Canadian Vending

Features Consumer Behaviour Trends
Cereal snackers want on-the-go products, says U.K. survey


July 11, 2014
By Canadian Vending

Topics

July 11, 2014, London, U.K. – Cereal products are no longer just a morning staple to be served
in a bowl with milk, suggests a new U.K. survey.

July 11, 2014, London, U.K. – Cereal products are no longer just a morning staple to be served
in a bowl with milk, suggests a new U.K. survey.

A new survey of 2,000 UK adults by Canadean Consumer suggests U.K. consumers want
cereal they can graze on throughout the day and while on the move, said the company in a media statement. The survey indicates a total of 33 per cent of U.K. consumers snack on cereal, without milk,
throughout the day, with five per cent of people saying they do this daily. Those
aged 20 to 24 are the most likely to graze on cereal throughout
the day (59 per cent), while those aged 25 to 29 are the most likely to
say they do this daily (18 per cent).

This highlights a huge opportunity for
cereal manufacturers to look to target new consumption occasions beyond
cereal in a bowl, said Canadean.

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Kellogg’s has capitalized on this emerging market in the U.S. with the
launch of snack pouches housing some of its most popular cereals
including: Fruit Loops, Krave, Apple Jacks and Corn Pops. The products
provide a convenient snacking option for eating while on the go and are
likely to appeal to lunchbox occasions for both adults and children.

Bags of cereal designed for snacking on throughout the day are
something adults in the U.K. are keen to see in their retail aisle. Forty-six per cent of those who snack on cereal during the day would like to
see product launches that help accommodate such snacking occasions.

“The concept really is
win-win for the manufacturers as with little capital investment a huge
number of new snacking occasions can be created. Moreover, consumers are
willing to pay a premium for convenient products which can easily be
consumed while working or commuting.” said Canadean analyst Kirsty Nolan, in the statement.