London - Sales of porridge and oatmeal have soared in Britain since the start of the new century, fuelled partly by concern for healthy eating, market analysts said on Friday.
Mintel's senior market analyst Julie Sloan said sales had risen by 81 percent to £85-million in the five years to 2005.
The "simple staple", with 50 000 tons of porridge eaten last year, was now giving more adventurous breakfast cereals a run for their money, she added. In the same five years, cold cereal sales rose 13 percent to £1,1-billion.
"The popularity of porridge has seen something of a revolution, cooking up a storm not only in the home but also in Britain's cafes and sandwich shops," Sloan said.
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"The success of porridge is almost entirely due to its convenience and its healthy positioning, both of which are key requirements for food in the 21st century."
Single-serve porridge sachets have enjoyed a popularity boost while traditional oats have also benefited from the recent popularity of hot cereal, according to Mintel's "Breakfast Cereals in the United Kingdom" report.
Porridge is made by boiling oats or another meal in water, milk or both. Oat and semolina porridge are the most popular varieties. Some other meals used for porridge include rice, wheat, peasemeal, barley, and cornmeal.
Eaten with salt, porridge is the traditional breakfast of Scotland. It can also be taken with cream or sugar.
Among its fans are long-distance runner Paula Radcliffe who eats porridge with bananas and honey for breakfast on race days.
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