogurt drinks on a profitable ride,

with category sales increasing annually

since 2006.

The immediate future looks even

brighter, with expectations the market

will grow an impressive 49 percent to

reach $9.5 billion in 2016, according

to Mintel’s December 2011 report on

yogurt and yogurt drinks.

U.S. sales shot up from $4.7 billion

in 2006, to $5.5 billion in 2009,

to an estimated $6.4 billion in 2011,

with refrigerated yogurt — premium

Greek-style yogurt in particular —

leading the way, according to Chicago-based


“The refrigerated yogurt

segment accounted

for an estimated 89.7

percent of total U.S.

category sales in


Total Yogurt: $4,381,007,515

Refrigerated Yogurt: $4,088,546,523

Refrigerated Yogurt

Shakes and Drinks: $292,460,992


Total Yogurt: 3,727, 583,197

Refrigerated Yogurt: 3,588,089,765

Refrigerated Yogurt

Shakes and Drinks: 139,493,430

Source: Nielsen, data for the 52 weeks ending April

14, 2012, for U.S. food stores with at least $2 million in

sales (excluding supercenters); for prepackaged,

UPC-coded products only.

2011, making it by far the largest

segment ... [and] some 75 percent of

respondents consume spoonable yogurt,”

the Mintel report says. Sales of

Greek-style yogurt, the report notes,

are “still exploding.”

According to Mintel’s Natural

and Organic Food and Beverage:

The Market — U.S., October

2011, Greek-style yogurt is one

of the fastest-growing foods

ever to hit the U.S. market,

even though it’s often twice the

price of regular yogurt.

Mintel estimated that

Greek-style yogurt accounted

for 12 percent of all segment

sales in a March 2011 article

in Advertising Age, while a

September 2011 FoodNavigator-USA.com

article estimated

that Greek-style yogurt now accounts

for a quarter of category

sales, the report notes.

Tapping Opportunities

Focusing on yogurt’s healthy nutritional

profile and reaching out to Hispanic

and Asian consumers are just

two ways retailers and manufacturers

can take the already successful yogurt

category to the next level. Mintel’s

research underscores why.

First, consumers view yogurt as a

healthy snack: Some 70 percent of yogurt

survey respondents consume yogurt

for digestive health, 82 percent because

it’s a good source of calcium, and 61

percent because it’s a low-fat dessert.

Second, Hispanic respondents

are far more likely than average to

consume yogurt and to be heavy and

medium yogurt users.

The healthy-eating component

comes into play here as well. “Hispanic

yogurt consumers are more likely

than all other respondents to think

it is important that yogurt be high in

calcium or other vitamins/minerals

80 | Progressive Grocer | Ahead of What’s Next | July 2012


Yogurt Consumption

n Fruit flavors (72 percent) and vanilla (53 percent)

are the two most popular yogurt flavors with

yogurt consumers.

n Women are more likely than men to eat or drink

low-fat yogurt, and to have yogurt/kefir as a

meal replacement.

n Respondents age 25-34 who consume yogurt are more

likely than older respondents to consume it as a

snack, and as a snack between breakfast and lunch.

n Respondents age 25-34 are more likely than other

respondents to think it’s important that yogurt be

organic, locally made and full fat/cream on top.

n The majority of respondents who consume yogurt/

kefir don’t avoid yogurt with added sweeteners.

n Portable yogurts also were popular, showing that

portability (especially for children’s food) is a

compelling brand quality.

Source: Mintel’s Yogurt and Yogurt Drinks - US - December 2011

(74 percent versus 69 percent), is all-natural (70 percent

versus 64 percent) and reduced-fat (67 percent versus 62

percent),” Mintel reports.

Finally, although many Asians are lactose-intolerant,

those who eat yogurt do so with vigor, according to Mintel.

“Some 58 percent of Asians eat yogurt versus 36 percent

for all races/ethnicities, and many are heavy users. Asian

yogurt consumers are also more likely than average to think

it is important that yogurt is all-natural (70 percent versus

64 percent), high in fiber (64 percent versus 56 percent),

hormone-free (64 percent versus 44 percent) and organic (57

percent versus 43 percent),” the Mintel report says.

Yogurt Drinks Decline

While spoonable yogurt sales are soaring, the same

doesn’t hold true for refrigerated drinkable yogurt. According

to Mintel, yogurt drink sales accounted for just

5.6 percent of category sales, falling $473 million in 2009

to an estimated $396 million in 2011.

“Almost all brands had sales declines for the review period,

suggesting that consumers are shifting their spending

from this segment to premium and Greek-style refrigerated

yogurt,” the report says, adding that the category may

hold potential for children and Hispanics.

“Authentic-tasting drinkable yogurts targeting Hispanics

succeeded in 2010 and 2011,” Mintel reports. “Considering

the growth of the Hispanic population, companies may want

to consider introducing competitive products.” PG

July 2012 | progressivegrocer.com | 81

Breakfast Handbook

Category Report


Retailers can tap into the

flavor and health benefits

of maple syrup.

By Kathleen Furore

North American Indians made

the first maple syrup and used

it as both food and medicine,

not realizing the exact health benefits

the sweet product provided.

