CONSUMER&

BRANDBrandKPIs

for

breakfast

cereal:Kellogg’s

Frosted

Mini

Wheats

in

theUnited

StatesConsumer

Insights

reportDecember2024Discover

your

Brand

KPI

scores.

Benchmark

against

competitors

and

measureyour

brand’s

marketimpactIntroduction:

studydetailsThe

reportMethodologyThisreport

hasbeen

created

usingthe

datafromStatista’sConsumer

InsightsBrand

KPIs.Thereportprovides

you

with

key

consumer

insightsandbenchmarks

forabrand’sperformance

againsttheindustryoverall

and

theircompetitors.Design:OnlineSurveyDuration:

approx.

15

minutesLanguage:official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeRegions:Brazil,Germany,

India,

Mexico,

U.S.

and

UKNumberofrespondents:approx.

5000Ourdataallows

you

tomeasure

each

brand’spositioninthe

market

bycreating

aprofile

usingStatista’s5key

performance

indicators.

Which

are:

awareness,popularity,consumption,loyalty,andmedia

buzz.Sample:

Internet

users,

aged18

-64,

quotasset

ongender

and

ageThisreport

is

basedon

Kellogg’s

Frosted

Mini

Wheats’performance

inthe

breakfast

cereal

market.Fieldwork:April-May

2024Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatStatista

or

theBrandProfiler,

please

clickthe

linkbelow.2Notes:Forthis

report

“Usage”indicates

the

specific

“Consumption”Sources:

Statista

Consumer

Insights

Global,

asofDecember202485%

of

Kellogg’s

Frosted

Mini

Wheats

consumers

display

loyalty

towards

thebrandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??Kellogg’s

Frosted

Mini

Wheats’brandingresonates?Kellogg’s

Frosted

Mini

Wheatsranksoutsidethe

Topmore

with

Gen

X10

inawareness

withinthebreakfast

cereal

market?Kellogg’s

Frosted

Mini

Wheatsgenerally

appealsto?Thepopularity

ratingof

Kellogg’s

Frosted

Mini

Wheatswomen

more

than

menis31%?Among

Kellogg’s

Frosted

Mini

Wheatsenthusiasts,?Kellogg’s

Frosted

Mini

Wheatsranksoutsidethe

Top35%

fallunderthe

high-income

category10

inconsumption?Consumers

want

theirbreakfast

cereal

brandstohavehonesty

/trustworthiness,

highvalue,andauthenticity?In

terms

of

loyalty,Kellogg’s

Frosted

MiniWheats

isfifth

inthe

United

States?Kellogg’s

Frosted

Mini

Wheatshasascore

of13%

formedia

buzz3Sources:

Statista

Consumer

Insights

Global,

asofDecember2024CHAPTER

01Brand

profileInthissection,

we

show

the

demographics

and

attitudesof

consumers

who

saytheylikethisbrandversus

the

share

ofindustryusers.

Thechapteraimsto

bringclarity

tocompanies

who

want

to

know

whotheirbrandingiscurrently

appealingtoand

what

theythinkaboutthe

industry.4Awareness

is

the

highest

scoring

KPI

for

Kellogg’s

Frosted

Mini

Wheats

at

85%Brand

profile:

snapshotBrand

performance

of

Kellogg’sFrosted

MiniWheatsintheUnited

States85%85%31%22%13%AwarenessPopularityUsageLoyaltyBuzz5Notes:Breakfastcereal

‘a(chǎn)wareness’,‘popularity’,

‘consumption’,

‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,246,

all

respondents

(awareness),

n=1,054,

respondents

who

know

the

individual

brand

(popularity),

n=1,054,respondents

who

know

the

individual

brand

(consumption),

n=227,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=1,054,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Kellogg’s

Frosted

Mini

Wheats’

branding

resonatesmore

with

Gen

XBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations38%37%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeKellogg’s

Frosted

MiniWheats

bygeneration

versustheshareof

industryusers

ingeneral,

we

cansee

thatKellogg’s

Frosted

Mini

Wheatsisliked

by11%

of

Babyboomers

and

31%

of

Gen

Xers,whereas

the

totalshare

ofindustryusers

is9%

and29%,

respectively.31%29%25%20%ForMillennials

andGen

Z,

38%

and

20%

feel

positivelytowards

Kellogg’s

Frosted

MiniWheats,

versus

37%

and25%.

