Research shows consumers want a healthy start to the day

Research released by Tate & Lyle provides fresh insight into consumers’ attitudes towards breakfast cereals. The survey polled 1,565 European consumers on the benefi ts they view as important in their breakfast cereals, and those for which they are willing to pay more for. 

The consumers surveyed come from the UK, Germany, France, Italy and Spain and they are aged 18-65. They were interviewed online for about 20 minutes in July last year by Harris Interactive. 

The research reveals that while there is some crossover between the benefits that encourage purchase and those that consumers are willing to pay more for, the results are not identical. Around a third of respondents suggested that the claims “high in fiber”, “reduced fat”, “containing 30% less sugar” and “30% fewer calories” encouraged them to purchase breakfast cereals. 

However, when questioned on the benefits they would spend more on, products bearing claims “keeps you full for longer”, “improves digestive comfort”, “helps maintain healthy blood cholesterol” and “high in fiber” each received over 75% of support.

( Asiafood Journal-2010)