The document discusses consumer behavior related to food spending, particularly breakfast cereals, emphasizing the importance of budgeting, health consciousness, and convenience. It highlights trends such as increased spending on food, preferences for organic and healthy options, and the solo consumption of meals. Additionally, it identifies professional men and women aged 25-45 as core target consumers who seek healthy, convenient breakfast choices.

2. Refocusing on home
 Impact on the way “they save money”
 A wise budgeting
◦ The value for money = the main criteria
◦ Consumers = masters of their own choice
◦ But, the need to have an experience without caring about
budget

3.  A healthy behaviour
◦ Expectations of information and transparency from the
companies
◦ Convenience and Home-made like
 Food and non-alcoholic drinks = The fourth
largest expenditure category in budget
◦ An increase on households spending, except in 2009

4.  Employment
◦ 16 million of men and 13.6 million of women,
◦ Professional : 2.2% among all occupations for men and
1.6% for women
◦ 48 hours /week at work --> impact on food consumption
Source MINTEL

5.  Individuality
◦ More and more people are living alone
◦ Individual choices

6.  Leisure and entertainment activities
◦ Watching TV was the most common leisure activity
◦ Watching TV and spending time with friends : a social
and popular leisure
◦ Internet : a powerful tool for consumer

7.  5,903,710 people
 72,4% customers whose buying Breakfast
Cereals buy RTE Cereals.
“I am prepared to pay more for foods
that don't contain artificial additives”
“I always check the nutritional content of
food”
“I consider my diet to be very healthy”
Source MINTEL

8.  Market evolution
◦ Health as the key driver
◦ Impact of ready to eat cold oat-based cereals
◦ Big brands and big media budgets
◦ Raising frequency of usage.

9.  The brand
◦ top reason why consumers purchase breakfast cereals
 Women
◦ more likely to be motivated to purchase by factors relating to
health.
 Notable opportunity lies in developing the organic
cereal sector.

10.  Breakfast cereals
◦ most likely to be consumed during the week
◦ less time to dedicate to preparing breakfast
◦ a bowl of cereal is a convenient
◦ easy to prepare breakfast food
 15% of consumers eat breakfast as a snack
Source MINTEL

11. Source MINTEL

12.  Core target  Main target
◦ Professional Women ◦ Professional
 25 – 35  Men + Women
 Look for Organic food  24 – 45
 Low fat food  Look for convenience
 Healthy
 Less time to eat