Packaging of Kellogg and the Perception of Children
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BFJ 104,9
CASE STUDY
766
Packaging of children 's breakfast cereal: manufacturers versus children
Department of Retailing and Marketing, The Business School, Manchester Metropolitan University, Manchester, UK
Keywords Food, Children, Consumer behaviour, Marketing Abstract Based on primary research from both a child consumer and manufacturer perspective, this article explores the breakfast cereal market and the perceptions of packaging from the perspective of a child. Specific consideration is given to determining the overall role of packaging, what role packaging can play within integrated marketing communications and establishing the feasibility and effectiveness of packaging as a sole communications tool. Findings highlight some apparent inconsistencies between manufacturer and children 's views, and illustrate the possibility of adults underestimating how aware children are as consumers in today 's society.
Helene Hill and Jennifer Tilley
British Food Journal, Vol. 104 No. 9, 2002, pp. 766-777. # MCB UP Limited, 0007-070X DOI 10.1108/00070700210443129
Introduction Cereals are one of the largest and most important categories within the grocery market with a household penetration of 90 per cent and estimated value of approximately £1 billion, however, the sector faces challenges. Breakfast cereals have been hit by intense price competition among retailing multiples, the introduction of everyday low pricing (EDLP), a decline in people eating breakfast and the growth of alternative breakfast foods. The figures in Table I show that the market is in steady decline. However, the UK is, and will continue to be, one of the largest consumers of breakfast cereal per capita in Europe. The current healthy eating trend in the UK is well established and there is no reason to suspect it will not continue. With cereals being eaten more and
BFJ 104,9
CASE STUDY
766
Packaging of children 's breakfast cereal: manufacturers versus children
Department of Retailing and Marketing, The Business School, Manchester Metropolitan University, Manchester, UK
Keywords Food, Children, Consumer behaviour, Marketing Abstract Based on primary research from both a child consumer and manufacturer perspective, this article explores the breakfast cereal market and the perceptions of packaging from the perspective of a child. Specific consideration is given to determining the overall role of packaging, what role packaging can play within integrated marketing communications and establishing the feasibility and effectiveness of packaging as a sole communications tool. Findings highlight some apparent inconsistencies between manufacturer and children 's views, and illustrate the possibility of adults underestimating how aware children are as consumers in today 's society.
Helene Hill and Jennifer Tilley
British Food Journal, Vol. 104 No. 9, 2002, pp. 766-777. # MCB UP Limited, 0007-070X DOI 10.1108/00070700210443129
Introduction Cereals are one of the largest and most important categories within the grocery market with a household penetration of 90 per cent and estimated value of approximately £1 billion, however, the sector faces challenges. Breakfast cereals have been hit by intense price competition among retailing multiples, the introduction of everyday low pricing (EDLP), a decline in people eating breakfast and the growth of alternative breakfast foods. The figures in Table I show that the market is in steady decline. However, the UK is, and will continue to be, one of the largest consumers of breakfast cereal per capita in Europe. The current healthy eating trend in the UK is well established and there is no reason to suspect it will not continue. With cereals being eaten more and
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