Breakfast cereal is the choice of young families with many children

According to GfK Hungária’s ConsumerScan, half of Hungarian households bought some kind of cereal product in the first half of 2010. Breakfast cereals were the most popular, followed by muesli/cereal bars and muesli. In the examined period the average household bought breakfast cereal three times, about 500 g per occasion; the average volume of muesli bought was 600 g – although people only bought muesli 2.5 times on average. Muesli bars were bought most frequently, 3.5 times and the average volume was 140 g. In terms of value, breakfast cereals represented 60 percent, muesli’s share was 25 percent and muesli/cereal bars realised 15 percent of sales. Cereals are primarily the product group of relatively young families with many children: 60 percent of value sales were realised by families of three or larger households, going above the 50-percent average of the FMCG market. Nearly two thirds of buyers were less than 50 years old.