The survey, part of Tate & Lyle’s ongoing study into consumer’s health and wellness preferences, polled more than 1,500 people across Europe about the benefits they view as important in their breakfast cereals, and those for which they’re willing to pay more.
The research reveals that while there is some crossover between benefits that encourage purchase and those that consumers are willing to pay more for, the results are not identical.
Around a third of respondents suggested that the claims ‘high in fibre’, ‘reduced fat’, ‘containing 30% less sugar’ and ‘30% fewer calories’ encouraged them to purchase breakfast cereals.
However, when questioned about which benefits they would spend extra on, ‘keeps you full for longer’, ‘improves digestive comfort’, ‘helps maintain healthy blood cholesterol’ and ‘high in fibre’ each received over 75% of support.
Source: Tate & Lyle
© FoodBev Media Ltd 2024