>>Simple new products preferred
Time - or the lack of it first thing in the morning - continues to be the main driver of attitudes towards new products for the breakfast occasion, with most respondents acknowledging that simple solutions are the best that can be accommodated on busy weekdays. For the majority who take breakfast, this means cereals or toast with a drink. Relatively bland options that are not too challenging early in the morning tend to score most highly, but cereals are no longer generating the levels of excitement evident in the past. Measures of pre-trial interest continue their gentle decline, even though a whole range of new cereals have recently been introduced with improved health credentials. Despite this trend, health values are surprisingly not a key driver of high scores for new launches in the non-muesli cereal sector. This is partly because most forms of breakfast cereal are seen to be inherently healthy, providing they are not over-processed. It is the appearance/ appeal of the product and its taste and texture that strongly correlate to the achievement of a high overall rating.
Generated a lot of interest, particularly among those with a specific health need. Too expensive to replace standard milk other than for occasional use.
‘Terrifically expensive’ at £3.99 was the verdict, but the quality was undisputed. Most would like to buy for a weekend treat, but few could afford to.
Not as distinctive in taste or texture as expected - and expensive. A repertoire cereal at best for the majority, likely to be bought on promotion.
Health is not a key driver of high scores in new non-muesli cereals
Put to the test: three recent launches (maximum score 50)
Marks &Spencer Omega-3 Semi Skimmed Milk Score: 34 Category average: 30
Waitrose Organic Smoked Dry Cure Back bacon Score: 27 Category average: 30
Kellogg’s Kashi - Honey Score: 30 Category average: 35
Produced for The Grocer by Cambridge Fast Foodfax, an independent standardised new product testing service where a sample of 50 consumers rate new products across 10 key performance measures. Maximum score 50. Details on www.fast-foodfax.com.
Time - or the lack of it first thing in the morning - continues to be the main driver of attitudes towards new products for the breakfast occasion, with most respondents acknowledging that simple solutions are the best that can be accommodated on busy weekdays. For the majority who take breakfast, this means cereals or toast with a drink. Relatively bland options that are not too challenging early in the morning tend to score most highly, but cereals are no longer generating the levels of excitement evident in the past. Measures of pre-trial interest continue their gentle decline, even though a whole range of new cereals have recently been introduced with improved health credentials. Despite this trend, health values are surprisingly not a key driver of high scores for new launches in the non-muesli cereal sector. This is partly because most forms of breakfast cereal are seen to be inherently healthy, providing they are not over-processed. It is the appearance/ appeal of the product and its taste and texture that strongly correlate to the achievement of a high overall rating.
Generated a lot of interest, particularly among those with a specific health need. Too expensive to replace standard milk other than for occasional use.
‘Terrifically expensive’ at £3.99 was the verdict, but the quality was undisputed. Most would like to buy for a weekend treat, but few could afford to.
Not as distinctive in taste or texture as expected - and expensive. A repertoire cereal at best for the majority, likely to be bought on promotion.
Health is not a key driver of high scores in new non-muesli cereals
Put to the test: three recent launches (maximum score 50)
Marks &Spencer Omega-3 Semi Skimmed Milk Score: 34 Category average: 30
Waitrose Organic Smoked Dry Cure Back bacon Score: 27 Category average: 30
Kellogg’s Kashi - Honey Score: 30 Category average: 35
Produced for The Grocer by Cambridge Fast Foodfax, an independent standardised new product testing service where a sample of 50 consumers rate new products across 10 key performance measures. Maximum score 50. Details on www.fast-foodfax.com.
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