Targeted Advertising in the Breakfast Cereal Industry

Berning, Joshua; Rabinowitz, Adam

doi:10.1017/aae.2017.1

Cited by 4 publications

(2 citation statements)

References 37 publications

(41 reference statements)

Supporting

Mentioning

Contrasting

Order By: Relevance

“…In recent years, there has been a growing trend suggesting that breakfast cereals have become an essential food item for consumers with busy lifestyles (Berning and Rabinowitz, 2017). As a result, consumption of breakfast cereals has contributed to the growth and development of the South African (SA) breakfast cereal industry, which has been fuelled by local companies like Alpen Food Company, FUTURELIFE, Ambassador Foods and Premier Foods (Sponsor, 2019).…”

Section: Introductionmentioning

confidence: 99%

Marketing cereal to the generation Z cohort: what are the key drivers that stimulate consumer behavioural intentions in South Africa?

Maziriri,

Nyagadza,

Mabuyana

et al. 2023

View full text Add to dashboard Cite

Purpose This paper aims to examine how health consciousness, perceived nutrition of cereals, hedonic eating values and utilitarian eating values would influence consumers’ attitudes towards cereal consumption, willingness to pay for cereals, actual consumption of cereal products, cereal product consumption satisfaction and continuance of cereal consumption. Design/methodology/approach The research embraced a quantitative approach. The examination was completed in the Eastern Cape province of South Africa (SA). A structured questionnaire was used to collect data from 380 Generation Z consumers of cereal products. Structural equation modelling analysis was used using the smart partial least squares software to test the hypothesized model. Findings The results uncovered that the study variables were significantly associated, and surprisingly, the relationship between hedonic eating values and attitudes towards cereal consumption was found to be insignificant. It was also found that attitudes toward cereal consumption positively and significantly mediated the relationship between health consciousness and willingness to pay for cereals, perceived cereal nutrition and willingness to pay for cereals, hedonic eating values and willingness to pay for cereals and utilitarian eating values and willingness to pay for cereals. Originality/value This research adds new, fresh knowledge to the established body of knowledge on cereal consumption behaviour. This area has had little research attention in developing African countries like SA.

show abstract

Section: Introductionmentioning

confidence: 99%

Marketing cereal to the generation Z cohort: what are the key drivers that stimulate consumer behavioural intentions in South Africa?

Maziriri,

Nyagadza,

Mabuyana

et al. 2023

View full text Add to dashboard Cite

show abstract

“…There has been an increased effort by the food industry to promote breakfast foods towards children, especially high-sugar RTE breakfast cereals [ 16 , 17 ]. Examples of promoting cereal consumption include television advertisements during children’s programs [ 18 , 19 ], brand mascots (e.g., Kellogg’s Tony the Tiger), and cartoon media to influence children’s choices [ 20 ], as well as displaying nutrient content and health claims on breakfast cereal packaging.…”

Section: Introductionmentioning

confidence: 99%

Evaluating the Nutritional Content of Children’s Breakfast Cereals in Australia

2018

View full text Add to dashboard Cite

Breakfast is an important contributor to the daily dietary intake of children. This study investigated the nutritional composition of ready to eat (RTE) children’s breakfast cereals, which display fictional cartoon characters and themes, compared to other cereals available in Australia. Nutrient content claims on packaging were also examined. Data were collected from RTE breakfast cereal packages (N = 347) from four major supermarkets in Sydney. Cereals were classified based on product type and promotional information displayed. Overall, 46% of children’s cereals were classified as “less healthy” as per nutrient profiling score criteria. Children’s cereals had a similar energy and sodium content per 100 g compared to other cereals but contained significantly higher levels of total sugar and lower levels of protein and dietary fibre compared to other varieties. Children’s cereals with nutrient content claims had improved (lower) nutrient profiling scores than those that did not (2 vs. 13, p = 0.021), but total sugar per 100 g was similar: 25 g (interquartile range (IQR) 14 g) vs. 32 g (IQR 19 g). In conclusion, RTE children’s breakfast cereals were found to be less healthy compared to other cereals on the market and the use of nutrient content claims on children’s cereals may mislead consumers regarding their overall nutrient profile.

show abstract

Economics of Production, Marketing and Utilization

Martinez

Fernandez²

2019

Corn

View full text Add to dashboard Cite

Targeted Advertising in the Breakfast Cereal Industry

Cited by 4 publications

References 37 publications

Marketing cereal to the generation Z cohort: what are the key drivers that stimulate consumer behavioural intentions in South Africa?

Marketing cereal to the generation Z cohort: what are the key drivers that stimulate consumer behavioural intentions in South Africa?

Evaluating the Nutritional Content of Children’s Breakfast Cereals in Australia

Economics of Production, Marketing and Utilization

Contact Info

Product

Resources

About