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3. Winning with Consumers:
3.2 Consumer Insights
KEY TAKE-OUT
Relative strengths of Granola vs Cereal
Access to technology
has meant that EM GRANOLA
consumers have leapt- • Taste
frogged into the health & • Health
wellness market
• Satiety
The growth in obesity in • Functional performance benefits
EM has driven a • Completeness
heightened awareness of • Digestive health
healthy eating
The EM Emerging Middle Consumer Truth
Class consumers value a • Traditional breakfasts offer a wide
variety of flavours and textures
breakfast food that will • This means that there is a
keep this going until significant variety of breakfast
TASTE Consumer Want / Need
lunch time offerings across the week
• Tasty variety of breakfast foods so
Granola is the only that I do not get bored
breakfast cereal product
that addresses the barriers
to traditional RTEC Consumer tension
TASTE, HEALTH, SATIETY • Traditional RTEC foods offer little
taste and texture variety and are
eaten in the same manner(with milk)
• This creates a significant boredom
factor for consumers
Insight
Kellogg Granola offers me a versatile
breakfast base food that I can customise
my way. On its own, with extra
ingredients or as an ingredient itself, its
delicious taste makes my breakfast
something special
