A push to greater consumption among those skipping breakfast is vital for the cereals industry.
This was the claim from Tom Dracup, of AHDB Cereal and Oilseeds, ahead of Breakfast Week, which will take place January 24-30.
He said: “Looking at consumer trends it is vital for the industry to encourage consumption of breakfasts. Promisingly, the number of those eating breakfast is up 1 per cent year on year.
“With about 60 per cent of all oats grown in the UK being milled by UK oat millers for the production of breakfast goods, consumption increases hold positive impacts for the sector.”
Breakfast cereals and bread feature in 89 per cent of all breakfasts, but AHDB said new product development was important to improving consumption growth.
“Addressing health and convenience needs will not only meet the needs of current breakfast consumers, but may also entice those who currently skip the meal,” Mr Dracup added.