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Breakfast cereal sales surge over lockdown

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Often described as the most important meal of the day, breakfast was a meal that people skipped due to having a busy life. Sometimes breakfast was a quick coffee on the way to work, or a biscuit to keep you going until lunchtime. Breakfast cereal sales skyrocketed in 2020, but what is the cause for this? Since the Coronavirus pandemic has kept us in our houses, more people are dedicating time to that all important first meal. Breakfast cereal was a popular choice for the first meal of the day.

The importance of eating breakfast

Breakfast does exactly what you think. It breaks the overnight fasting period and fuels your mind for the day ahead. It helps to replenish your supply of glucose to boost your energy levels and alertness. This is why it is so important for children to have a breakfast each morning. It helps with concentration levels and sets them up for the day ahead. In a recent study it was shown that children who had eaten breakfast before school has higher concentration levels. Those who didn’t had lower concentration levels. The same goes for adults. For adults, the days you have a healthy breakfast will help with your concentration levels at work.

Eating breakfast means you are feeding your body with essential nutrients in order for it to function. Nutrients such as iron, fibre and folate that are found in breakfast cereals, means that your body will receive bursts of energy every so often until your next meal to keep you going. Eating a healthy breakfast will also stabilise your energy levels in the long run. Breakfast helps to jumpstart your metabolism and therefore helping you to burn more calories throughout the day.

If you are a frequent skipper of breakfast, it can mean that you are more susceptible to weight gain, increased risk of heart disease, high blood pressure and high cholesterol. No breakfast means that any energy left in your body after fasting has to work harder and when there isn’t enough energy in your body. This can leave you feeling tired and sluggish.

Breakfast cereal

Why the sudden urge in breakfast cereal sales?

Before the pandemic, breakfast was a quick grab and go coffee for most people. However when the lockdown hit, more families made it a priority to eat breakfast every morning. Cereal was a quick and easy solution and the variety of choices made it even easier for the whole family to pick one that suited them. According to data from market research firm, Kantar, the biggest increase in sales for 2020 was from Kellogg’s Crunchy Nut, which was up £21.3 million – £12 million more than any other brand. Kellogg’s Coco Pops increased by £6.6 million. It was thought that chocolate, sweet and flavoured cereals were up by £67.8 million, making it the largest jump in the market.

Milk delivery sales increased during 2020

Porridge sales also seen an increase with more people opting for a hot alternative to cereal. With porridge, you of course need milk to make it. The recent surge in milk delivery sales has been due to the Coronavirus pandemic that had people fearful to leave their homes to go to the shops for essential items, such as milk and eggs. More people were on the lookout for a reliable delivery service that could deliver essentials to go with their breakfast. Because milkmen deliver much more than just milk, it meant people could have their eggs and juice delivered. This meant lots of fry ups and omelettes were also being made in lockdown.

People started to realise the importance of eating breakfast as well as supporting local businesses during such a difficult year. Milkmen have been delivering more milk than ever before and this is thanks to the increase in breakfast cereal.

Breakfast cereal

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