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Breakfast Cereal

Cereal still has a firm grip on the Kiwi breakfast table, but it’s a tale of two tribes—health-conscious buyers and nostalgic comfort-seekers. From Weet-Bix to Milo and Pams to Weight Watchers, brand awareness spans generations. We explored how perceptions of health, affordability, and convenience influence shopper behaviour in this saturated aisle.

Market research dashboard for with data on brand awareness, usage, imagery and shopping behaviour. Pie charts, bar charts and scatter plots.

Brands included: All Bran, Honey Puffs, Just Right, Kelloggs Cornflakes, Light & Right, Milo, Nutri Grain, Pams Cornflakes, Skippy, Tiny Teddy, Weet-Bix, Weight Watchers, Woolworths Cocoa Puffs

Number of brands: 13

Sample size: 308

Data collection: Mid 2024

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