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FIRM DEMAND FOR BREAKFAST FOOD IN FRANCE.

Growth in breakfast food sales in France have outpaced those in the remainder of the Eurozone. In part, this is linked to a well-established habit of taking the time to eat a full breakfast.

In an effort to make a medium- to long-term dent in the cost of medical expenses, the government of France has engaged in a healthy eating campaign that focuses on the importance of starting out the day with a solid breakfast. Increased awareness of the importance of a high-fiber diet has boosted demand for breakfast cereals. Year-on-year growth in sales of healthy cereals topped 20 percent during the second quarter of this year, and double-digit sales gains should persist through at least the first half of 2005.

Demand for children's cereals has grown at a particularly fast pace, registering an increase of 50 percent year-on-year during the first half of 2004.

Although more French children are eating whole grain cereals than ever before, sales of sugary cereals have also reached new heights. Sweet cereals that have experienced the strongest sales increases this year are the chocolate flavored brands. To a degree, the strong demand for those products is attributable to recent reports indicating the cocoa is beneficial to the health.

Although breakfast eating habits of children through the age of 10 reflect changing preferences of their parents, that pattern does not hold true for acolescents. Adolescent breakfast food prefernces are much more trend driven than younger and older age groups. As a result, targeted advertising aimed at setting trends proves particulary effective with this age group.

Firm demand for breakfast pastries and French toast provides evidence that the low-carb diet craze has not yet arrived in France. Although sales in these product categories are not likely to drop off this year or next. There is not likely to be much growth as parents attempt to cut back on the overall calorie count of food they serve their children on a daily basis.

In order to boost demand for dry breakfast foods including buiscuits and toast, producers are releasing new products that are aimed at health oriented consumers. These are generally higher in fiber and lower in fat than their predecessors.

French consumers may prefer a hearty breakfast but they do not like to prepare it from scratch. That bodes well for an ever-increasing array of prepared breakfast food products.

CONSUMER MARKET INSIGHTS:

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Comment:FIRM DEMAND FOR BREAKFAST FOOD IN FRANCE.
Publication:Market Europe
Article Type:Brief Article
Geographic Code:4EUFR
Date:Oct 1, 2004
Words:397
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