Canstar Blue commissions Colmar Brunton Australia to survey 2,500 New Zealand consumers across a range of categories every few months to measure and track customer satisfaction. The outcomes reported are the results from breakfast cereal customers within the survey group - in this case, 2,216 people. To qualify, the customer must have purchased breakfast cereal in the last 6 months. Brands must receive at least 30 responses to be included.

Results are comparative and it should be noted that brands that received three stars have still achieved a satisfaction measure of at least six out of 10.

Overall satisfaction

An old family favourite, Uncle Toby’s Oats should go straight to the top of Kiwi’s shopping list, with the brand receiving five stars for overall customer satisfaction. Next came a host of four star recipients: Weetbix, Sultana Bran, Hubbards Muesli, Kellogg’s Cornflakes, Special K, Be Natural, Rice Bubbles and Nutri Grain. Cocoa Pops received three stars for this criteria.

Value for money

Uncle Toby’s Oats also received five stars for their value for money, edging out four star winners Weetbix, Kellogg’s Cornflakes and Rice Bubbles. They were followed by three star recipients Sultana Bran, Hubbard’s Muesli, Special K, Be Natural, and Nutri Grain; and two star recipient Cocoa Pops.

Nutritional value

The benefits of a healthy breakfast include more energy for exercise, a boost to concentration levels, and – in general – a better diet. Customers of Uncle Toby’s Oats were most satisfied with their cereal’s nutritional value, earning the brand five stars for this criteria. Next in line for this criteria were Weetbix, Sultana Bran, Hubbard’s Muesli, Special K and Be Natural with four stars each. Finally, Kellogg’s Cornflakes, Rice Bubbles and Nutri Grain received three stars; while Cocoa Pops received two.

Taste

For the taste of their cereal, Uncle Toby’s Oats once again takes the five-star cake ahead of four star recipients Weetbix, Sultana Bran, Hubbards Muesli, Kellogg’s Cornflakes, Special K, Be Natural, Nutri Grain and Cocoa Pops. Rice Bubbles received three stars for their taste.

Texture

Uncle Toby’s Oats received another five stars for their texture of their cereal; while Weetbix, Sultana Bran, Hubbards Muesli, Kellogg’s Cornflakes, Special K, Be Natural and Nutri Grain received four stars. Rice Bubbles and Cocoa Pops each earned three stars for their texture.

3 May 2012.