Cereal Case Study Brand Equity Vision One

Case Studies

Cereal Research (Weetabix Brand Equity)

Breakfast Cereal Market Research

Introduction

There was a time when no breakfast was complete without breakfast cereals. However, cereal sales are falling as habits change, down by £78 million in the past year.

Not that there’s a lack of opportunity for a comeback. There are 21 billion breakfasts eaten in the UK every year and fewer people skip the meal now than in recent times, but foods such as cereal bars and coffee shop muffins are increasingly popular choices.

While cereal brands are innovating to try and claw back some space on the table, the UK market is still dominated by familiar names. Weetabix remains the best-selling brand with sales worth almost £110 million, while four Kellogg’s cereals, led by Crunchy Nut, follow behind.

Approach

Our innovative brand tracking and brand equity measurement model BrandVision was used to measure some of the UK's leading Cereal brands.  At the heart of BrandVision is the Brand Equity Wheel - a unique and powerful brand equity tool that measures 8 key brand components across 4 key dimension (Brand Pyramid, Brand Stature, Brand Utility and Brand Delivery).

The 8 key metrics are shown below:

Weetabix Brand Equity Wheel

Findings

The Brand Equity Wheel highlights that Weetabix is extremely strong on all 4 key dimensions - with particularly high levels of Satisfaction, Leadership, Interest and Added Value (£ value). It's weakness is a lack of uniqueness (i.e. quite generic) and customer loyalty.

Overall Brand Equity score is 71 and highest of the brands evaluated with Special K just behind on 68, and Kellogg’s Corn Flakes not far behind.

Note: Click here for the full Weetabix report and to download the infographic and pdf.