Socurrently,

forKellogg’s

Frosted

Mini

Wheats,Gen

Xconnects

most

with

theirbrandcompared

totheoverall

industryuser.11%9%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestobreakfastcereal,which

ofthe

following

brands

do

youlike?”;Multi

Pick;

Base:n=326,

Kellogg’sFrostedMini

Wheats

enthusiast,

n=1,112,

breakfastcerealconsumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Kellogg’s

Frosted

Mini

Wheats

generally

appeals

to

women

more

than

menBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

Kellogg’s

Frosted

MiniWheatsshows

thatwomen

aremorelikely

to

haveanaffinity

with

the

brandcompared

to

men.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof10%10%88%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Kellogg’s

Frosted

Mini

Wheatshasasimilar

proportion

of

LGBTQIA+consumers

when

compared

totheindustryusers

ingeneral.49%51%55%55%

ofwomen

likeKellogg’s

Frosted

MiniWheatscompared

to

45%

of

men,whereas

forthe

overall

industry,51%

ofmen

consume

breakfast

cereal89%compared

to

49%

of

women.10%

ofKellogg’s

Frosted

Mini

Wheatsenthusiastsconsider

themselves

to

bepartof

the

LGBTQIA+

communitycompared

to

10%

among

industryusersoverall.45%Brand

enthusiastFemaleIndustryuserMaleBrand

enthusiastIndustryuserNot

givenYesNo7Notes:“What

is

yourgender?”;Single

Pick;“Doyouconsider

yourself

partofthe

LGBTQ+community?”;

Single

Pick;

“When

it

comes

to

breakfastcereal,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=326,

Kellogg’sFrostedMini

Wheats

enthusiast,

n=1,112,

breakfastcerealconsumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Kellogg’s

Frosted

Mini

Wheats

enthusiasts,

35%

fall

under

the

high-income

categoryBrand

profile:

consumer

demographics

(3/3)HouseholdincomeThegraphillustratestheannualhousehold

income

distribution

amongenthusiastsof

thebrand

andconsumerswithin

the

industry.HouseholdtypeThechartshows

thehousehold

type,takinginto

account

factorssuchashousehold

size,

familystructure,

andthe

number

ofchildren.23%24%Single35%36%23%CoupleSingleparentNuclear35%

ofKellogg’s

Frosted

Mini

Wheatsenthusiastsare

from

high-incomehouseholds.Kellogg’s

Frosted

Mini

Wheats’

brandisgenerally

enjoyed

more

byconsumerswho

arepartof

acouplehousehold,23%

ofKellogg’s

Frosted

Mini

Wheatsenthusiastshavethiscurrent

livingsituation.17%10%11%21%21%36%36%29%Multi-generational4%4%13%14%29%ExtendedOther6%8%Brand

enthusiastIndustryuserLowHighMediumBrand

enthusiastIndustryuser8Notes:Recode

based

on’’Monthly/annual

household

income

(local

currency)’’;Single

Pick;Typology

basedon

’’household

size’’,

’’household

constellation’’

and

’’children

under

the

ageof14

in

household’’;

Single

Pick;“When

it

comesto

breakfastcereal,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=326,

Kellogg’sFrostedMini

Wheats

enthusiast,

n=1,112,

breakfastcereal

consumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Consumers

want

their

breakfast

cereal

brands

to

have

honesty

/trustworthiness,

high

value,

and

authenticityBrand

profile:

qualitiesQualitiesconsumerswant

from

breakfast

cereal

brandsForbreakfast

cereal,

thetopthreequalitiesconsumers

wantfrom

abrandarehonesty

/trustworthiness,

highvalue,andauthenticity.Authenticity60%Thrill/ExcitementSustainabilityBoldnessCleverness40%20%0%Kellogg’s

Frosted

Mini

Wheatsconsumers

alsoappreciate

these

keyattributes,indicating

Kellogg’s

FrostedMini

Wheatsexudes

thesequalities.SocialresponsibilityCoolnessThequalitiesthatKellogg’s

Frosted

MiniWheatsenthusiastsareleast

focused

onareinclusiveness

andcleverness.ReliabilityExclusivityInnovationInclusivenessFriendlinessKellogg’s

Frosted

Mini

Wheatsshouldwork

onpromoting

thrill/excitement

toconvert

enthusiastsinto

owners.HighvalueHonesty/trustworthinessIndustryuserBrandenthusiastBrandowner9Notes:“When

it

comesto

breakfastcereal,which

ofthese

aspects

aremostimportant

toyou?”;Multi

Pick;“When

it

comesto

breakfastcereal,which

ofthe

following

brands

do

youlike?”;Multi

Pick;“When

it

comes

tobreakfastcereal,which

ofthe

following

brands

have

youconsumed

in

the

past12

months?”;

