Breakfast cereals

You are viewing the archived 2011 ratings for Breakfast Cereals. There are no immediate plans for Canstar Blue to update this rating in the future.
Get the best possible start to your day by choosing a winning breakfast cereal brand. Our ratings compare well-known staples by customer satisfaction.

* Overall satisfaction is an individual rating and not a combined total of all ratings. Brands with equal overall satisfaction ratings are listed in alphabetical order.
Canstar Blue research finalised in January 2011, published in March 2011.

See Our Ratings Methodology

blue-msc-breakfast-cereals-2012

Most Satisfied Customers | Uncle Tobys Oats

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 the breakfast of champions

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

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.

Frequently asked questions

Canstar Blue commissions Colmar Brunton to regularly survey 2,500 Australian consumers across a range of categories to measure and track customer satisfaction. The outcomes reported are the results from customers within the survey group who have purchased breakfast cereal in the last 12 months – in this case, 2,269 people.

Brands must have received at least 30 responses to be included. Results are comparative and it should be noted that brands receiving three stars have still achieved a satisfaction measure of at least six out of 10. Not all brands available in the market have been compared in this survey. The ratings table is first sorted by star ratings and then alphabetically. A rated brand may receive a ‘N/A’ (Not Applicable) rating if it does not receive the minimum number of responses for that criteria.

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