Successful marketing depends partly on the ability of a company to manage its marketing programs within its social environment.
Because there is such an emphasis on the cold cereal market, brands are looking to create a variety of products to attract new customers. This has helped the industry to have more granola, gluten-free, and non-GMO products than ever before. Organic cereals are also on the rise. The cereal industry uses approximately million pounds of sugar each year, as reported by Scott Bruce and Bill Crawford.
Or to put that in a different way: That means kids who have one bowl of sugar-sweetened cereal per year are adding 1, teaspoons of sugar to their diet.
Americans purchase about 2. Many cereals have begun to market the amount of protein they contain — like Cheerios Protein cereal.
Yet the FDA has also acknowledged that cereals may contain protein from animal matter from the manufacturing process from insects and even rats as well.
Because of this, consumers are beginning to rediscover hot cereals.
When a cereal is perceived to be healthy, then it typically does better in sales. When it is perceived as a cheap sugar high or has very little to offer nutritionally, then sales are going to lag.
What we are seeing here is the same trends that other industries selling sugar-sweetened products are experiencing: This means buying healthy cereals, hot cereals… or no cereal at all. Within natural channels, both hot and cold cereal segments are growing, a direct contrast to the category as a whole.
Sales are driven by the cold cereal segment, and gluten-free varieties. Younger men and women aged are most likely to indicate they are eating more hot and cold cereal, including both better-for-you and heavily sweetened varieties.
Younger men and women in the age demographic are most likely to indicate they are eating more hot and cold cereal, including both better-for-you and heavily sweetened varieties. When cereal is marketed as a healthy alternative that promotes some sort of personal benefit, then brands are seeing sales rise.
When cereal takes a general marketing approach to market products to younger consumers, then brands are seeing sales fall. Because cereal itself is seen as inconvenient. In the age demographic, nearly half of all cereal eaters say they do this. Although brands are marketing cereal as a snack and offering consumers snack-sized individual portions, 1 in 3 cereal consumers say that they prefer to purchase their products in large boxes or bulk-size packaging.
Men especially prefer purchasing cereal in bulk. According to CSP magazine, a trade publication covering the convenience store and fuel industries, cereal bar sales jumped by 2. Storage space for cereal is also a concern, with 1 in 3 saying that the boxes take up too much space.
Another 1 in 3 say that their cereal goes stale before they can eat it, despite the industry adding flexible and resealable materials to their products to protect their freshness. This means there is a natural niche market for the cereal industry to target with individuals who cannot eat wheat.
About 1 in people are believed to have Celiac disease in the US, which prevents them from eating many cereals today. From research presented by the Harvard School of Public Health, eating cereal regularly after a serious heart event could significantly improve mortality rates.
Consumers are looking for a nice balance between sweet and healthy. This is why the top-selling cereals are seen as having certain health benefits, but also have a nice dose of sugar to add in the morning. Consumers already see cereal as a versatile food product that can be consumed virtually any time and anywhere.
They just want to feel more satisfied when they do eat it. At the moment, this means consumers are looking to hot cereals to make that happen.
If cold cereals can provide this feeling as well, then the growth projections could rocket upward in the next decade for this industry.Cultural Shifts The society we live in and its culture dictate our personal values to a large degree, and these values are what drive our day to day decisions - including the types of products we buy, the places we go, and the services we use.
Social Standards. Closely related to buying attitudes are social standards. These are the values and norms held by the community you market the product or services to. You can assume that a potential customer is unlikely to buy something she does not identify with or feel she could get use out of.
May 12, · Social Trends Changing: Social trends in Generation-Y, rise of middle class, an aging population, reverse brain drain, Halal economy, a heterogeneous society, generational political change in.
fashion trends, lifestyle, social media influence (blogging, etc) vs traditional media (press, tv, radio), dominant communication technology in social groups, participation in cultural events, willingness to pay for tickets, popular actors, music styles, design forms, etc.
creativity of people, relative population of local (folk) artists vs. global imported culture, . Time and available resources are the final social factors affecting marketing and product development.
All of us are restricted by time in a number of ways: by work, family, or social commitments. Lifestyle and trends are strongly influenced by social-cultural changes, such as modernization, technological innovation and also by artistic movements.
Social and cultural aspects in education, including education for sustainable development, play a significant role in defining trends of further development of people, society and the environment. Time and available resources are the final social factors affecting marketing and product development. All of us are restricted by time in a number of ways: by work, family, or social commitments. The more your business knows about the social trends that affect your community and your industry, the better you'll be able to target your marketing efforts and tailor your products to fit a shifting landscape.
Trend analysis looks at the interaction of shifts in fashion, consumer lifestyle and culture and is a framework for understanding and interpreting fashion changes.