Crunchy Choices: Exploring Cereal Consumption Trends

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Campbells_045f1019f5
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Givaudan_77eff91905
Nestle_d2abbcf93c
Campbells_045f1019f5
Pepsi_c18b4571a3
Kraft_Heinz_886d23c26c
Givaudan_77eff91905

Crunchy Choices: Exploring Cereal Consumption Trends

User responses 142,016
cereal
Category Cereal
Survey Type Market Research
USA
Market USA
Audience All Audiences

Top Insight

  • Health benefits are top of mind for respondents when purchasing organic cereals
  • Whole grain label is more popular than whole wheat label
  • Respondents’ favorite pairing with cereals is fruits
1.

When do you typically consume cereal?

Insight
33%
More than average
respondents prefer to consume cereal on weekends than on weekdays
46.85%
Weekend
Weekend
46.85%
24,370
Weekday
35.19%
18,302
Food With Friends
26.36%
13,712
With family
23.35%
12,144
Bussines Setting
2.78%
1,444
2.

What factors influence your decision to purchase organic cereals?

Insight
37%
More than average
respondents find the nutritional values is important than the organic certification
48.14%
Health benefits
Health benefits
48.14%
34,156
Taste/flavor
38.95%
27,633
Nutritional value
21.67%
15,378
Organic Certification
15.87%
11,257
Price
9.33%
6,617
Brand reputation
6.94%
4,925
Packaging
5.94%
4,213
3.

Are you more likely to consume cereal that is?

Insight
65%
More than average
respondents prefer to consume cereal that is fortified with vitamins or minerals
65.41%
Fortified with essential vitamins and minerals
Fortified with essential vitamins and minerals
65.41%
781
Not fortified with essential vitamins and minerals
34.59%
413
4.

Are you seeking out cereal products that are labeled as: "whole grain" or "whole wheat"?

Insight
2.8 =X
More than average
respondents look for whole grain label than whole wheat label
100%
Whole grain OR whole wheat
Whole grain OR whole wheat
100%
5,180
Whole grain
80.91%
4,191
Whole wheat
28.8%
1,492
Whole grain AND whole wheat
7.41%
384
5.

What are the organic-related needs that drive your choice of consumption of cereal?

Insight
19%
More than average
respondents find protein value important than the gluten free label
40.78%
Vegan
Vegan
40.78%
3,193
Protein
35.97%
2,816
Fresh
31.61%
2,475
Gluten-Free
30.09%
2,356
Baked
20.71%
1,621
Natural
19.79%
1,549
Clean eating
8.78%
687
6.

Which grains do you look for when selecting cereals?

Insight
71%
More than average
respondents prefer corn grains than wheat grains in cereals
52.27%
Oats
Oats
52.27%
24,923
Rice
36.38%
17,348
Corn
21.78%
10,384
Wheat
12.73%
6,068
Barley
2.76%
1,318
7.

How do you prefer to enhance your cereal?

Insight
49%
More than average
respondents prefer to pair their cereals with fruits than with nuts and seeds
76.44%
Fruits
Fruits
76.44%
108,551
Nuts and seeds
51.39%
72,988
Yogurt
32.51%
46,176
Milk
30.63%
43,499
Honey
20.29%
28,816