Grasshopper Case Study: providing healthy and convenient food for UK consumers short of time

Published by: Datamonitor

Published: Sep. 9, 2009 - 15 Pages

Table of Contents

DATAMONITOR VIEW

CATALYST

SUMMARY

Analysis

Breakfast is widely known to be important, but is missed regularly by many consumers

Regularly eating breakfast is linked to a host of benefits

Breakfast is regularly skipped by a large number of UK consumers

A lack of time is often cited as a reason for missing breakfast, along with lack of hunger and dieting reasons

The number of breakfasts eaten in the home is declining as more UK consumers eat on-the-go or at work

Porridge has a long history of being a healthy breakfast food

Grasshopper has capitalized on health and convenience needs at breakfast time with its on-the-go porridge offering

Grasshopper began as a small scale operation in 2006 and has grown through various distribution agreements

Grasshopper promotes instant porridge as a healthy food that can be enjoyed at anytime

Grasshopper has achieved success with a modest product range

Grasshopper's marketing operations serve to create an informal link with ethically minded consumers

Customers are encouraged to send in pictures of Grasshopper porridge pots in unusual locations

Organic accreditation was secured by Grasshopper at the earliest opportunity

Grasshopper porridge is presented in wholly recyclable packaging to address ethical consumer needs

Grasshopper openly displays its business history, showing a personable company that customers could relate to

Conclusion

APPENDIX

Case study series

Methodology

Secondary sources

Further reading

Ask the analyst

Datamonitor consulting

Disclaimer

List of Figures

Figure 1: A large proportion of UK consumers regularly skip breakfast

Figure 2: The UK will witness the most significant shifts in at-home and out-of-home breakfast occasions over the 2007-2012 period

Figure 3: Three flavors of Grasshopper porridge are currently available

Figure 4: The Grasshopper Mundo section of the company's website serves as a useful marketing tool for the company

Abstract

• Gain insight into the methods used by important industry players to give them a competitive edge
• Identify specific areas for operational improvements
• Capitalize on the knowledge of experienced companies when entering a new niche or market

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