British porridge sales soar in 5 years

LONDON, March 10 (UPI) -- Britions ate 50,000 tons of oats last year, reportedly due to the cereal's convenience and health benefits, reported the BBC.

Sales of porridge and oatmeal soared 81 percent from 2000 to 2005, far surpassing sales of cold cereals, which rose by only 13 percent in the same period.

The renewed popularity of porridge would continue to rise and challenge more adventurous breakfast cereals, said Julie Sloan, a market analyst with Mintel Breakfast Cereals.

Sales of both single-serving packets of porridge and traditional oats have been boosted by the recent popularity of hot cereal, according to the Mintel report.

Porridge was not only being prepared at home, but served in Britain's cafes and sandwich shops, Sloan said.

Convenience and health are key requirements for food in the 21st century, she added.

Research also suggests porridge can cut obesity in children.