Grasshopper Case Study

Providing Healthy and Convenient Food for UK Consumers Short of Time

Publication Date	September 2009
Publisher	Datamonitor
Product Type	Report
Pages	11
ISBN Number	not applicable
Product Code	DAT15751

Buy this product or for assistance call +44 20 7060 7474

PDF £175.00$291 | €196

PRINT £235.00$391 | €263

FAX Order above formats by FAX

Summary

This case study on Grasshopper forms part of Datamonitor's case studies series, which explores business practices across a variety of disciplines and business sectors. It examines how Grasshopper has produced a successful line of convenient and healthy instant porridge which has proved a hit with many consumers in the UK.

Scope

Highlights

Reasons to Purchase

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

Content

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