Page 30 - McCann's Sales Presentation (9.12)

McCann’s appeals to a highly attractive demographic due to its healthy and simple meal characteristics
Affluent with an income over $100 K
Highly educated with 1⁄2 of consumers graduating college or post-graduate school
Boomers and Retirees are the core consumers with 60% of sales; Gen X represents 1/3 of sales
Most consumers dwell in the city, with 2/3 of dollar sales in the Top 25 Markets
Ideal breakfast is a cozy, hearty hot breakfast, enjoyed comfortably
Love oatmeal’s nostalgia and that it reminds them of childhood and family
Live a healthy lifestyle and prefer a high quality yet simple, low sugar breakfast
Rooted in tradition and heritage, with appreciation for the farm centric source of origin story
Source: Nielsen Spectra August 2018, McCann’s Oatmeal Exploratory Dec 2017