Multi

Pick;

Base:

n=227,

Kellogg’s

FrostedMini

Wheats

consumers’,

n=326,

Kellogg’sFrostedMini

Wheats

enthusiast,

n=1,112,

breakfastcerealconsumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Kellogg’s

Frosted

Mini

Wheats

fans,

37%

state

that

they

get

excitedabout

breakfast

cerealBrand

profile:

attitudesWhat

doconsumersthink

ofbreakfast

cerealingeneral?52%42%37%32%30%29%27%25%22%21%21%20%Sustainability

is

Ivaluealow

priceimportant

to

me

over

highqualityIamwellinformedIrely

onbrands

Iget

excited

about

IliketotalkaboutIknow

and

trust

breakfast

cereal

topicsrelating

tobreakfast

cerealBrand

enthusiastIndustryuser10

Notes:“Which

ofthese

statements

about

breakfastcerealdo

youagree

with?”;

Multi

Pick;“When

it

comes

tobreakfastcereal,whichofthe

following

brands

do

you

like?”;Multi

Pick;Base:

n=326,

Kellogg’sFrostedMini

Wheatsenthusiast,

n=1,112,

breakfastcerealconsumersSources:

Statista

Consumer

Insights

Global,

asofDecember2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1185%

of

Kellogg’s

Frosted

Mini

Wheats

consumers

display

loyalty

towards

thebrandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

breakfast

cereal,

theaverageawareness

ofabrandinthe

United

Statesis82%.Awareness

ofKellogg’s

Frosted

MiniWheats,

however,isat85%.Awareness31%

ofU.S.

breakfast

cereal

consumers

saythey

likeKellogg’s

Frosted

Mini

Wheats,compared

toanindustryaverage

brand

popularity

of35%.BuzzPopularity22%

ofindustryconsumers

intheUnited

Statessaythey

consume

Kellogg’s

Frosted

Mini

Wheats,with

theaverage

consumption

of

abrand

at25%.85%

ofbrandconsumers

say

theywould

consume

thebrandagain,compared

toanaverage

loyalty

score

of82%.Kellogg’s

Frosted

Mini

Wheatshasbeen

noticed

less

inthe

media

compared

toother

brands,with

a“Buzz”score

of13%

compared

to

18%.LoyaltyBrandUsageIndustryaverageSooverall,

the

results

showtheir

performance

tobebelow

average

compared

to

theindustry.12

Notes:Breakfastcereal

‘a(chǎn)wareness’,‘popularity’,

‘consumption’,

‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,246,

all

respondents

(awareness),

n=1,054,

respondents

who

know

the

individual

brand

(popularity),

n=1,054,respondents

who

know

the

individual

brand

(consumption),

n=227,

respondents

who

have

consumed

the

individual

brand

(loyalty),

n=1,054,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Kellogg’s

Frosted

Mini

Wheats

ranks

outside

the

Top

10

in

awareness

within

thebreakfast

cereal

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofKellogg’s

FrostedMiniWheatsRank#

BrandAwareness

%Driving

recognition

will

lead

to

growing

yourcustomerbaseand

measuring

brandawareness

isakeycomponent

toachieve

this.Withthisscore,

you

cangaugethe

current

market

presence

ofabrand,understandthebrand’svisibility,competitiveness,

andrecognition

among

theirtarget

audience.

Further

tothis,itisaperfect

way

toassess

yourcurrentmarketing

strategies.1Kellogg's

Froot

Loops91%91%91%91%90%90%89%89%89%88%15%2LuckyCharmsKellogg's

Frosted

FlakesTrix345Cap'nCrunchUsingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.6Cinnamon

ToastCrunchKellogg's

RiceKrispiesFruity

PebblesCheerios78Outofallrespondents,

85%

were

aware

of

Kellogg’sFrosted

Mini

Wheats.

ThisranksthemoutsidetheTop10

compared

toother

brandssurveyed

inthismarket.85%9AwarenessN/A10AppleJacks13

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,246,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024The

popularity

rating

of

Kellogg’s

Frosted

Mini

Wheats

is

31%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofKellogg’sFrosted

MiniWheatsRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1Cinnamon

ToastCrunch51%49%49%46%45%44%43%38%37%35%2Cap'nCrunch31%3Cheerios4AppleJacksOutofconsumers

who

knew

thebrand,

31%

saidtheyliked

Kellogg’s

Frosted

Mini

Wheats.