Today, consumers are learning

the specifics of maple syrup’s healthy

nutritional profile. It’s a good source

of manganese, which is important in

energy production and antioxidant

defenses, and of zinc, which is an

antioxidant and can help decrease

the progression of atherosclerosis.


maple syrup has no fat


Total Table

Syrup/Molasses: $545,706,041

Molasses: $21,479,832

Remaining Syrups: $32,188,486

n Syrup/Sorghum

and Sugary: $4,122,750

n Berry/Fruit: $28,065,735

Table Syrup: $492,037,723


Total Table

Syrup/Molasses: 166,490,438

Molasses: 6,687,006

Remaining Syrups: 12,411,500

n Syrup/Sorghum

and Sugary: 1,148,215

n Berry/Fruit: 11,263,283

Table Syrup: 147,391,932

Source: Nielsen, data for the 52 weeks ending April

14, 2012, for U.S. food stores with at least $2 million in

sales (excluding supercenters), for prepackaged,

UPC-coded products only.

and just 52 calories per tablespoon.

Showing consumers how maple

syrup can be part of a healthy breakfast

is just one way retailers can

boost the syrup category.

Since foodservice trends are

making their way into retail,

stores can also boost sales by

focusing on maple syrup’s

appealing flavor, which more

and more restaurant chefs are


“Operators have been building

on maple’s breakfast appeal

with modern morning menu

items. Einstein Bros Bagels’

limited-time-only Maple

& Brown Sugar Oatmeal

Bagel included rolled oats and

raisins, a combination that’s

both tasty and nutritious,” Nation’s

Restaurant News (NRN)

recently reported.

Other maple-enhanced

offerings on restaurant menus

include The Maple — sausage,

spicy Cheddar cheese and fennel

shavings in maple-currant

bread pudding at Meat Cheese

Bread in Portland, Ore.; the

breakfast bagel sandwich with

maple-glazed prosciutto, Vermont

Cheddar and hot sauce

at OhNo Café in Portland, Maine;

and The Foster, made with bananas

sautéed in handcrafted maple-vanilla

syrup at Syrup in Denver, where infused

syrups are a signature, according

to NRN. PG

The Politics of Syrup

In June, Sen. Charles Schumer

(D-N.Y.) introduced an amendment

intended to promote maple syrup

production to the Agriculture Reform,

Food and Jobs Act of 2012.

The amendment allows the secretary

of agriculture to introduce grants

to states and tribal areas in an effort

to promote maple syrup production

through education and research,

natural resource sustainability within

the maple syrup industry, market production,

and efforts to expand maplesugaring

activities. The secretary can

also issue grants to states and tribal

areas that make land available for

“maple-sugaring activities.”

In November 2011, Schumer and

five other senators introduced the

Maple Agriculture Protection and

Law Enforcement (MAPLE) Act, which

made selling fake maple syrup a

felony offense with a penalty of

up to five years in prison.

Source: The Hill (www.thehill.com)

82 | Progressive Grocer | Ahead of What’s Next | July 2012

New Product Showcase

A Chocolate Fix for Breakfast

B&G Foods Inc.’s new Cream of Wheat Chocolate instant

hot cereal, flavored with all-natural Dutch cocoa, provides

50 percent of the recommended daily value (RDV) of iron

and 35 percent RDV of calcium when made with milk. Each

single-serve packet has 130 calories and 1 gram of fat, and

cooks in one minute. www.creamofwheat.com

YoCrunch on the Go

Suitable for on-the-run

morning breakfasts, new

YoCrunch yogurt with readyto-eat

breakfast cereal mixins

features nonfat strawberry

and vanilla Greek

yogurt with Honey Bunches

of Oats cereal. YoCrunch

vanilla yogurt with Fruity

Pebbles — the first yogurt

with a gluten-free mix-in

topping — is also available.


Pete & Gerry’s Organic Eggs

This New Hampshire-based cage-free egg producer

has been a regional player for decades.

Now Pete & Gerry’s has the exclusive U.S.

commercial rights to heirloom eggs hatched

by Ameraucana and Marans hens, characterized

by natural blue or chocolate-brown shell

coloring, deep-yellow yolks and rich flavor.


Cedarlean Healthy

Breakfast Entrees

Cedarlean all-natural breakfast entrees

from Cedarlane Natural Foods

include three gluten-free Cedarlean

Egg White Frittatas made with a

scalloped potato crust: Broccoli &

Cheddar, Roasted Chile & Cheese and

Spinach & Roasted Tomato. The highprotein,

high-fiber frittatas each

have no more than 200 calories.


At-home Sweetness from IHOP

Give syrup aisles a sweet makeover

with IHOP at Home Syrups. The wellknown

restaurant brand can deliver

taste and variety to customers, as

well as satisfying profits to stores.


Better Oats

Expands the


Better Oats has

added four new

varieties to its

23-flavor lineup of

instant oatmeal:


Oatmeal Raisin

Cookie, Raw Pure &

Simple Pomegranate,

Oat Revolution

Thick & Hearty

Very Berry, and Classic. All made with

at least 22 grams of whole grains and

flax seeds, the items are rich in ALAomega

3, fiber and calcium.


Kellogg Goes Caramel-y

Kellogg’s has launched Kellogg’s Crunchy

Nut Caramel Nut cereal combining sweet

caramel flavor and real roasted peanuts

on crunchy flakes. The cereal is available

in three varieties: Crunchy Nut Roasted

Nut & Honey, Crunchy Nut Golden Honey

Nut and new Crunchy Nut Caramel Nut.


Chobani Greek Yogurt with Fruit

Blended Fruit Chobani is authentic strained Greek

yogurt made with milk, real fruit and natural sweeteners.

The 16-ounce packages are available in six

flavors: 0% Peach, 0% Blueberry, 0% Black Cherry,

2% Vanilla Chocolate Chunk, 2% Mango and 2%

Pineapple. www.chobani.com

July 2012 | progressivegrocer.com | 83

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