2012 Breakfast Cereals
Compare some of the best breakfast cereals in New Zealand using our ratings comparison of cereal customer satisfaction.
Most Satisfied Customers | Uncle Tobys Oats
When it came to customer satisfaction with well-known brands, traditional cereal has triumphed over the rest of the market; as Uncle Toby’s Oats received our most satisfied customers award for 2012. The well established brand can be commended on receiving five stars in every criteria rated.
Uncle Toby’s a ‘cereal offender’ for customer satisfaction award
Despite a wide variety of brands available in supermarkets, only 44% of New Zealanders start their morning with a bowl of cereal, according to our recent survey results.
Younger respondents were quick to shirk the morning ritual of a bowl of corn flakes or Weet-Bix, with nearly two thirds of younger respondents reporting that they skipped a daily bowl of cereal for breakfast. By comparison, more than half of Baby Boomers indulged in cereal at the start of every day.
We also saw a high incidence of customers who chose to stay loyal to a single breakfast cereal brand, with 54% of New Zealanders choosing their old favourites on every trip to the shops. Generation X respondents in particular were most likely to support a ‘household favourite’ brand of cereal (59%).
Interestingly, the opinions of our respondents were (somewhat) divided regarding the nutritional value of cereal. One third of New Zealanders we spoke to were not convinced that cereal offered the best nutritional start to the day when compared to other breakfast options. A greater number of males supported this statement in comparison to female respondents (72% versus 65%).
When it came to customer satisfaction with well-known brands, traditional cereal has triumphed over the rest of the market; as Uncle Toby’s Oats received our most satisfied customers award for 2012. The well established brand can be commended on receiving five stars in every criteria rated.
Uncle Toby’s also received a similar Canstar Blue award in Australia last year.
Sanitarium Weetbix, Kellogg’s Sultana Bran, Hubbards Muesli, Kellogg’s Cornflakes, Kellogg’s Special K, Be Natural Cereal, Kellogg’s Rice Bubbles, Kellogg’s Nutri Grain and Kellogg’s Coco Pops.
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.
Frequently asked questions
Canstar Blue commissions Colmar Brunton to regularly survey 2,500 Australian consumers across a range of categories to measure and track customer satisfaction. The outcomes reported are the results from customers within the survey group who have purchased breakfast cereal in the last 12 months – in this case, 2,269 people.
Brands must have received at least 30 responses to be included. Results are comparative and it should be noted that brands receiving three stars have still achieved a satisfaction measure of at least six out of 10. Not all brands available in the market have been compared in this survey. The ratings table is first sorted by star ratings and then alphabetically. A rated brand may receive a ‘N/A’ (Not Applicable) rating if it does not receive the minimum number of responses for that criteria.