This

ranksthemoutsidetheTop10

compared

to

other

brandssurveyed

inthismarket.5Fruity

Pebbles6Kellogg's

Frosted

FlakesLuckyCharms769%8Kellogg's

Froot

LoopsHoneyBunches

ofOatsKellogg's

RaisinBran9PopularityN/A1014

Notes:“When

it

comesto

breakfastcereal,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=1,054,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Kellogg’s

Frosted

Mini

Wheats

ranks

outside

the

Top

10

in

consumptionBrand

KPIs

&benchmarking:

consumptionSummaryConsumption

ofKellogg’sFrosted

MiniWheatsRank#

BrandUsage

%43%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing1Cinnamon

ToastCrunchconsumed,

we

asked

each

respondent:

“Whenitcomes

to

breakfast

cereal,

which

of

the

followingbrandshaveyou

consumed

inthe

past12

months?”.22%2Cheerios41%3Fruity

Pebbles34%Outofconsumers

who

knew

thebrand,

22%

saidtheyconsumed

Kellogg’s

Frosted

MiniWheats.

ThisranksthemoutsidetheTop10

compared

to

other

brandssurveyed

inthismarket.4Cap'nCrunch34%5AppleJacks30%6Kellogg's

Frosted

FlakesLuckyCharms29%728%8Kellogg's

RaisinBranKellogg's

Froot

LoopsHoneyBunches

ofOats25%78%924%UsageN/A1024%15

Notes:“When

it

comesto

breakfastcereal,which

ofthe

following

brands

have

youconsumed

in

the

past

12

months?”;

Multi

Pick;Base:n=1,054,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofDecember2024In

terms

of

loyalty,

Kellogg’s

Frosted

Mini

Wheats

is

fifth

in

the

United

StatesBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofKellogg’sFrosted

MiniWheats’consumersRank#

BrandLoyalty

%89%Afterascertaining

the

consumption

ofabrandinthelast12

months,the

next

most

important

indicatorisbrandloyalty.

Thisscore

allows

ustoestablishwhether

abrandisperforming

well

inregard

tocustomer

retention.

Measuring

brandloyaltyestablishes

aclear

feedback

loop

with

customers,providing

valuableinsightsinto

customer

satisfactionandpreferences.

Itis

alsoapowerful

predictor

tohelpguidemarketing

strategies

and

forecast

futuresalesandrevenue

more

accurately.1AppleJacks15%2Kellogg's

Special

KKellogg's

Frosted

FlakesQuaker87%387%486%Kellogg's

Frosted

MiniWheats585%6Kellogg's

RaisinBranTrix85%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

breakfast

cereal,which

of

the

following

brandsareyou

likely

toconsume

againinthefuture?”.785%8Cap'nCrunchCheerios85%85%985%Outofrespondents

whohaveconsumed

Kellogg’sFrosted

Mini

Wheats,85%

saidthey

would

consumethe

brandagain.LoyaltyN/A10Life84%16

Notes:“When

it

comesto

breakfastcereal,which

ofthe

following

brands

are

youlikely

to

consume

againin

the

future?”;

Multi

Pick;Base:n=227,

respondents

who

have

consumed

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Kellogg’s

Frosted

Mini

Wheats

has

a

score

of

13%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofKellogg’sFrosted

MiniWheatsRank#

BrandBuzz%35%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1Cheerios13%2Cinnamon

ToastCrunchCap'nCrunch28%326%Outofconsumers

who

knew

thebrand,

13%

saidtheyhadheardaboutKellogg’s

Frosted

Mini

Wheatsinthemedia.

This

ranksthemoutsidetheTop10

comparedtootherbrandssurveyed

inthismarket.4LuckyCharms23%5AppleJacks22%6HoneyBunches

ofOatsFruity

Pebbles21%721%8Kellogg's

Frosted

FlakesKellogg's

Froot

LoopsKellogg's

RaisinBran21%87%918%BuzzN/A1016%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=1,054,

respondents

who

know

the

individual

brand

(Buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024STATISTACONSUMER

INSIGHTSUnderstand

what

drivesconsumersGainabetterunderstandingofconsumers,brands,andmarkets.Withthe

Statista

Consumer

Insights,

youget