Almost half (49%) of people eat a bowl of porridge almost every day, according to new research by Mintel. People between the ages of 45 and 54 are the most likely to eat it for breakfast but 39% of 16 to 24-year-olds are also buying into the health benefits of eating oats.
Sales of hot cereals - largely made up of porridge - have almost doubled to £241 million this year, Mintel said. The volume of porridge sold has also increased from 65m kg to 81m kg since 2008.
Heidi Lanschuetzer, food and drinks analyst at Mintel said: "While porridge has found a way to tap into the out of home breakfast occasion, the segment has also benefited from oats' inherent health benefits, notably the fact that they can lower cholesterol, as well as their associations with satiety .
"The hot cereals segment still offers strong potential for future growth in areas such as vitamin or mineral fortification."