Here is something to consider the next time you have breakfast. According to recent research released by Roy Morgan in an average seven days, 4.1 million Aussies aged 14+ (or 21% of the population) eat porridge; 4.9 million (or 25%) eat biscuit cereal; and 6.3 million (or 32%) eat other cereal. Andrew Price, General Manager – Consumer Products, Roy Morgan Research pointed out that porridge is the only one of these three types of breakfast cereal to have gained popularity in recent years, being eaten by 500,000 more Australians in any seven-day period now than it was in March 2011. In contrast, 400,000 fewer people are eating biscuit cereal than they were in 2011; over the same period, the number of people eating other cereals has plummeted by 800,000.
“With more than 4.4 million Australians saying they ‘seldom have time to eat breakfast’, and a gradually growing number drinking beverages such as Up & Go as a quick and easy breakfast alternative, cereal brands are faced with the challenge not only of standing out in a crowded market, but also ensuring that they reach the right consumers.” Mr. Price commented.

Price pointed out that the research also revealed that women comprise the majority (60%) of porridge eaters; while people at the more mature end of the age spectrum are far more likely than younger Australians to eat it. For example, 29% of Aussies aged 65+ eat porridge, well over double the proportion of 14-17 year-olds (12%) who eat it.
“There’s no doubt that media coverage about its nutritious qualities has been good publicity for porridge, and the increasing number of people eating it do tend to be more health-conscious than the average Aussie (although it’s worth noting that a higher proportion of women eat porridge than men, and women also tend to be more concerned about these issues).”