Breakfast Cereals

What is the Irish consumer actually buying when it comes to breakfast cereals?

Emphasis is regularly put upon consumers that they should make time to have a healthy breakfast. In turn, we are advised to choose products that are high in fibre, and limit ones that are high in sugar, salt and saturated fat. This is not nearly as simple as it seems or should be! The amount of marketing spin and nutritional claims to fame are rarely put in context having consumers misinformed, misunderstanding and misled. Our survey shows this all too clearly!

Cereals can play an important role in a balanced diet and many are healthy and nutritious. We surveyed a total of 108 cereals and 32 cereal bars and assessed them for four main ingredients fibre, sugar, salt and saturated fat. A total of 17 cereals made our healthy hit standard. For many of the cereals surveyed, it seems consumers have to compromise on one of the ingredients in most instances to try and get a semi ‘healthy’ cereal as part of their diet.

Sadly we see a regime of all too recognisable intent – priority to sell a product with over-emphasised promotion, under-emphasised limitations but with maximum profit in every bite!.

The full details of the CAI’s breakfast cereal article is contained in the June edition of its monthly consumer magazine, Consumer Choice.

CONTACT:

Dermott Jewell : 01 – 497 8600
Consumers’ Association of Ireland
43-44 Chelmsford Road,
Ranelagh
Dublin 6.