Compare breakfast cereals using our ratings comparison of breakfast cereal satisfaction.
Uncle Tobys Oats the breakfast of champions
* Overall satisfaction is an individual rating and not a combined total of all ratings
Our latest survey has revealed 25% of Australians surveyed don’t check the nutritional information before choosing a breakfast cereal for the most important meal of the day, despite Australian obesity rates being amongst the highest in the world.
The first Canstar Blue breakfast cereal survey also found that when it came to satisfaction, Uncle Tobys Oats came out on top of the competition, winning our most satisfied customers - breakfast cereal award over leading brands including Kellogg’s Crunchy Nut, Sanitarium Weetbix and Kellogg’s Coco Pops.
Uncle Tobys Oats was the clear winner in the eyes of its customers, taking out the prize in the categories of overall satisfaction and nutrition.
Uncle Tobys Oats tied with Carman’s Muesli in the category of texture. Sanitarium Weetbix was voted number one by its customers in the category of price and Carman’s Muesli and Kellogg’s Crunchy Nut tied in first place for taste.
Interestingly, 34% of participants didn’t rate low sugar content as a key consideration when choosing a cereal. Australian men are less likely to be diet-conscious than females, with 35% of men surveyed not checking the nutritional information before purchasing compared to 25% of females.
Generation Y respondents were less diet conscious than any other generation surveyed, with 37% not checking the nutritional information compared with 29% of Generation X and 28% of Baby Boomers.
Most common breakfast cereal gripes:
Too expensive
Cereal goes soggy quickly
High sugar content
Lack of nutritional value
Value for money
Canstar Blue commissions Colmar Brunton to survey 2,500 Australian consumers across a range of categories every few months to measure and track customer satisfaction. The outcomes reported are the results from people who have bought breakfast cereal within the survey group. To qualify, the breakfast cereal has to have been bought within the last 12 months.
Results are comparative and it should be noted that brands that received three stars have still achieved a satisfaction measure of at least six out of 10.
Overall satisfaction
Uncle Tobys Oats were awarded five stars for overall satisfaction, followed by Sanitarium Weetbix, Uncle Tobys Plus, Kellogg’s All Bran, Kellogg’s Crunchy Nut, Kellogg’s Sultana Bran, Carman’s Muesli and Kellogg’s Cornflakes on four stars. Kellogg’s Nutri Grain, Kellogg’s Just Right, Kellogg’s Special K, Uncle Tobys Vita Brits and Kellogg’s Cocoa Pops all received three stars.
Price
Sanitarium Weetbix were awarded five stars for price, followed by Uncle Tobys Oats, Uncle Tobys Vita Brits, Uncle Tobys Plus, Kellogg’s Cornflakes, Kellogg’s Sultana Bran, Kellogg’s Just Right, Kellogg’s All Bran, Kellogg’s Special K and Kellogg’s Nutri Grain on four stars. Carman’s Muesli, Kellogg’s Cocoa Pops and Kellogg’s Crunchy Nut all received three stars.
Nutritional value
Uncle Tobys Oats were awarded five stars for nutritional value, followed by Sanitarium Weetbix, Kellogg’s All Bran, Uncle Tobys Plus, Carman’s Muesli, Uncle Tobys Vita Brits, and Kellogg’s Sultana Bran on four stars. Kellogg’s Just Right, Kellogg’s Special K, Kellogg’s Cornflakes, Kellogg’s Nutri Grain, Kellogg’s Crunchy Nut and Kellogg’s Cocoa Pops all received three stars.
Taste
Kellogg’s Crunchy Nut and Carman’s Muesli could not be separated and were both awarded five stars for taste. Uncle Tobys Oats, Uncle Tobys Plus, Sanitarium Weetbix, Kellogg’s Sultana Bran, Kellogg’s Nutri Grain and Kellogg’s Just Right followed on four stars. Kellogg’s Cornflakes, Kellogg’s Special K, Kellogg’s All Bran, Uncle Tobys Vita Brits, and Kellogg’s Cocoa Pops all received three stars.
Texture
Carman’s Muesli and Uncle Tobys Oats could not be split and were both awarded five stars for texture. Kellogg’s Crunchy Nut, Sanitarium Weetbix, Uncle Tobys Plus followed on four stars. Kellogg’s Nutri Grain, Kellogg’s Cornflakes, Kellogg’s Just Right, Kellogg’s All Bran, Kellogg’s Sultana Bran, Kellogg’s Special K, Kellogg’s Cocoa Pops and Uncle Tobys Vita Brits all received three stars.
Breakfast Cereals
Our latest survey has revealed 25% of Australians surveyed don’t check the nutritional information before choosing a breakfast cereal for the most important meal of the day, despite Australian obesity rates being amongst the highest in the world.