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.

Related Links

Most satisfied customers: milk
Most satisfied customers: supermarkets

24 March 2011