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The Grocery Eye: Breakfast on the go

Breakfast on the go is a fact of life for many of us, reflecting the busy lives we now lead.

It’s a relatively recent category for supermarkets, yet their shelves are awash with new products including cereal bars, breakfast biscuits and cereal pots. Almost one in four grocery shoppers consider this to be the most innovative grocery category, and for brands to capitalise on this trend it is increasingly important that they focus attentions on the key purchase motivators.

The Grocery Eye examined the shopping habits of 2,000 supermarket shoppers to identify perceptions towards purchasing food and drink, as well as non-food products. It assessed the breakfast on the go category to understand topics such as perceptions towards category innovation, product attributes and ingredients, as well as drivers and barriers to purchase.

Check out our infographic which provides a top level overview of some key research findings across the breakfast on the go category including:

  • Purchase motivators – from pack size, taste, flavour and health credentials
  • Category innovation – the route to discovery and what tempts first time buyers
  • Lifestyle choice – understanding purchase consideration
  • Buyers versus non-buyers – Positive and negative associations towards products

For a detailed overview of consumer perceptions across breakfast on the go and The Grocery Eye please call or email Catherine Elms, Research Director on +44(0)1865 336 400.

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