More than 80% of Canadian grocery consumers would try a new breakfast cereal brand if a coupon or cashback offer were available

• Breakfast remains largely home-based, with nearly two-thirds of Canadians either preparing breakfast at home (35.8%) or eating cold cereal (28.2%) or hot cereal (13.3%), indicating strong ongoing relevance for traditional packaged breakfast categories.
• Cold cereal maintains strong weekly penetration, with 43.5% of consumers eating it several times per week or daily, reinforcing cereal’s role as a dependable, habitual breakfast category.
• Grab-and-go breakfast adoption is selective, with yogurt-based options leading the category (26.9%), while nearly one-third of consumers still rarely rely on convenience breakfast products, suggesting growth potential for portable formats.
• Promotions are a powerful driver of breakfast choice, with 85.7% of consumers saying coupons or cashback offers influence their decisions at least sometimes, highlighting the strong role of incentives in everyday food purchases.
• Promotions dramatically accelerate product trial, as nearly 80% of consumers say they are likely or very likely to try a new cereal brand when a coupon or cashback offer is available.
• Immediate savings dominate consumer preference, with nearly 60% saying instant coupons or price reductions are most motivating—more than double the appeal of cashback offers.

Breakfast  Foods Survey Results:
(Aggregate All Canada Data – Results can also be reported by Location, Age, Gender and Language)

1. Which of the following best describes what you typically eat for breakfast? (Please select one)

2. How often do you eat cold cereal for breakfast during the week? (Please select one)

3. Which types of grab-and-go or ready-made breakfasts do you eat most often? (Please select one)

4. How often do coupons or cashback offers influence what you choose to eat for breakfast? (Please select one)

5. How likely are you to try a new breakfast cereal product or brand if a coupon or cashback offer is available? (Please select one)

6. When purchasing breakfast items, what type of offer is most motivating for you? (Please select one)

The webSaver.ca membership base is one of the deepest and richest independent grocery data sets in Canada.

In addition to data measurement by Location (Province, City, Region), Gender, Age and Language we have deep transactional and behavioural data on dozens of consumption categories including Fruits and Veggies, Snacks, Dairy, Bakery, Condiments, Meats, Home products and much more.

Does your CPG Brand need to better understand the attitudes of breakfast cereal consumers or other customer segments that are important to your business?. Whatever your specific consumer knowledge challenge is, webSaver Consumer Insights can help you get the answers you need to make better decisions.

Contact webSaver Consumer Insights to find out more.