The Oatmeal Diet ?
Does America prefer the Oatmeal Diet over the Grilled cheese Diet? I guess so, so many people are buying Oatmeal at Startbucks, versus it grilled (microwave-grilled) sandwiches, that it might be worth looking further in to. Check out the story, I do love their packaging though, so it's interesting, enjoy the full story at http://adage.com/article?article_id=131668
Starbucks' Surprise Success: Oatmeal
Women, Millennials Make New Breakfast Item Into Best-Seller That Could Reinvent Its Category
By Emily Bryson York Published: October 13, 2008 CHICAGO (AdAge.com) -- Starbucks seems to have a slam-dunk new product: oatmeal. Yes, that mush your grandma pushed on you as a child is shaping up as the company's most successful food launch of all time. Within just a few weeks -- and despite unseasonably warm weather in many markets -- oatmeal has become the best-selling food item throughout Starbucks' entire system, knocking reduced-calorie coffee cake from the top spot.
Hot product: Has been selling well even in warm weather. Michelle Gass, the company's senior VP-marketing and category, admitted there was a low bar for comparison. But even so, oatmeal's rise to the top of Starbucks' menu is a bit of a stunner. "I don't know why," said Darren Tristano, analyst at Technomic, "but [millennials] are eating oatmeal. It blows me away." But it's not only the younger generation fueling the oats. Many women are big oatmeal eaters -- they are usually 6% more likely than men their age to consume it -- and they eat more when they get older, said NPD Group VP Harry Balzer. About a quarter of women 18 to 34 dish up oatmeal every two weeks, but that number nearly doubles to 46% by age 65. ReinventionOf course, those percentages could climb higher if Starbucks manages to make oatmeal trendier. Mr. Balzer theorized that the chain could be reinventing the product, much like the shift to individual packets from the stovetop version did a generation ago. He added that it's a savvy move on Starbucks' part, as the chain's high-ticket items also appeal more to women. And don't discount a wider resurgence. The category has been boosted in the past over claims that it reduces cholesterol, and in tough economic times, comfort foods -- such as oatmeal -- tend to see an uptick. According to Information Resources Inc., grocery sales of oatmeal (excluding Wal-Mart) were $896 million over the past year. While that figure was flat, some relatively new and healthier segments of the category are growing at retail. Quaker's Simple Harvest Oatmeal -- a multigrain product with dried fruit -- saw sales grow nearly ninefold over the past year to $20 million. Sales of Quaker's Weight Control oatmeal are also up 6% to $29 million, even though the company's more traditional varieties were flat to slightly down over the same period.
Starbucks' Surprise Success: Oatmeal
Women, Millennials Make New Breakfast Item Into Best-Seller That Could Reinvent Its Category
By Emily Bryson York Published: October 13, 2008 CHICAGO (AdAge.com) -- Starbucks seems to have a slam-dunk new product: oatmeal. Yes, that mush your grandma pushed on you as a child is shaping up as the company's most successful food launch of all time. Within just a few weeks -- and despite unseasonably warm weather in many markets -- oatmeal has become the best-selling food item throughout Starbucks' entire system, knocking reduced-calorie coffee cake from the top spot.
Hot product: Has been selling well even in warm weather. Michelle Gass, the company's senior VP-marketing and category, admitted there was a low bar for comparison. But even so, oatmeal's rise to the top of Starbucks' menu is a bit of a stunner. "I don't know why," said Darren Tristano, analyst at Technomic, "but [millennials] are eating oatmeal. It blows me away." But it's not only the younger generation fueling the oats. Many women are big oatmeal eaters -- they are usually 6% more likely than men their age to consume it -- and they eat more when they get older, said NPD Group VP Harry Balzer. About a quarter of women 18 to 34 dish up oatmeal every two weeks, but that number nearly doubles to 46% by age 65. ReinventionOf course, those percentages could climb higher if Starbucks manages to make oatmeal trendier. Mr. Balzer theorized that the chain could be reinventing the product, much like the shift to individual packets from the stovetop version did a generation ago. He added that it's a savvy move on Starbucks' part, as the chain's high-ticket items also appeal more to women. And don't discount a wider resurgence. The category has been boosted in the past over claims that it reduces cholesterol, and in tough economic times, comfort foods -- such as oatmeal -- tend to see an uptick. According to Information Resources Inc., grocery sales of oatmeal (excluding Wal-Mart) were $896 million over the past year. While that figure was flat, some relatively new and healthier segments of the category are growing at retail. Quaker's Simple Harvest Oatmeal -- a multigrain product with dried fruit -- saw sales grow nearly ninefold over the past year to $20 million. Sales of Quaker's Weight Control oatmeal are also up 6% to $29 million, even though the company's more traditional varieties were flat to slightly down over the same period.
posted by myTypes at 11:01 AM
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