Page 6 - McCann's Sales Presentation (9.12)
P. 6
Within cereal, consumer preference is shifting toward healthier options
Changes in cereal consumption (%)
22
23
40
33
36
32
32
29
29
49
47
56
55
57
60
54
45
51
57
52
29
17
17
9
9
12
12
13
14
6
Ancient grain-based cereal (eg quinoa, chia)
Muesli
High-fiber cereal (eg Raisin Bran, Fiber One)
Granola
Oats (quick-cooking Porridge-type hot Unflavored instant Lightly sweetened Flavored instant Heavily-sweetened
Eating less
Eating more
or regular) to make cereal (eg Cream of hot oatmeal Wheat, Malt-O-
Meal) Eating the same amount
oatmeal packets
cereal (eg Corn Flakes, Rice Krispies)
oatmeal packets
cereals (eg Cap'n Crunch, Froot Loops)
Source: Mintel, Base: 1,825 internet users aged 18+ who have eaten hot or cold cereal in the past year. "Compared to last year, would you say you are eating more, the same, or less of these cereals? Please select one option per row."
