Amongst those who have stopped eating cereal for breakfast, almost 3 in 10 (28%) have stopped consuming in the past year with almost two thirds (64%) claiming to have stopped consuming in the past three years. This figure rises to 85% amongst those aged under 34, with the drop out in other age categories less pronounced.
Almost half (45%) of those who no longer eat cereal claim they have stopped because cereals contain too much sugar, with a third (34%) claiming they have just moved on to other foods for breakfast. There are almost 3 in 10 (28%) who feel cereals are not nutritious enough, with a further 1 in 5 (21%) claiming they are not filling enough for them.
Some 4 in 10 (40%) adults who have breakfast during the week eat cereal as part of their morning meal, with those aged 18-24 (44%) most likely to do so. However, with those in the 25-34 age group least likely to consume (37%), there must be some concern with the high levels of drop out as age increases amongst younger cohorts. This research, conducted on behalf of Retail Intelligence by Empathy Research, amongst a nationally representative sample of 1,018 adults aged 18+, sought to understand consumer behaviour in relation to cereal consumption and how it may have changed over the last number of years.
Of those who do not eat cereal as part of their weekday breakfast, 6 in 10 (60%) used to eat cereal in the past. While those aged 18-24 are most likely to consume currently, they are also most likely to have dropped out of the market, with almost 7 in 10 (69%) who do not eat cereal claiming they did in the past.
For further information and more in-depth analysis on consumer cereal consumption, please contact Robbie Clarke at Empathy Research: [email protected]
© 2017 - Checkout Magazine by Donna Ahern