1. Group 4: Kristy Allan, Tasha Huggins, Katie Lee, Ashley Lewenberg, Brittany Watson
RSMT 5001

2. Introduction
◦ Research Background
◦ Research Objectives - Sub-Objectives
Methods
◦ Materials/Data Collection
◦ Data Analysis
Results
Discussion
◦ Implications
◦ Limitations
◦ Conclusions
◦ Recommendations
References

3. Kellogg’s is experiencing a decline in
breakfast cereal sales and overall market share
◦ Consumer cognitive dissonance between taste and nutrition (Jain & Rao, 2014)
◦ Shift in structured eating schedule and increase in on-the-go meals (Powell, 2016)
◦ Consumers are becoming more health conscious (Powell, 2016; Shaw, 2016)
◦ Increased consumer needs for whole foods and healthier choices (Boivin et al., 2014)
◦ “Young Educated Millennial Moms” as a potential new target market (Powell, 2016)

4. Exploratory Research
◦ Discover ideas and insights
Secondary data
◦ Academic, news, and consumer
report sources

5. Primary data
◦ Online survey
◦ Created on SurveyPlanet.com
◦ Distributed through social media
◦ Voluntary participation
Pros:
◦ Inexpensive, quick, accurate answers
Cons
◦ Participation was limited to those with
access to the internet
◦ Uncertain what rate of response the survey
garnered

6. Analyzing the Data
◦ Coded the necessary questions
◦ Recorded the results on an excel
sheet for each participant
Reporting the Results
◦ Data was inputted into graphs
(pie charts & clustered columns)
17%
19%
24%
2%
3%
13%
24%
0%
Table 7: What would dissuade you from
purchasing a cereal product?
High Calories
High Fat Content
High Sugar Content
Not Gluten Free
Not Dairy Free
Few Natural
Ingredients

7. ◦ Identify Kellogg’s target market, usage and attitudes
◦ Perceptions of healthy food
◦ Decreasing sales of breakfast cereal products
◦ YEMMies and breakfast cereals
◦ Consumption habits
◦ Preferences

8. 6%
11%
28%
6%
50%
3%
15%
23%
13%
46%
0%
10%
20%
30%
40%
50%
60%
Never 1-2 days 3-4 days 5-6 days Everyday
Table 1:How many times do you eat breakfast per week?
Male Female

9. 74%
0%
18%
7%
1%
Table 4: Where do you most often eat
Breakfast?
at home
at resturant
at work/
school
in the car/ on
the bus
other
18%
26%
14%
33%
82%
74%
86%
67%
NEVER 1 TO 2 3 TO 4 5 TO 6
Table 3: How often do you eat cereal for
breakfast?
Males Females

10. 7%
21%
34%
18%
10%
3%
7%7%
15%
25%
21%
15%
6% 7%
0%
5%
10%
15%
20%
25%
30%
35%
40%
Oatmeal Crunch Honey Nut
Cheerios
All Bran Vector Go Lean Crunch Mini Wheats Rice Krispies
Table 12: Female Perceptions and Consumption Patterns
Healthiest Cereal Eaten Most Often

11. 17%
19%
24%
2%
3%
13%
24%
0%
Table 7: What would dissuade you
from purchasing a cereal product?
High Calories
High Fat Content
High Sugar Content
Not Gluten Free
Not Dairy Free
Few Natural
Ingredients
Poor Taste
Other
63%
37%
Table 9: Would you be more inclinded
to buy/eat cereal if there was a
healthier option?
Yes
No

12. 42%
1%
22%
14%
9%
1%
1%
10%
Table 6: Which of the following features
are most important to you?
Use of natural
ingrediants
Low sodium
Taste
Low calories
Low Fat
Gluent Free
Dairy Free
Low Sugar
19%
40%
24%
17%
Table 8: Determining healthiness of a
breakfast cereal
Brand Name
Nutritional
Value
Price
Packaging

13. Consumers perception towards
nutritional value of breakfast
cereals
◦ Preference shift
Effect of ‘poor taste’
Availability of healthier options
Lack of time for breakfast
◦ Non-consumption
◦ Portability
Room for growth
◦ Ingredients
◦ Contents
◦ Taste

14. Generalizations of the population based on sample of 83 people
Voluntary participation (Online and social media)
◦ Need computer
◦ No screening process
Disproportionate number of male – female participants
Participants not yet YEMMies - potential
Secondary research
◦ Lacks Canadian specific research
◦ Avoid outdated secondary sources – limit research within the last 5 years

15. Declining cereal sales negatively correlated to the health food trend
o Health conscious customers
o Lack of nutritional value & health benefits
o Portable meals – quick and easy
o Frequent snacking

16. Increase sales by:
◦ Less focus on traditional breakfast cereal products
◦ Reformulate current breakfast cereal snack bar and biscuit
products
◦ Nutritional value
◦ Health benefits
◦ Portability
◦ Easy to consume
◦ Introduce new line of breakfast cereal products
◦ Gluten free
◦ Dairy free

18. Euromonitor International. (2015a, October 12). Biscuits and Snack Bars in
Canada: Category Briefing. Retrieved from
http://www.portal.euromonitor.com.eztest.ocls.ca/portal/analysis/tab
Euromonitor International. (2015b, October 12). Breakfast Cereals in Canada:
Category Briefing. Retrieved from
http://www.portal.euromonitor.com.eztest.ocls.ca/portal/analysis/tab
Powell, C. (2016). IPSOS Identifies New Consumer Group for Food Companies.
Retrieved from http://www.marketingmag.ca/consumer/ipsos-identifies-new-
consumer-group-for-food-companies-165953
Shaw, H. (2016). Breakonomics: How our abandonment of breakfast cereal is
shaking up the economy. Retrieved from
http://www.nationalpost.com/breakonomics abandonment breakfast cereal
shaking economy/11624651/story.html