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Weetabix Food Company has revealed new research that indicates even in the face of the current cost-of-living crisis, the power of a trusted brand still resonates with consumers.

The research for the cereal maker was conducted by KAM, which interviewed convenience retailers and UK adults with children.

Price ranked the top reason (65%) parents of young children are encouraged to purchase one cereal over another. 34% said they are currently looking for ways to shop more economically. 41% stated that trusted brands are preferable 鈥 highlighting that even with the rising costs of groceries, parents still want to buy products that 鈥渢hey know they can depend on鈥.

Lorraine Rothwell, Head of Marketing at Weetabix said: 鈥淜nowing that parents are seeking products from trusted brands with strong health credentials is key for us. Health combined with taste has always been a focus for us…鈥

The rhetoric around the current cost-of-living challenges seems to focus single-mindedly on price as the only metric of value. No one would question that it is critical as people manage household budgets, but there are clearly a complex range of other inputs that drive our choices. Value is not one dimensional. There are nearly always cheaper alternatives, but quality, trust, health, provenance, sourcing, ethics, pleasure, superior or unique formulations and ingredients etc. create a multiplicity of reasons to believe that something is different or more relevant to meet YOUR individual needs. This research from Weetabix is a simple validation that strong brands, with high quality products and long-term equity, will always be an essential part of the choices we make. Trust and a clear focus on the insight that drives behaviour are at the core of brand building and creating real value. It explains why brands continue to be at the heart of our lives.

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