Fiber Cereal Case Study: How one ingredient can make - or break - an entire category

Introduction

Consumers are increasingly looking to boost their fiber intake, in an evident shift towards positive nutrition. Cereal products traditionally dominated high-fiber offerings given their inherent health credentials. However, industry players are finding it progressively more difficult to compete in this space.

Features and benefits

• Identify the major consumer trends that are driving demand for high-fiber products - particularly in the Australian and New Zealand markets
• Understand why some competitors in the fiber cereal market have succeeded, and just as importantly, why most have failed
• Gain insight into the evolution of the fiber cereal market in Australia and New Zealand to seize future market opportunities

Highlights

The desire to increase fiber intake is indicative of a general shift among consumers to choose foods based on the inclusion rather than elimination of certain ingredients. Over six-in-10 Australians agree that they are more interested in hearing about what they can eat, rather than what they should not.

Despite the number of category players, Kellogg's dominates the fiber cereal markets in Australia and New Zealand. In fact, while there has been a general upward trend of new breakfast cereals with high fiber claims, Kellogg's top fiber brands have continued to grow their brand share.

Your key questions answered

• What are the key trends that are driving consumer demand for fiber-rich food and drinks?
• Why are cereal manufacturers struggling to grow share in the fiber category, despite consumer efforts to increase their fiber intake?
• How can cereal manufacturers adapt their offerings to more effectively compete among other high-fiber products?