Infant cereal is generally the first solid food for babies fed by mothers; but against common perception not solely purchased by this group. Given the fact that the purchase of food and feeding of infants are commonly the role of the mother or female in the household, it is significant that the males comprised 34% of purchasers who had bought infant cereal in the past four weeks.
Interesting as well is the varied gender profile at a brand level. The graph below illustrates that in 2011, 39% of Purity Cereals purchasers were male compared to only 25% of Purity Mabele purchasers.
These and other results are available in Analytix BI's latest report, "South Africa Brand Report: Consumers of Infant Cereal" which is based on an annual consumer survey among a nationally representative sample of over 25,000 people - the All Media and Products Survey (AMPS) conducted by the South African Advertising Research Foundation.
The report provides a comprehensive consumer profile of the infant cereal category (minimum category sample = 1 716 consumers) as well as a detailed segmentation by brand, namely: Nestle Cerelac, Nestle Creamy Pap Maize, Nestle Nestum, Purity Cereals, Purity Creamy Maize, and Purity Mabele. It examines the demographics, lifestyle, media consumption, cellphone and Internet usage of the infant cereal category by brand, making it a vital reference report for anyone wanting to understand this market.
Some of the key questions the report seeks to answer are:
What are the important consumer and market trends that should be included in your business strategy?
Who are the purchasers of Infant Cereals? What are geo-demographic trends among purchasers? e.g. age, gender, affluence, life-stage, geographics
How do you engage with them? e.g. lifestyle, cellphone, Internet, sports, music interests
What media do you use to communicate to them? e.g. online media, TV, radio, newspapers, magazines
Please note that the 75-page PowerPoint report is available for purchase for R9,000 (excluding VAT). Simply visit
www.MyGrahak.com to view the brochure and order form or contact us directly on
9540949022 .
About Analytix Business Intelligence
Analytix Business Intelligence is a Proudly South African market research company that conducts integrated quantitative and qualitative research to deliver holistic consumer-centric insights, customer value propositions and marketing strategy.
Our strength in quantitative surveys and analysis is enriched by significant expertise in gaining qualitative insights from ethnographic-style, in-home research to provide a 360-degree understanding of the consumer. We ensure you have the right information-based foundation to create successful marketing and communication strategies.
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