Page 8 - McCann's Sales Presentation (9.12)
P. 8
Consistent with broader cereal trends, oatmeal’s health halo drives purchasing
WHY DO YOU BUY OATMEAL?
I think oatmeal is healthy and I am trying to eat healthier I enjoy eating oatmeal because I like the taste I enjoy eating oatmeal during the winter months I always have oatmeal at my house and I ran out I buy oatmeal because my family or roommates eat it
I like to purchase new flavors to try when they are available It fits with a new diet or meal plan I am trying I'm making a recipe that requires it It was recommended by a family member/friend It was recommended by a healthcare professional I buy oatmeal when I have a coupon I saw an in-store promotion or sale and wanted to try it I had a free sample of oatmeal in the store Other, please specify:
59% 58%
46% 34%
32% 27%
23% 20%
20% 18%
12% 11%
7% 1%
Health also drives Steel Cut Oatmeal purchasing– 41% of buyers cite health is as the #1 reason they bought steel cut oats
Source: GutCheck, “McCann’s Irish Oatmeal A&U”, February 2018 Purchase Triggers (n=350); Suzy custom poll August 2018, n=470 P6M Steel Cut Oat Purchasers
