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It has been said that breakfast is the most important meal of the day. Studies also show that people who eat breakfast live longer. So what are you eating for breakfast? Cold, ready-to-eat cereal is designed especially to be marketed to consumers as a simple breakfast food. We recently conducted a survey to discover your attitudes towards cereal. Is it only for children or do adults enjoy an occasional bowl? What influences you to buy a specific brand of cereal? We’ve gathered some results to share with you.
- Household size determines how often members consume cereal. Almost 32% of households with 5+ people consume cereal everyday compared to only 12% of households with one person. This is most likely because cereal is cheap, fast and convenient for larger families.
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- Of the 36% respondents that claimed to have children in their household, cereal was very popular choice. Over 90% say their children 17 and under consumed ready-to-eat cereal in the past three months. However it’s not just for kids - 52% of adults 35+ enjoy cereal too.
- Cereal purchasing behaviour depends greatly on the number of family members in a household. For instance, households with 5+ members (as opposed to just one) are more influenced to buy a specific brand of cereal when a child requests it (57.8% vs. 9.4%). They are also more likely to have more than one type of cereal in the household at a time (80.2% vs. 52.2%) and they like to try new brands of cereal often (41.6% vs. 31.7%).
- When making decisions about cereal purchases, household size determines what people consider first. In larger households with 5+ members, 45% consider who the cereal is for (i.e. adults, children) whereas only 17% of households with one member take this into consideration. Instead, smaller households are more concerned with cereal brand.
- We asked panelists if brand was important in selecting a ready-to-eat breakfast cereal. 43% of males claimed brand was important compared to only 30.8% of females. It seems that females are more likely than males to buy a specific brand of cereal if it’s on sale or they have a coupon (55.0% vs. 41.9%).
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- Females are more impulsive when shopping for cereal compared to males. 52% of males said they bought exactly the brand or flavour they planned to buy, compared to only 46.7% of females. Additionally, 23.1% of females admitted to buying a brand or flavour they had not planned on buying, compared to only 13.5% of males.
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