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Health Benefit Platforms and Strategies in Breakfast Cereals: 17 Key Case Studies
New Nutrition Business, Jan 2007, Pages: 82
The challenge in breakfast cereals today is not to be healthy – rather it is to offer a health benefit which can create and sustain a genuine point of difference.
Marketing health and nutritional benefits is still a new concept in most areas of the supermarket. The breakfast cereals category, however, is unlike any other because health was the driving reason behind its creation, back in the late nineteenth century, and health has long been the underpinning of most of the brands on the market today.
Breakfast cereals were also the first category in the supermarket where health became the “standard”, with almost all products vitamin- and/or mineral-fortified. Health long ago ceased to be a justification for a price premium in this highly-competitive, mass-market category, with sales being driven strongly by price competition, advertising, promotions and merchandising – most notably character merchandising on products targeting children.
The 17 case studies in Health Benefit Platforms and Strategies in Breakfast Cereals look at the many ways companies have used health – successfully and unsuccessfully – to create points of difference and whether they have managed to sustain these differences.
Our second-to-none market analysis based on over a decade of primary research will give you unrivalled insight into:
- The 5 health benefit platforms for cereal brands and
- The 5 marketing strategies for cereal brand success
With 17 case studies covering ready-to-eat (RTE) cereals, hot oat cereals and even liquid breakfast, Health Benefit Platforms and Strategies in Breakfast Cereals provides a comprehensive analysis of what has worked and what hasn’t in one of the most fiercely competitive of all categories.
We report on companies and brands in the US, Europe, the UK and Australasia, giving you a unique perspective on both national and international market trends.
As with all our case studies, this 97-page analysis has been compiled from in-depth interviews with the companies concerned to provide you with:
- Insight into branding, marketing and pricing strategies
- Understanding of what aspects of the different strategies have worked and why
- Understanding of product formats used and ingredients chosen
- Demonstration of the value of packaging innovation
- Colour illustrations of products
- Relevant market data
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